VP and 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!
Artificial intelligence is enhancing the customer experience across bank channels, creating personalized experiences, streamlining processes, improving security and increasing self-service capabilities. As banks’ mobile-first strategies evolve, customers are being empowered to make better informed financial decisions and engage with their institutions in more proactive, meaningful ways. From AI chatbots that provide instant customer support and basic financial guidance, to online portals and mobile apps that allow clients to access their accounts and execute transactions whenever they want, wherever they want, mobile-first banking is at the center of the customer experience. Learn how enhanced digital experiences, AI integration and increasingly personalized products and services are creating a seamless experience that meets customers’ radically changing expectations.
