SYEDA GILANI
American Bank
Founded in 1970 in Corpus Christi, American Bank has grown from a community institution into a leading Texas regional bank, with multiple locations spanning Austin, San Antonio, Houston, the Coastal Bend, and beyond. The Bank offers a full suite of services focused on commercial lending, business banking, and wealth management, all while proudly retaining its independent, community bank spirit.
Marketing for a financial institution means operating within strict compliance boundaries while still finding ways to connect, build trust, and compete digitally.
The Challenge
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Outdated website not optimized for digital-first users.
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Fragmented social presence with no unified strategy.
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Limited visibility in local search due to a lack of digital footprint and brand presence.
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No structured analytics or reporting framework.
The Lift
Website Redesign and Management
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Led a full website redesign in 2021, prioritizing digital-first UX and modern brand positioning.
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Maintained site content and campaign landing pages, ensuring accuracy and alignment with brand standards.
SEO & Search Visibility
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Implement technical SEO improvements continuously to support search visibility and site performance.
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Developed and executed metadata and keyword strategies across all site pages.
Content Creation and Design
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Contributed to the design, photography, and production of the annual shareholder report — a key brand touchpoint published on the bank's website each year
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Designed campaign landing pages to support product launches, promotions, and market initiatives.
163% more visitors
87K → 230K (2022–2025)
1.47M page views
174% increase from 538K
(2022–2025)
167% increase in engagement
261K → 694K (2022–2025)
120% organic search growth
31K → 69K — SEO impact (2022-2025)
Social Media Strategy & Execution
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Managed daily content across LinkedIn, Instagram, and Facebook, balancing brand storytelling, product promotion, and community engagement.
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Developed and executed social campaigns tied to business goals including brand awareness, lead generation, and event promotion.
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Created executive and regional leader content through the Amplify program, extending the bank's reach through personal brand channels.
550% follower growth
3,172 → 20,648 (2022-2025)
12.93% engagement rate
Nearly 3x the average industry benchmark
91K people reached
Up 65% since 2022
40% growth in impressions
158K → 260K (2022 - 2025)
Email Marketing
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Managed end-to-end email campaigns — writing, design, audience segmentation, and performance reporting.
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Executed A/B testing to continuously improve open and click rates year over year.
53% open rate
23% above industry standard
25% increase in open rate
41% → 53% (2022–2025)
237% increase in click rate
0.80% → 2.7% (2022–2025)
Digital Footprint & Paid Ads
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Managed and optimized business listings across Google, Bing, etc., — ensuring accurate, consistent brand presence across all branch locations.
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Launched the bank's first-ever paid ad campaigns across Google and LinkedIn, targeting high-value audiences including business owners, executives, and healthcare professionals.
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Developed ad creative in-house — copywriting, design, and custom photography.
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Ran geo-targeted campaigns across key markets.
2.6M impressions
Google Smart Campaign
39k clicks
Google ads traffic to site
480k+ impressions
LinkedIn campaigns across Texas
$5,500 total spend
Lean budget, significant reach
Wealth Management Sub-Brand
Wealth Management clients expect a different experience — and the brand needed to reflect that. I led the creation of a complete sub-brand identity, taking the division from concept to fully realized across every digital and print touchpoint.
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Built a complete sub-brand identity from scratch. Navy, gold, and grey palette replacing the traditional red, white, and blue to signal a premium, elevated experience.
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Developed the brand book covering logo standards, color palette, typography, and usage guidelines.
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Designed all branded stationery: business cards, envelopes, and folders — consistent with the new identity.
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Collaborated with the wealth team and executive leadership on content strategy and copywriting.
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Sourced and shot custom photography to match the elevated, white-glove aesthetic.
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Launched a dedicated Wealth Management section on the bank's website.
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Rolled out the sub-brand across social media, email campaigns, and digital advertising.
