Fractional Chief Digital Growth Officer

Digital growth leadership for
financial services organizations.

I help banks, credit unions, RIAs, advisory firms, trust companies, and specialty finance providers protect and amplify organic momentum, then layer in the digital capabilities that take growth to the next stage.

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$35M
Martech budget
led at Truist
600+
Annual campaigns
directed at TIAA
25+
Years across digital,
banking, CX & martech
Fernando A. Pena Jr., Fractional Chief Digital Growth Officer
Executive Profile

Senior digital, marketing, and revenue growth executive.

I've spent over 25 years leading digital marketing, growth strategy, and transformation at some of the largest financial services organizations in the country, including Bank of America, Wells Fargo, Truist, TIAA, and Seacoast Bank, and advising enterprise clients as a Principal Analyst at Forrester Research.

Through that work, I've watched the same pattern repeat itself: organic growth, referrals, relationships, and reputation take organizations a long way. Then it hits a natural ceiling. Rokture exists to bridge that gap.

My work focuses on connecting an organization's organic foundation to the digital capabilities that reach the next stage of growth: paid media, better targeting, stronger conversion, marketing technology, and AI. Not replacing what's working. Building on it.

Organic + Digital Integration

I look at the entire marketing picture, managing what's already working organically and adding the digital layer that amplifies it into one connected growth engine.

Financial Services Depth

Deep experience across banking, wealth management, trust, retirement, 1031 exchange, self-directed IRA, lending, RIAs, credit unions, insurance, and advisory business models.

Revenue-Accountable Execution

Bridges executive strategy, marketing operations, technology teams, agencies, and frontline business partners, always focused on funded revenue rather than vanity metrics.

Current Role

Fractional Chief Digital Growth Officer & Founder, Rokture

May 2023 to Present. Helping financial services organizations turn organic momentum into measurable digital revenue growth.

Rokture: Fractional Digital Growth Leadership for Financial Services

Rokture is a fractional executive service built for community banks, credit unions, RIAs, advisory firms, trust companies, and specialty finance providers that have built real organic momentum through relationships, referrals, and reputation and are ready to amplify that foundation with digital capabilities that reach the next level of growth.

What I Do

  • Lead digital growth strategy as a fractional CMO and CDGO for financial institutions of all types
  • Assess websites, funnels, content, paid media, SEO, analytics, CRM, and conversion paths
  • Deliver 30-day revenue assessments and 90-day execution roadmaps tied to measurable outcomes
  • Align leadership teams around priorities, timelines, budgets, and shared revenue metrics
  • Manage and integrate organic and digital marketing as one connected system

What I've Built

  • The Trust Track, a 5-stage operating model that turns organic momentum into scalable digital growth
  • Revenue-focused websites, landing pages, lead capture tools, calculators, and nurture campaigns
  • Content strategies for retirement planning, 1031 exchange, SDIRA, wealth management, and specialty finance
  • Practical analytics and conversion tracking across search, social, email, and web channels
  • AI integration strategies that amplify existing marketing engines rather than add unnecessary complexity

Operating Approach

  • Start with the highest-value revenue gaps
  • Protect and amplify what's already working organically
  • Prioritize fixes that can be executed quickly
  • Report organic and digital together as one growth system
  • Use clear measurement instead of vague marketing activity
  • Help small teams perform like more mature digital organizations
Rokture's Methodology

The Trust Track Framework

A 5-stage operating model for financial services organizations that have built real organic momentum and are ready to amplify it with digital. Each stage protects what is working while adding the layer that takes growth further.

1

Align Around Revenue

Understand where organic growth has taken you, define what digital needs to accomplish, and align the entire team around shared revenue outcomes.

One goal, one direction
2

Uncover Hidden Profit

Identify where the handoff from organic to digital is breaking down, where conversion is leaking, and where digital can unlock immediate growth.

Quick wins identified
3

Elevate Client Experience

Make your digital experience earn the same trust as your organic relationships, so referrals convert and digital prospects don't drop off.

Digital earns the trust organic built
4

Measure What Matters

Report organic and digital together as one connected system, with KPIs that give leadership visibility into pipeline, acquisition cost, and funded revenue.

One report, full picture
5

Right-Size Technology

Identify the right digital tools to amplify your organic engine: paid media, automation, and AI where they earn their place, not just because they exist.

Digital that amplifies, not replaces
What I Offer

Services built around one connected growth engine.

