Cathy Velez

Market President, Managing Director, Retail Network, Retail Administration and Deposit Operations @Berkshire Bank

Boston, MA, US

Responsible for managing growth and profitability for Financial Center Network, Retail Administration and Deposit Operations, which includes 83 Financial Centers and 450+ colleagues. Partner with business line leaders to develop and execute strategic plans focused on line of business profitability. Key Achievements:• Provided leadership, motivation and coaching to Regional Managers to drive a relationship building sales culture and exceptional client experience. Continually optimize team and individual performance to support overall goals and objectives. • Led strategic initiatives to drive growth and profitability in the Retail Network (83 Financial Centers), resulting in increased revenue and market share.• Developed and implemented sales and service enhancements including new incentive plan to promote deposit growth, and client relationship deepening. Developed and delivered best-in-class products and services.• Accountable for P&L, business line budget and cost analysis. Led and participated in various product development initiatives ensuring objectives were achieved and costs were controlled. • Established compliance policies and procedures to maximize efficiencies and effectiveness, ensuring alignment with overall Bank objectives.• Led restructure of Call Center to streamline processes and optimize utilization of resources.• Identified and capitalized market, industry and economic opportunities. Partnered with line of business executives in the development of strategic solutions and plans to drive business growth and relationship deepening.• Utilized key performance metrics including business line scorecards, pipeline and cross-sell activity to analyze results and integrate findings for continuous improvement and execution of the relationship model• Championed the execution of retail distribution including centralized communication, sales reporting, data management, and campaign development and execution.

Cambridge College

Associate's degree