Eric Smith

Partner closely with leaders and stakeholders to support effective integration, streamline small business thought leadership and translate strategy into execution across small business initiatives, specifically focused on partnerships with the small business digital channel and marketing.

Overview: Responsible for developing and implementing highly visible business initiatives, ensuring projects are completed on time, managing implementation risks and preparing for channel and customer impacts. Key Outcomes: Leading multiple cross-functional teams simultaneously executing high-impact projects, including the retirement of a checking membership program, waiving fees for different customer segments & geographies, and removing expired customer experiences, which ensuring a positive customer experience and superior risk mitigation.

Overview: Lead the strategy and management of the Worldwide Military Banking program including the customer-facing components, internal communications, and back-end processes. Develop growth & retention strategies for diverse customer segments and manage the DPG in-language translation strategy and roadmap, influencing which communications are translated with the goal of providing a superior customer experience. Key Outcomes: • Spearheaded two significant enhancements to the Worldwide Military Banking (WMB) program in 2023, offering military customers additional benefits and increasing the bank’s military program offering to better compete with other banks. I managed the business case development, IT enhancements, external communications, web updates, banker communications and risk & control processes. • WMB account NIAT has increased at a higher rate (+10%) than non-WMB accounts (+5%) since the first enhanced benefit was launched in 2023; plus, WMB customer complaints concerning fees have decreased significantly. Three more enhancements were approved and launching in 2025. • Led the automation of the WMB customer onboarding and offboarding process from the previous manual process. I managed the digital & IT, communications, and people aspects of the project within an agile delivery environment while leading multiple teams. • Built and implemented new WMB management reporting to better track our achievements. • Delivered improved Spanish language communications and customer experiences across our DPG products and payment services focused on improved customer experience and easier digital navigation. Influenced an enterprise-wide policy on how the bank provides customers with in-language materials in a consistent, customer-centric fashion across all products, limiting risk to the bank while enhancing customer acquisition.

Overview: As a member of the Wholesale Bank Financial Crimes Risk Control, I create strategic communications and materials, manage communications and training online repository, and facilitate reoccurring meetings and tracking resulting issues related to improving group’s processes. Key outcomes: Led several successful communication programs, partnering with risk control leaders to ensure all Wholesale lines of businesses improve their financial crimes compliance and due diligence activities. Lead a forum that tracks multiple items from issue identification to solving the issue, improving the group’s policies, increasing process efficiencies and, ultimately, reducing risk for the bank. Improved the process on how team reviews communications, procedures/program documents for brand & risk compliance resulting in improved review times, increased efficiencies and better connectivity across organization.

Overview: Developed and implemented marketing strategies to support business growth and enhanced customer experience in our retail branches and outbound business bankers, while ensuring alignment with the Wells Fargo brand strategy and business objectives. Key outcomes: Developed and executed marketing strategies and programs that generated new consumer and small business household growth and increased customer satisfaction scores from 2010 to 2018. While leading marketing and community outreach for Southeast Region Business Banking, the team ranked near the top of the company in new customer acquisition and loan production. Led a direct mail program, which included sending gifts to medical practices. Our business bankers set up appointments with over 15% of the mail recipients, which resulted in a positive marketing ROI. Identified military recruitment centers as an untapped market for Wells Fargo; pioneered and led a marketing strategy that built connections through these centers generating growth in new military banking customers. Designed and produced an online small business education tool to improve banker knowledge and productivity. The tool expanded enterprise-wide, receiving over 2,000 hits each month. Additional achievements: Manage multiple projects simultaneously while meeting timelines, managing budgets, and gaining approvals leading to successful, flawless implementation/completion with a long track record of meeting key success metrics from brand building to acquisition. Create, design, plan, and execute marketing strategy and programs, including sales and marketing campaigns, product focuses, cash offer promotions, recognition programs, sponsorships, events, lead calling efforts, region communications, diverse segment programs, community development, direct mail campaigns, merchandising, advertising, customer experience readiness, and sales and incentive design and tracking. Segments include consumer, small business, military, and affluent.

Overview: Excelled in product management through research, competitive gap analysis, business case development, innovative design, sales & advertising planning, and successful deployment. Key outcomes: Successfully launched two new checking products (Free Business Checking and Choice Business Banking), both resulting in growth in new relationships for the bank. Researched, developed and launched new small business service, Bad Check Recovery. This service provided a unique value proposition for business checking accounts and created a new source of revenue for the bank. Increased Net New (New - Closed) YOY checking account growth by double digits each year I was product manager. Additional achievements: Increased checking performance in key areas including new account acquisition, account retention, cross-sales penetration, increased account balances, and increased income. Created sales and marketing plans for future growth while guiding and directing multiple projects, and working with multifunctional teams across the bank. Negotiated vendor contracts and managed vendor relationships.

Overview: Act as a strategic consultant within the bank’s Small Business and Commercial business units working on research and analysis projects focused on customer acquisition and retention, opportunity assessment, merger and acquisition, product development, and customer satisfaction and loyalty; Developed relationships with senior management down to relationship managers within the bank and communicated project objectives, status, issues, and results. Transformed research findings into meaningful, strategic recommendations and actions. Key outcomes: Led research project that resulted in the development of a new small business marketing and sales management strategy, and new product bundle for the bank; enabling the group to meet all strategic and corporate goals, while ensuring that project met all financial, timing and tactical goals. Managed all aspects of the annual Small Business and Lower-Commercial Banking Market Assessment project; my leadership has enabled senior corporate, market, and sales leadership to create action plans with the goal of increasing new sales and customer retention. Managed ongoing Commercial Banking Relationship study from 2004 to 2006, strengthening the link between the bank's customers and their bankers, the state and segment leadership. I integrated research findings and customer data to better understand and target customers' needs, and measure and increase their satisfaction and loyalty. Additional achievements: Developed project plans, managed budgets and timelines, implemented research, and analyzed and communicated resulting strategies and tactics while maintaining strong partner relationships. Managed relationships with research vendors by writing requests for proposals, reviewing proposals, and over seeing the field work and analysis.

Overview: Consulted on marketing and promotional initiatives aimed at new business development. Key outcome: Wrote marketing plan and proposal with the goal of getting “Virginia is for Lovers” distribution/marketing contract. The contact was awarded to Design Lab in 2003.

Managed qualitative and quantitative research studies focusing on new product development and new customer acquisition

Overview: Generated and managed advertising customers for newspaper, while focusing on long-term customer development and satisfaction. Key outcomes: Helped several customers build their brand equity and signed majority of clients to six-month and yearly contracts. Recognized as top revenue producing account executive for the newspaper for June 1998-May 1999 and set sales record for new account executive

Comprehensive Executive Education program with focus on Digital Marketing. Topics covered: - Fundamentals of Digital Marketing: Social Media and eCommerce - Marketing Analytics: Data Tools and Techniques - Managing the Value of Customer Relationships - Selling Ideas: How to Influence Others and Get Your Message to Catch On