Case study · B2B Product Marketing

Banking organized around how businesses work.

One umbrella for Oriental's commercial portfolio, with a simple way in.

Client: Oriental Bank, via Yonder Consulting
My role: Strategy lead
Year: [confirm]
Scope: Portfolio organization, value proposition, packaging and tier structure, messaging, sales enablement, creative brief

The challenge

Oriental’s commercial products were presented as separate lines, often in the bank’s language rather than the business owner’s.

The shift

I organized the portfolio under Oriental Biz, with My Biz as the accessible account proposition. Within that portfolio, Oriental Cash Management became Essential, Preferred, and Prime: packages that helped businesses choose tools by scale. Pricing remained the business’s responsibility.

One umbrella

Oriental Biz as the umbrella, My Biz as the way in, and cash management packaged by scale within its own product area.

Fig. 02 Original scope · Portfolio architecture

Portfolio architecture diagram for Oriental Biz

My role

As strategy lead, I owned portfolio organization, audience and value proposition, packaging and tier structure, messaging, sales enablement, and the creative brief. The sales narrative supported sales and branch training.

Oriental Biz campaign executions — Fig. 03English adaptation of original campaign · Replacement photography

POS sub-campaign series — Fig. 04Original POS series with a retrospective key visual · Presentation adaptation

The result

“Hablemos de real Biz” brought the strategy into everyday business language. My Biz and Elite together generated more than $57M in combined deposits in early 2025.

Campaign idea