Adrian Serna

Role: VP, Retail Planning Distribution Cra Strategy at PNC
Location: Houston, TX, US
LinkedIn followers: 500 followers

General Business & ManagementView LinkedIn profile

About Adrian Serna

Strategic executive advisor and planning leader with deep expertise in strategy development, operational execution, financial modeling, and market optimization. Proven track record partnering with senior leadership and C-level executives to drive high-impact initiatives, align cross-functional teams, and deliver shareholder value. Recognized for leading the Retail CRA Modernization strategy, designing branch distribution playbooks, and implementing data-driven models, including a Return-to-Work framework commended by the American Banker Association. Trusted liaison skilled in managing board communications, stakeholder dynamics, and strategic priorities at the highest level.

Experience

VP, Retail Planning Distribution Cra Strategy
PNC
Jul 2023 — Present · Houston, TX, US
Led the CRA Strategy of 2,600+ branches and ATMs. Increased banking services in Low- and Moderate-Income (LMI) communities and ensuring regulatory compliance by Community Benefits Plan and the CRA Modernization.

Education

Universidad de Monterrey
BA

Skills

Business Strategy
Change Management
Project Planning
Supply Chain
English
Energy
Contract Negotiation
Budgets
Planning
Strategic Planning
Corporate Finance
Negotiation
Team Leadership
Supply Chain Management
Business Process Improvement
Strategy
Business Development
Management
Forecasting
Spanish
Excel
Analysis

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