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One year later, Covid has changed our world as we once knew it. Businesses have shifted their strategies completely, and with that, branding has changed alongside it. Join the CMO Club as we discuss the impact the past year has had on branding, and speak with your peers about strategies and shifts they've navigated and achieved throughout 2020 and looking forward at the new year.
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Vice President, Brand Communications
SVP, Head of Brand and Community Marketing
At TD Bank, Ivy leads the charge to drive brand and community marketing strategies, particularly related to TD's Unexpectedly Human brand promise and the TD Ready Commitment in the U.S. She leads a team focused on brand strategy development, integrated communications activation, corporate sponsorships, insights and delivery across all channels inclusive of retail and media channels, ensuring that the TD brand is salient, relevant, meaningful and differentiated in the markets in which it competes. In addition, she and her teams drive excitement and engagement among Colleagues and Customers and in our communities, continuing to reinforce TD as a human, purpose-driven brand in meaningful ways across our footprint.
Ivy previously worked at TIAA Financial Services, a leading financial services provider enabling the financial well-being of people working in the academic, research, cultural, medical, government and nonprofit fields, where she served as VP for Brand Marketing and Advertising. She was directly responsible for TIAA brand’s integrated marketing and omni-channel media presence, leading Consumer and B-to-B integrated marketing communications, agency relationships, creative advertising strategy and omni-channel media strategy/execution to drive top-middle-bottom of funnel outcomes. Among her accomplishments, she notably led the company's 2018 centennial year-long programming– from creation to activation across multiple business and direct-to-consumer business channels. And she established the first-ever national media partnership with Oath (now Verizon Media) for engagement, philanthropy and activations with key influencers and customers.
Ivy’s passion for building great brands goes hand-in-hand with her passion for nurturing marketing talent. She spent nearly two decades at Johnson & Johnson in a number of senior leadership positions helping to build multiple brands and teams, including Acuvue globally, Johnson's Baby and Splenda in the US.
In 2014, Ivy was recognized by the Advertising Women of New York (AWNY) and Working Mother magazine as an Advertising Working Mother of the Year. The award honors mothers in advertising, media and communications who are committed to balancing work and family, serve as positive role models and mentors, and distinguish themselves in their communities.
Ivy is active in the community as she currently serves on the School Board of Trustees of Moorestown Friends School, is a member of the National Advertising Review Board (the appellate body for advertising industry self-regulation) and is on the marketing committee of the National Museum of American Jewish History in Philadelphia.
Ivy holds an undergraduate degree in Economics from Washington University in St. Louis and an MBA degree from the Wharton School of Business at the University of Pennsylvania. She is a competitive tennis player and lives in Moorestown, New Jersey with her husband, Micah Buchdahl and their two children, Lily and Benjamin.