Justin Sanderson

KPMG Partner | Accelerating Customer Growth and Engagement for Clients in Regulated Industries

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Formerly a CMO, I am a Partner/Principal at KPMG and responsible for our Customer Growth & Engagement business focused on Banking in the US and broader SME in front office transformation for regulated industries. In this capacity, I am accountable for strategy, sales, delivery, and partnerships with Financial Services clients to transform the customer experience throughout the lifecycle. KPMG is recognized as a Leader by Forrester in Customer Experience (CX) Strategy. KPMG powers CX revolutions through culture transformation. Prior to joining KPMG, I led Accenture Song’s Financial Service business in the Southern US. Additionally, I was CMO for a fast-growing multi-line financial services organization. I frequently speak and write on the future of marketing and customer engagement. I live just outside of Dallas, TX with my wife, three daughters, son, and dog. You can find me most weekends watching a bunch of kids soccer, softball, and baseball games, cheering on the Baylor Bears, or losing balls at the golf course.

Digital Transformation Senior Manager at Accenture

February 2017 - Present | Irving, Texas

Digital Transformation Senior Manager within Accenture Digital. Specializing in Financial Services and Healthcare marketing, analytics, and customer experience.

Senior Vice President, Director of Marketing at First United Bank

August 2014 - February 2017 | Durant, OK

Head of Marketing, Digital Marketing, Customer Journeys, and Products and services at First United – a bank growing to be $6B in assets by end of 2016. Responsible for the brand, product design, digital and traditional customer acquisition, retention and engagement marketing initiatives (eCommerce, omnichannel, CX, digital, mobile, apps, social, email, text, SEO, SEM, affiliates, display, direct mail, CRM). Primary focus on Customer Engagement and Experience, Customer 360 (Across divisions & Omni-Channel), Digital Strategy, Business Strategy and Profitability. Helped First United grow from less than $3B in assets to almost $6B through M&A and organic production growth (+~30% net of M&A). Also increased retention by 12.5% and obtained a Net Promoter Score (NPS) of 60+. Credit Card portfolio saw +50% balances, +35% accounts, +30% new account production, and +30% Income in 2016. In addition to specific activities and results above, I also led marketing and communications activities during two bank acquisitions. Marketing initiatives I’ve led include: -Enhancement of our marketing strategies and technology stack, tactics, and programs. -Designed, implemented, and refined B2B and B2C growth strategies and customer experience. -Enhanced digital marketing (SEO and SEM), websites, online banking experience, mobile app, social media, and content marketing strategy. -Introduction of cross-selling, targeted marketing, inbound marketing programs, and other data-driven marketing activities. Transformational Programs I’ve led include: -Enhancement of the CRM, -Marketing automation program -Customer journey management -Customer analytics capability. -Evaluation of technology (FinTech) -Process enhancements (Continuous Improvement). Research Areas: Identify emerging business and consumer trends, technologies and develop strategies and marketing plans to enable the organization to meet objectives while enhancing the customer experience.

Management Consulting Manager at Accenture

January 2006 - October 2014

Management Consulting ..Accenture Digital (formerly Accenture Interactive) .....Marketing & Digital Strategy, Marketing Innovation (Select project experiences are listed as separate positions below) Digital Transformation: ‒Led digital transformation strategy initiative that identified $2B in incremental annual revenue ‒Conducted strategic assessment that identified $100MM in annual incremental revenue for a business generating <$5MM annually and recommended a new business model and solution ‒Analyzed and recommended vendors spanning many digital capabilities and developed a multi-phase roadmap for execution based on client needs and potential budget Customer Experience Optimization: (online and offline) ‒Led multiple teams for a customer centricity transformation to increase profit by $1.7B ‒Led and delivered multiple customer centricity initiatives covering loyalty, analytic driven marketing strategies, customer data, big data generated insights, and campaign management while working with C-level clients, project managers, and other leaders ‒Reshaped customer service strategy to drive customer lifetime value (CLV) for multiple clients Data-Driven Marketing Strategy, Marketing Operations, and CRM Transformation: ‒Led innovation initiative to identify new business areas, build relationships (Internal and External) launch pilots, and monitor results for a managed care organization leveraging proprietary data and cutting edge digital, genomic and mHealth solutions ‒Mentored and led teams of 3 to 20 people on multiple initiatives that required working across client divisions and executives to lead large change transformations with various stakeholders ‒Created complex business cases with multiple locations, product lines, and distribution channels ‒Created outsourcing strategy for marketing execution team to help client meet increased demand ‒Consistently ranked in the upper echelon within my level at Accenture, top 5% in 2007 and 2012

Customer Engagement Strategy and Marketing Transformation Director at Regional Health Insurer

July 2013 - September 2014

Led multiple initiative program to fundamentally transform the client’s marketing practices by using advanced analytics to direct portfolio investments, leverage customer and 3rd party data, build descriptive and predictive models, and engage with customers through inbound and outbound channels. Tasks included: -Analyzed complex issues, applied financial analysis and used sound judgment to make strategic decisions. -Acted as program integration lead by juggling many roles while maintaining a “big picture” view of business goals aligned to client's vision and strategy. -Developed an enterprise-wide CRM capability roadmap, new operating model, and process improvement opportunities -Identified new product opportunities and built corresponding business cases -Oversaw development of the loyalty program strategy, vendor assessment and RFP process, and implementation activities -Developed next-generation digital strategy leveraging latest solutions to coordinate social, digital marketing, and digital integrations -Provided change leadership to support various initiatives. -Enabled a team environment that supported and drove coaching, development and mentoring of team members to strengthen skill-set, foster high performance and support career growth. -Oversaw team on-boarding and training to ensure client and project success -Maintained program budgets and controlled expenses

