Marketing measurement and market analysis.
Measure marketing, compare branch markets, test acquisition footprints, or add senior marketing leadership.
Four ways I work with financial institutions.
Choose a defined analysis project or bring in senior marketing leadership. Each engagement starts with the reports and data the institution already uses.
Show what acquisition spend produced after account opening.
For institutions that can report account openings but cannot show which accounts stayed open, funded, or justified the spend.
You receive: agreed measurement definitions, a spend-to-retained-account and funded-balance model, and a board-ready reporting view.
Uses digital account opening reports, core data, CRM exports, campaign spend, and funded balance views.
Compare markets before committing to a branch plan.
For leadership teams comparing new markets, branch locations, or expansion priorities.
You receive: a market scorecard, competitor and deposit-share view, customer-geography comparison, CRA and fair-access review points, and a reusable assumptions model.
Uses FDIC, NCUA, Census, competitor footprint, customer geography, the latest CRA performance evaluation, current assessment areas, and institution fair-lending and branch-policy inputs.
Test the market case for an acquisition target.
For teams evaluating whether a target adds attractive deposits, fills a market gap, or creates footprint and local-brand risk.
You receive: a deposit and market profile, footprint-overlap view, documented retention assumptions, and an executive decision brief.
Uses branch-level deposits, market overlap, local growth, customer geography, product mix, and retention assumptions.
Add senior marketing leadership without a full-time hire.
For banks and regulated financial-services companies that need an experienced operator to lead the function.
You receive: priorities, finance and board reporting, agency and vendor direction, a weekly and monthly working rhythm, and leadership for the internal team.
Designed for work that spans marketing planning, budget management, compliance, board reporting, and coordination with outside partners.
What happens after the first call.
Defined projects end with a reusable model and reporting the institution can keep using. Fractional CMO work continues through an agreed meeting and reporting rhythm with the internal team, finance, compliance, and outside partners.
Where I fit.
This work sits between financial analysis, growth planning, and senior marketing leadership. It is designed for institutions that need a usable model or an experienced operator.
Tell me what the bank is trying to decide.
In 20 minutes, we will define the question, identify the reports already available, and determine whether there is enough information for useful work.