b1BANK appointed Senna Bayasgalan chief marketing officer. Bayasgalan will lead brand and marketing technology initiatives to support the banks’ growth and deepen client relationships. Bayasgalan has over 16 years of experience in marketing leadership, international brand building, communications and customer acquisition across private capital, technology and media industries.

“We are diligent about the culture we are building, and, as a result, fortunate to be able to attract top talent from across the nation,” Jude Melville, chairman and CEO of b1BANK, said. “We have a good and genuine story, and with more effective use of technology-enabled branding and distribution tools, I am confident that story has the potential to resonate deeply with a larger audience. Senna’s diverse experience leading marketing campaigns across multiple lines of business will accelerate our continued evolution.”

Throughout her career, Bayasgalan has skillfully combined data and storytelling to launch international campaigns, build online communities and develop customer retention strategies to grow the brands she has served.

“I was instantly drawn to b1BANK’s unique story and its unwavering commitment to serving businesses and local communities,” Bayasgalan said. “I am excited to partner with the talented team at b1 to elevate the brand, foster innovation and help our clients achieve their goals.”

Bayasgalan is a founding board member of Asians in Advertising, a mentor for APIA Scholars, Women We Create and 3AF, and a frequent guest lecturer at Georgetown University and other institutions. She earned a bachelor of liberal arts from the University of Texas at Austin.