Vishnu Singh, MBA

I was requested post-federalization to accelerate national growth, strengthen member experience, and modernize an expansive product portfolio for this large credit union (one of only 3 federally regulated credit unions in Canada, serving 69,000+ members nationwide). Reporting to the Chief Disruption Officer, I lead marketing, brand, communications, dealer finance, mobile mortgage, and brokerage teams, uniting product strategy, CX, and digital innovation to deliver profitable, scalable growth. ▶️ Leadership Oversight: Budget: $6.6M | Team: 19 | Portfolio: 138 products | Industry: Financial Services / Retail Banking, B2B/B2C ▶️ Leadership Impacts: • Delivered record-breaking membership growth and the highest-ever digital member share (61.1%) after launching 5 fully self-serve “super journeys” for onboarding and account opening that eliminated friction and boosted adoption. • Reversed mortgage business decline and exceeded annual loan disbursement target by 200% through a holistic growth plan spanning product, pricing, digital channels, and compliance. • Streamlined product portfolio by decommissioning 39 low-value offerings, simplifying a 138-product mix to reduce complexity and generate significant cost efficiencies. • Launched the first eHISA–TFSA hybrid product with a 100% digital, self-serve acquisition journey, achieving up to 117% of campaign targets, protecting deposits from competitor poaching, and closing a major product gap. • Improved mobile app performance to rank 9th overall in Canada, trailing only the top 5 banks and 3 largest credit unions. • Elevated service excellence to record levels, achieving a Serve & Solve service level score of 94.58% and a loan documentation quality control score of 91%, setting a new organizational benchmark. • Increased loan documentation quality control scores to a record 91%, closing compliance gaps and improving operational accuracy.

Initially engaged as a consultant, I moved full-time into leading IFCU’s shift from traditional to digital-first, insight-driven marketing while building enterprise data and analytics capabilities. As a business stakeholder for CRM, mobile and online banking, AI-driven product recommendations, loyalty programs, and marketing automation, I bridged technical delivery and business strategy. I also oversaw readiness for OSFI regulatory reporting during IFC’s federalization. ▶️ Leadership Oversight: Budget: $9.7M | Team: 23 | Industry: Financial Services / Retail Banking, B2B/B2C ▶️ Leadership Impacts: • Transformed digital presence with a new Adobe Experience Manager website, optimized UX, and data-driven content strategy, boosting web traffic 7,000%, achieving 31.99% YoY organic growth, improving bounce rate from 67.2% to 53.2%, and increasing average time on site by 20%. • Increased digital engagement, growing the share of members banking digitally to 61.1% (up from 55.8%) and driving a 23% rise in digital transactions since 2022. • Increased conversion and efficiency by implementing an AI-powered recommendation engine, loyalty platform, and enhanced digital banking, driving 8X growth in digital member approvals and doubling straight-through processing rates through automation. • Reduced fraud risk by 14% through integrated identity verification in digital onboarding, balancing security with a seamless customer experience. • Built enterprise analytics backbone in Azure, migrating 356 reports to Power BI, automating data extracts and improving ETL performance 20%, which enabled self-serve dashboards for executives. • Ensured federal regulatory readiness by designing and delivering an OSFI-compliant enterprise reporting framework (31 reports, 13K rules, 683 submissions annually).

Reporting to the CEO of the insurance division, I was charged with modernizing marketing, analytics, and customer engagement in a competitive, tech-disrupted insurance market. My mandate was to integrate data-driven marketing, optimize customer journeys, and position the brand as a trusted, innovation-ready market leader. ▶️ Leadership Oversight: Budget: $4M | Team: 14 | Industry: Insurance, Financial Services, Membership-Based B2C | Business: $218M across 17 locations, 1M members ▶️ Leadership Impacts: • Drove measurable market penetration, increasing auto insurance uptake by 14% and home insurance by 11% in under 18 months through targeted acquisition and retention campaigns using advanced segmentation, behavioural analytics, and predictive modelling. • Elevated customer satisfaction to #1 in Alberta (JD Power ranking) by redesigning service processes, simplifying communications, and aligning claims operations with customer expectations for speed and transparency. • Improved insurance profitability by increasing the Minimum Capital Test (MCT) ratio from 301 to 359, strengthening financial resilience. • Protected revenue by halting a 60% loss of new business through trend analysis and a redesigned acquisition strategy. • Delivered first end-to-end digital insurance journey for home and tenant products, enabling online quote, purchase, and policy activation, replacing paper- and call-based processes with a fully self-serve experience. • Introduced machine learning to fraud prevention, building the organization’s first claims fraud detection model to identify high-risk claims proactively. • Designed an eCommerce initiative for tenant and condo insurance, projected to increase product sales by 55%.

