Members Only: David Thuma, EVP, Chief Marketing Officer, PNC

David Thuma is Executive Vice President and Chief Marketing Officer for PNC Bank, responsible for leading brand management, advertising, data/analytics management, and line of business marketing across the corporation. Prior to being named to his current position in January 2016, he served as Senior Vice President of Integrated Line of Business Marketing for five years. In this role, he led marketing efforts for all PNC businesses with an emphasis on customer acquisition and cross-sell strategies. Thuma joined PNC in 2011. His broad marketing experience includes previous roles as Executive Director of Product and Field Marketing for Morgan Stanley’s Global Wealth Management Group in New York, and Vice President for Fidelity Investments’ Direct Marketing and Integrated Marketing divisions in Boston. Early in his career, Thuma held account management roles with several advertising and marketing agencies servicing consumer packaged goods, business-to-business, retail, technology and financial service firms. Thuma holds a Master’s of Business Administration degree, with a concentration in Marketing and Finance, from Wayne State University in Detroit, and a Bachelor’s degree in Advertising from Michigan State University.

Barbara’s experience and passion is in leading complex, multi-channel retail brands. After joining Deutsch in 2007 she helped win the PNC Bank business, and today continues to oversee all integrated brand building efforts across its various divisions. In addition to PNC, Barbara also has overseen work for Spectrum, USAA and the American Heart Association while at Deutsch. Prior to Deutsch, Barbara led the retail portion of the Sprint account at TBWAChiatDay, and held integrated account leadership positions at Arnold, Mullen and Hill Holliday. Over the course of her career, she has built and managed extensive integrated retail, financial services and telecommunications marketing efforts for brands such as Fidelity, Nextel, American Century Investments, The Wall Street Journal, Marshall’s, and AT&T, among others.

Dresdyn Hefferen is senior vice president and marketing director for the Brand Management and Marketing Centers of Excellence team for The PNC Financial Services Group, Inc. In this role, Hefferen leads the brand strategy and advertising efforts for the retail and corporate bank within PNC’s marketing organization. Her areas of responsibility include brand management, traditional and digital creative strategy and execution, paid media strategy, and diverse segments advertising. Prior to being named to her current position in June 2017, Hefferen was group marketing manager of Corporate Marketing. Her responsibilities included managing all corporate brand advertising, providing design and advertising support for the line of business marketing teams, managing PNC’s agency relationship and expanding the in-house media and social teams. Before joining PNC in 2008, she served in various client and account management positions at advertising agencies in New York (Cline, Davis and Mann; BBDO New York) and Pittsburgh (Brunner). Industries of focus included pharmaceutical, technology, hospitality, and traditional consumer packaged goods. Hefferen previously served as a member of the marketing advisory board for the Girl Scouts of Western PA, and the marketing council to the United Way of Allegheny County. Hefferen graduated cum laude with a B.A. in Psychology from Tufts University.