Andrea Brimmer has been the CMO and public relations officer at Ally Financial since 2021. Throughout her tenure, she has played a crucial role in driving brand growth for the company. Brimmer has also pioneered new marketing and sponsorship approaches that have pushed the industry forward.
In recent years, Brimmer has led initiatives to increase investment in women’s sports. In 2023, Ally Financial announced a groundbreaking media deal with Disney and ESPN, with over 90% of the investment going towards women’s sports. In addition, Ally became the official banking partner of the USGA and sponsored several women-funded and women-owned media sports properties.
Under Brimmer’s leadership, the Ally logo is now recognized by three-quarters of sports fans, with women’s sports fans having a 71% higher likeability rate and 82% higher preference for the Ally brand. Brimmer has also been instrumental in the company’s streaming strategy, with successful launches like the “Side Hustlers” reality series and a streaming-only Super Bowl ad.
Currently, Brimmer’s marketing team is exploring the use of generative AI to increase productivity and save costs. By utilizing the Ally.AI platform, they have been able to significantly reduce the time required to create content and report impressive time savings.
Overall, Ally Financial’s brand value, as measured by Brand Finance, has increased by 30% this year, and its trust score has grown by 10%. These results are a testament to Brimmer’s dedication and innovative marketing strategies.
