Alicia Blanda

Marketing leader with 20+ years of experience in financial services, fintech and B2B technology, with deep knowledge of the credit union market. Combines an entrepreneurial, hands-on approach with experience building brands, generating demand and bringing products to market. Consulting firm owner and company co-founder with experience building businesses and finding new paths to growth ‒ including helping one financial technology company achieve 38–40% average annual growth prior to acquisition.

Principal • Marketing Strategy, Growth & GTM Consultant - Blanda Marketing & Public Relations - Gulfport, MS

(2009-11)

Serve as a strategic marketing partner to 50+ B2B technology, SaaS, fintech and financial services companies, developing strategy and leading the marketing programs that build brands, launch products, generate demand and drive growth.

• Business Growth: Helped reposition ATM USA for the financial institution market, driving 38–40% average annual growth for three consecutive years prior to its acquisition by Brinks.
• Product Marketing & GTM: Launch and position financial technology products, developing messaging, campaigns and sales tools to educate the market, generate demand and drive adoption.
• Demand Generation: Build email, social, paid search and automated campaigns, achieving 30–45% inbound lead-generation gains for select clients through audience, message, offer and channel testing.
• SaaS Marketing: Led marketing for Morphis for 10+ years, developing positioning, sales enablement, customer stories and thought leadership for its services platform serving armored carriers, ATM operators and the Federal Reserve.
• PR & Media Relations: Lead PR and crisis communications, including pitches, guest articles and executive thought leadership; maintain long-standing trade media relationships as a source for story ideas, quotes and industry experts. CUInsight articles have reached 35K+ reads.
• Content & Thought Leadership: Create educational content around customer challenges, using case studies and real-world examples to simplify complex solutions, build market credibility and support demand generation and sales.
• Sales Enablement: Partner with executives, product and sales teams to identify customer needs, sharpen positioning and develop messaging, presentations and sales tools that move prospects through the sales process.
• Marketing Execution & Operations: Execute and optimize digital campaigns across SEO, AEO, email and social; manage budgets, freelancers and vendors; and use Adobe Creative Cloud, HubSpot, analytics and generative AI to improve performance.
• Events & Conferences: Helped launch the National ATM Council’s conference in 2012 and continue to support its growth through marketing, sponsorships, exhibitor recruitment, programming and attendee engagement.

Co-Founder • Managing Partner - ATMatWork - Gulfport, MS

(2012-04 - 2025-11)

• Co-founded and grew a workplace banking program designed to help credit unions reengage with SEGs, promote products and deliver financial literacy, serving 25+ credit union and community bank partners and 100+ employer groups.
• Introduced and promoted the program to employees through education, communications and marketing, then transitioned ongoing engagement to the sponsoring credit union or community bank.
• Launched the BrinksMoney partnership, Launched the BrinksMoney partnership, adding a paycard solution that expanded the program’s financial services offering and value proposition.
• Created partner marketing and ATM branding to promote financial institution products and services, support account opening and product adoption through custom ATM wraps, on-screen messaging and collateral.

Marketing Director • Global Partner & Channel Marketing - Triton Systems - Long Beach, MS

(2006-07 - 2009-11)

• Led global marketing for a leading payments technology manufacturer, managing staff, agencies and a $500K+ budget across advertising, PR, digital, partner marketing, trade shows and sponsorships.
• Spearheaded the launch of a financial institution ATM line, generating 1,800+ preorders across five continents within six months.
• Directed partner and channel marketing for ISO and VAR networks, developing annual plans, setting goals and presenting results to partner leadership.
• Launched ATMGurus as a standalone business, creating the brand, positioning and marketing strategy for a new parts, repair and training revenue stream.

Director of Communications • Member Marketing & Public Affairs - Louisiana Credit Union League - New Orleans

(1999-06 - 2006-07)

• Directed communications and marketing for a statewide trade association serving 250+ credit unions, including executive communications, publications, member engagement and marketing programs.
• Promoted youth membership and financial literacy initiatives, including youth accounts, high-school credit union branches and financial education programs designed to introduce students to financial services and build lifelong credit union relationships.
• Managed product marketing and vendor programs for ATM processing and credit card services, and helped plan and market the annual conference, educational programs and industry events.
• Led crisis communications and national media outreach following Hurricane Katrina, including a trade media tour that helped generate millions of dollars in disaster-relief funding.

Bachelor of General Business - Major: Public Relations; Minor: Business Communications • Marketing - University of Louisiana at Lafayette