Expertise to Help Your Business Grow

My mission is to empower businesses thrive and flurish.

  • Strategy -> Integrated launch plans

  • Design or redesign the Customer Experience (CX) using Design Thinking, Scrum, and Agile techniques

  • Experience developing new modern digital consumer, small business, and commercial deposit, checking, and lending products, as well as financial wellness tools

  • Awards: Key Bank Chairman (Smart Checking 2020)

New Product Development / Digital Transformation

Examples of Projects:

  • Redesigned the digital Financial Wellness experience, increased sales 70%, shortened time with banker 80%

  • Integrated pre-screen credit card offers into welcome process, increased offers 4x and acceptance rates 3x

  • Designed & launched a patent pending tool to automate savings; clients saved $40M+, NPS 70, Customer Sat 90%

  • Rationalized checking product line from 7 to 4, launched new products with enhanced features; beat sales growth goals 2.5x, closed 20% market gap in product line

  • Strategy -> Integrated Go-to-Market plans

  • Data-driven insights about the Client Life Cycle to develop Digital, Targeted, and Mass channel plans

  • Experience marketing to the Mass Market, Mass Affluent, Students, Hispanic, Asian, and African American client segments

  • Awards: Key Bank Chairman (Marketing Analytics 2019), ADDY (Hispanic 2011), and ARF David Olgivy (Student 2010)

Segment Marketing (Acquisition to Retention) / Program Management

Examples of Projects:

  • Reversed a 7-year checking portfolio decline trend with a digital-first customer acquisition strategy

  • Developed a new Student Banking website in 3 languages, generating a 5% sales lift YoY

  • Leveraged affinity groups on debit cards to acquire 1M new checking clients, 3x faster than banker adoption

  • Launched a customer referral program, generating $210M/yr revenue, versioned in English, Spanish, Chinese, Korean, and Vietnamese

  • Strategy -> Integrated release plans

  • Data-driven insights about the client’s buying behavior to develop digital solutions that make it easier to buy

  • Experience supporting D2C, B2C and B2B sales processes

  • Awards: Key Bank Chairman (Digital Sales 2020) and Clear Mark for Plain Language (Mutual Fund Collateral 2015)

Marketing support for Sales

Examples of Projects:

  • Developed a multi-product SB lending app, reduced processing time 39%, improved banker adoption 3x

  • Humanized sales collateral, increased appeal 48%, content understandability 41%, transparency 23%

  • Launched 2,500 mass-personalized websites for branch financial advisors, meeting all compliance requirements

  • Managed content to hit 115% of contractual impression goals for 3rd party content sales & biz dev deals

I’m Elizabeth Coluby, and my superpower is operating at the intersection of strategy, leadership, marketing, and communications — skills I built over my 30-year career at top US banks. I help businesses grow and make it easier for their clients to do business with them. I connect your dots.

As a cross-functional leader with a proven ability to think strategically, execute tactically, and lead change across channels by building digital-first strategies and consistently executing against multi-year financial plans to grow the business, I have developed and executed programs for revenue growth (acquisition, onboarding, engagement, retention, and customer satisfaction) by delivering innovative solutions and new products that create value by anticipating customer and sales needs.

Growing up as a TCK in Asia & Latin America, I intrinsically understand that there are different approaches to solving any problem; pulling in diverse perspectives helps us find the best solution quickly.

I’m available for short- or long-term assignments, fractional, full- or part-time, special projects, or augmenting team capacity, whatever the client needs.

  • As a consultant, I can manage projects that move your business forward as an extension of or supplement to your team.

  • As a fractional executive, I can lead a part of your team responsible for achieving strategic and execution goals.

Clients have told me they feel like “they can slay dragons” after working with me because we have developed a simple, straightforward plan, and they are confident and empowered to execute it.

Let’s connect your dots!

Why I’m a Great Addition to Your Team …

Deep Industry Experience

Over my 30-year banking career, I have led teams to grow the business by launching new products, simplifying product lines, digitizing processes, and turning around negative growth trends.

Education & Certifications

In addition to my degrees, I’m also certified in Agile, Scrum Product Ownership and Design Thinking.

Global Perspective & Languages

Growing up in Taiwan and Chile enabled me to develop a unique perspective on how we are similar yet diverse in our approach to life. I am fluent in Spanish, conversant in Portuguese, and knowledge of Chinese.

Client-centric Viewpoint

I take a client-centric approach to understanding and matching the bank’s goals, vision, objectives, and challenges to the customer’s needs before building a product or campaign by “keeping the client in the room” for all strategic discussions and decisions.

MBA, International Marketing, Thunderbird School of Global Management, ASU

BS, Applied Economics & Business Management, Cornell University

Data & Insights Driven Approach

Leveraging client data to develop insights about the client’s needs or life cycle to drive strategic decisions has enabled me to be successful in a regulated environment such as financial services. I work closely with legal, compliance, and other stakeholders to align diverse inputs into a single integrated plan.

Rapid Value Creation

The programs and products that I have built and launched have generated millions of dollars in revenue and driven significant improvements in adoption, customer satisfaction, and unit sales.

Testimonials

  • "Elizabeth’s mix of smarts, grit, and execution-focus allow her to tackle any business problem. She drove enormous value for our clients and shareholders. I would have her on my team again in a heartbeat and I wholly endorse her for challenges requiring leadership, intellect, and action.”

    Jamie Warder, SVP

    Chief Digital Officer, Key Bank

  • “Elizabeth is one of the warmest and smartest people ... She's extremely good at making complex abstractions understandable, and has a keen eye for opportunities."

    Abigail Plumb-Larrick

    Senior UX Designer, Key Bank

  • “Right from the start, Elizabeth's method of framing our work together set a solid foundation for the entire engagement. She took the time to truly understand our vision and the powerful services that we provide.”

    Dawn Rennick, PhD

    CEO, Piercing Sun Consulting

  • "Elizabeth’s drive and determination in putting the client first, was always her "north-star" in addition to providing a financial tool and resource that KeyBank could be proud of in utilizing it, both internally and externally.”

    Ralph Kelly, SVP

    Segment Product Manager, Key Bank

  • “Working with Elizabeth was a pleasure from start to finish. Her professionalism, responsiveness, and attention to detail made the entire process smooth & enjoyable."

    Dawn Rennick, PhD

    CEO, Piercing Sun Consulting

  • "Elizabeth is a natural leader, who is able to inspire and motivate her team to achieve their best.”

    Sean Nforkah

    Scrum Master, Key Bank

  • Elizabeth brings years of experience leading teams and coaching so that we exceed our goals and grow as business leaders. Elizabeth can help your business grow.

  • Elizabeth has 30 years of experience quickly going up the corporate ladder, mostly in banking and tech. Most of her experience is in product marketing and management and leads teams/projects by puling in critical expertise from the relevant teams across the company.

    1. Schedule a call to discuss your situation

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    3. Email me to start a dialogue