A Quick Scramble Up Fidelity's Ladder

The mutual-fund giant taps a mass-marketing veteran

Gail J. McGovern got off to a controversial start at Fidelity Investments. In September, 1998, the Boston mutual-fund giant lured her away from the top consumer marketing job at AT&T. When Fidelity put her in charge of its 3,284 phone operators and 77 branch offices, her first move was to send letters to 30,000 Fidelity customers who were the most frequent callers to its service center. Her message: Quit tying up the phone lines and use automated phone and Internet services instead.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.