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Gerardo Lara

SVP, Martech and Innovation


Gerardo Lara is SVP, MarTech and Innovation at Synchrony, a premier consumer financial services company.

Gerardo is responsible for driving the marketing technology and data strategy for Synchrony, enabling future state, high-growth digital capabilities. He leads personalization and optimization digital campaign strategies, including omni-channel audience development, activating emerging technologies to create augmented customer journey experiences. Prior to joining Synchrony, Gerardo was responsible for activating omni-channel personalization capabilities at Wells Fargo Bank, and led the implementation and operating business to enable in-app marketing at J.P. Morgan. He has also held leadership roles across the digital ecosystem with firms like Nielsen, Intel, and ATT, and drove strategic engagements as part of Kearney’s Telecom and High-Tech practice.

Gerardo holds a BA from Stanford University, a JD from the UCLA School of Law and an MBA from the Goizueta School of Business at Emory University.

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Experience optimization isn't a wish-list, it's a requirement for a stand-out bottom line