Marsha Ferguson

Successful product manager that successfully turns strategy into action and continually meets and or exceeds executive targets. Promoted from an individual contributor to leading the strategy team.

• Led an overhaul of the Digital Strategy value proposition and roadmap that led to a Board approved $24MM native mobile app replacement project.
• Defined the Small Business and Money Movement strategy.
• Leader of an RFP and business case development to fulfill the Small Business and Money Movement strategy via platform replacement, feature upgrades, and strategic integrations using an iterative implementation plan designed to be revenue positive while minimizing client disruption.
• Manage a team of four manager-level Product Managers who execute the Digital Strategy across both enterprise projects as well as agile continuous development.
• Responsible for the development, management, and strategic growth of the Retail Digital Strategy across the following value streams: Digital Acquisition/Online Account Opening for deposit and lending products; Money Movement including A2A, P2P, Bill Payments, Small Business Payments & Invoicing; Digital engagement resources including budget, spending insights, and cashflow management; and digital self-service tools.
• Led an initiative to define the Digital Fraud Strategy which leveraged transaction based controls to reduce in app fraud while rolling up to an enterprise digital solution. The transaction controls have reduced A2A fraud by 32.8%.
• Used data analysis to modify the Online Account Opening business rules which reduced the false positive hits and increased application throughput by 62%.
• Increased the digital deposit contribution rate by 50%.
• Created roadmap and defined the business case to implement digital financial wellness tools to increase digital engagement.
• Conducted market analysis, existing client data analysis, and user group studies to inform the Consumer and Small Business digital roadmap.
• Budget owner of the strategic digital initiatives ranging from $24MM to $650,000.
• Vendor experience includes: FIS, Fiserv, OKTA, MX, IDology, Equifax, nCino, MX, Transunion, Ensenta/Jack Henry.
• Led cross-functional teams for the successful completion of major projects, resulting in increased efficiency and client satisfaction

• Performed user needs analysis, process mapping, and business case to assess implementation of nCino for Commercial Banking
  
• Implemented project prioritization process to create a formal method of defining projects, allocating budget, and resource assignment
  
• Trained an operations teams to use an Agile methodology to turn initiatives around more quickly while reducing error rates
  
• Managed Branch Transformation Project which included a new construction branch, ITM/ATM installation, new branch staffing and sales model, including tablet and remote channel access points
  

• Contract consultant for this boutique staffing firm dedicated to technology placements
  
• Implemented and managed the organization's CRM
  
• Consulted with management team to identify and map business processes to technology solutions
  
• Identified solutions to roadblocks preventing success metric achievement via technology solutions
  

• Analyzed market needs and application gaps to create a product roadmap to evolve a branch platform to an omnichannel platform
• Developed comprehensive product roadmaps, aligning business objectives with market demands
• Conducted extensive market research to identify opportunities for growth and expansion
  Worked collaboratively with developers, senior-level stakeholders and partners to collect data on deficiencies and provide solutions to long-standing issues
• Managed team of Product Managers responsible for client implementations and product enhancements for large and mid-sized banks
• Responsible for business development product presentations for top 50 banks by asset size
• Identified functional compatibility and created gap analyses for use by business development
• Mentored junior Product Managers, fostering a collaborative environment focused on achieving common goals

• Launched and managed a CRM application critical to enterprise-wide operations teams
• Expanded the user base and the productive use of CRM by aligning capability to the user groups' strategic goals without customization earning two Circle of Excellence Awards
• Participated in all aspects of application management including business requirements, test and release, service delivery and expense management
• CRM data analyst who maximized the value of the application to user groups via data analysis
• Product Manager for Fiserv Online Account Opening, external ACH and P2P Payments
• Managed a suite of internal applications for operations teams including the launch of a SharePoint solution for the contact centers
• Responsible for all aspects of product management from strategic definition, business requirements and user experience to channel support, operational expenses and application metrics
• Turned troubled technology applications into well-positioned, in-demand solutions through creative solutions that aligned business process design to technology capability
• Business intent lead for retail and small business banking systems, including Fidelity's TouchPoint for sales and service and a SharePoint project to integrate Knowledge Management for retail bankers
• Drove business requirements for the Retail and Small Branch Strategy teams including user stories and use cases

• Designed a client implementation and onboarding process for this start up that increased user adoption by 85%
• Solution Implementation Lead responsible for configuring client environments, implementations and account management
• Used technical and product support interactions to feed product management actionable insights on client use, business environment and strategic goals