Momentum Financial Services GroupChief Marketing Officer & Head of Retail Experience
Dec. 2020 - May. 2023Malvern, Pennsylvania, United StatesExecutive leading all marketing, corporate communications and retail network planning for a leading provider of financial services for the under banked in North America. In business for over 40 years, Momentum Financial Services Group, formerly Money Mart Financial Services, is a private equity backed corporation made up of 4 separate brands - Money Mart, Money Mart Mortgage, The Check Cashing Store and US online lender Centz. Responsible for establishing first marketing organization for the company, establishing creative development capabilities, advertising and digital media strategy, SEO platform, marketing operations systems, analytics infrastructure, and a repeatable process for campaign planning, promotion, and delivery. Established and lead a network planning & optimization function that balances store consolidation and lower cost formats with digital servicing to provide consistent geographic coverage for our customers, while reducing costs for the company to reinvest in growth. Highlights to date include refreshing outdated Canadian brand to increase trust and relevance, rebranding corporate identity from Money Mart to Momentum Financial Services Group to connect employees and customers more deeply to the values and mission of the company and implementing a marketing automation platform mapping data across enterprise systems, designing automated customer journeys with email and SMS.