Curinos
I joined Curinos to solve a fascinating puzzle: how could we help banks stop wasting billions on marketing to the wrong customers? Working with some of the largest banks in America (Chase, Citi, BofA), I discovered that traditional marketing metrics were hiding a costly truth.
Banks spend billions on marketing, but here's the billion-dollar question: are they spending it on the right customers? I discovered that 30% of newly acquired customers were actually unprofitable – they'd take the promotional offer and leave. By building predictive models that could spot these patterns, I helped banks focus on finding customers who would stay and grow with them.
The industry needed a way to benchmark marketing performance across banks while maintaining strict data privacy. I created an analytics engine that solved this puzzle, letting marketing teams finally answer "are we spending enough?" with data instead of guesswork. It now manages over $9B in marketing spend across major banks.
My proudest achievement wasn't just the technology – it was changing how banks evaluate marketing success. I shifted the conversation from "how many accounts did we open?" to "how many valuable relationships did we build?" By connecting marketing spend to long-term customer value, I helped transform marketing teams from cost centers into strategic drivers of growth.
