Adrian Serna

Experience

• 

  CEMEX

  Jan 1996 - Jan 2009

  Manage sales & supply primary fuels [petcoke & coal] for 14 cement plants in Spain, Croatia & United Kingdom. Created business development strategy and utilized relationship-building skills to expand fuels supply market. Planning and forecast costs of electric power generation 230MW thermoelectric. Oversaw forecast and budget/trend analysis, including in-depth support for quarterly financial reviews, for 13 cement plants & thermoelectric, saving 40% vs. buying energy from government. Fiscal & finance projects, cost benefit analysis, discount rates, marginal analysis, business scenario simulation & capital budgeting Cash management & forecast functions as Treasurer Advisor, comprised of 13 cement plants and 6 accounts of trading & shipping companies.

  • Planning Energy Fuel Supply Manager for Europe

    Jan 2006 - Jan 2009

  • Energy Administration and Planning Manager

    Jan 2002 - Jan 2006

  • Finance Treasury Management

    Jan 1996 - Jan 2002
• 

  TYMMSA

  Jan 2009 - Jan 2010

  Business Development Manager

  Business development, analysis, planning, research, and strategic plans. Identify potential new markets and business opportunities. Design strategies of prices, marketing, and profitability of specific products (flanges, rings and hydraulic pumps).

• 

  Famsa

  Jan 2010 - Jan 2016

  A/R management and analysis and process improvement of credit portfolio. Develop planning financial models to assist in the strategic plan. Forecast of bad debts and collections on Working Capital and Cash Management. Project management in a new Micro-Loan Company (2011 start). Define strategies to prioritize activities with credit-collections processes. Data management of A/R information for external audit and consulting. Texas Region business processes analysis and improvement in Credit and Collection. A/R management and support collection activities. Coaching and development to personnel in KPIs goals. Reduced delinquent portfolio with implementation of strategies in Texas.

  • Planning Credit-Collection Risk US Sr Manager

    Jan 2013 - Jan 2016

  • Regional Credit and Collection US Manager

    Jan 2010 - Jan 2013
• 

  BBVA in the USA

  Nov 2016 - Sept 2021

  Lead the Branch Consolidation and Expansion Strategies and Execution. Areas of responsibility include retail network strategy and optimization, branch expansion, and ownership of the ATM channel. Developed & implemented business scenario simulation models, closure and opening protocols and & capital budgeting. Leading the branch network optimization including market/trends analysis for across 7 US States bank markets. In charge of the ATM distribution strategy projects and market opportunities.

  • SVP, Physical Channels Strategy for Retail Banking and ATM

    May 2019 - Sept 2021

  • VP, Manager of Retail Banking Analytics and ATM Project Management

    Nov 2016 - May 2019
• 

  PNC

  Oct 2021 - now

  Lead the Branch Network Distribution CRA Strategy. Expertise of all regulatory requirements to support the network strategic plan of PNC Bank’s CRA program. Create and oversee the execution of a CRA Strategic Plan for the Physical Networks for 2600+ branches in 218 MSAs in the US. Provide guidance and expertise to business partners and develop balance scorecards for strategic decisions. Branch consolidation and expansion strategies, branch distribution optimization, market analysis, competition, and branch location selection in the Southwest Territory for 500 branches. Develop and refine planning financial models for the retail network strategy while integrating analysis to enhance the bank’s strategic plan.

  • VP, Retail Planning Distribution CRA Strategy

    Jul 2023 - now

  • VP, Territory Retail Distribution Planning & Strategy

    Oct 2021 - Oct 2023