VP, Head of Consumer Digital-Payments and Money Management
Fifth Third Bank
Erin Crawford is the Vice President and Head of Consumer Digital – Payments & Money Management at Fifth Third Bank. In her current role, Erin leads strategic initiatives that drive the bank’s digital agenda, significantly enhancing user engagement and satisfaction. Her visionary leadership in mobile modernization has positioned Fifth Third as a leader in digital banking solutions. Erin has been instrumental in integrating top fintech solutions at Fifth Third that help drive the bank’s digital evolution and deliver exceptional value to customers.
Prior to joining Fifth Third, Erin amassed extensive experience in the financial services industry, excelling in product management, digital strategy, and customer experience enhancement. Erin holds a degree in Business Administration from Ohio University. She fosters a culture of innovation and inclusivity within her teams and is passionate about mentoring emerging talent. Erin practices a "get it done" leadership style that fosters collaboration and fun while striving for fast and iterative delivery.
Outside of her professional life, Erin is a proud (and sometimes tired) mom of two toddlers. She enjoys playing tennis, mastering the art of monogramming, and puzzles… if there’s time!
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Sustainable innovation in financial services isn’t about chasing the next big thing. It’s about building the kind of infrastructure and partnerships that consistently deliver leading next-generation consumer experiences. In this fireside chat, we explore how Fifth Third’s approach to digital transformation avoids fragmentation. Instead of launching standalone digital products, they’ve invested in a unified relationship banking model, one that seamlessly connects branch, digital, and contact center experiences. Their modernization efforts emphasize cloud-native, API-first architecture designed to boost agility, interoperability, and long-term flexibility. The conversation will also highlight how bank-fintech partnerships enhance their ability to meet evolving consumer expectations and engagement.
The urgency of personalization and customer experience over the next five years is being driven by customers that are demanding products and services tailored—in real time—to their individual needs and smoother, frictionless experiences across platforms and channels. The ability of banks to deliver on both will drive customer acquisition and growth. Artificial intelligence is playing a central role in banks’ ability to use data-driven insights to capitalize on the hyper-personalization of financial services, including predictive engagement for real-time CX. Yet the vast opportunities must be balanced with operational commitment and execution on privacy, trust and compliance concerns.