July 23, 2026

Laura Curtis Ferrera will be departing her position as global CMO at Scotiabank this fall, strategy has learned, with former BNY and Fannie Mae chief marketer Steve James set to move into the role this September.

Curtis Ferrera said she is grateful to have been part of Scotiabank’s efforts to modernize the brand for a new generation of clients in a statement sent to strategy by the bank on Thursday afternoon. During her six years as global CMO, Curtis Ferrera oversaw a number of large-scale marketing initiatives, including reimagining the “You’re Richer Than You Think” platform and the Scotia Wealth Management brand. She also worked under the title of SVP of marketing for more than 5½ years after moving to Scotiabank in February 2015.

“Over the years, we’ve transformed how we tell our story, modernized an iconic brand, launched programs and platforms that have helped deepen relationships with clients, and brought together a global marketing team that’s stronger, more connected and better positioned for the future,” Curtis Ferrera said in the statement. “I’ve always believed that great brands are built by understanding people’s hopes, ambitions and everyday realities. The most meaningful work happens when we listen first, lead with empathy, and create human connections that matter.”

One of strategy’s 2026 Marketers of the Year, Curtis Ferrera will remain at the bank through the end of the year to support James as he transitions into the role after joining Scotiabank on Sept. 21. James joins Scotiabank after two years as the CMO of BNY, the New York-based financial services company that oversees more than $62.6 trillion USD in assets for clients around the world. He also worked in CMO roles at financial-services firm Consero for two years and mortgage finance firm Fannie Mae for more than eight years.

During more than two decades in the marketing industry, James has also worked in senior marketing roles at Capital One and the Teachers Insurance and Annuity Association of America.