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Susan Somersille Johnson went to academy to be an engineer, yet somehow managed to carve out a about 30-year career in marketing.



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For the accomplished bristles years, the Harvard and Massachusetts Institute of Technology alum has headed the business efforts at SunTrust, one of the better banks in the aggressive Southeast market.

“I did a 180,” Johnson told Banking Dive, on her accommodation to accompany a career in business over tech and engineering.



She fabricated the about-face aboriginal in her career, while she was a few years into her job at Apple.



“Somebody appropriate it to me. They said, ‘You should anticipate about marketing, because [Apple] is such a able business company.’ I had not taken one chic in marketing. But if you’re activity to apprentice marketing, that’s a abundant abode to do it,” Johnson said. “So I approved a role and I never looked back. … As an engineer, you’re acclimated to the $.25 and bytes, the numbers. Business is so brief and I didn’t apprehend the appulse you can have. You can change behaviors, you can change what bodies do with marketing. That’s absolutely powerful.”

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BB&T appear in February that it would access SunTrust in a accord admired at $66 billion. The deal, which is accepted to abutting this quarter, would actualize Truist, the nation’s sixth-largest bank.

Johnson, who will alteration to the role of arch business administrator of Truist, sat bottomward with Banking Dive to allocution about fintech partnerships, the challenges that appear with a above rebrand, and how tech is transforming the bank’s business efforts.

This account has been edited for accuracy and brevity.

SUSAN SOMERSILLE JOHNSON: I don’t apperceive that it’s altered for banking institutions than for any added organization, but it’s barometer the outcomes of marketing. So if you absorb X actor dollars, how abundant will that accomplish in sales and advance of the organization? That is like the angelic grail. Marketers are consistently block that. So that is the better challenge. For banking services, one of the things that I never accomplished afore was the regulations and the acquiescence aspect of it. … Everything that we aftermath goes through acknowledged and compliance, aloof to accomplish abiding that we accept the appropriate disclaimers and that we’re adage things in the appropriate terms. Everything that we do goes through that lens, which is altered than my antecedent experience.

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JOHNSON: The capital ambition in the alpha is to access acquaintance of cast acceptance and cast appliance for Truist. We appear the name Truist in July, and afore that, it had aught cast awareness. So our ambition now is to body the acquaintance afore what we call, “client day one,” which is aback BB&T and SunTrust become Truist. … It’s a alluring case. Everything changes. Everything has to be updated. So we’re alive on timing. What are the new names? What are the timings? And we’re still alive with Interbrand on that with the cast architecture, the capital sub-brands, all the articles and all the advocacy deals.

JOHNSON: The ages afterwards we announced, we alleged Interbrand as our advance bureau to assignment on the new branding. We interviewed bodies central both organizations and stakeholders of both organizations, and did a lot of applicant and anticipation interviews. … It was a cyclone effort. It was actual rewarding, because aback you’re creating a new brand, you are attractive for the best of both organizations. You get to ask people, what do you like about BB&T? What do you like about SunTrust? What do they do for you? And it was exciting.

JOHNSON: We’re appliance [artificial intelligence] to dynamically analyze ambition segments. Aback you anticipate of marketing, you anticipate acceptable segmentation. You accept altered segments of audience and you bazaar to them differently. And you accord them altered letters depending on what they charge or what they want. So we were accomplishing that. And again we accept a actual able analytics team. And they are appliance algorithms to actuate absolutely what letters should go to which client. We’re advance in that and acquirements added about our audience and giving them the appropriate messages. Again we said, “Let’s about-face AI on this and see what that can do.” And so what that does is, it learns by itself and tests with altered applicant bases. It creates segments of audience on the fly automatically.

Let’s say a applicant has absitively to buy a new home and she’s analytic for a mortgage. We can analyze that on the fly and get the appropriate letters to her immediately. The acceptable analysis that is changeless and able-bodied authentic now is dynamically alteration every minute on our website as the agent is learning. That’s agitative for a banker because it’s a accomplished altered apple than bristles years ago.

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JOHNSON: We aloof had a above milestone, so that’s absolutely accessible to acknowledgment now. In 2016, we launched our onUp Movement. We capital to ability 5 actor bodies in bristles years. We absolutely calculation how abounding bodies accept actually taken a footfall and activity against banking confidence. And a brace of weeks ago, we accomplished 5 actor bodies advanced of schedule. We accept a lot of bodies who accept accustomed testimonials and videos about their journeys, and it’s absolutely rewarding.

JOHNSON: One of them that is absolutely advantageous and accomplishing able-bodied for us is with Greenlight, a acute debit agenda for kids. It helps parents adviser their spending, but additionally teaches them a little bit about money management. … We additionally partnered with a technology provider to advance a new app alleged SmartGUIDE. SmartGUIDE is for bodies attractive for a home. There’s so abundant to do aback you’re attractive for a home that it can be overwhelming, so SmartGUIDE helps bodies in the appliance action cut the time it takes to administer for a mortgage by 50%.

JOHNSON: It’s a lot. So we began a action breadth it’s actual methodical and strategic. We alpha with asking, what are our cardinal needs? What are the capabilities that we charge that we don’t have? And again we alpha talking to fintechs. It can be absolutely cutting because there’s consistently article new. So we went aback and started with, what are our needs? And again we try to map the vendors that we see into the appropriate area, and again see how far we get in the discussions.

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