In this contemporary age of rapidly evolving business environments, companies must continually adapt, innovate, and communicate with clarity to maintain their competitive edge. At the heart of every successful transformation is a leader who not only understands the mechanics of the industry but also possesses the vision to inspire teams and shape narratives that resonate. Such is the hallmark of Jenifer Schweitzer Brooks, Chief Marketing Officer at FactSet, whose career exemplifies the fusion of creativity, data-driven strategy, and unwavering client focus.
A Foundation Built on Passion and Precision
Jenifer’s journey into marketing began with a fascination for the creative aspects of the discipline. She was initially drawn to the artistry embedded in strategy-driven exploration, where ideas can transform into impactful narratives.
This creative spark was soon complemented by an appreciation for the scientific rigor that underpins effective marketing. Over the years, Jenifer Schweitzer Brooks has mastered the delicate balance between art and science, recognizing that true marketing excellence lies in their intersection. This duality continues to energize her, fueling the innovative spirit she brings to FactSet’s marketing team.
Her early career as a consumer marketer revealed the emotional stakes involved in purchasing decisions. This insight retained its value as she transitioned into B2B marketing, where she observed that business decisions are equally—if not more—emotional, impacting not just job performance but also professional identity. Jenifer’s understanding of these dynamics has shaped her approach to marketing strategy and execution as a deeply human endeavor, one that supports clients in navigating the personal and professional implications of their choices.
Aligning Marketing with Business Outcomes
For Jenifer, every marketing initiative must be anchored in a clear understanding of its desired impact on business outcomes. She is relentless in her pursuit of alignment between marketing strategy and organizational goals, constantly asking, “why are we doing this?” This question serves as both a checkpoint and a guiding principle, ensuring that every effort contributes to the company’s broader mission.
Jenifer’s focus on results-driven marketing distinguishes her as a leader who is both strategic and pragmatic. She understands that while tactics may evolve, the ultimate goal—driving business growth and success—remains constant. Her ability to connect the dots and translate insights into actionable strategies has been instrumental in positioning FactSet as a market leader.
Data as the Backbone of Strategy
For Jenifer, data is not just a tool—it is the backbone of every successful campaign. She emphasizes the importance of both lagging and leading indicators in informing and refining marketing strategies. Lagging indicators offer retrospective insights, enabling teams to learn from past successes and failures, while leading indicators provide predictive guidance, allowing for proactive decision-making and experimentation. This data-driven approach ensures that FactSet’s marketing efforts are both agile and forward-looking, continuously evolving in response to market dynamics.
Jenifer’s commitment to data-informed decision-making aligns seamlessly with FactSet’s heritage as a technology and data company. Since its inception in the late 1970s, FactSet has been synonymous with high-quality data and innovative solutions for finance professionals. Under Jenifer’s leadership, the company’s marketing strategy remains firmly rooted in this legacy, even as it embraces new technologies and channels to reach and engage clients.
Transforming Brand Identity and Market Positioning
One of Jenifer’s most significant contributions to FactSet has been her role in redefining the company’s brand identity. She spearheaded the “Not Just the Facts” campaign, a bold initiative that communicates FactSet’s evolution from a trusted data provider to a comprehensive solutions partner. This campaign is lively and entertaining while also confidently bridging the notoriously wide gap between brand and product marketing. The campaign underscores the company’s commitment to delivering not only data but also the insights, tools, and AI capabilities that empower clients to unlock new financial strategies and efficiencies in their workflows.
“Not Just the Facts” shatters the “sea of sameness” in the financial services industry by rejecting the notion that facts alone drive success—instead showcasing FactSet as the essential partner providing actionable intelligence that empowers investment professionals to make confident, informed decisions. By combining bold visuals, humor, and a provocative narrative, the campaign sets new standards for effective brand growth in financial services.
