• Manage all marketing activities, brand strategy, customer experience, segmentation strategy, and market research. Led team of 200 with budget of $100 MM+• Developed end state brand strategy for Citizens Financial Group to deploy after divestiture from Royal Bank of Scotland, including negotiating 10-year licensing agreement for use of RBS daisywheel logo • Led marketing activities for Citizens Financial Group IPO, including PR and social engagement, as well as event logistics, marketing, and promotion with the New York Stock Exchange (NYSE)• Increased total marketing driven volume by 30% year over year, while reducing overhead and non-advertising costs by 20%.• Developed and deployed infrastructure for always-on, analytics based digital marketing in all internet channels (social sites, programmatic display channels, search engine, etc.) • Relaunched Citizens Bank brand and reversed 3 year trend of deterioration in brand health metrics – achieving in 2015 highest brand consideration with prospective customers in the Northeast banks• Drove integrated marketing launch campaigns for new products, including One Deposit Checking, Education Refinance Loan, and Cash Back Plus credit card• Changed marketing department from an advertising centric, gross volume focused, service provider model to a strategic business centric unit, focused on bottom line contribution (NPV/ROI based analytics), with strong business alignment and P&L connectivity

• Responsible for all marketing strategy to Retail Banking customers (42 MM households) for all banking and investment products, and across all marketing channels (direct mail, mass media, 3rd party internet, bankofamerica.com, email, banking centers, and ATMs) and sales and marketing support to the 5,700+ branches

• Responsible for all marketing activity to Mass Affluent ($100K-$1MM in investable assets) and Small Business customers

• Responsible for all Home Equity, Mortgage, and Reverse Mortgage marketing activities for Bank of America Home Loans, across all marketing channels and providing sales support to the network of 5,300 retail loan officers and 6,100 Banking Centers. $155 MM marketing budget and a $19B mortgage originations goal

• Led development of the US Card 5 year strategic plan for the 2007-2011 period, and Improved NPV modeling and assumptions for US Card investments decisions ($1.7 B net income business) • Revamped existing pricing and operational capacity allocation model which highlighted a $1B revenue opportunity

• Developed multiple non-Card products targeted at US Hispanics, including Auto Loan, Installment Loans, and Multi-card products. • Managed existing Hispanic Credit Card portfolio (700,000 accounts)