Serg Potchernikov

*** ******* ****** • Belmont, MA 02478 • 617-***-**** • fv9exc@r.postjobfree.com

High caliber Marketing, Customer Experience and Product Management Professional bringing in excess of $624 MM in incremental revenue with over 13 years’ global success in setting product strategy, managing product lines and marketing through the life cycle. Extensive marketing and financial services background, spanning market research and segmentation, product design and re-engineering, product launch, delivery, channel support and tactics management. Consistently proven ability to develop and deliver winning product formulas through identifying key customer attributes and needs, aligning product attributes and integrated campaigns producing constructs with superior margins and response rates, while driving channel performance though ongoing feedback and improvements:

Product Management Increased incremental revenue and rejuvenated a mature product line, improving segmentation, product offering and tactics for 4.5% revenue growth bringing $106MM in revenue.

Led extensive work with internal Competitive Intelligence and external research vendors, producing card products with response rates elevated by 17% YTD.

Tactics Planning Led national efforts to increase fee revenue and identified means to bring estimated $164-188 MM.

Developed marketing program to increase annual sales growth by 65% in 2009 - 2012.

Tactics Management Improved reach by 71% and saved marketing costs by 42% for 2009 marketing tactics.

Designed a multi-tiered approach driving attainment of quarterly market customer experience goal for the first time in reported history, and improving Customer Wait Time performance from 55% to 76%.

U.S. Citizen with multilingual English / Ukrainian / Russian fluency.

PROFESSIONAL EXPERIENCE

BANK OF AMERICA, Charlotte, NC; Boston, MA

Vice President, Product Management 2010 – Present

Responsible for national credit card product line and customer acquisition strategies, product development and product management through the life cycle. Led innovative work enhancing knowledge of customer population composition and preferences, improving competitive intelligence, product design and channel management. Continue to optimize card products for consumers, as well as offer presentation and delivery.

Assessed existing product line strengths and weaknesses from business fundamentals to customer and industry perceptions. Identified informational gaps in consumer attributes, preferences and needs around credit card products.

Led extensive work with internal Competitive Intelligence and external research vendors, producing insights about product attribute preferences and propensity to respond to offer constructs for consumers in desired risk categories.

Tested and improved product constructs through Direct Mail campaign with 72 offer attribute combinations.

Produced transacting rewards card product with response rates improved by 17% and estimated revenue lift of $221 MM.

Designed innovative rewards card product uniquely appealing to preferences of consumers carrying balance.

Identified best practices and roadblocks in offer delivery in e-Commerce and Banking Center Channels. Recommended improvements and worked with channel partners to implement them. Received compliments on quality and usefulness of analysis and recommendations from business partners and leadership.

Vice President, Small Business Segment Strategy 2010

Drive the long-term satisfaction of Small Business customers with Bank of America Customer Service and Experience by establishing the optimal transaction environment online, at the ATMs, and in the Banking Center Channel.

Responsible for $261 MM capital investment decision allocating 550 multi-check ATMs. Completed and socialized factors and principal model, bringing higher profitability and relieving transaction volumes. Drove implementation and installation.

Led improvements in Customer Experience and Servicing of Mass Small Business. Completed gap analysis and socialized key findings and recommendations with senior leadership and business partners. Identified processes, metrics and data to drive improvements in support of implementation.

In charge of Online Strategy for Small Business Segment. Completed assessment of customer interactions online and identified key directions to improve user experience. Worked with eCommerce to analyze and implement improvements in online processes and content, improving efficiency and effectiveness of online presentation per user skill level and needs, as well as improving ease of use per Voice of Customer.

Represented Small Business Segment in creation of Cross-Segment ATM strategy. Identified and prioritized key factors and tactics for in-session ATM group work streams. Proposed additional factors to improve Customer Experience with both in-session and post-session groups.

Assistant Vice President, Global Consumer and Small Business Bank 2008 – 2009

Member of highly selective national rotational program preparing senior leaders through a portfolio of project experiences in all aspects of product strategy and management, including market assessment and segmentation, product design and re-engineering, targeting and campaign design, tactics and channel management.

Drove efforts to increase incremental revenue and rejuvenate a mature financial product line with $2.3Billion in annual revenue. Improved segmentation, product features, tactics and use of technology for 4.5% average monthly revenue growth bringing $106 MM annually. Improved reach by 71% and saved marketing costs by 42% for 2009 marketing tactics.

Evaluated opportunities to extend product line with Affinity Debit, Prepaid Cards, and Merchant Services, and key factors influencing consumer and merchant payment choices in offline, online, mobile and emerging technology environments.

