Keith Pequeno Email & Phone Number

Raleigh, North Carolina, Us

Responsible for leading a cutting-edge digital innovation team and marketing technology best practices area for full-service $200B asset size financial institution . Lead development of digital vision and strategy based upon key technologies and digital marketing prowess. Focus roadmap & analysis efforts on behavioral data in support of overall enterprise level direct response marketing and the enabling strategies/tactics to create needed personalization and journey optimization. Ramp personalization scaling across B2B, B2B2B and B2C.☛ Leveraging extensive Adobe stack, Contentsquare, Salesforce & other Martech aligned for channel enablement and customer/prospect journey development via segmentation and aligned KPIs. ☛ Directing the roadmap & analysis of behavioral and marketing trends in support of customer profile development and overall enterprise marketing and technology strategy. Leveraging Adobe Analytics & Contentsquare. Migrated to ACDL & Web SDK.☛ Personalization scaling supporting digital marketing, UX/UI, websites (i.e. AEM, Contentful, other 3rd party), and traditional channels via customer segments and prospect targeting for consumer, small business and commercial business lines. Leveraging Adobe Target & RTCDP.

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New York, Ny, Us

This $60B middle market bank had just completed its strategic plan with focus on expanding commercial business to meet aggressive targets. Promoted based on prior success in driving company’s small business marketing, along with deep B2B/B2C knowledge. Tasked with shaping and leading digital marketing, commercial marketing and building out company wide marketing operations for matrixed commercial business lines worth $35.6B in average earning assets. Expanded digital and marketing operations support CIT-wide for all of B2B, Direct Bank and Retail Bank. Lead direct/indirect team and multi-million-dollar budget. Spearhead demand gen, cross sell, voice of customer, content, product and brand initiatives. Develop and manage marketing KPIs. Drive alignment with corporate reputational and brand initiatives. Create dynamic multi-media promotional materials. Impact highlights…☛ Drove nine figures (millions) in closed deals through demand generation marketing programs and led self-service KPI dashboards creation. ABM efforts: Marketo, SFDC, Zoominfo, RelPro, D&B, others.☛ Relaunched and rebranded CIT and cit.com and led digital, UX/CX and content optimization while working closely with media partnerships and executive stakeholders. ☛ Justified and led Marketo roll-out across CIT's consumer and commercial businesses (Salesforce CRM tie-in) while significantly cutting expenses and ramping up growth marketing for deposits and lending. Built out Marketing Operations strategy/support team.☛ Migrated seamlessly to Contentful, a new headless content management system for .com sites.☛ Increased social engagement, click through, paid search and overall lead conversion rates.☛ Created and launched Customer and Vendor Partner Success Video series showcasing Commercial client testimonials and annual Tech & Talent market survey for small business and middle-market.

New York, Ny, Us

Company was facing increasing competitive market for small business direct and B2B2B vendor financing and needed professional marketing leadership for its Small Business Solutions division in Business Capital (formerly Direct Capital). Recruited based on marketing technology expertise along with strategic marketing leadership background. Tasked with shaping marketing strategy and operations, developing targeted lead gen programs and growing/optimizing Marketo and Salesforce technology stacks to fuel top line growth. Led and mentored team around demand generation strategies. Established KPIs for organization.Impact highlights…☛ Restructured and led team to deliver record levels of lead volume and close tens of millions of dollars in deals in first year. Initiated account-based marketing efforts for marketing optimization.☛ Focused product marketing and UX/CX efforts on SaaS-based B2B point-of-sale digital lending platform in order to generate awareness, top awards and adoption with vendor partner network for scaling of new business.☛ Initiated NPS for new and legacy customers, customer satisfaction KPIs and bi-annual survey research for improved customer experience and alignment of digital touchpoints. Launched customer appreciation effort for tenured customers.

Chelsea, Ma, Us

The largest state chartered credit union was looking to expand rapidly and needed strong marketing leadership to drive and manage continued growth. Recruited for expertise in developing and executing B2C and B2B marketing programs and demand gen, along with biz dev and product launch success. Tasked to build out digital strategy, drive CRM and enhance competitive positioning while driving omni-channel messaging. Collaborated with key executive stakeholders through strategic initiatives and vision of the organization to develop annual marketing plan, departmental budget and marketing communication strategies. Led marketing team and seven-figure budget in developing and executing branding, communications, research and direct response and demand marketing program creation and execution.Impact highlights... ☛ Relaunched MetroCU.org emphasizing new brand, responsive UX, key deposit/mortgage products and financial education. ☛ Initiated strong demand generation through optimized direct response programs, trigger marketing automation, new digital marketing and branch/service channel collaboration driving deposits and nine figure (millions) mortgage and personal loan demand. Response channels included mail, OOH, radio, email, affiliates, social and paid.☛ Generated eight figure (millions) home equity product volume during three eight-week annual promotional sprints.☛ Led marketing through three mergers, three location buildouts and re-launched online and mobile banking maintaining over 98% enrollments.

Needham, Ma, Us

Now part of Solera Holdings Inc., this leading Insuretech provider with range of SaaS insurance claims solutions had low brand awareness outside its legacy market and client base. Recruited for expertise scaling up and working with retail partners, tasked to grow ecommerce channel and build out Marketplace retail/online replacement network while elevating brand. Managed marketing budget and e-commerce P&L. Created multi-channel marketing and research programs. Built product road map. Oversaw trade shows and events. Managed call center and Salesforce.com. Partnered with Executive team and Sales Operations for demand generation scaling.Impact highlights…☛ Grew Marketplace business and expanded affiliate and direct network into retail and consumer services businesses. Partners included Commission Junction, Linkshare (Rakuten) and others.☛ Re-launched Enservio brand including new Enservio.com and folded Marketplace into RFP and sales prospecting process.☛ Created multi-channel demand generation strategy utilizing content marketing, webinars and Salesforce CRM tie-in.☛ Ramped up PR exposure and achieved key wins: Ernest & Young Entrepreneur of the Year and Boston Business Journal awards for company CEO and company.

El Segundo, California, Us

Acquired by Sallie Mae in 2006, this coalition loyalty program that evolved into largest private source of college funding in America wanted to scale membership, revenue and share of wallet through cross-selling. Brought in for direct response, business development and marketing technology expertise. Managed P&L and B2B2C direct and affiliate partnerships. Collaborated with leadership on go-to-market strategies, MX experience and new business partnerships. Worked with product and segment teams on content creation, partner branding and marketing programs. Partners included Commission Junction, Linkshare (Rakuten), Pepperjam and others.

El Segundo, California, Us

Spearheaded acquisition and retention strategies and marketing operations driving eight figures in trackable, including direct response/demand gen, competitive positioning, and channel marketing. Oversaw and mentored product marketers and segment managers. Key stakeholder that developed Tuition Tales video grant program and the creation and launch of Sallie Mae's online bank.

El Segundo, California, Us

Created and led annual marketing plan, B2C customer segment marketing strategy and new product development. Stakeholder and marketing lead for launch of Upromise Private Student Loan products.