Erin Crawford is VP, Head of Consumer Digital – Payments and Money Management at Fifth Third Bank, where she oversees the design and deployment of digital experiences that empower customer well-being, from money movement to financial protection. In her time at Fifth Third, Erin has launched integral channel redesign and modernization efforts including the successful launch of Fifth Third's new mobile app in 2022 and the responsive online banking launch in 2017. Erin also played a pivotal role in launching the everyday Momentum® Banking product, which includes industry leading early payments technology, enriched transaction data, and integrated savings goals. She is a strategic leader focused on building trust through digital-first, customer-centric innovation and is now spearheading the rollout of the Bank’s groundbreaking “Free Will” benefit in partnership with Trust & Will.