"I'm Becky Saeger, the CMO at Charles Schwab. In giving difficult news to people, I think that three things are very important. The first is empathy. Let them know you want to know how they feel, you care about how they feel and you can convey that in a lot of different ways. Second is honesty. You have to lay out the facts you have to be straight-forward and authentic and you have to really understand the situation. And finally, hope. Like any good leader you have to show them the path forward and let them see how to go from here. Thank you." -- Rebecca Saeger
How do you deliver difficult news to your staff, customers, or the public?
Rebecca Saeger is responsible for Schwab's advertising and brand management, marketing communications, public relations, media planning and buying, sponsorships, and database and relationship marketing. Saeger has direct accountability for both firm-wide and enterprise specific marketing activities.
Prior to joining Schwab in 2004, Saeger was a member of the executive management committee at Visa USA, where she was responsible for marketing and led efforts behind Visa's fastest growing consumer product, the Visa Check Card. Previously, Saeger worked at Foote, Cone & Belding, where she led national marketing campaigns for major brands such as Pillsbury and Janus Funds. Prior to that, Saeger launched new products and international advertising campaigns at Ogilvy & Mather for clients American Express and Unilever.
Saeger serves on the board of directors as chair of the Association of National Advertisers. She is also a member of the World Congress of Sports advisory board and the marketing committee of the San Francisco Symphony.
Saeger earned a bachelor's degree from Muhlenberg College and her Master of Business Administration degree from the Wharton School at University of Pennsylvania