When Amy Johnson, Simmons Bank SVP and Director of Corporate Marketing, was in college at the UofA at Fayetteville, it wasn’t banking that made her tick, but medicine.
During high school the Pine Bluff native spent her summers working at Camp Aldersgate and decided she wanted to become a doctor to “serve others and help them with their challenges.”
But then she dipped her toe in the business school water, which she recalls as being “new, hip and very appealing,” and soon after made the leap from pre-med to business.
“While my career path changed,” she says, “the opportunity to serve others remained. It doesn’t matter the profession or industry, the focus should always be on serving others and striving to not only meet, but exceed their needs.”
After college, she had a short stint with Shelter Insurance in the company’s state claims area, and then in November 1985, she made the move to Simmons, working as a financial analyst, then in loan review, compliance, audit, real estate lending and retail before landing in marketing, which is truly her niche. She’s now been with the bank for 29 years and is in it for the long haul.
As Simmons’ chief marketing guru, Johnson says she is responsible for all aspects of the development, planning and execution of marketing plans that advance the bank’s strategic objectives, grow market share, promote the Simmons Bank brand and enhance the customer experience. She plans, manages and oversees the day-to-day marketing operations of the entire bank and all ancillary business units, including people management, business and marketing strategy, branding, customer experience, product management, budgeting, public relations and internal/external communications.
“It’s such an exciting time to be a part of this organization and the momentum. Today, with more than 100 branch and ATM locations in 59 communities throughout Arkansas, Kansas and Missouri, our geographic footprint has expanded but our mission remains true to the enduring philosophy of the founders — to place our customers’ needs at the forefront of all we do,” Johnson says.
Johnson’s role is one that would keep anyone on her toes, but with all the changes and acquisitions Simmons has made recently, her position has become more important than ever.
“It’s certainly busier. All of the everyday aspects of banking continue, in addition to new responsibilities of an acquisition. The fast-paced day gets multiplied,” she says. “We truly believe these partnerships make Simmons Bank stronger by allowing us to add a more robust line of products and services while also expanding our branch footprint and customer reach.”
Arguably one of the most interesting aspects of Johnson’s job is the “conversion weekend,” which occurs after Simmons acquires a new bank and must change and re-brand it accordingly.
Though she wouldn’t share any of the top-secret details of what happens during a typical conversion, Johnson did say this: “Every conversion is distinct. There are two financial institutions joining together, although we are both in the business to provide solutions to our customers, the way we approach business can be different. The institutions that have joined the Simmons family have been banks that are very similar to [ours]. Banks that have the same common core beliefs and values — not only to the customers and associates, but also to making our communities stronger and better places to live and work. We go through a process after a conversion of looking internally and reflect on what we can do to improve our process moving forward.”
As for Johnson’s tricks for balancing her home/work life and the day-to-day changes of the banking world, she says, “One of my keys to success in both my business and personal life has been honing the ability to get things done while embracing constant change.”
The Takeaway
Soirée: Can you tell us something about yourself that would surprise people?
Amy Johnson: I have been known to wear camouflage and sit in a deer stand.
SO: What’s your typical day like?
AJ: I’m an early riser, so I’m usually checking voicemail and replying to email before I leave the house. After that I’m meeting with my marketing team to discuss projects, timelines and any pressing issues. The marketing group works hard in keeping the Simmons Bank brand promoted through our advertising and community involvement. This brand management is in addition to supporting our three-state footprint across all business lines to ensure our associates and customers get the products and services they deserve while delivering exceptional customer service. This is done while keeping our goal in focus – making Simmons Bank the bank of choice.
SO: Hobbies?
AJ: Running was one of my favorites, but my knees don’t seem to like it much anymore. I like to fish, read, dabble in interior design and spend lots of time laughing with family and friends.
SO: Books currently on your nightstand?
AJ: “Start with Why” by Simon Sinek; “Dethroning the King” by Julie Macintosh; “Desire, (The Journey to Find the Life God Offers)” by John Eldredge
SO: What’s a skill you’d love to learn one day?
AJ: To fly an airplane.