Eight years ago, before she joined TD Ameritrade, Denise Karkos was SVP/market planning at TD Bank.

And, she recalls, her team had “just rocked with a home-equity campaign. We were so proud at how well we were performing that we went to our CMO and talked about the performance of this campaign in terms of clickthroughs and response rates back” – powerful metrics in those different digital times.

Denise Karkos, CMO, TD Ameritrade

The CMO, in turn, was every bit as pleased, and proposed, “Let’s get in front of the CEO, and let’s tell him the efficacy of your campaign, because this is really good stuff.”

Karkos, who has served as CMO of TD Ameritrade for the last five years, continued the storyline to an audience at the Association of National Advertisers’ (ANA) 2018 Advertising Financial Management Conference. “‘Okay,’ he said, ‘Why is the business having the worst [time] they’ve had in recent years?’ And I didn’t even know.