JOSÉ LYON — Integrated & Product MarketingNew YorkAvailable for roles and projects
JOSÉ LYON

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Real business, human language — Presentation photography · Case-study cover

Case study · B2B Product Marketing

From separate products to a business portfolio.

One commercial umbrella, an accessible account and cash-management packages organized by business scale.

Client
Oriental Bank, via Yonder Consulting
My role
Strategy lead
Scope
Portfolio organization, value proposition, packaging, messaging, sales enablement, creative brief
01

The problem

Market context

The challenge

Commercial products appeared as separate lines, often in banking jargon. Business owners needed a clearer way to understand the portfolio and choose what fit.

02

The product

Portfolio · Packaging

The insight

Insight card for Oriental Biz

The shift

I organized the portfolio under Oriental Biz, with My Biz as the accessible account proposition. I structured Oriental Cash Management as Essential, Preferred and Prime, keeping those packages within cash management. The business retained responsibility for pricing.

Oriental Biz is the umbrella. My Biz is the accessible account proposition. Essential, Preferred and Prime are Oriental Cash Management packages, with other lending, card and payment tools alongside them.

01 / 03
One commercial umbrella. Clear product roles. — Strategy slide
One commercial umbrella. Clear product roles.Strategy slide
Cash management, sized to the business. — Strategy slide
Cash management, sized to the business.Strategy slide
Translate bank language into a working day. — Strategy slide
Translate bank language into a working day.Strategy slide
03

The launch

Business campaign

The idea

Hablemos de real Biz.

I replaced commercial banking jargon with the everyday reality of running a business, connecting the portfolio structure with a recognizable customer story.

Hablemos de real Biz. — One master visual for the wider business campaign
Hablemos de real Biz.One master visual for the wider business campaign

Selected work

The wider campaign
01 / 04
Awareness / café creative — English campaign adaptation
Awareness / café creativeEnglish campaign adaptation
Acquisition / social — Case-study adaptation
Acquisition / socialCase-study adaptation
Awareness / billboard — Campaign adaptation in context
Awareness / billboardCampaign adaptation in context
Consideration / branch — Campaign adaptation in context
Consideration / branchCampaign adaptation in context

Capsule campaign · point of sale

01 / 04
Point-of-sale / business use case — English adaptation of the original POS campaign
Point-of-sale / business use caseEnglish adaptation of the original POS campaign
Point-of-sale / business use case — English adaptation of the original POS campaign
Point-of-sale / business use caseEnglish adaptation of the original POS campaign
Point-of-sale / business use case — English adaptation of the original POS campaign
Point-of-sale / business use caseEnglish adaptation of the original POS campaign
Point-of-sale / business use case — English adaptation of the original POS campaign
Point-of-sale / business use caseEnglish adaptation of the original POS campaign

Execution

I developed portfolio organization, audience and value proposition, messaging, sales enablement and the creative brief. The sales narrative supported branch and sales training; the POS work showed how payment tools fit different business types.

Channels
Campaign, sales and branch enablement
Market
Puerto Rico
Assets
Portfolio architecture, account communication and POS work
04

The result

Q1 2025

Outcome

My Biz contributed to the shared deposit result with Elite. The portfolio story explains the offer and sales structure; it does not establish a separate revenue or conversion result for every product.

  • $57M+

    in combined deposits across My Biz and Elite · Q1 2025 · shared program result

05

Concept exploration

Not in market

Concept idea

Real biz, sized to you.

I translate the bank’s offer into the owner’s language and connect it with the right product role.

Real biz, sized to you — Key visual · Concept · not in market
Real biz, sized to youKey visual · Concept · not in market

Concept work

01 / 03
Outdoor / Real biz — Concept exploration
Outdoor / Real bizConcept exploration
Branch / Real biz — Concept exploration
Branch / Real bizConcept exploration
Mobile rollout / three phones together — Concept exploration
Mobile rollout / three phones togetherConcept exploration

Execution

I developed a key visual, growing-team message, portfolio explainer and mobile sequence. Cash-management package names stay within cash management; no pricing ownership or new commercial claims are implied.

Formats
Key visuals, explainer and mobile
Channels
Proposed
Flight
None
Market
Proposed Puerto Rico

Takeaway

Banking organized around how businesses work.

More work

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