EDWARD A.

WALVATNE
42646 Trappe Rock Court * Ashburn, Virginia 20148
ewad0e6e@westpost.net * (703) 869-7082

PRODUCT MANAGEMENT * STRATEGIC PLANNING * BUSINESS STARTUPS

Accomplished executive with over 28 years of experience in product management, s
trategic planning and business startups. Industry experience includes consumer
banking, brokerage, mutual funds, financial planning, life insurance, annuities,
mortgages, P/C insurance and e-commerce.
CORE COMPENTENCIES
* P&L Management
* Product Management
* Strategic Planning
* Business/Product Line Startups
* SWOT Analysis
* Financial Modeling
* Program/Project Management
* Web Site Development
* Mentoring & Coaching
* Direct Marketing
* Database Marketing
* Metrics Development

PROFESSIONAL ACCOMPLISHMENTS
PRODUCT MANAGEMENT
* Co-founded Tasteful Presence, a high-end, e-commerce gift company. Provided
strategic, financial and marketing leadership during the startup phase of this b
usiness. Managed all financial functions, programs, projects, vendor relationsh
ips, web site development, and business operations. Launched in the 4th quarter
2004.
* Managed FOLIOfn's entry into the Financial Advisory marketplace. Created a m
ulti-year product design road map. Launched FOLIOAdvisor.com driving the produc
t management, project implementation and software engineering teams. Rapidly de
signed, developed and deployed within 3 months.
* Provided overall leadership to the product management and marketing departmen
t at American Express' consumer bank. Led a team of twenty-seven, including sev
enteen at management and senior staff level positions. Fiscal responsibility fo
r $3.0 M annual budget. Product lines included consumer loans, deposits, home e
quity loans, mortgages, student loans and credit insurance.
* Built the consumer revolving credit portfolio from zero to 92,000 accounts wi
th $230 million in outstanding loans within the first three years of chartering
the consumer bank.
* Achieved a 25% target market account penetration level for consumer loan prod
ucts within 5 years.
* Obtained an annual net revenue increase of $3.5 million while maintaining a 9
9% account retention level after product repricing and adding fees to the revolv
ing credit portfolios.
* Introduced credit insurance products and produced a 20% penetration level on
lending accounts.
* Created a telemarketing unit for inbound and outbound sales, enabling 40% of
loan applications to be taken over the phone.
* Achieved direct mail response rates twice the industry average using enhanced
 target acquisition and segment profitability analysis.
* Led the effort to design and build the consumer bank's database marketing cap
abilities, including sourcing information, geo-demographic overlays, share-of-wa
llet, and account history.
STRATEGIC PLANNING
* Consultant to Tessara Enterprise Systems on their project to build First Unio
n Bank's corporate data warehouse. Responsible for the design phase of the proj
ect including identifying the analytic, metric and business application needs fo
r the data warehouse and writing the design requirements document.
* Conducted investment analysis and onsite due diligence for a group of investo
rs targeting Elspec Engineering Ltd. (Tel Aviv: ELSPEC.TA) as a venture capital
investment.
* Provided consultative guidance to American Express Financial Advisors' $200 m
illion dollar corporate reengineering project. Designed a series of linear and
non-linear forecasting models used to predict and evaluate the operational and f
inancial success for this 7-year project.
* Led the project to redesign the American Express Financial Advisors' corporat
e scorecard and measurement system.
* Conducted corporate competitive analysis and preliminary merger/acquisition r
esearch as a member of American Express Financial Advisors' Corporate Strategy G
roup.
* Conducted SWOT analysis and wrote business cases resulting in the entry into
three new business lines: property and casualty insurance, tax and business serv
ices, and consumer banking.
BUSINESS STARTUPS
* Co-founded Tasteful Presence, a high-end, e-commerce gift company focused on
capturing the upscale consumer and corporate marketplace.
* Provided funding as an investment angel to Elspec Engineering Ltd. (Tel Aviv:
ELSPC.TA), a firm that manufactures comprehensive electrical power quality solu
tions and sophisticated electrical network analysis technologies for industrial
and utility sectors. The firm went IPO in May, 2004.
* Co-founded Precision Power, Inc., an independent distribution company of Elsp
ec products. Responsible for strategic planning, analytics, and startup operati
onal guidance in building a national marketing presence.
* Served on the senior management team that started up American Express' bankin
g subsidiary. Built all of the product lines, marketing capabilities and associ
ated staff from a startup.
EMPLOYMENT HISTORY
* Managing Director, Tasteful Presence LLC, Ashburn, VA 2002-2010
* Senior Product Manager, FOLIOfn, Vienna, VA 2000-2001
* Investment Angel and Consultant, Elspec Engineering Ltd., Tel Aviv, Israel 19
94-2004
* Director, Precision Power LLC, Minneapolis, MN 1994-2000
* Senior Consultant, Tessera Enterprise Systems, Wakefield, MA 1996-1997
* American Express Financial Advisors, Minneapolis, MN 1981-1994
* Senior Consultant - Corporate Strategy & Development 1991-1994
* Vice President, Director of Marketing & Product Management - Consumer Banki
ng 1988 -1991
* Assistant Vice President and Manager Consumer Loan Products - Consumer Bank
ing 1985 -1988
* Manager, Corporate Development - Corporate Strategy & Development 1984 -198
5
* Executive Management Training Program 1981 -1984
EDUCATION
CFA Candidate - CFA Institute (Charlottesville, VA) - In Progress
PMP Certificate - Project Management Institute (Newton Square, PA) - 2010
M.B.A. - University of St. Thomas (St. Paul, MN) - 1984
B.A. - St. Olaf College (Northfield, MN) - 1978