Peter Berbee Email & Phone Number

Orlando, Florida, Us

New York, New York, Us

Led team of 100+ from IT and Business focusing on Account Onboarding, Credit Decisioning, Wealth Management and other areas targeting improvements to customer interactions:Introduced new Wealth Management platform in Singapore, Hong Kong and China. Citi’s existing Wealth Management platform in Asia was underperforming. Research showed clients wanted intuitive, more flexible tools accessible from mobile devices. Developed prototype in record time and launched new system to wide acclaim. New account management system features cloud-based solution. Online deposits account opening process was inefficient and not generating profitable accounts. Sourced & validated 3rd party cloud-based solution with state-of-the-art security. Pilot program outperformed existing applications with 40% lift in booked accounts.

New York, New York, Us

Promoted to create a consistent demand management process and decisioning methodology. Drove collaboration across business for project prioritization. Directed international teams for 33 countries and 5 regional technology platforms in retail banking, credit cards, ATM, internet and mobile.Reduced defects and delays in new releases and created a uniform global Release Calendar and Schedule. Improved project on-time completions and substantially reduced defects. Additionally, reengineered Demand Management Process, reducing project approval time 50%.

New York, New York, Us

Recruited to transform the CRM platform, aligning it to core business strategy. Led roll-out of new commercial bank capabilities and technology platforms globally.Rolled out a new CRM platform to 22 countries in Asia, EMEA and LATAM – increasing sales 15%, while keeping individual country variations to 10%. Also designed a new online banking platform, including mobile device capability for commercial customers in 12 Asian countries. Increased client usage tenfold in first nine months, generating 10% sales increase.

Charlotte, Nc, Us

Originally hired by NationsBank in 1997 to support the consumer credit card division. Rehired to BofA by former manager to develop strategies to modernize small business online products based on results achieved on consumer side. Promoted to lead both consumer and small business product development. Directed development for consumer/mass affluent eProducts, including Online Banking, BillPay, external transfers, eStatements and others.Delivered overall positive impact of $35M by enhancing money movement, introducing customer self-service tools and many other customer conveniences. Also, reduced costs of wire transfer by $10M in first year, while increasing wire transfer volume 20% through an online banking platform linked to corporate FX for international funds transfer. Integrated money movement capabilities to reduce fraud losses 60%.

Charlotte, Nc, Us

Led start-up and turn-around roles in small business segment for payments, invoicing and payroll solutions. Increased annual revenues $25M; developed small business invoicing solution, generating $18M annually. Created a new payroll processing for small business that produced $7.5M in annual fee income and increased deposit balances by partnering with an online payroll services firm to provide low-cost services to account holders of BofA accounts.

Recruited to lead the start-up of the product management division for products that included Consumer, Service Provider, and Back Office. Compiled historical data, forecasts, and projections to align sales channels to enhance competitive product positioning and pricing to accelerate revenue performance. P & L management for $500K in annual revenues. Full budget oversight and administration for a $2M budget. Leadership accountability for three direct reports and five indirect reports. Scope of territory included San Francisco, Chicago, New York, and Atlanta. Reported to the Chief Marketing Officer. Generated 15,000 new sign-ups in a highly volatile market by introducing the new ValueStar Service Provider program. Also designed and led rapid-fire implementation strategies for the ValueStar Customer Program that provided consumers the opportunity to search online for Service Providers’ reviews, license(s), insurance, and legal / credit history.

Charlotte, Nc, Us

Promoted to lead the start-up of the Credit Card Internet Marketing and New Product Development division. Controlled a $5MM budget. Supervised five indirect reports. Covered the entire U.S. Reported to the Credit Card New Product Development Executive. Drove 20,000 units in annual sales by rolling out the newly combined NationsBank / Bank of America credit card website. Also grew user base to 100,000 in the first year by introducing the newly co-branded NationsBank / Bank of America Online Banking Servicing website that allowed customers to see real-time transactions and pay bills online. Generated 25,000 – 30,000 units in annual sales by delivering an online marketing program for Credit Cards utilizing Online Advertising, Partner Site referrals, and Affinity Card Sites.

Charlotte, Nc, Us

Promoted to lead the turnaround of an underperforming division to return it to profitability by designing consumer credit card products. Evaluated competitive activity and defined new corporate strategy for market positioning and revenue growth. Formulated and managed a $40MM marketing budget. Led three direct reports and four indirect reports. Scope of territory included all of the U.S. Reported to the Credit Card Acquisitions Executive. Drove 800,000 new accounts year over year with a value of $24MM by adroitly managing new credit card account acquisitions. Reduced the time to achieve break-even on an account from 34 months to 11 months by transforming the modeling and pricing strategies for credit card direct mail acquisitions. Additionally, Ignited $22M in interchange income by increasing annual purchases $1K on new credit card accounts through targeted welcome and activation marketing programs.

Charlotte, Nc, Us

Scope of diverse accountability included bureau communication, list processing, prospect database, agency management, and press checks for printing, laser, and letter shop. Conceived marketing strategies for pre-approved and Invitation to Apply credit card acquisitions for all co-branded products that drove revenues and profitability. Directed allocations for a $10MM budget. Supervised three indirect reports. Covered all of the U.S. as part of territory assignment. Reported to the Vice President for Credit Card Acquisitions. Captured 75,000 new accounts in the first year by implementing the BlockBuster Credit Card. Optimized the launch by devising a marketing strategy that included Direct Mail, in-store Point of Sale (POS), and national television advertising. Accelerated $9M in annual revenues through the successful acquisition of co-branded credit card accounts. Achieved by orchestrating an integrated marketing campaign that included direct mail, banking center and Partner placed take-ones, magazine advertising and inserts, television advertising, and inbound / outbound telemarketing.

Managed the acquisition channel for the First Bank Branded portfolio. Utilized direct mail, telemarketing and take-one new account channels which resulted in 35,000 new accounts.Responsibilities encompassed financial justification, offer strategy, list selection/processing, credit criteria development, creative development and bureau audits . Launched the First Bank Worldperks VISA card booking 200,000 accounts in 3 months.

Managed First Bank Agent Bank credit card portfolio. Administered a new account distribution network of 1,300 locations. Also designed and oversaw the production of new applications personalized for more then 300 banks. Implemented a Balance Transfer process for Agent Banks and managed portfolio activation and retention programs.