Customer Experience Assessment and Strategy at National Health Insurer, Regional Health Insurer

March 2011 - April 2012

Planned and led the design of the Customer Experience Strategy and Blueprint driven by business strategic goals and in alignment with overall business requirements, including process analysis, design/re-design, and organization structure definition. Tasks included: -Assisted with overall project management, staffing, on-boarding -Assessed experience in various channels (e.g., retail, call centers, health coaches) by conducting market research, site visits, SME interviews, simulations to identify opportunities for customer experience enhancements -Prioritized opportunities based on business cases and desired consumer experiences leading to the definition of a new consumer experience based on value-based and behavior segmentation

Next Best Action, Enterprise Interaction Management at National Health Insurer

June 2011 - January 2012

Led strategy and planning project to define an Enterprise Interaction Management (EIM) initiative to enable a real-time 360? view of the customer and a Next Best Action / Offer capability (NBA). EIM involved the identification and centralization of data related to inbound and outbound customer interactions. NBA focused on using multiple data sources, detailed business rules, and predictive logic to manage the customer experience by executing the best next action with consumers during interactions. Tasks included: -Defined a multi-year vision -Identified capabilities and high-level requirements to conduct an request for proposal (RFP) -Developed a roadmap -Conducted an in-depth vendor assessment (products included: Pegasystems Decision Manager, Unica Interact, Oracle RTD, Infor CRM Interaction Advisor, SAS Real-time Decision Manager)

Digital Transformation at Global Heavy Equipment Manufacturer, Global Specialty Automotive Manufacturer

February 2010 - March 2011

Led or supported multiple efforts to develop use cases and draft a vision through collaboration with global stakeholders leading to the definition of a multi-year digital transformation (social, mobile, local, web) with a complex business case to justify investment from executive leadership. Tasks included: -Led stakeholder workshops in Shanghai, Milan and Chicago with distribution partners -Led stakeholder workshops with representatives from almost every department in the organization -Conducted a capability gap assessment to understand high-level costs -Built and managed a business case that estimated increased profit potential across multiple customer types, geographies, product lines, etc. to be approximately $2B -Assessed feasibility of transformation based on technical complexity and cost/benefit analysis

Industry Research and Financial Associate Part-Time at Capital Alliance

September 2008 - February 2010

Perform industry research, prepare industry summary reports, and find acquirers that match seller preferences.

Project Manager/Coordinator Volunteer at Wipe Out Kids' Cancer

September 2008 - September 2009

Applied management consulting skills to a non-profit primarily focused on incurable pediatric cancers.

Strategic Pricing Finance Intern at Ericsson

2009 - 2009

Work with Price Managers to produce and maintain commercial offers including analysis of the results. for setting up the price structure for proposal responses and retrieving and compiling results. Also, help develop a business intelligence tool from design to implementation.

Global Planning and Purchasing Organization Transformation at Large Global Retailer

January 2008 - September 2008

Led one of multiple work streams overseeing change management and training approach, design and execution for an Oracle Retail implementation in coordination with other leads managing different geographies. Tasks included: -Identified and documented process gaps and role differences between as-is processes and future-state processes -Managed training plans and designs, updated material, managed training environment, and delivered "train-the-trainer" courses to address process gaps and role differences -Supported go-live readiness activities for switching a 2,000+ person organization globally to a new planning and purchasing platform

Enterprise Customer Relationship Management (CRM) Design at Large Financial Institution

April 2007 - December 2007

Led activities related to customer service processes for a general design phase of a multi-year custom enterprise CRM project with goals of improving customer experience while reducing costs. Tasks included: -Participated in Joint Application Requirements sessions (JARs) with key personnel to understand business needs and the impact of those identified needs on the proposed system solution -Captured and documented detail requirements for areas of responsibility -Analyzed and developed business process design documents to demonstrate as-is and to-be processes focusing on opportunities for automation / self service opportunities in the customer service center and contract enrollment department -Documented detailed requirements by developing customer and staff use cases

Business Process Outsourcing at State Government Welfare Programs

January 2006 - March 2007

Acted as intra-day operations lead for a 350+ person customer service center that was a critical component to a $1B business transformation effort that eventually led to assisting in the redeployment, exit interview, and job retraining of 650+ resources at the end of the contract while also providing limited onsite HR support. Tasks included: -Acted as the capability architect to identify, stage, and deploy opportunities based on access to resources available -Led day-to-day business operations for team evaluating opportunities to move a customer service center from negative contribution to positive contribute for the project bottom line -Led various onsite improvement initiatives related to process improvement, identifying opportunities for technology-enablement, and prioritizing efforts for technology implementation team based on cost, complexity, and predicted benefit to the overall business -Acted as business intermediary between external stakeholders, business architects, technical architects and implementation team.

SolidWorks CAD Engineer Intern at Diversified Product Development

August 2005 - December 2005

Mechanical engineering concept design and analysis.

Welcome Week Director Volunteer at Baylor University

January 2004 - September 2004

Led and directed efforts of over 400 student volunteers.

Commissioned Sales Associate at Circuit City

April 2002 - October 2003

Regularly top commissioned sales agent for store and district on a per hour basis. Sold primarily computers, home audio, and televisions.

Southern Methodist University - Cox School of Business

MBA

Concentration: Finance, Accounting, Strategy

Baylor University

B.S.

Concentration: Engineering and Math

College Football (Baylor)