Zafin, a leading provider of product and pricing control solutions for financial institutions, announced the addition of Alexandra (Alex) Roddy to its senior leadership team as Executive Vice President, Marketing and Partnerships.

Alex brings more than 20 years of American retail and small business financial services and marketing experience to Zafin. She was most recently the Global Head of Marketing and Communications for Prologis, the world’s leading industrial REIT, and previously held leadership roles in marketing, product, strategy and technology at Franklin Templeton Investments, Bank of the West, Wachovia, Charles Schwab and Wells Fargo. Alex will oversee Zafin’s strategic partnership with Salesforce and its broader financial services ecosystem, as well as Zafin’s Marketing function.

”With customers expecting ever more relevant and personalized offers, interactions and experiences, Zafin’s technology is more vital to a financial institution’s success than ever before,” said Roddy.

“We are honoured to have Alex join our team,” said Al Karim Somji, Founder and CEO of Zafin. “As financial services continues to undergo rapid changes on several fronts, including digital transformation and customer experience, Alex brings a combination of deep banking knowledge and fresh perspectives to help drive Zafin’s long-term growth strategy.”