PRODUCT MARKETING AND COMMUNICATIONS | FINANCIAL SERVICES

Mobile Banking Marketing and Communications

First Republic Bank

First Republic was the 13th-largest U.S. bank during a period of rapid consumer and corporate mobile banking growth. I managed product marketing and communications for the mobile banking team, with end-to-end ownership across client-facing campaigns, internal communications, and executive strategy.

  • Spearheaded internal executive communications for the bank's largest digital transformation initiative, distilling complex technology, infrastructure, and cost details into a clear business case that leadership used to socialize the strategy across the organization and secure buy-in

  • Owned messaging and collateral for 100+ consumer and corporate mobile banking product launches including Zelle, Mortgage Tracker, Data Direct, Corporate Mobile Redesign, and Corporate Security Alerts

Campaign Work

Mobile Security Campaign (B2B / B2C)

Challenge: The bank needed to drive consumer and business clients to download the mobile app to access security features exclusive to mobile.

Solution: Developed go-to-market strategy, positioning, and messaging. Designed all marketing assets including landing page, interstitial screens, emails, and flyers.

Results: Contributed to converting approximately 130,000 consumer clients to the mobile app; Grew voluntary alerts adoption from 7% to 24%. 

Millennial Mobile Adoption (B2B)

Challenge: Millennial clients were underleveraging the mobile app. The bank had a target of increasing millennial mobile active rate from 71% to 75% but lacked a dedicated campaign or research base to drive it.

Solution: Conducted internal and external research including a Qualtrics study on non-client millennial banking behavior within the bank's footprint. Developed campaign strategy and owned end-to-end creative to expedite launch featuring assets and messaging outside of conservative brand norms to reach the target audience.

Results: Contributed to moving overall millennial mobile active rate from 71% to the 75% target.