Oriental Biz
B2B Product Marketing
Business products organized the way businesses work, with three tiers to pick from.
Case study · Product Marketing
Making premium banking feel earned.
Reframing Oriental's premium relationship account from status to recognition.
The challenge
Seven balance levels and a long benefits list made Oriental’s premium relationship account difficult to explain and sell.
The shift
I shifted the proposition from status to recognition: the more of your relationship you bring, the more value you unlock. A legible progression of combined balances made the offer easier to understand, while three need-based segments organized the messaging.
Relationship to benefit
Messaging organized around three need-based segments instead of seven balance tiers.
Fig. 02 Illustrative messaging · Based on the documented need-based segments
My role
As strategy lead, I developed positioning, the benefit hierarchy, packaging and tier structure, and messaging across awareness, consideration, conversion, and deepening. I also created sales materials explaining how combined balances determine benefits, wrote the creative brief, and managed partners.
The result
“Maximize your finances” carried the proposition in English and Spanish. Elite and My Biz together generated more than $57M in combined deposits in early 2025.
Maximize your finances.
Results
$57M+
in combined Elite and My Biz deposits in early 2025 (shared result, not additive)
Concept extension · 2026 · Everything counts
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Fig. 05Concept extension · 2026 · Campaign connection 
Fig. 06Concept extension · 2026 · Key visual 
Fig. 07Retrospective concept extension · 2026 · Benefit and relationship explainers 
Fig. 08Concept extension · 2026 · Story 
Fig. 09Concept extension · 2026 · Insight story 
Fig. 10Concept extension · 2026 · Steps
