As Chief Marketing Officer of Morgan Stanley Wealth Management, Andrea Zaretsky oversees the marketing initiatives for Financial Advisor, Corporate and Institutional Solutions, and E*TRADE from Morgan Stanley businesses. Ms. Zaretsky is responsible for defining and driving brand and performance marketing efforts through an integrated strategy. Key areas of focus include: igniting Profitable Acquisition through data-driven targeting, messaging, offer and channel strategies; deepening Existing Client Relationships and Empowering the Field to drive engagement through personalized and relevant strategies; and Expanding Brand Perceptions to appeal to new segments with the integrated firm offering.
Ms. Zaretsky has an extensive background developing innovative business strategies to drive customer acquisition, loyalty and engagement at iconic brands in both the Financial Services and Retail industries. Prior to the acquisition of E*TRADE, Ms. Zaretsky was the Chief Marketing Officer for E*TRADE Financial where she was responsible for E*TRADE’s retail brand, advertising and marketing initiatives. Prior to E*TRADE, Ms. Zaretsky served as Senior Vice President of Marketing at SEPHORA, where she led Customer Relationship Management (CRM), Loyalty, Insights and Analytics, and launched the company’s first Credit Card.
Ms. Zaretsky began her marketing career at American Express, where she served as Head of Customer Marketing for the firm’s largest division, leading Acquisition, Customer Engagement, Innovation and Investment Optimization. During her 15-year tenure at the company, she also held global leadership positions in Digital Partnerships, Sales, Rewards and Product Management.
Ms. Zaretsky has been recognized as one of the Top 100 Women in Brand Marketing (Brand Innovators, 2019–2021) and was featured in 12 Women Changing the Money Industry (Forbes, 2020). Additionally, E*TRADE’s “Don’t Get Mad, Get E*TRADE” Campaign won the pre-eminent American Marketing Association’s Effie Gold award under Ms. Zaretsky’s leadership.
Ms. Zaretsky is currently on the Board of the Mobile Marketing Association (MMA), and previously served as a Trustee on the Board of Marketing EDGE, a 50-year-old non-profit organization dedicated to introducing college students to the thriving business of marketing. Ms. Zaretsky is also an Advisor to ReelAbilities, the largest film festival in the US dedicated to promoting awareness and appreciation of the lives of people with disabilities.
She earned her BA from Tufts University and her MBA from Columbia Business School.