Examples in Growth Strategies Launched

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Key’s ability to offer contextualized selling is limited to human interactions, as Digital capabilities are a sterile, one-size-fits-all experience. Led a Proof-of-Concept effort to leverage IBM’s Watson (Cognitive A/I engine) to test a conversational A/I approach to dynamically adjust customer data entry and financial planning interactions

~60% of Key’s loan applicants did not complete their application. Fast-tracked a POC to connect Key’s origination systems to that of Key’s Fintech subsidiary, improving the conversion rate from ~40% to ~99.1% and improved the Booked rate from 39.7% to 80.2%

KeyBank’s core engagement and competitive strategy is around personal financial planning/management.  Using hypothesis-driven messaging and channel testing, drove program enrollment/engagement from 140k to 1MM unique users annually. Launched rapid-cycle email testing, focus groups, an Artificial Intelligence platform of behavioral insights, a transaction categorization engine, Free FICO scores for credit card customers, and Financial Advice (“Wellness Reviews”) over Zoom video calls

Service, processes, and experience at Nationwide were rated poorly across all products. Led ~20 initiatives in AI/bots, Natural Language Processing (NLP), telephony/IVR, CRM, UX, cross-sells, one-click setup, PaaS, behavioral economics, and cloud to improve from an 8% conversion pull-thru to 15%+. 

Discover was late to Apple Pay and risked a perception of irrelevance. Also, Apple obligated banks to pay for advertising that benefited Apple Pay but not the banks. Negotiated with Apple to shift the $ ad commitment to a cash-back customer offer. Drove 2x-15x lift in account provisioning, trial adoption, repeat usage, sales, and satisfaction scores

Discover wanted less “push” marketing (mail, email) and more “pull” (customers return proactively). Launched POC in behavioral economics and gamification in <5 months. Drove 57% enrollment (+1100%), +492% click-thrus, +56% open rates, and +5%-247% in 8 business drivers. Architected platform that was scalable for an enterprise-wide rollout

At Nationwide, few products yielded strong brand recognition or consideration with young adults. Led the launch of a new student loan partnership as a customer entry-point, bringing ~$1.5Bn in loans and 10% ROA over 3 years (RFP of 8 Fintech partners). 

Discover wanted to expand into product adjacencies (cobrand, private-label, affinity, secured, etc.). Retooled core systems for <$500k and 20 FTE to be able to handle other products. Introduced Discover to industry consultants, periodicals, and partner conferences. Pursued more than 160+ top retail, 50+ cobrand, 2k+ affinity, and 50+ agent banking programs and got into late-round evaluations on more than 30 RFPs. 

Discover wanted to digitally innovate its proprietary payment network. Innovated a card with semi-closed loop acceptance for brand combos (e.g., retail + coffee shop) or geolocations (e.g., a mall or zip code). Tested with a rewards offer of an auto OEM’s franchisees, resulting in >1200% ROIs, +75% in spend share, +10x response, and +$1.5MM revenue

Achieved acquisition growth at Enova of 28% YOY (highest acquisition volumes and net revenue in Enova’s history). Implemented 90+ B2B partnerships; grew lead-buying to 75+ providers. Launched affiliate marketing (CJ, Linkshare), onboarding more than 5k partners (4.1% net conversion) in 10 months; created tiered incentives to maximize acquisition volumes.

Upon its launch, Discover Card’s lending partnership program generated only $250k revenue per month, 96% below original ambitions. Through improvements in contact strategy, scripting, sales, Do Not Call processing, and underwriting data/strategy, improved the program by 1000% ($30MM gross annually, $62MM gross in first 30 months). Implemented copy, creative, and UI changes to increase online conversions from 42% to 61% in 3 months. 

Based on learnings from Discover’s lending partnership program, created best practices for cross-sells at the point of customer acquisition. Generated $17 million on an annual PBT basis; launched a resale process of a debt cancellation product, with a 35% conversion and a 95% stick rate – 583% better than the primary sales channel.