1. Rhona Heyl 762 Groton Long Point Road, Noank, CT 06340
860-772-7393, rhonaheyl@yahoo.com
A highly experienced professional with 25+ years institutional and retail strategic and tactical expertise including
strategic plan development, consumer research, development of marketing materials, collateral systems,
presentations, RFPs, and internet and social media content as well as expertise in product development, project
leadership and financial modeling.
PROFESSIONAL EXPERIENCE
Independent Consultant, Noank, CT 1/17 to Present
Chief Financial Officer, Nalas Engineering, Inc., Centerbrook, CT 11/16 to 1/17
Financial Advisor, Dime Investment Services, Dime Bank, Norwich, CT 1/16 to 11/16
Financial Advisor, Merrill Lynch Wealth Management, Mystic, CT 11/12 to 2/14
Senior Consultant, Optima Group, Inc., Fairfield, CT 5/11 to 10/12 and 4/14 to 1/16
Optima Group, Inc. is a boutique marketing and strategic consulting firm focused exclusively
on the financial services marketplace, primarily on asset management-based businesses.
Responsibilities include strategic consulting and account executive duties, such as:
 Development of a mass market strategy for one of the largest broker/dealers in the U.S.
 Competitive audit of wealth management offers of leading private banks in the United States
 Complete redesign of the collateral system for a leading trust and B/D back office provider
Independent Consultant, Financial Marketing Services 3/01 to 5/11
 Organizational assessment and process improvement recommendations for the corporate
marketing department of National City Bank, Cleveland, OH
 Marketing manager of a campaign to promote customer adoption of internet self-service
capabilities for Prudential Financial, Newark, NJ and Prudential Securities, New York, NY
 Product evaluation and recommendations for combining JP Morgan and Chase Manhattan
Banks' private bank and wealth management offerings, New York, NY
Vice President, J.P. Morgan Chase & Co., New York, NY 7/00 to 3/01
 Responsible for customer relationship management for small start-up initiative designed to
deliver J.P. Morgan’s private banking expertise through online and phone channels
 Marketing representative for “OnCall” client experience “1st Six Weeks” redesign
 Member of the five-person senior design team for the development of Morgan OnLine v 3.0
Independent Consultant, Financial Marketing Services 8/97 to 7/00
 Project leader and strategic consultant for Prudential Insurance Company of America, including:
– Project leader for ten major cross-sell direct mail programs with a $6 million budget
and mail volume of ten million pieces over 18 months.
– Marketing strategy, product design and economic assessment for brokerage products
designed to serve both brokerage and insurance clients
– Received "Excellence Award" from the Office of the Chairman, 1999
 Project coordinator, senior contributing consultant and co-author a 1,300 page overview of
the U.S. investment management industry for Sumitomo Bank & Trust Co., Tokyo, Japan
 Senior contributing consultant conducting a viability assessment to market the investment
management capabilities of General Motors Corporation, New York, NY
Continued Page 1 of 2

2. Rhona Heyl 762 Groton Long Point Road, Noank, CT 06340
860-772-7393, rhonaheyl@yahoo.com
PROFESSIONAL EXPERIENCE, continued
Director, Optima Group, Inc., Fairfield, CT 2/94 to 8/97
 Project leader for retail electronic strategy development and implementation for
Charles Schwab and Company, San Francisco, CA
 Senior contributing consultant on personal trust and financial planning strategy and tactics
for TIAA CREF, New York, NY
American Express Company, Boston, MA 5/88 to 2/94
 Assistant Vice President, Lehman Brothers Institutional Funds Group
 Executive Assistant to the President, The Boston Company
 Marketing Assistant to Allen Sinai, The Boston Company Economic Advisors
EDUCATION and REGISTRATIONS
NASD Series 7 and 66 Registered [Lehman Brothers, 6/93 / Merrill Lynch, 1/13] 6/93 and 1/13
Licensed Insurance Producer #2432778, State of Connecticut 6/13
Master of International Management 1/87
The American Graduate School of International Management [Thunderbird], Glendale, AZ
Bachelor of Arts in French 5/85
The University of Connecticut, Storrs, CT
Certified Financial Planner, All Course Work Completed Final Exam 11/15
INTERNATIONAL EXPERIENCE
Independent Study while at Thunderbird Summer 86
Taipei, TAIWAN
University of Connecticut, Junior Year Abroad 9/83 to 5/84
Universite de Rouen, Rouen, FRANCE
COMMUNITY SERVICE
Mystic & Noank Library, President of the Board of Trustees 2/14 to Present
Rotary Club of Mystic, President of the Board of Directors 7/16 to Present
Mystic Art Center, Member of the Board of Directors and the Investment Committee 5/13 to Present
Calvary Church of Stonington Borough, Eucharistic Visitor 6/13 to Present
Mystic Seaport Museum, Steering Committee Member of Seaport PILOTS 5/13 to 10/16
References available upon request. Page 2 of 2