Mark Gibson is the Co-Leader of the Marketing & Sales Practice at CPG. He has been an innovator and strategic advisor to financial services executives for more than 30 years. Mark focuses on designing and implementing strategies for growth and improved profitability for banks, credit unions, specialized financial services companies, insurance and investment management businesses, payments companies, fintech companies, and vendors to the financial services industry.
Mark works closely with Executive Management to help them craft business and customer strategies to achieve superior growth. This work includes strategic planning, customer segmentation, value proposition and product development, brand positioning, integration of marketing and sales campaigns, marketing spend optimization, and marketing strategy. Mark’s experience is particularly relevant to enhancing deposit and household growth.
Mark and the CPG team have also built capabilities in assisting financial institutions with performance marketing and marketing budget benchmarking and optimization. Mark and his team have practical experience building growth campaigns that integrate sales and marketing resources to generate measurable and predictable business results. He frequently leads campaigns to grow deposits and acquire new checking and deposit households.
Mark and his colleagues have also created unique partnerships with both the American Bankers Association (ABA) and The Financial Brand to assess bank marketing spend annually. This allows Mark and the team to provide benchmarking insight, helping banks determine the right level of marketing spend and budget allocation to achieve their business objectives.
Mark has been a leader in digital marketing and marketing technology since early in his career at Battelle Memorial Institute. More recently, Mark and his colleagues have worked with the ABA for the past several years to understand how banks are adopting AI and deploying it for marketing productivity and efficiency.
Mark is a thought leader on financial services branding, marketing, and performance improvement. He often speaks on topics such as performance marketing, digital marketing, marketing ROI, marketing AI, and marketing best practices in U.S. financial services companies. He has recently spoken at both the ABA Bank Marketing Conference and The Financial Brand Forum, as well as the New England Financial Marketing Association. He is also a frequent contributor to ABABankMarketing.com and other industry publications.
Before joining CPG in 2016, Mark served as Chief Marketing Officer at Rockland Trust, NewAlliance Bank and BBVA Compass. He had responsibility for brand marketing communications, deposit and loan product management, customer experience management, digital channel management, credit and debit card, workplace banking, mass affluent segment management, customer data analytics, and public relations.
Mark has a BSBA degree in Accounting and Marketing and an MA in Marketing from The Ohio State University. He has also attended executive education programs on Marketing Consumer Behavior at Tuck School, Dartmouth College and Strategic Innovation at MIT Sloan School of Management.
Mark can be reached at mgibson@capitalperform.com or 508-322-8146. You can find him on LinkedIn at https://www.linkedin.com/in/mark-gibson-83185113/.
