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Victor Reyes

Former CMO · Pacific Crest Financial

Phoenix, AZ, US

Financial-services CMO who modernized legacy brands and built data-driven acquisition for regulated markets.

29+ years experienceEnglish, Spanish

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29yrs

Operating leadership

Senior roles

Areas of expertise

5.0★

From 2 endorsements

What Victor is known for

Victor Reyes spent his career bringing modern marketing to financial services, most recently as CMO of Pacific Crest Financial, where he rebranded a 40-year-old institution and built a data-driven acquisition program that grew new-account openings 73% over four years. He is equally comfortable steering a multimillion-dollar brand campaign and auditing a customer-acquisition funnel, with deep experience navigating the compliance and trust dynamics of regulated finance. Earlier, at Sierra Trust Bank, he led the digital transformation of marketing and built the lifecycle program that lifted cross-sell revenue 28%. Victor advises fintech and financial-services leaders on brand modernization, regulated-market acquisition, and earning trust at scale. A seasoned executive, he mentors younger marketing leaders and serves on two nonprofit boards.

Expertise & sectors

Core expertise

Brand Strategy Customer Acquisition Lifecycle Marketing Positioning Marketing Leadership

Sectors

Fintech Enterprise

Experience

Chief Marketing Officer · Pacific Crest Financial

2015 — 2024

SVP Marketing · Sierra Trust Bank

2007 — 2015

Ways to work together

15-min intro

Free

A quick fit check on your situation. Victor replies directly.

Request intro

Brand & acquisition review

$5,500 · 90 min

An executive-level audit of your brand and acquisition strategy with board-ready recommendations.

Discuss

What people say about Victor

“Victor modernized a brand everyone thought couldn't change, and the account growth proved it.”

JOJanet Okafor · CEO, Pacific Crest Financial

“He's the calm, strategic voice every regulated-market marketing team wishes it had.”

Carlos Mendez · Board Chair, Sierra Trust

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