Every Rokture engagement starts by understanding your organic foundation, then builds the digital layer that amplifies it.

🧭

Fractional Chief Marketing Officer / Chief Digital Growth Officer

Senior marketing leadership on a fractional basis. I look at the entire marketing picture, managing and strengthening what is already working organically, then adding the digital capabilities to reach the next stage of growth. Not replacing your existing approach. Building on it.

Digital Growth Strategy Organic + Paid Integration Conversion Strategy Vendor Management AI Integration Revenue Reporting
🔎

Digital Revenue Assessment

A structured 30-day deep-dive that maps where organic growth has taken you, where the ceiling is, and exactly what digital needs to do to take you further. Most engagements start here.

🌐

Website & Customer Journey Optimization

Your digital experience should convert the trust your organic relationships already built. Redesigned around how financial services clients actually make decisions.

📣

Revenue-Focused Marketing Strategy

Connecting your organic marketing with paid media, better targeting, and stronger conversion to create one strategy tied to funded revenue, not impressions or traffic.

⚡

AI & Digital Transformation Advisory

Identify where AI and digital tools amplify your existing marketing engine, not where they add complexity. Practical guidance tied to real outcomes.

Resume

Executive experience across research, banking, marketing technology, and digital product leadership.

2023 – Present

Fractional Chief Digital Growth Officer & Founder

Rokture

Fractional CMO and digital growth leadership for community banks, credit unions, RIAs, advisory firms, trust companies, and specialty finance providers. Creator of the Trust Track Framework, a 5-stage operating model for turning organic momentum into measurable digital revenue growth.

2022 – 2023

Principal Analyst

Forrester Research

Advised marketing, technology, and operations executives across industries on marketing technology, data management, privacy, compliance, digital transformation, and customer experience strategy. Created research, tools, templates, and executive guidance for enterprise clients.

2020 – 2021

SVP, Marketing Technology

Truist

Led three direct reports, 56 staff, and a $35M budget supporting digital initiatives across data transformation, real-time offers, voice of customer, marketing technology, and customer experience. One of the largest martech functions in financial services.

2017 – 2020

SVP, Head of Digital Capabilities & SVP, Digital Marketing

Seacoast Bank

Directed digital banking, website, online banking, mobile apps, ATM screens, email marketing, CRM, social media, marketing automation, and digital customer experience initiatives. Managed budgets from $2M to $6M and helped position the bank for stronger organic digital growth.

2015 – 2017

VP, Digital Product Manager

Wells Fargo

Developed and supported enterprise digital banking product enhancements across web and mobile platforms. Partnered with cross-functional teams through agile and waterfall delivery methods.

2010 – 2015

VP, Digital Marketing

Bank of America

Led digital and mobile marketing strategy, campaign optimization, media planning, web design, UX, Eloqua automation, Salesforce integration, chat platforms, and analytics across major banking audiences and segments.

Earlier

Management Roles

Accenture & TIAA

Held leadership roles in customer experience, CRM optimization, client consulting, and campaign operations. At Accenture, helped save $2M annually through marketing outsourcing improvements. At TIAA, directed teams producing more than 600 campaigns annually across multiple segments and channels.

Core Competencies & Technical Background

Strategy, execution, and measurable growth.

Core Competencies

Digital Growth Strategy Financial Services Marketing Marketing Technology Fractional CMO Leadership SEO & SEM Lead Generation Conversion Optimization Customer Experience CRM Strategy Analytics & Reporting Content Strategy Paid Media AI Integration Executive Alignment Organic + Digital Integration

Technical Fluency

Google Analytics Adobe Experience Platform Eloqua HubSpot Salesforce WordPress HTML CSS PHP cPanel JIRA Agile Marketing Automation Voice of Customer
Education & Speaking

Business, technology, and industry thought leadership.

MBA, Marketing Management

Benedictine University, Illinois

BA, Information Systems

Monroe College, New York

AA, Computer Science

Monroe College, New York

Industry Speaking

GDS · DMA · HubSpot INBOUND

Frequent presenter on digital personalization, digital transformation, CRM platforms, marketing technology, and customer experience at national conferences.

Get in Touch

Need a digital growth leader who understands financial services?

For fractional leadership, advisory work, board-level digital strategy, or executive consulting, connect with me directly.

Schedule a Discovery Call Visit Rokture.com
fp@fernandopenajr.com · rokture.com · LinkedIn Profile
Charlotte, North Carolina