- Jeffrey Rothbard
- SVP, Head of Audience & Decisioning Strategy / Wells Fargo
Over the past 10 years, Jeff Rothbard has built a reputation for analytics entrepreneurship within major banks, founding and leading a series of new functions with the common throughline of finding ground-breaking ways to use enterprise data for business strategy.
After receiving an MBA from the Yale School of Management, Jeff joined Chase where he built new analytics consultancy practices for consumer banking, payments, and competitive intelligence. He pioneered firmwide capabilities such as optimizing the branch footprint, growing the bank’s top-of-wallet “embedded payments” strategy, and identifying competitive threats from upstart fintechs. Jeff then expanded his role to lead Owned Channels marketing analytics, in which he was a founding member of Chase’s Customer Acquisition center of excellence; in this role, he enabled unprecedented optimization of Chase’s acquisition journeys by developing the firm’s first omnichannel, cross-LOB acquisition journey dataset.
Following 8 years at Chase, Jeff was offered a one-of-a-kind opportunity at Wells Fargo to translate his analytics expertise into business strategy and product management, leading Audience & Decisioning Strategy. In that role, Jeff leads a team that maximizes the relevancy and value of five billion customer and prospect messages a month selected by the firm’s marketing decision engine. His team curates a wide range of customer attributes and behavioral data to power hundreds of decision models, then optimizes their recommendations using industry-first analytical tools. Jeff’s focus on a data-driven experimentation culture has led to a 40% lift in Digital Media value generated by the decision engine, which has bolstered support from the firm’s CMOs and opened the door for expansion of the platform to nearly all owned customer channels.