Theresa McLaughlin

CMO Global Marketing, T. Rowe Price

In a marketing career at financial services firms, Theresa McLaughlin has managed product teams and helped drive revenue.

Her mission during the more than 25 years at Citizens Financial Group in Boston, TD Bank Group in Toronto and now T. Rowe Price in Baltimore, has boiled down to a key idea.

“I would say largely I have helped companies tell their story,” McLaughlin said.

In 2021 when she joined T. Rowe Price, the global investment management firm, the thinking was that the brand founded in the city in 1937 needed a refresh.

“It was not a broken brand,” she said. “For us, it was just getting on that front foot and telling our story.”

In February, T. Rowe launched a global campaign designed to boost name recognition and set itself apart from other investment management firms. TV and digital spots, a podcast series and a new website highlight an 85-year legacy and its professional expertise and “independent thinking.”

In June, the company announced a multi-year sponsorship with the Orioles, including jersey patches with the firm’s bighorn sheep logo on the club’s uniforms and T. Rowe Price signage above the center field scoreboard.

Consumers can expect additional campaigns outlining the evolution of investment and retirement products and services.

“It’s not just about returns,” she said. “People want us to help them make them smarter.”

— Lorraine Mirabella