Rich Smith Headshot

Rich Smith

CMO
Works with companies of all sizes in financial services, healthcare, insurance, banking, consumer finance, and behavioral health to differentiate, drive customer loyalty, and unlock profitable growth.

About Rich

Rich is a Chief Outsiders CMO and award-winning marketing executive based in Philadelphia. Passionate about helping CEOs differentiate their businesses in the most competitive market segments, Rich has a track record of delivering results in high-pressure situations including: hyper-growth private-equity funded start-ups, newly acquired companies, post-bankruptcy turnarounds, and companies facing a financial, regulatory, or public relations crisis. He develops profitable business plans; aligns and fosters transparency between CEOs, CFOs and marketing; designs customer experiences to increase acquisition, activation and retention; and builds remarkable brands.

How Rich has Helped Businesses Grow

  • Grew revenue of a start-up behavioral health company by over $50 million in one year, building the marketing team and leading marketing strategy, brand positioning, marketing & sales integration, public relations, and marketing technology as CMO of Recovery Centers of America. 
  • Drove loan production from $0 to $25 billion annualized in less than 2 years, building the marketing team, campaigns, and technology from the ground up as CMO of Ditech.
  • Achieved #3 rank from JD Power amongst mortgage originators for customer satisfaction in Ditech’s debut on the list.
  • Achieved a #2 ranking in brand awareness amongst independent mortgage companies within three years of re-launching the Ditech Mortgage brand.
  • Achieved 150% growth in retail deposits within 1-year through a digital transformation and online banking launch as CMO of AIG Bank.
  • Led the transition of AIG Bank’s business during the financial crisis, maintaining solvency, and returning to profitability within 18 months.
  • Increased sales conversion by 20%+ introducing AIG Security Advantage—a new enhancement to auto insurance.
  • Developed digital strategy for AIG Auto Insurance, growing channel to 30% of new policy production within 3 years.
  • Exceeded P&L responsibility of $230 million and $12 billion annual loan growth, bringing in 20% of credit card division’s net income at Bank One.
  • Generated 7 million+ accounts and $12.5 billion in loans in less than 2 years heading the research, development, and launch of the first platinum bankcard in the US—MBNA Platinum Plus MasterCard and Visa.

Executive Marketing Experience

  • CMO, Recovery Centers of America
  • CMO, Ditech Financial
  • CMO, AIG Bank
  • VP US Consumer Markets, AIG Accident & Health
  • Director Retail Marketing, AIG Personal Lines
  • FVP Credit Card Balance Build, Bank One (Chase)
  • FVP Product Development, MBNA America (Bank of America)
  • VP Loyalty Marketing, MBNA America (Bank of America)

Clients Served

  • Eating Disorder Solutions (Healthcare)

Education

  • MBA, Lerner School of Business and Economics, University of Delaware Executive Program
  • BS Economics, Penn State University
  • Associate Personal Insurance, American Institute of Chartered Property Casualty Underwriters and the Insurance Institute of America

Download Rich's Resume Here

Expertise

Industry Experience
  • Mortgage
  • Banking
  • Consumer Finance
  • Behavioral Health
Specialties
  • Digital Marketing
  • Product Development
  • Brand Strategy/Refresh
  • Go-to-Market Strategy
  • Positioning & Messaging
  • Marketing Technology
  • Market & Consumer Segmentation
  • Data-driven Marketing
  • Loyalty Marketing
  • Media Mix Optimization
  • Brand Re-launch
  • Strategic Positioning
  • Crisis Communications
  • Customer Experience
  • Marketing Analytics
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