Mihai Anghel

First Vice President, Head of Digital & Marketing Analytics @Axos Bank

Las Vegas, NV, US

As Head of Digital & Marketing Analytics, I lead enterprise-wide B2C digital marketing and performance measurement across all direct-to-consumer and partner channels at Axos Bank (one of the nation’s leading digital-first) financial institutions. My team unifies insights across Paid Media, SEO, CRO, Google SEM, Affiliate, Referral, and Owned Channels to drive profitable deposit growth and optimize customer acquisition efficiency.I architected the bank’s marketing intelligence ecosystem, integrating Tealium CDP, GA4, Tableau, Salesforce, and BigQuery to deliver a single source of truth for customer behavior, attribution, and ROI. This infrastructure enables real-time pacing, first-party data enrichment, and daily performance visibility across a marketing budget exceeding $MM+ annually.Partnering cross-functionally with Finance, Product, and Technology, I design forecasting and LTV models, implement conversion-based data passback pipelines, and guide the evolution of our privacy-compliant analytics framework to maintain signal fidelity in a post-cookie environment.Manage App Store and Google Play optimization (ASO/AEO) for Axos’ full mobile app portfolio (8 apps), ensuring strategic placement, compliant messaging, and discovery across B2C and B2B audiences. Optimizing store strategy, creative iteration, and cross-channel alignment to drive high-quality installs and support broader acquisition goals. I also launched rapid-response AEO content around timely “Trump Accounts” search interest immediately following passage of the “Big Beautiful Bill,” resulting in Axos content ranking above high-authority sites, including official government domains (The White House), for AEO queries.Under my leadership, Axos achieved record consumer deposit growth $BB+ through full-funnel digital transformation; merging performance marketing with precision analytics to unlock sustained, measurable profitability.