Brendan Coughlin heads the Consumer Banking division for Citizens Financial Group, where he is responsible for both the national and regional consumer business, including Retail Banking & Distribution, Digital Channels, Deposits, Credit & Debit Card, Mortgage, Business Banking, Wealth Management, Citizens Access and Citizens Pay.
Since being named to the position in January 2020, Brendan has more than doubled the customer base of the Consumer Bank, and he has led multiple acquisitions to propel Citizens into the New York market, including the purchase and conversion of HSBC’s east coast branches in 2022.
Brendan has been with Citizens for more than 18 years and has developed and launched several of the bank’s most innovative offerings, including point-of-sale financing partnerships with Microsoft through Citizens Pay. His focus on growth, driving innovation and improving the customer experience has directly led to the strong performance and market share gains of the consumer business.
Prior to Citizens, Brendan worked at Bank of America and FleetBoston Financial in a variety of business areas, including corporate strategy, mortgage product management and retail distribution / M&A.