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Darcy Hoffmann

Senior Director, Financial Services
Darcy Hoffmann

Darcy is a dynamic marketing leader with a progressive career that includes agency and client side experience, B2C and B2B expertise, and over 15 years’ experience in financial markets as well as experience in retail, CPG, technology, and education. Darcy brings a proven track record of results working with several of the country's most successful national and regional financial services organizations. 

Darcy’s focus is on helping financial services marketers improve the customer experience and enhance business line profitability. Darcy has a demonstrated history in successful change management and is known for her ability to develop game-changing marketing strategies and gain buy-in across large, complex organizations. Darcy has extensive experience in the development of marketing strategy and the delivery of digital and direct marketing services. In addition, Darcy’s experience includes marketing technology and marketing analytics.

Darcy is adept at transforming strategies into actions. Prior to joining Merkle, Darcy was Vice President of Customer Success at ThinkVine, a marketing mix optimization company, where she led the client service and data science teams. At ThinkVine, Darcy partnered with some of the world’s most well known brands to assess marketing effectiveness and advertising investment to drive improved targeting and ROI with a focus on digital strategy.

Prior to ThinkVine, Darcy managed corporate marketing for Merrill Communication Services, providing compliance-driven marketing solutions to the financial services industry with a focus on wealth management and retirement. Darcy spent nine years with Harte-Hanks in a variety of leadership roles including VP Marketing Strategy in the financial markets division. On the client side, Darcy formerly led direct marketing efforts for Barnett Bank (now B of A) and AmSouth Bank (now Regions). She has specific experience in marketing database, CRM, and direct and digital marketing strategies. Her financial services marketing experience includes deposits, lending, credit card, small business, mortgage, wealth management, and a specialization in mergers & acquisitions.

Darcy holds a BS in Marketing from Stetson University.

Darcy's Articles, Blog Posts, Webinars and More

5 Tips For Financial Marketers to Tap AI’s Personalization Potential

In a world where most consumers think and act 'digital-first,' financial marketers must leverage new technologies enabling personalized interactions and offers — in real time, and in any channel. Fintechs have the edge over traditional institutions... for now. But this will shrink as more banks and credit unions embrace AI tools.

Leveraging Data to Drive Personalized Financial Services Messaging

Leveraging Data to Drive Personalized Financial Services Messaging

Consumers now engage with financial institutions on their own terms, in their own channels, and at their convenience. To keep pace and sharpen your competitive edge, financial marketers need to leverage data as a critical asset to cultivate relationships and deliver high-impact experiences throughout the consumer journey.