NEW YORK: JPMorgan Chase recently hired Melissa Shuffield as VP of communications and corporate affairs. She will also lead the company's Hispanic media outreach efforts.
In addition to supporting the financial firm's communications strategy, one of her primary responsibilities will be to act as the company's liaison with the US Hispanic media, which is a new position that JPMorgan Chase has been looking to fill.
“If you look at the numbers from the last census, the Hispanic population in the US has grown about 43 percent in the last decade,” Shuffield said, “so this is really a unique time and we too have to be able to build our brand and match the growth of the country at Chase.”
Shuffield joins from Weber Shandwick, where she was SVP for nearly two years. She previously served as press secretary to Senator John McCain and former Senator Mel Martinez in Washington, DC.
“I always look at strategic communications as somewhat of a science and you can apply the same formula to so many different industries, so while I haven't worked specifically in the financial service industry before, I've been working in communications for about a decade now, and I find that while there are some new challenges, the formula is typically the same,” Shuffield explained.
She will be based in Florida, where she will promote franchises across business lines and support media activities for Martinez, the firm's chairman of Florida, Mexico, Central America, the Caribbean, and the JPMorgan Chase Foundation.
“Florida is a really important market to us and we had a communications gap there,” said Patrick Linehan, SVP of Chase communications. “Melissa is ideally suited for the position: she has heavy media experience, she's worked with Senator Mel Martinez, she speaks Spanish fluently, and she's originally from Florida.”
JPMorgan Chase, which currently has 250 branches in Florida, is looking to expand throughout the state over the next five years, ultimately hoping to reach between 375 and 500 total branches.
Linehan said Shuffield will “support us as we grow.”
Shuffield will report to Kristin Lemkau, CCO for Chase, and will also be accountable to Martinez.
“She's a tremendous talent and we're thrilled that she's joined the team,” Linehan added .