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Experienced Financial Services Executive with 15+ years of direct financial services industry experience paired with 10+ years experience as a consultant helping leading financial services companies design & implement transformative customer & user experiences leveraging the Salesforce platform.

Fred has extensive experience delivering value to his clients through his capabilities in business strategy, customer experience, and technology to enable business transformation across all sectors of Financial Services including Banking, Wealth & Asset Management, Insurance, and Capital Markets.

As a leader in the Salesforce digital transformation space, Fred has developed solutions, scaled delivery capability, and grown Salesforce & ISV partner relationships to grow leading Salesforce ecosystem system implementation partners.



  • Design thinking
  • Innovation
  • Cross-cloud Salesforce platform solutions
  • Leveraging data for business outcomes
  • Scaling consulting businesses
  • Go-to-market & sales strategy
  • Building alliances & channel partnerships


Read my full CV here.


Professional Contact Information

fred {at} fredcadena {dot} com