The campaign redefines how financial data providers engage in B2B marketing, advertising, and brand building—illustrating that a bold, brand-driven approach can elevate perceptions beyond transactions and fulfill an unmet need for upper-funnel brand building. By connecting with target audiences—wealth managers, risk managers, and asset owners, and making them laugh—Jenifer’s signature blend of art and science once again shifts perception on key decision-making attributes, increases awareness, and drives results, including: a 438 percent increase in marketing-qualified leads, 280 percent growth in unaided brand awareness, and substantial gains in perception metrics aligned with decision-making attributes, as well as a 98 percent increase in ad click-through rates and a 36 percent rise in video view-through. The “Not Just the Facts” campaign was also honored with three prestigious B2 Awards at the Association of National Advertisers annual B2B conference this spring. The campaign won gold in the “Best Integrated Marketing Program: Large Enterprise” category, bronze in the “Best International B2B Marketing Campaign” category, and received the “Best in Show Award” at the ANA 2025 B2 Awards.
Jenifer Schweitzer Brooks believes that a strong brand strategy must be deeply attuned to market realities and client expectations. She and her team work tirelessly to understand FactSet’s core clients – decision makers across the buy-side and sell-side, wealth management, private capital firms, and corporations — ensuring that FactSet’s messaging is clear, authentic, and aligned with the needs of its diverse client base. And she’s not afraid to use humor to infuse humanity into marketing. By focusing on accessibility and relevance, she has helped FactSet cultivate genuine connections with its stakeholders, reinforcing the company’s reputation for reliability, transparency, and innovation.
Championing Digital Transformation
Recognizing the shifting landscape of client engagement across marketing and communications channels, Jenifer Schweitzer Brooks has led FactSet’s transition from traditional, paper-based marketing to a robust digital-first approach. She has prioritized the development of easily accessible digital repositories, enabling the company to refresh and refine messaging with agility. This digital transformation has not only enhanced FactSet’s ability to communicate its value proposition but also improves the client experience by making information more accessible and actionable.
Social and digital channels have become integral to FactSet’s storytelling, thought leadership, and stakeholder engagement. Jenifer’s strategic use of these platforms has amplified the company’s voice, allowing it to reach broader audiences and foster deeper relationships with clients, prospects, and employees alike. Her efforts have positioned FactSet as an accessible and forward-thinking brand in an industry that is often perceived as complex and insular.
A Client-First Philosophy
At the core of Jenifer’s leadership philosophy is an unwavering commitment to clients and their needs. She advocates for a customer-first approach across every stage of the value chain, from product conception to development, sales, and service. By maintaining an ongoing dialogue with clients, Jenifer ensures that FactSet’s offerings are continually shaped by real-world feedback and evolving client needs.
This client-centric mindset extends to every aspect of FactSet’s marketing efforts. Jenifer Schweitzer Brooks and her team strive to deliver value-based messaging that resonates with users, buyers, and builders alike, striking the perfect balance between information and inspiration. Her approach recognizes that every interaction—no matter how small—is an opportunity to deliver value and reinforce trust.
Embracing the Future: AI and Experiential Marketing
Jenifer Schweitzer Brooks is acutely aware of the transformative potential of artificial intelligence in marketing. However, she views the future of AI not merely as a means to enhance efficiency but as a catalyst for reimagining how marketers engage with both people and technology. She anticipates a future where marketers must target AI-driven bots as much as human audiences, shifting to a “bots talking to bots” environment and creating new channels for interaction and engagement.
In this evolving landscape, Jenifer Schweitzer Brooks believes that leveraging data to understand the links between client product usage and willingness to expand a relationship will become ever-more critical as a lever for growth. AI can help to both track and analyze the data as well as seamlessly surface new capabilities to the right audiences at the right time. On the other end of the marketing spectrum, experiential engagement—such as hosted events and immersive experiences—will become increasingly important. These initiatives offer unique opportunities for brands to connect with clients on a deeper level, fostering loyalty and differentiation in a crowded marketplace.