Developed and improved primary research methods, such as observations, interviews, focus groups and surveys.

Identified gaps and solutions needed for consistency of delivery, messaging, and accountability for customer experience processes and tools through competitive and internal analysis across online and retail channels, drove implementation.

Led national efforts to increase fee waiver revenue, a capstone in 2010 strategic planning, with creation and driving of value adding user content. Identified and outlined the untapped opportunity and necessary means to bring estimated $164-188 MM.

Attained quarterly customer experience performance goal for Metro Boston market first time in reported history, and improved Customer Wait Time performance from 55% to 76%.

JOHNSON & JOHNSON, Moscow, Russia 2007

Intern (acting Director), Strategic Affairs

Led development of a comprehensive strategy for the marketing of 8 franchises and 2 subsidiaries, while securing early wins with major stakeholders. Worked directly with CEO, Board of Directors, and global senior executives.

Increased 2009 - 2012 annual sales growth by 65% for Ethicon Endo, by developing marketing program and implementation plan with better segmentation and strategic choice of target groups. Lowered potential customer acquisition cost by up to 90%.

Managed communications to major government clients including several presentations to top government officials and a promotional film, generating governmental interest and support of Johnson programs.

DUKE MANAGEMENT COMPANY, Durham, NC 2003 – 2006

Consultant

Evaluated investment commitments and choices of money managers, tracked trends and developments within diverse industries. Prepared customized industrial briefs, profiles and research reports.

Monitored $65 million portfolio, providing over 160% rate of return during November 2003 - March 2006.

Provided analytical and informational support for $20 million short-term investment, resulting in 24% return.

Alerted team to investment opportunities and risks for Russian holdings, consulted on financial, economic and political trends and developments in Russia.

MEDSOLUTIONS, INC., Nashville, TN 2002 – 2003

Intake Coordinator

Supported CEO and CFO in strategic analysis. Conducted pre-IPO data collection and analysis with extensive research of competitive landscape based on over 780 company profiles, business and financial data.

Developed proprietary model for pre-IPO evaluation, reflecting business and financial structure unique to radiology management industry.

Successfully formulated business and financial targets for strategic business development efforts and IPO.

Coordinated cost containment efforts and initiated improvements to operational processes, resulting in estimated cost savings of over 31% per client for more than 28 health insurance plans.

AVANT PC, Nashville, TN 1996 – 2002

Independent Consultant

Developed customized marketing strategy solutions, worked with senior management to identify and target untapped niche markets through effective use of directories and databases.

Led a five person team in successful implementation of integrated marketing campaigns promoting client services. Developed marketing brochures, letters to solicit business, and web content.

Propelled clients’ geographic expansion, turning around revenue decline and winning key revenue accounts.

EDUCATION

BOSTON UNIVERSITY Graduate School of Management, Boston, MA 2008

Master of Business Administration (M.B.A.) with High Honors, Marketing concentration

Management Consulting Club VP of Development, Masters in Bus. Admin. Admissions Ambassador,

Captain of Annual International Tech Strategy Business Case Competition Team “TechInsight”

Dean’s Achievement Scholarship, MS•MBA Scholarship, BUILDE Fellowship

Inducted to Beta Gamma Sigma Business Honor Society, GPA: 3.78, GMAT: 740

UNIVERSITY OF MISSOURI, Rolla, MO 2000

Non-degree program, Interdisciplinary graduate study in Financial Engineering

GPA: 3.92, Teaching Assistant, Economics

COLLEGE OF THE OZARKS, Branson, MO 1996

Bachelor of Science, summa cum laude, Math and Business Administration

GPA: 3.92, Only Student Nominated in 1995 by Dean of the College for 18th Annual Edition of The National Dean’s List

Teaching Assistant, Math / Physics Department

CERTIFICATES

International Advertising and Marketing from CIBER (Center for International Business Education and Research)

Six Sigma Green Belt

ACTIVITIES

Represent Bank of America in on-campus activities as a part of Boston University MBA interviewing and recruiting team

Bank of America Leadership Development Program “Running Mate” providing candidates with “day in the life” perspective, recruiting guidance, and ambassadorship

Prepared and provided suggestions to support and enhance Leadership Development Program

Recruited and selected consultants for 15 businesses under the InnerCity Entrepreneurs development project

Led restoration of malfunctioning computers at the West End House Boys and Girls Club Computer Lab

Helped families through legal turmoil as a court interpreter for the underprivileged

Former Ukrainian 3rd Olympic Reserve swim team member

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