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Diana Tummillo

SVP, Customer Strategy, Financial Services
Diana Tummillo

Diana is a Senior Vice President for Customer Strategy leading the Financial Services vertical. With over 20 years’ experience, Diana and her team support the top 50 banking, payments, fintech, and wealth management clients. An avid evangelist of People-Based Marketing, she works with her team to design integrated marketing programs.These programs leverage industry ‘best practice’ experience coupled with customer insights and data to create omni-channel, addressable marketing programs.  Diana also supports clients to enable digital transformation. This includes helping them to define the future state vision, developing use cases, and business assessments to support marketing investment decisions and value realization.

Prior to joining Merkle, Diana has led strategic planning teams for various database marketing with a focus on banking and wealth management clients, most recently as SVP of Strategic Planning for Harte-Hanks Financial Practice. She has also served on the client side in various capacities including enterprise level strategic planning, segment management, credit card, lending, and deposits marketing.

Diana has participated as a guest speaker in national conferences including DMA, CBA, and has been published in DM News and Bank Marketing. Diana earned an MBA with honors as well as a B.S. in Marketing from the University of Central Florida.

Clients that Diana has directly strategically partnered with over her career include Citizens, TD Bank, Ally, KeyBank, American Express, PNC, Regions, HSBC, Fifth Third, and Vanguard.

Diana's Articles, Blog Posts, Webinars and More

Blog We suggest...

Financial Services Industry News: June 2016

The "Brexit" and beyond: here's what marketers in financial services need to know about the seismic shifts in demographics, safety and security, and various disrupters that will have a major impact on the industry.
Blog We suggest...

Financial Services Industry News: May 2016

This edition explores changes in American savings rates, technology in branches, mortgage lending made simpler for Millennials, as well as significant developments in wealth management and insurance, and economic and regulatory implications.
Blog We suggest...

Financial Services Industry News: February 2016

This month’s edition provides a recent article published in Financial Brand on key measurements for demonstrating marketing success, as well as a look at how banks can improve the digital experience, and much, much more. Download it today.
Blog We suggest...

Financial Services Industry News: January 2016

We hope you enjoy January’s edition of Financial Services Industry News to learn about the latest news and developments across the retail banking and financial services industry, including big banks beginning to embrace startups, tech taking the headache out of mortgages, and much more.
Blog We suggest...

Marketing Insights: Online Lending

The lending space has changed dramatically since ole George Bailey ran the local Savings & Loan, but never so much as in the last year or so. A major “disruptive” force in this change is online lenders, aka “shadow banks,” P2P lenders, or Fintech — companies like LendingClub and Prosper.
Blog We suggest...

10 Retail Bank Marketing Considerations for 2016

Once again, a new year rings in with anticipation and excitement. At Merkle, our very experienced team of financial services strategists monitors trends and how they may affect the industry. Here are 10 expectations for 2016 and the resulting implications for bank marketers to consider:
Blog We suggest...

Marketing Insights: Education Finance

The student lending arena is rapidly changing. The change is fueled by the interjection of new FinTech players chasing the student loan refinance business, brought about in part by changes in the federal funding of student lending programs.