Tony Branda

Head of Business Development

RBS Card Services

Tony Branda leads the Business Analysis team within RBS Card Services and Co-Chairs the CFG Wide Customer Information Management Program. The BA team has expanded its client base to include providing analytics for key partners throughout Citizens Financial and RBS Group. The Business Analysis team provides world class business insights for internal and external clients and partners through the use of leading edge data-mining techniques and knowledge management tools. The Business Analysis areas include: Campaign Management, Strategic Analysis / Modeling, Customer Advanced Analytics, Information Management and Information Systems Planning. Tony joined RBS Card Services in June of 2006.

Prior to RBS Card Services, Tony Branda was Senior Vice President and Program Director for a Division Wide Customer Information Strategy at Wells Fargo. Tony’s strategic planning unit created a division wide approach to Customer Data, Business Intelligence and Marketing Infrastructure. Tony built out a 30 million customer cross sell marketing platform and associated analytics as well as a customer experience enhancing contact and CRM strategy. Tony managed and liaised with over 70 people across three lines of business within the Home and Consumer Finance Division. (Mortgage, Home Equity, Cards and Sub-Prime Lending)

Prior to Wells Fargo, Tony Branda was Senior Vice President and Team Leader for Consumer Real Estate and Small Business E-commerce Database Marketing at Bank of America. In addition, Tony Branda managed the Enterprise Statistical Modeling and Analysis function for the Retail Bank. The focus of his team included value-added analyses, customer profiling, Enterprise Segmentation and predictive modeling to drive revenue growth and relationship deepening.

Prior to Bank of America, Tony Branda was Director of Marketing Management at Bank Boston’s credit card subsidiary Partners First. Tony Branda provided strategic direction for a 20-person team that designed and executed all direct mail, telemarketing and loyalty programs.

Tony Branda has held several key positions in financial services at American Express and MBNA.

Tony Branda received his B.B.A and M.B.A in Marketing from Pace University. He received a Certificate in Direct Marketing from New York University. Tony is a member of the DMA’s National Conference on Database Marketing Planning committee and the Forrester Direct Marketing Council Leadership Board. Published magazine articles on Data-Mining and E-Marketing in Target Marketing Magazine and ClickZ’s Emarketing Website.