Goldman Sachs Snags Fiona Carter as Its First Chief Marketing Officer

The former AT&T CMO announced her departure from the telecom last week

Photo of Fiona Carter
Fiona Carter spent five years at AT&T overseeing one of the largest ad budgets in the country. Getty Images

Goldman Sachs has hired AT&T’s Fiona Carter as its first chief marketing officer, Carter confirmed to Adweek today.

The news, first reported by Axios, comes just a week after an internal memo revealed that Carter will leave her post as AT&T chief brand and advertising officer on June 26 following five years with the telecommunications brand. She’ll start at Goldman Sachs on Sept. 1.

At AT&T, Carter oversaw an advertising budget of over $5 billion, using it to create diverse and representative storytelling for the 144-year-old brand. On her watch, AT&T became the first member of the Association of National Advertisers to incorporate the Gender Equality Measure, a byproduct of the #SeeHer movement to improve the portrayal of women and girls in marketing by 20% in 2020, into its copywriting process.

Last year, Adweek honored her as one of its 10 Brand Geniuses for her equity work at AT&T, as well as one of our 41 Women Trailblazers—an award that highlights women who are breaking down barriers and creating opportunity for others.

Carter brings more than 27 years of branding and communications experience to Goldman Sachs. She will join the finance giant’s executive office as a partner, overseeing brand marketing, content and digital strategy globally and reporting directly to president and chief operating officer John Waldron, according to Axios. Working closely with businesses across the company, Carter will be tasked with elevating unified brand messaging.

Prior to her role at AT&T, Carter served as chief operating officer of advertising, branding and research for Omnicom Group, overseeing 14 different agencies, including Goodby, Silverstein & Partners, Merkley+Partners, Flamingo Agency and Siegel+Gale. Before that, she was an executive vice president at BBDO New York.


@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.
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