Matthew Humphrey

About Matthew Humphrey

For over 19 years, I\'ve built my career on solving the two highest-risk, highest-reward challenges in modern banking: • The \"De Novo\" Playbook Architect and Implementor: Banks are spending billions on De Novo expansion, but it\'s a mixed bag with a high failure rate. I was selected to lead Fifth Third\'s entry into the Lowcountry of South Carolina (Charleston area), where I built the \"go-to-market\" playbook from scratch. That playbook is now the bank\'s standard, and its success is quantifiable: my team was hitting its $2M deposit and 200-household goals before the branches even opened. I\'ve since mentored 5 other managers on how to replicate this success. • The \"Fixer\" of Bad Branches and Cultural Integrator of Mergers and Acquisitions: We know 70-90% of M&A deals fail, and they almost always fail on soft issues like culture and talent retention. My \"fixer\" methodology is a diagnostic process for exactly these issues. I parachute into a post-acquisition team or unprofitable branches, diagnose the systemic breakdowns in process and cultural assimilation, and execute a playbook to get the new team stabilized, aligned, and productive. We\'re protecting the bank\'s investment.My leadership philosophy to accomplish this is the \"Coach-the-Coach\" Model. A Regional Leader can\'t be in 10 places at once. My model scales my leadership by turning my managers into true P&L owners. I observe them, role-play with them, and build self-sufficient teams. This builds a successful, scalable, and efficient region, fulling fixing the problems rather than putting a bandage over it. My time is freed up to focus on regional strategy and P&L management.As an \"Al-Enabled Leader,\" I am already leveraging tools like Copilot to make this coaching model more scalable, using Al-driven insights to help my managers optimize processes and personalize their team coaching. I am the leader who can de-risk a multi-billion-dollar investment in expansion or integration.

Experience

1. VP, Financial Center Manger

   Fifth Third Bank

   Nov 2023 — Present · Charleston, SC, US

   Leads Low Country Market of Financial Center Managers with over $50M in deposits, responsible for profit, growth, hiring, expansions objectives of consumer, small business, and high net worth segments.Key Project: De Novo Market Expansion (Lowcountry, SC & Savannah, GA) Selected to launch and scale Fifth Third\'s brand in a new, high-growth territory, starting with two operationally poor new to market branches.• Grew market presence from 2 to 10 branches (8 Lowcountry, 2 Savannah) in 2 years.• Recruited, hired, trained, and led a new team of 40+ employees.• Established a repeatable \"go-to-market\" playbook rooted in deep community integration, hiring for \"personality, not just banking experience\".• Successfully led new branches to meet, or on target, to hit pre-open goals of the Fifth Third standard of $2M in deposits and 200 new households before opening their doors.• Recognized as the Fifth Third Bank De Novo subject matter expert; peer-mentored 5 managers in other markets on the expansion process in 2025.Key Project: Market Turnaround & Team Development (District-Wide) Specializes in fixing underperforming branches by diagnosing breakdowns in process, manager buy-in, and sales culture.• Implemented a \"coach-the-coach\" model to scale leadership, observing and role-playing with managers to improve their coaching effectiveness and team trust.• Drove cultural shift from transactional sales to a consultative process focused on uncovering and meeting true client needs.• Developed a playbook for managers to own and run that business, from a consistency standpoint, which enabled a scalable and hands-off transition.

Education

• University of Indianapolis

  Master of Business Administration - MBA, International Business, Marketing

• University of Indianapolis

  Bachelor of Science, Organizational Leadership

  2010