As Umpqua Bank�s Executive Vice President of Creative Strategies, Lani Hayward has been instrumental in creating and marketing the Umpqua brand and customer experience.� She has positioned the bank nationally and internationally as a model of change in the financial industry, focusing on customer experience innovation and game-changing channel delivery.Hayward is driven by the belief that a brand is only as authentic as the culture of the company it represents. As a result, she has focused Umpqua�s marketing efforts on exploring unconventional strategies that extend the company�s culture beyond its walls.Hayward leads a team dedicated to creating and delivering new concepts, from store design to interactive experiences to what Umpqua has dubbed �handshake marketing.�� In addition to being named one of the 25 Most Powerful Women in Banking by US Banker Magazine, Hayward�s work has been recognized locally and nationally, including in AdAge�s list of the Top 50 Sharp Ideas, and as the recipient of the Retail Design Institute�s 2014 international store design of the year award.
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