Fernando A. Pena Jr.

Marketing and

Digital Executive

ABOUT ME

Hello, I’m Fernando Pena!

Versatile senior leader with entrepreneurial reputation as a digital marketer, creative innovator, early adopter, change agent and team builder. Highly skilled in managing all aspects of marketing from client/agency sides and digital experience across web, email, display, video, mobile and social advertising. Widely recognized by client executives, industry peers and thought leaders for deep abilities in deploying digital marketing technology, administering large-scale projects and optimizing marketing operations.

Residence: Charlotte, NC
Availability Seeking New Opportunities

STRATEGIC PROFILE

Positive talent in negotiating, influencing, motivating and supervising multi-discipline teams and diverse executive personalities within matrixed organizations; fully accountable for P&L, budgeting and cost controls.

Proficient in collaborating with B2B clients, consultants and top decision-makers in planning and executing complex and multimedia marketing initiatives in time-sensitive situations.

Solid expertise in utilizing omni-channel campaign analysis and optimization to drive persistent revenue growth, while bridging marketing and technology resources to continually improve customer experience and brand presence.

Extensive exposure to cross-cultural dynamics and international business practices through positive interaction with clients across multiple sectors; proficient in conversational Spanish.

Progressively promoted through levels of increasing responsibility and impact because of outstanding talents in supporting strategic planning, market presence and success metrics.

Self-motivated to achieve maximum product performance, ensure timely project completion, maintain peak quality standards and achieve aggressive business objectives.

CORE COMPETENCIES

Digital Marketing ● Internet/Intranet ● E-Commerce ● New Business Development ● Strategic Planning ● Profit Building ● New Product Introduction ● Market Penetration ● Internet Marketing ● Vendor Relations ● Project Expediting ● Requirements Analysis ● Lead Generation ● Product Portfolios ● Operational Streamlining ● Technology Deployment ● Market Trend Review ● Software Evaluation ● Emerging Technologies ● Contract Negotiations ● Public Relations ● Branding Strategies ● Team Motivation ● P&L ● Budgeting ● International Business ● Voice of Customer

TECHNICAL BACKGROUND

Acoustic Campaign ● Adobe Experience Platform ● Bold 360 ● CentOS ● Concentrix ● Coremetrics ● cPanel ● CSS ● Dreamweaver ● Eloqua ● Google Analytics ● HCL Unica ● Hootsuite ● HTML ● Hubspot ● JIRA ● Linux ● Medallia ● Oracle Real Time Decisions ● Photoshop ● PHP ● Rally ● Salesforce ● SAS ● Sharepoint ● Siebel Marketing/CRM ● WordPress ● MS Office Suite ● SEO ● SEM ● Agile/Waterfall Methodologies

RESUME

Experience

2022-2023

Principal Analyst

Forrester Research

Provided strategic advice and guidance to marketing, technology, and operations executives and leaders across multiple industries and company profiles. Administered private consultations outlining best practices and expertise around specific marketing technology, data management, privacy, and compliance challenges. Conducted research on relevant and impactful topics resulting in the creation of reports, templates, and tools to help clients achieve their stated objectives.

2020 - 2021

SVP, Marketing Technology

Truist

Manage three direct reports, 56 staff and $35M budget in preparing and executing full range of digital initiatives to drive data transformation, real-time offers and voice of customer for this regional bank. Deploy expertise in excelling across all client segments and channels.

2019-2020

SVP, Head of Digital Capabilities

Seacoast Bank

Promoted to initiate new efforts to enhance customer experience and comply with industry regulations using new digital platforms that better positioned the bank within the financial services sector. Directed two professionals and $6M budget in coordinating website, online banking, mobile apps, ATM screens, email marketing and CRM systems.

2017-2019

SVP, Digital Marketing

Seacoast Bank

Supervised one direct report and $2M budget in directing digital marketing assets involving website, social media, radio advertising and marketing automation platforms for all bank businesses. Focused on driving organic digital growth and improving digital customer experience.

2015-2017

VP, Digital Product Manager

Wells Fargo

Developed and supported digital innovations for all banking products across web and mobile platforms for entire enterprise in connection with different project teams. Defined, tested and implemented new product deployments and enhancements to existing digital assets per agile and waterfall methodologies.

2010-2015

VP, Digital Marketing

Bank of America

Supervised three staff and $4M budget in creating and executing digital/mobile marketing strategy, data review and campaign optimization through media planning, web design, user experience, Eloqua campaign automation, Salesforce integration and chat platforms.

Education

2007

Benedictine University

Illinois

MBA, Marketing Management

2002

Monroe College

New York

BA, Information Systems

2001

Monroe College

New York

AA, Computer Science

PREVIOUS EXPERIENCE

Held critical management roles in customer experience, CRM optimization and client consulting with market leaders – Accenture and TIAA.
Accenture – supervised multinational campaign team in marketing outsourcing project for major US retailer, saving $2M in yearly costs after outsourcing direct mail and outbound marketing functions.
TIAA – directed team in creating more than 600 marketing campaigns each year with audiences ranging from 50 to 3M individuals across multiple market segments and channels.

PROFESSIONAL ACTIVITIES

Frequent industry presenter on multiple topics, such as digital personalization, digital transformation and CRM platforms, at national conferences, including GDS, DMA and Hubspot InBound.