Led the P&L of the largest business unit of this California-based bank, including Business Banking, Consumer Banking, Call Center, and Operations. Also led the Marketing and Data Analytics functions for the whole Bank, a $9.7 Billion institution Awarded Best Online Bank by Bankrate and Best Checking Account by SNL Financial in 2016/2017 (NYSE: AX).
- Grew deposits by an annualized rate of 38% for 2016-2018. Redefined product mix, increased retention, and improved cross-sell through heavy use of analytics, engagement and personalization. Widened verticals in business banking to successfully penetrate underserved niches. Launched a non-brick private banking arm
- Negotiated partnerships to increase acquisition flow. Led all technology partnerships, as well as agreements with Retail companies and others to bring new customers. Defined new enrollment and API infrastructure
- Reorganized the structure of own area. Improved the organizational structure for better accountability and collaboration. Established clear goals and performance metrics at all levels. Drive to keep growth above 30% while maintaining a 33% efficiency ratio
- Established modern marketing and data analytics tools. Redefined the marketing department to modernize our assets, introduced SEO, PPC, and retargeting across the bank, and continuously improved ROI. Created Data Analytics to define regression-based insights to personalize offers
