Strategy, empathy and a seat at the table add up to success for ING leader
ING America’s head of comms & brand experience leans into early mornings, the Orange Code and a little bit of TikTok.
By Diane Schwartz, CEO of Ragan Communications.
Early in her life, Melissa Kanter saw the signs that communications was the career for her. In elementary school, she was selected to be communications director for a school project. While she pursued a broadcast journalism degree with the dream of becoming a talk show host, she realized that not being in front of the camera was more her style. But uncovering and sharing interesting stories was her beat.
Fast forward many decades later and it’s no surprise that Melissa is leading a comms team within a 60,000-employee strong financial institution. As the head of communications and brand experience for ING Americas, Melissa oversees external and internal communications and branding efforts in her region, in close collaboration with the global Communications & Marketing function. She leads a “small but mighty” team with six employees who are part of a larger comms/brand team of 550 people.
Her influence at ING is formidable, as she reports to the CEO of ING Americas – Andy Schaeffer – and functionally to Martha McKenzie-Minifie, global head of WB Banking Communications & Brand Experience. She also sits on the Americas Management Team and ING’s Communications Network Leadership Team, led by Kim Larsen, global head of communications and brand. She’s also chair of ING America’s Charitable Committee.
A member of Ragan’s Communications Leadership Council, she shares her ideas with fellow members and always enters our Council rooms (virtually or in person) with a big smile on her face. Her experience and position allow her to advocate for employees in ways that make a real difference. In a recent reorganization discussion Melissa was the voice in the room calling “time out.”
“I said, ‘let’s think about how this will impact our people,’” she recalled. “Communications needs to be there at the start of a change.”
From her New Jersey home, Melissa shared with me her career journey, her passion for a role that is both dynamic and the right amount of challenging. She also revealed her secret for unwinding after a long day (hint: it involves a cantina).
Origin Story
DIANE: How’d you get here? Share some significant stops along your journey to head of Communications & Brand Experience at ING Americas.
MELISSA: Right out of college I applied to the top 25 PR firms in NYC. While I thought that I would fall into consumer-focused PR, I ended up working at Dewe Rogerson – a financial communications consultancy. Working in financial PR gave me the opportunity to work directly with the C-suite on positioning a company, transactions such as M&A deals and IPOs, and providing general counsel on high profile announcements.
DIANE: What was the turning point from agency to corporate?
MELISSA: I loved the thrill of working on a wide array of projects that could significantly impact a business. This began a 15-year career working on the agency side at firms that included Ruder Finn, RF Binder, Weber Shandwick and Edelman.
I eventually made the switch to in-house and haven’t looked back. I joined the institutional trading firm Liquidnet, where I had an incredible sponsor who opened the door for me to eventually lead global communications. I traveled the world and learned how to oversee a comms program that extended to Europe and Australia and introduced a government relations program that brought me to Washington, D.C.I then pivoted to a new opportunity at Philips – a manufacturing company based in the Netherlands – to help them spin off their lighting business now known as Signify. As head of communications for the Americas, I reported into the CEO and joined the management team. I was exposed to new areas of communication from factory engagement, consumer outreach and sustainable-focused communications.
At the start of the pandemic, my job situation changed as a result of a company-wide reorganization, and I found myself looking for a new opportunity at the start of the pandemic. Despite the uncertainty, I quickly connected with a recruiter about the opportunity at ING – another large Dutch company – as head of communications and brand for the Americas. This opportunity brought me back to financial services while allowing me to leverage the global experience I gained in my previous roles. It was meant to be!
DIANE: Tell us about how meeting a princess might have swayed you to go into PR.
MELISSA: When I studied abroad in London, I had the opportunity to take my first class focused on public relations. The professor was the most dynamic woman I had ever met and she dazzled us with stories of her clients and causes that she supported. She shared that she was hosting an event at the London Zoo to save endangered animals and in a moment of bravery, I approached her to see if my friend and I could help. The event attracted hundreds of attendees, journalists and notable guests, including Princess Anne. At that pivotal moment, I knew that I was destined for a career in communications.
Leadership
DIANE: Of all your leadership skills, what’s the one you lean on most to run an effective department?
MELISSA: Building trust is the foundation for good leadership and driving collaboration across my team. I have always been able to build genuine connections quickly creating safe spaces to share ideas and feedback and collaborate more effectively. I have also found that connecting on a more personal level helps engagement, enhances productivity and overall morale.
DIANE: You’re fortunate to have a seat at the table as a member of ING’s Management Team. What advice do you have for others seeking that influence?
MELISSA: I feel very fortunate to not only sit on the management team but to be seen as a valued member of that team. Often, I am the only non-finance person in the room, so I have learned to lean into the unique strengths and perspectives that I bring and stand behind my points of view with conviction.
At ING, we have an Orange Code that guides our behaviors in line with our culture. One of those behaviors is to take things on and make it happen. When it comes to our own influence, often, we forget to do our own PR. I highly recommend that individuals share their successes proudly, communicate them in a way that will resonate with your leaders and continue to take the initiative to identify solutions to problems when they arise.
DIANE: For women in leadership roles, there’s been slow but steady progress, with small percentages of women in CEO roles and board roles. What are some tangible ways to speed up change?
MELISSA: I am happy to work at a company like ING that values diversity and sees it as an integral part of the culture but recognizes that there is always room for improvement.
Over the past few years, the company has introduced a number of initiatives to promote the inclusion of women in leadership roles from updates to the interviewing process to tracking data around hiring and promotions. It would be great to see other companies put this focus in place to help speed this up.
Culture
It is open and collaborative as well as flexible. I recently sat through a promotion process and a number of colleagues described that they felt they were part of a family at ING. There is a warmth that is unmatched.
