Salem Five Selects Keith Pequeno as Chief Marketing Officer
November, 2025 – Smith & Wilkinson was retained by Salem Five to manage the search and selection process for the Bank’s Chief Marketing Officer.
Founded in 1855, Salem Five is a full-service financial services institution with approximately $8B in assets and a strong presence across New England. As one of the largest mutual banks in the country, Salem Five continues to expand its commercial banking, wealth management, insurance, and mortgage capabilities while maintaining its longstanding community focus.
Salem Five sought a strategic marketing executive to lead brand positioning, digital engagement, customer acquisition, and performance-driven marketing initiatives across business lines. The CMO provides enterprise-wide leadership across brand, digital, CRM, customer insights, and community engagement, partnering closely with executive leadership to drive measurable business outcomes.
Following a comprehensive search process, Salem Five selected Keith Pequeno for this key leadership role. Keith brings more than 25 years of experience driving brand transformation, marketing operations, and digital innovation across financial services organizations.
Most recently, as SVP of Digital Platform Strategy at First Citizens Bank, Keith led the bank’s digital platform vision and MarTech strategy. Prior to that, at CIT Bank, he aligned marketing and sales execution to drive $763M in closed deals, introducing advanced tracking systems, KPI frameworks, attribution modeling, and performance dashboards to enhance accountability and growth. Earlier, as Chief Marketing Officer of Metro Credit Union, he led a brand repositioning effort, launched digital products, modernized the online banking experience, and contributed to significant deposit and loan growth.
Keith combines strategic marketing leadership with deep analytical expertise and a strong operational mindset. A resident of Bedford, Massachusetts and a Salem Five customer, he is eager to return to a comprehensive CMO role where he can shape brand strategy and accelerate sustainable growth.
The Salem Five Chief Marketing Officer search was led by Moriah Callahan, Partner and Director of Recruiting, and Cameron Boyd, Managing Partner.
About SalemFive Bank
Founded in 1855, Salem Five is a full-service financial services institution headquartered in Salem, Massachusetts. With approximately $8 billion in assets, the Bank is one of the largest mutual banks in the country and serves individuals, families, and businesses throughout New England.
Salem Five offers a comprehensive range of commercial and consumer banking services, along with wealth management, trust, insurance, and mortgage solutions. Operating more than 30 retail branches, 10 insurance locations, and 4 mortgage offices, the Bank combines deep local relationships with strategic innovation to meet the evolving needs of its customers and communities.
About Smith & Wilkinson
For over 25 years, Smith & Wilkinson has been a trusted executive search and talent advisory partner. Our Financial Services team serves banks, credit unions, service providers, associations, nonbank lenders, financial technology companies, community and economic development organizations, and government-sponsored enterprises in attracting, promoting, and retaining senior leaders who drive long-term business success.
Our financial services executive search work includes Board, C-suite, and Director level engagements across executive leadership, strategy, risk, finance, operations, lending, technology, and wealth management, and more. With industry-leading market insight and a consultative approach, we provide both clients and candidates with exceptional visibility into today’s evolving talent landscape.
Looking to fill a leadership role similar to this position? Please contact us to learn more about partnering with Smith & Wilkinson’s Financial Services executive search team to attract, promote, and retain the talent your organization needs to grow and compete.