Cultivating a Culture of Curiosity and Bravery
Jenifer’s leadership is characterized by her emphasis on curiosity and bravery as essential qualities for marketing professionals. She fosters a culture of continuous learning and experimentation at FactSet, encouraging her team to pilot new ideas and strategies. This test-and-learn mindset empowers individuals to explore innovative approaches, discover what works, and adapt quickly to changing conditions.
Professional development is a cornerstone of Jenifer’s management style. She prioritizes both self-directed learning and structured educational opportunities, providing her team with the tools and confidence needed to pursue bold thinking and strategic risk-taking. This commitment to growth has helped FactSet build a marketing organization that is both resilient and adaptable, capable of navigating the complexities of the modern business environment.
Storytelling as a Strategic Asset
Marketing, in Jenifer’s view, is fundamentally about storytelling – across both the “what” and the “how” of how marketing comes to life. It is the art of transforming the undefined—whether within an organization or across the marketplace—into a clear, actionable vision. Jenifer excels at identifying insights and translating them into narratives that drive impact, positioning both her team and FactSet for sustained success.
Her approach to storytelling is grounded in empathy and a deep understanding of client needs, overlaid with a consistent future-state vision. By listening to clients and incorporating their feedback, as well as mining future-focused insights from within the company, Jenifer Schweitzer Brooks ensures that FactSet’s messaging is always relevant, authentic, and compelling. This consistent focus on meaningful engagement has helped the company build lasting relationships and a loyal client base.
Reinforcing Values
Recognizing the importance of connecting brand identity across internal audiences to reinforce external perceptions, Jenifer Schweitzer Brooks is a passionate advocate for ensuring that the FactSet brand is driven by and reinforces the company’s value system – FACTS: Future-Focused, Always Inclusive, Client-Centric, Tenacious and Solution-Driven.
Jenifer is committed to mentoring emerging leaders, with a particular focus on supporting growth in marketing and communications roles within technology companies – reinforcing the critical strategic collaboration with engineering, product, and sales in architecting successful go-to-market efforts. Jenifer’s belief in the business imperative of collaboration is reflected in her efforts to create an environment where all employees feel their skills and specialties are valued and they are empowered to contribute.
Looking Ahead: A Vision for the Future
As the financial services industry continues to evolve in response to digital transformation, regulatory changes, and shifting client expectations, FactSet remains at the forefront of innovation. Jenifer’s leadership has been instrumental in positioning the company as not only a trusted provider of data and analytics within financial decision-makers’ workflows, but also a forward-thinking partner to the world’s most influential financial institutions.
Her vision for the future includes expanding global understanding of FactSet’s value proposition and products, deepening client engagement, and continuing to evolve how the company tells its story. Jenifer Schweitzer Brooks is committed to making the complex simple, the obscure clear, and the static dynamic—using the power of marketing and communications to drive business growth and client success.
The Enduring Impact of Leadership
Jenifer’s tenure as CMO at FactSet exemplifies the transformative power of visionary leadership, blending creativity with analytical rigor while connecting marketing strategy to business goals. Her inclusive approach has bridged stakeholders across the organization, fostering innovation and cultivating ownership among colleagues that drives superior marketing results. By extending her influence beyond traditional marketing boundaries, she has created a culture of engagement and excellence throughout the company.
Jenifer Schweitzer Brooks asserts that marketers’ core talent is to quickly identify insights and translate them into meaningful strategies that drive impact, positing that the faster you crystalize and act on these opportunities, the more effectively you position yourself and your company for success.
Beyond her professional achievements, Jenifer’s impact resonates through her genuine care for people and commitment to industry advancement. She actively contributes to thought leadership on marketing transformation and digital innovation while championing mentorship for emerging leaders. Through these efforts, she has not only elevated FactSet’s brand but redefined marketing as a strategic growth driver, demonstrating that curiosity, bravery, and outcome-focused work can truly shape an industry’s future.