I was once again promoted, this time to Director of Market Insights and Analytics, as a direct result of my expertise. Upon taking this role, I relocated to India and formed a team to build and develop Ericsson’s global analytics and big data business unit. Within my first few weeks on the job, I hired a new team, developed a plan, and secured alignment with business units and stakeholders. Leveraging my strong relationships across the organization and vast multicultural experience, I grew the team to 26 members in India and Sweden. Despite geographical limitations, my team worked closely together to monitor and analyze key trends across multiple sectors and to influence global marketing strategies. I’m proud of many accomplishments in this role, but I’m especially proud of: ● Successfully establishing Ericsson’s 1st-ever analytics and big data Centre of Excellence ● Securing Ericsson’s ranking as #1 in market share with managed services and enabling 15% growth for the SaaS billing and charging solution ● Launching a customer experience solution with a multi-million-dollar market potential and developing a proof of concept for an Australian client ● Uncovering a multi-billion-dollar market leveraging 5G in healthcare and presenting the research to media in collaboration with King’s College London

Recognizing the growing importance of the Southeast Asia market, I moved to Malaysia, where I led capitalization efforts and positioned Ericsson for over a billion dollars in sales by leveraging consumer insights. Operating with a local team and international resources, my team established Ericsson as an industry leader by partnering with and advising mobile operator clients on navigating the SE Asia market and low-income customer segments. I built a reputation as an expert in consumer research and knowledge of the customers’ customers. In addition to supporting the SE Asia market, my team also spearheaded global market research and forecasting for the future of mobile internet at Ericsson. A few other successes I’d like to highlight include: ● Building the marketing department and ensuring Kuala Lumpur operations were fully operational in only 2 months ● Growing various aspects of the business through the unification of regional and global marketing strategies ● Generating millions in revenue and saving a customer from ongoing losses by using insights and analytics to uncover a network vulnerability ● Establishing a unique marketing consulting service for operators which led to over a million in incremental revenue

Promoted to Senior Advisor, I relocated at Ericsson HQ in Sweden, where I focused on transforming global sales. Leveraging my expertise in data analytics, I established Ericsson as a global sales leader, advising and enabling sales teams with valuable North American consumer insights. Along with driving hundreds of millions in dollars in sales, a few wins I’d like to highlight from this role include: ● Led product research initiatives to identify value-added services and features including camera phones and music ● Collaborating with Sony as a strategic partner ● Providing strategic guidance on boosting brand awareness and increasing market share based on global historical and projected data trends

Transitioning into the program manager role, I developed and championed new business strategies for one of Canada’s leading mobile service providers. In this position, I set and executed strategies aimed at reducing churn and advancing mobile data services as part of the Ericsson Business Growth and Consumer Understanding initiative. In addition to delivering on the initiative’s targets, some of my other major contributions included: ● Partnering with a leading mobile service provider in Canada to launch value-added services, driving substantial revenue growth in record time ● Leading a pivotal market research project resulting in extensive media coverage for Ericsson, and serving as spokesperson during broadcast and print interviews ● Overseeing customer engagement and communication programs including in-person and virtual events, workshops, and conferences

As a senior marketing manager for the global telecom leader, my mandate was to develop and manage marketing strategies including developing and executing complex business and marketing plans for the company’s expansive product portfolio. My success in this role was pivotal, as it differentiated me as top talent as well as a leader and put me on the path towards considerable growth within the organization. A few of my successes included: ● Developing product and marketing strategic plans for a microwave transmission solution, which resulted in a multi-million-dollar revenue boost ● Identifying 3G as the way of the future for mobile, mitigating significant funding and resource waste on an alternative direction and product ● Delivering workshops on Canadian consumer needs for Canada’s big three mobile service providers ● Representing Ericsson in the media as an expert on the needs of mobile service consumers in Canada