Developed and executed end-to-end Refinance Portfolio Recapture Strategy and Program performance. Also responsible for Direct Mail & Servicing Channels managing first mortgage and home equity customer experience, sales forecast and performance, production and financial goals.• Led cross-functional team to identify growth initiatives to improve Refinance Portfolio Recapture. Initiative improved Refinance Portfolio Recapture from 24% in Q1 2015 to 28% in Q4 2015. • Developed and implemented Channel Specific Multi Generational Plans to identify opportunities and improve the Channel’s Performance. Refinance Sales improved from $6 B in 2014 to $6.36B in 2015. NIBT improved from $35.5M to 62.5M.• Developed and delivered multiple coaching programs and workshops designed to improve sales managers’ coaching and management efficacy. Programs focused on increasing awareness of Loan Officer’s performance at the channel level, specific insights into channels characteristics, sharing best practices and managing difficult employees.• Prepared action plan to improve relationship deepening performance across Centralized Sales. By end of Q3 Centralized Sales was back on track to achieve 2015 goals.

Responsible for the development, execution and control of the purchase strategy within Home Loans Sales.• Deployed Priority Growth Markets framework, dashboards and integration routines to monitor and differentiate performance. • Consistently achieved recruiting targets in Priority Markets by aligning dedicated resources, developing market specific value propositions highlighting all lead sources and creating visibility to the recruiting pipeline.• Improved new Loan Officer’s on boarding process in Priority Markets by deploying dedicated team and extending the support from first 4 weeks to first 12 weeks in new role. Deployed additional training designed around the purchase environment specific to each Priority market.• Enhanced national pricing strategy by leveraging regional and local competitor pricing data into model.

Accountable for driving responsible, profitable lending to Portfolio customers managing end-to-end sales process and performance for Direct Mail, Call Centers & Digital Channels.• Introduce Channel management discipline with accountability to end-to-end process designed to lead cross-functional teams with goal of increasing Lines of Business collaboration, enhancing the Customer’s experience with the mortgage process and improving the Channel’s P&L. • Developed and implemented Channel Specific Multi Generational Plans to identify opportunities and improve the Channel’s Performance. Refinance Sales improved from $21 B in 2011 to $24B in 2013. Refinance Portfolio Recapture improved from 25% in 2011 to 33% in 2013. NIBT improved from $194.6M in 2011 to 389.9M in 2013.• Led process improvements to the marketing model and targeting strategy improving overall lead quality and increasing 10% the Direct mail solicitable universe.• Designed test to identify optimal number of leads per day Loan officers should receive. Leads per day were adjusted down from 8 to 6 resulting in significant improvement in Channel’s performance as application production per loan officer did not change.

Managed all aspects of sales for Greater Los Angeles Region, including identifying and evaluating opportunities, generating forecasts, ensuring consistent execution of all sales processes and monitoring variability across 15 markets and 283 Banking Centers.• Evaluated Market leader’s coaching effectiveness and implemented action plans to support their development.• Assessed Market leader’s messaging effectiveness by visiting and inspecting sales processes throughout the Market’s Banking Centers. Developed action plans with Market leaders to insure consistent implementation of sales processes.

Responsible for management of Banking Center sales, service and operations initiatives designed to improve sales productivity for 25 Banking Centers employing 100+ sales and 200+ service professionals. • Improved overall Market`s performance to consistently rank in top 5 out of 180 markets for Customer Service, Operational Performance & Sales.• Introduced a deliberate career path process for all job descriptions. Partnered with associate readiness team to insure all candidates attended required training for new role at least 1 month before being promoted. Overall Involuntary attrition reduced to <1%.• Developed and delivered coaching programs and workshops to Banking Center Managers and associates to ensure consistent implementation of the Sales Playbook. Programs focused on increasing deposits and investment balances, increasing credit card penetration as customer’s primary card and Purchase performance. • Utilized the BCCR process to ensure compliance with objectives, policies, and procedures for banking center lending and all other operations. 2007 & 2008 Operations Award.• Evaluated overall effectiveness of banking centers by utilizing Six Sigma tools to diagnose root causes and implemented plans for improving overall sales and service performance. 2007 & 2008 World Class Customer Service Award; 2007 National Award of Excellence.

Responsible for strategic market planning, developing sales programs for new customer acquisition of Checking, Credit Card, Mortgage and Small Business products.• Led market efforts to leverage National sponsorships with LA Dodgers, Anaheim Angels and Neighborhood Excellence executing community events and events at the banking centers to strengthen Bank of America’s brand while achieving product sales goals.• Developed Mexican Consulate Strategy to improve Hispanic Checking acquisition and launching of SafeSend product with media briefing at the Los Angeles Mexican Consulate.• Utilized Six Sigma process to develop sponsorship process, Mexican Consulate Strategy and Student Rush plans driving sales consistency and budget efficiency.

Responsible for product strategy, new product development, marketing & distribution strategy and telephone & on-line sales.• Led efforts to analyzed existing portfolio to identify target audience and generated insights to leverage in marketing campaigns to improve sales performance. • Increased GiftCard sales 300% by implementing new strategy targeting Bank of America Deposit Customers with Premier deposits accounts, launching a low cost marketing campaign through monthly statements & ATM receipts and developing new pricing and fee structure eliminating monthly maintenance fees for Gift Card program.• Achieved Green Belt Certification by implementing new card production system targeted to reduce operating cost by $1.5MM over 2 years.

Responsible for developing and overseeing the execution of Bank of America’s Hispanic marketing strategy across all the consumer product groups in its over 4,000-branch network. • Led production of integrated TV, print, radio, OOH and interactive executions for Consumer and Brand National campaigns.• Managed $33MM dollar budget and led efforts to develop media purchasing plan resulting in 35% media value added.• Implemented successful brand building and sales driving multi-media campaigns that significantly increased lead generation resulting in 400% growth in Hispanic Customer Acquisition. • Launched new Hispanic Checking account “Nuevo Futuro” generating over 1M accounts and over $1B in deposits.

Responsible for developing and implementing strategy for recruiting, interviewing, assessing, hiring and training wage and salary associates. • Established relationships with local universities and vocational schools to identify qualified candidates.• Designed selection process utilizing behavioral tests, Structured Interview questions and group exercises to assess teamwork skills, leadership trends and ability to work under pressure. Attrition rate <1%. • Coordinated initial training process for all salary and wage associated and due to an unexpected three months delay on the plant’s start-up day, developed and implemented a cross-training program. Plant’s quality consistently exceeded targets.