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A member of FMCG’s professional staff since 1997, Tad is now a co-leader of the firm’s Marketing Services practice and has led the development of FMCG’s distinctive Financial Personality® Marketing System. Tad’s primary focus is the design and implementation of precisely-targeted and tailored cross-sell, acquisition, and utilization campaigns that yield considerable and measurable return on marketing investment compared to business-as-usual approaches. He has extensive experience in helping clients to execute high performing, segment-based campaigns in the direct mail, inbound/outbound phone, and online channels. Tad is responsible for overseeing the development and improvement of FMCG’s proprietary Financial Personality® segmentation frameworks and typing tools for the consumer deposits, investments, credit card, home equity and mortgage categories. His extensive experience in marketing campaign design and execution has been critical in uncovering the optimal balance between deep consumer insight (the segmentation frameworks) and actionability (the consumer typing tools). Tad’s functional expertise also includes call center performance optimization, customer retention, new product development, and online strategy. Tad received his BA with honors from Harvard University. | 