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Jimmy is a seasoned marketing executive with a diverse range of brand, digital, product and performance marketing experience with B2B & B2C audiences. As the CMO of AdelFi, a digital financial institution, he is responsible for launching the brand to Christian consumer audiences and growing its customer base. Since its brand launch in 2022, AdelFi has improved its brand metrics by 5.2% & the highest consumer & product growth in its history. AdelFi's brand campaign has garnered 8M Youtube views, 2M+ influencer views, and 50M+ impressions through earned and paid media activities, and has elevated as a leading Christian lifestyle brand. In 2023, AdelFi received its first Silver Telly award for its best non-broadcast rebranding campaign, as well as IAC wins and a CUNA Diamond award. In 2023, AdelFi was ranked for the first time on The Financial Brand's Power 100 Social Media rankings in 2023 at #25 and improved to #20 in 2024. In his previous role, Jimmy was the SVP & CMO for Answer Financial (an Allstate Insurance Company), one of the first insuretechs where he was the key executive driving the company’s digital transformation, CX, performance marketing, brand, PR & digital product management teams. He was able to combine his in-house and agency marketing, communications & digital experience to help drive business growth. Jimmy also has experience as the CMO of First Entertainment Credit Union (founded by Warner Bros), where he led the enterprise rebranding, membership growth initiatives & digital/social media efforts. Prior to First Entertainment, he served as the SVP/Head of Marketing & Communications for Bank of Hope (formerly BBCN Bank). He was responsible for the bank’s rebranding, advertising, partnerships, PR & public affairs efforts through four M&As, multiple renaming & rebrandings & he helped the bank triple its asset size from $5 billion to $14+ billion. During his tenure, the bank achieved its first rankings on the Forbes’ Best Banks list & its first Summit International Awards for its acclaimed television commercials. Beyond his recent roles, he is a recognized leader in the multicultural advertising & communications industry & has served as both an internal leader & consultant/strategist to leading brands such as: Walmart, American Airlines, AT&T, State Farm, Verizon Wireless, MetLife, Warner Bros, U.S. Army, & others.
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Senior Vice President And Chief Marketing OfficerAdelfi Jan 2021 - PresentBrea, California, UsLed AdelFi through a transformational brand and name change (formerly known as ECCU), and expanding the organization's reach to digital first Christian consumers, businesses, non-profits, and ministries domestically and internationally. -
Senior Vice President And Chief Marketing OfficerAnswer Financial Apr 2019 - Dec 2020Valley Village, Ca - California, UsAs SVP & Chief Marketing Officer for Answer Financial (part of the Allstate Corp.) was the key executive driving the company’s digital transformation efforts and led various teams including customer experience, communications, social media, direct/performance marketing, brand, PR & digital product management. As the country's first insure tech, I was the lead marketing strategist in growing the platform business, end-to-end (human less) customer acquisitions, marketplace leads monetization, affiliate partnerships, and new digital product integrations and journeys. Helped transfer tested and profitable marketing assets and technologies to parent company. -
Chief Marketing OfficerFirst Entertainment Credit Union Jan 2017 - Mar 2019Los Angeles, California, UsDeveloped the Credit Union's strategy and execution for marketing, membership development/growth/retention, branding, membership financial literacy/education, marketing analytics, member on-boarding, digital marketing assets, retail marketing, social media, industry relations/event activations, and enterprise relationships with the 400+ entertainment studios, guilds, unions and companies. Completed the enterprise rebranding (logo, tagline, visual identities, etc.) which included hundreds of brand executions and assets (website, credit/debit cards, printed materials, digital assets, branch redesigns, website, brand ads, e-newsletters, training, etc.). Led the overall brand strategy for the enterprise, including: primary and secondary research (persona studies, brand health trackers, prospect/member focus groups, internal brand trackers, etc.). Created the first enterprise marketing and relationships dashboards to track real-time campaign results for enterprise digital marketing campaign, deepened relationships, brand, social and relationships with Select Employee Groups. Re-organized marketing strategy and staff to ensure efficiencies and garnered analytics to track against marketing and enterprise KPIs. Served on various committees, including: Senior Leadership, Data Strategy, Member-On-Boarding, Marketing and Brand. Also, was as a member of ALCO and Pricing committees. -
Vice President Of Marketing And Consumer ProductsGolden 1 Credit Union 2016 - Jan 2017Led the successful launch and grand opening of the Golden 1 Center (home of the Sacramento Kings), the first branded sports stadium by a credit union. Managed sports marketing consultants and events teams to create and execute weekly in-stadium, out-of-stadium advertising and grassroot marketing. Oversaw and led the strategy for advertising (TV, OOH, radio, in/out of-stadium, storefront, etc.), branding, digital, events/sponsorships, agency and vendor relations and product marketing (retail loans, credit cards and deposits). Managed a multi-million-dollar traditional advertising (brand, product and seasonal/specialty), stadium, digital paid/search/social marketing budget. Redesigned brand awareness and pulse surveys, including weighting on samples, questionnaires, targeted geos and consideration to see the effects of stadium naming/brand rights with consumers and competitors in the region. Moved brand up to #2 in the region (via syndicated as well as media pulse campaign metrics). Supervised the workflow and projects of a team of 38 including: designers, product managers, social media coordinators, digital marketing managers, events managers, copywriters, analysts and administrators. -
