Branch Transformation Case Studies

What makes a branch transformation click with customers? Presenters in this session will deconstruct successful transformation projects to identify the basic concepts and important “extras” that contribute to a superior consumer experience.

Topics will include:

Evolving role of the branch
Customer demographics
People and skill sets needed

Footprint (right-sizing)


Lisa Huertas | Chief Experience Officer | Texas Tech FCU

For the past 18 years, Lisa has served the financial industry in a variety of leadership roles. From co-founding a successful design and development firm for financial institutions to the vice president of a banking compliance company to strategic consulting for financial institutions as FTSI’s Vice President of Emerging Markets. Lisa has worked with hundreds of bank and credit union leadership teams to understand and develop their vision, strategy, culture and critical technology. She has been described as innovative, with a unique lens that is an asset to industry thought leaders. Lisa has been recognized nationally for her professional excellence.

Sean Keathley | President | Adrenaline

As President of Adrenaline, Sean Keathley brings a wealth of experience from the worlds of marketing, business development, management and client relations. Sean’s leadership integrates all of Adrenaline’s disciplines from strategy and planning to design and implementation. His expertise lies in retail design and brand enhancement projects that accelerate growth and build competitive advantage for clients. He has partnered with the likes of Charles Schwab, Capital One, Macy’s, Northwestern Medicine, Wells Fargo and numerous others to create sustainable programs. As a visionary thought-leader, he speaks around the globe about trends, technology and industry happenings.

Tricia Szurgot | Chief Marketing & Experience Officer | First Commonwealth Federal Credit Union

Tricia Szurgot is Chief Marketing & Experience Officer for First Commonwealth FCU and Exective Director of their WE Thrive Foundation. She is responsible for growth and impact including brand, marketing, CX/MX (branch, digital, contact center), product, retail operations and corporate social responsibility. Named 2018 NAFCU Professional of the Year, 2018 Lehigh Valley Business Woman of Influence and 2017 CMO of the Year, Tricia is recognized as an expert in purpose-driven, people-centric brand, experience and organizational transformation to accelerate growth agendas, unify teams, energize brands and maximize positive impact. Tricia has worked directly with some of the world’s top experience brands.


Len Gaulin | Senior Account Executive | Ventus Global Network Solutions

Len Gaulin is a Senior Account Executive for Ventus with over 30+ years’ experience selling comprehensive networking solutions to distributed enterprises. With a core focus on national retail banks and financial institutions, Len has helped some of the largest banking institutions in North America achieve their strategic networking and communications goals.

session sponsor