TheMReport — News and strategies for the evolving mortgage marketplace.
Issue link: http://digital.themreport.com/i/831918
18 | TH E M R EP O RT COVER STORY L ast year, millennials surpassed Baby Boomers as America's largest generation, according to the U.S. Census Bureau. Now, more and more Gen Y con- sumers are making the largest purchase of their lives, with the National Association of Realtors reporting that 90-plus percent of that developing demographic planning to be homeowners eventually. The critical need to market to those masses is what every mortgage company must address these days, and Chase Mortgage's Chief Marketing Officer Amy Bonitatibus brings to the considerable task passion, personality, and the power of both her diverse experience and Chase's integrated finan- cial services platforms. "We view marketing not as a function, but as a revenue- generating part of the bank, which, in this case, is mortgage," Bonitatibus says. "We're also the No. 1 choice for banking among the millennial population." Barry Hess, Executive Director of Mortgage Originations Marketing Strategy at Chase, says, "Amy takes her cutting- edge communication skills and combines them with unique customer and market perspectives, creating a dynamic leader- ship model. An inspiring leader with an abundant amount of energy, intelligence, and commitment, she has her finger on the pulse of customer needs and is bringing new, innovative marketing solutions for our customers." At first glance, Bonitatibus might seem a personal and professional paradox. She is laser-focused on the work at hand, yet has already managed communications for Chase's Card Services, Mortgage Banking, Auto Finance, and even Technology divisions in her five-plus years at the bank. She is risk-averse in her career, but at the same time always open to new challenges. The upstate New York native and former deputy press secretary for Senator Hillary Rodham Clinton knows more than a thing or two about strategy. She also is learning how to play chess from her 5-year-old and 7-year-old sons, with some help from her husband, of course. "I am motivated by the number of talented women who I work with every day that are juggling multiple roles at once, from their careers to their family and to even philanthropic PARTNERING UP Chase Mortgage is teaming up with the bank's credit card arm to deepen its relationships with existing customers—thanks in large part to one innovative mind. By Brian A. Lee