PRODUCT MANAGEMENT x Oriental
I worked across Oriental’s product ecosystem, defining how each offer shows up in market and how they connect to each other.
The focus wasn’t just on launching products, but on structuring them. Naming, positioning, benefits, and messaging were developed as part of a system designed to drive acquisition, adoption, and long-term value.
Each product plays a role. Together, they create a clearer, more scalable way for the bank to grow.
Libre+
Mass Deposit Account
A no-fee checking account repositioned around financial freedom, then evolved into Libre+ to unlock additional benefits through direct deposit.
The work shifted the product from removing friction to creating everyday value, turning usage into rewards and building a clear upgrade path from access to engagement.
Elite
Affluent Deposit Account
A combined checking and savings account designed to reward customers as their relationship with the bank grows.
Positioned around progression, not exclusivity, the product simplifies a tiered benefit structure into a clear system where the more you bring, the more you get.
Elite
My Biz
Commercial Suite
A commercial banking solution reframed for small business owners.
The product moved away from institutional “solutions” language and was positioned as a partner in day-to-day operations, connecting banking tools to real business needs.
MOBILE BANKING
App and updates
A digital banking experience positioned as a proactive financial partner.
The work focused on translating features into real-life value, using insights, projections, and tools to help customers make better decisions, not just manage transactions.
SERVICES CHANNELS
An integrated system across ATM, ITM, branch, and digital.
The focus was to unify how these channels show up, positioning them as a flexible ecosystem that gives customers more control over how and when they manage their money.