Senior Vice President & Head Of Marketing, Communications And Community RelationsBank Of Hope 2012 - 2016Los Angeles, Ca, UsHead of marketing, communications and community relations for BBCN Bank (now Bank of Hope), through four successful mergers and acquisitions, and two rebrands/renamings. As a leading super regional bank with assets of $14+ billion, 80+ branches and offices in 13 states across the U.S. and Asia, during my tenure the organization was named among Forbes' Best Banks in America for 3 consecutive years. Was responsible for developing and implementing the Bank's communications, marketing, public affairs, social responsibility, digital and employee engagement strategy, as well as providing oversight of the department's budget, staff, advertising and PR agencies and the overall day-to-day operations. Helped garner key corporate, brand, governmental and non-profit partners such as: The City of LA, The Coffee Bean and Tea Leaf, the Getty Museum, Johnnie Walker, Hyundai, Royal Salute, key community advocacy groups and influencers across California, the U.S. and internationally. Successfully completed the redesign of the Bank's multilingual website and collateral materials, branches, and the creation of its non-traditional media and digital strategies/tactics. Created the Bank's first international award winning TV commercials (Summit International Awards) which helped to generate hundreds of millions in revenues and deposits for the company. Provided the restructure and direction for the company's philanthropic and CRA efforts. Named as CEO of the Bank's foundation and led the management and distribution of its scholarship, grants and employee volunteer/CRA program. Led the communications and marketing efforts pre- and post- mergers/acquisitions, and the regional relationships with key community and media influencers. Managed the community benefits agreements and settlements with leading advocacy groups. Managed all press activity as well as helping to develop presentations and speeches for key executives in the company. -
Vice President - Head Of Public RelationsIw Group, Inc. 2000 - 2012Los Angeles, California, UsAs head of the company’s PR, Public Affairs and AIMS Media Services divisions, helped the agency grow to be among the top 100 independent firms in the country, a top 20 firm in the west, and a top 10 firm in the Southern California region. Was recognized as a leader in the multicultural communications, public affairs and marketing industry, with numerous presentations at conferences, interviews with media, and assignments as a strategist to Fortune 100 and government clients. In addition I have broad industry, corporate and brand experience, including work with: ABC Television, American Airlines, American Legacy Foundation, AT&T, Blue Cross of California, California Wellness Foundation, California Children and Families Commission (First 5 CA, LA and OC), California Department of Health Services, Farmers Insurance Group, Metlife Insurance, Nissan North America, Nielsen Media, Sprint, UPS, U.S. Army, Verizon Wireless, Walmart, The White House Office on AAPI, and many others. My professional career also includes high-profile crisis communications work with projects such as the California Grocery Labor disputes, Walmart's outreach work in Southern California, and reversing the LPGA English language mandate, as well as social marketing initiatives such as serving as a consultant to leading corporate foundations, non-profits and government programs. Many firsts are also apart of my professional experience, such as: helping Interscope and Far East Movement become the first Asian-American artists to number 1 on the Billboard charts; launching Nickelodeon's "Ni Hao Kai Lan"; and, introducing notable brands to new multicultural consumers. Led the strategic communications efforts targeting 14 ethnic audiences for the 2010 Census which garnered the highest participation rates in history and numerous accolades and awards from the communications and marketing industries and the community. -
Public Affairs SupervisorState Farm ® Jan 1993 - Dec 2000Bloomington, Illinois, UsResponsible for the regional marketing, public relations, government relations, education and safety, and social responsibility for the Southern California territory with more than 3000 employees and 1500 agents. Managed regional marketing/communications budgets, spokesperson/media training, and crisis/issues management.
Jimmy Lee Education Details
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University Of The PacificCommunications And Pre-Law -
University Of Southern CaliforniaSocial Science - Department Of Asian Studies
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The Wharton SchoolData Analytics
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Kellogg Executive EducationAllstate Leading With Analytics Program For Lead Executives
Frequently Asked Questions about Jimmy Lee
What company does Jimmy Lee work for?
Jimmy Lee works for Adelfi
What is Jimmy Lee's role at the current company?
Jimmy Lee's current role is Results driven CMO.
What is Jimmy Lee's email address?
Jimmy Lee's email address is ji****@****ial.com
What is Jimmy Lee's direct phone number?
Jimmy Lee's direct phone number is +121354*****
What schools did Jimmy Lee attend?
Jimmy Lee attended University Of The Pacific, University Of Southern California, The Wharton School, Kellogg Executive Education.
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