Managing Director

George is an innovator in offering Alternative Financial Services (AFS) to underbanked customers in both financial institutions and national retailers.  He founded New Market Partners in 2002 while serving as the Chief Marketing Officer for El Banco de Nuestra Comunidad®, an innovative retailing banking concept focused on the underbanked Hispanic immigrant market.  Under George’s leadership, New Market Partners has successfully built, operated and replicated an integrated suite of AFS transaction and credit products in traditional bank branches.  His AFS product experience includes: Check Cashing, Prepaid Debit Cards, Checkless Checking Accounts,  Money Transfer, Bill Payment, Prepaid Phone Cards, Money Orders, and Small Dollar Credit.  NMP clients include a mix of large banks, national retailers, community banks, credit unions and community based organizations.

Prior to his experience working with Alternative Financial Services and the underbanked, George had a successful 14-year career with The Coca-Cola Company in strategic and retail marketing.  He was the marketing executive responsible for a portfolio of 14 national brands and worked with a wide range of national retail chains, specializing in underserved and niche markets.  George’s accomplishments at Coke included transforming POWERaDE® into the second largest sports drink brand in the United States, and launching new brands, flavors and product line extensions for national retail customers.