DIANE: Given that ING is headquartered in The Netherlands and you have offices worldwide, what are some ways you’ve been able to bridge culture gaps?
MELISSA: ING has a very open, respectful and collaborative culture which has been helpful in breaking down cultural differences. Our office in the Americas alone is very diverse with employees from all over the world so we embrace our differences everyday – it is core to who we are.
My colleagues outside of the US come to me for my perspective and views and I always feel comfortable sharing my honest opinions, even when I know they might differ from what my European colleagues are experiencing or feeling. These open dialogues have allowed us to evaluate opportunities, avoid blind spots and missteps and reinforce joint decision making. I also think we have a global-local approach where we are aligned but have flexibility to adapt to regional needs.
Other factors that have helped include flexibility to accommodate for time zones, technology enhancements to improve collaboration, and a regular sharing of best practice and experiences with local perspectives.
DIANE: How have you and your communications team been able to influence work culture and critical decisions about changes at ING?
MELISSA: I always say that our team is at the heart of ING Americas and that we play a big role in the culture given our focus on engagement and experiences. In addition to the relationships that my team has built, we have created connections to gather data and insights from employees that we can use to help shape decisions while providing strategic direction and creative implementation.
DIANE: What are some unique ways you engage employees?
MELISSA: Our strong Orange culture is prevalent in all of our communications with our employees, whether we are hosting town halls, international visitors, or sending out senior leadership emails or our bi-weekly newsletter. Through vibrant imagery, an approachable tone of voice, and interactive engagements, we connect with our employees through various touchpoints as we know our employees engage with the brand, the company and information in different ways. The events and experiences we create for our employees have a uniquely-ING feel to them.
The Work
DIANE: What’s a typical day like for you?
MELISSA: Since I work for a global company, it is not uncommon to wake up to numerous emails from around the globe, so I try to tackle those next. On days that I commute to the city, which is about two to three times per week, I use my commute time catch up on reading, do my daily news checks, finish my New York Times puzzles (Connections and Wordle) and get my schedule in check. Throughout the day I am participating in meetings with my team, brainstorming new ideas or contributing to various projects.
I tend to end my day around 5 p.m. so that I can get home to spend time with my family, make dinner and call my mom and sister. I won’t lie, my evenings are typically spent unwinding with TikTok or a TV binge and the occasional glass of Sauvignon Blanc. And I go to bed early – around 9:30.
DIANE: Any tips on holding meetings and getting through meetings – in person or on Zoom? What works for you?
MELISSA: I am an efficient person and I don’t like to waste time. I find 30 minutes is typically long enough for a meeting when there is a clear agenda or ask. I used to take tons of notes in meetings but I stopped doing that. I found that I rarely referenced my notes after the fact and my actual listening improved because I was completely present. Following a meeting, I will type two or three takeaways or actions that I need to take which helps me keep things on track.
DIANE: How is generative AI helping you and your team to be better communicators?
MELISSA: I have been pleased to see the conversation about AI move from theoretical to practical. Marketing and comms are a natural place to start experimenting with use cases that leverage AI, especially in areas like creating content. We have been working closely with our global comms and local IT team to explore what we can do now while sticking to the parameters of being in a highly regulated organization. I have also arranged for our team to speak with outside experts to help us become more savvy about AI tools and best practices that are already being leveraged.
Self
DIANE: Personal habits that work?
MELISSA: I own my calendar. My time is precious and I want to make sure I have time for work responsibilities but also for personal self-care. Having control of this allows me to prioritize my day and give personal space when needed.DIANE: A habit you want to shed?
MELISSA: I have a terrible TikTok addiction. In many ways TikTok has allowed me to stay on top of the latest trends, helps connect with my teenage daughters, and allows me to share fun videos with friends and family. However, I have lost too many evening hours to endless scrolling. I was actually happy about the TikTok ban as I thought I would get some time back, but that was brief.
DIANE: Take us through a typical weekend day.
MELISSA: I wake up around 8:30 or 9 and head to the gym or go for a run. I usually pick up bagels and my husband, daughter and I have breakfast together. We usually take it easy during the day, playing with our dog or having family and friends over. In the evening, we will meet friends for dinner or host our friends at our house. We built a cantina in our backyard garage which allows for easy entertaining throughout the year. There is a TV, bar and comfortable seating. It’s like going out but staying home all rolled into one.
DIANE: What are you still working on improving?
MELISSA: I’m always working on letting things go. I hold on to things that take up too much space in my mind and distract me. I have recently been listening to Mel Robbins where she discussed the Let Them Theory. It’s a must-listen for everyone.
DIANE: What’s your favorite running song or playlist?
MELISSA: My running mix is eclectic and can be anything from Taylor Swift and country to showtunes. Right now, I am listening to a lot of ‘90s pop music.
Other Tidbits
Hometown (where you grew up) & family:
I grew up in Dix Hills, NY, and now live in New Jersey with my husband and two kids.
First job:
Shoetown
Favorite pastime:
Running (she’s run 4 marathons, 2 in NYC, with the next one in November)
Favorite quote:
“Be yourself. Everyone else is already taken.” – Oscar Wilde
Favorite book:
“Pillars of the Earth” or anything by Kristin Hannah
Best advice:
Years ago, my grandfather told me I should work at a bank. I guess he was right!
Worst advice:
Stick with what you are comfortable with.
Best mistake:
I have made so many mistakes but I have learned to give myself grace, ask for feedback, learn and move forward. I’m still working on letting go.
To all Wonder Women: If you’re looking to connect with other women leaders in communications, consider joining us for the next Ragan’s Business Summit & Retreat in September 2025: Details are here.
