Over the past three years, Alyssa Antoci has played a pivotal role in Asset Based Lending’s growth, reshaping the company’s marketing function into a core driver of revenue and efficiency. Upon stepping into a leadership position in mid-2024, she led a comprehensive modernization of ABL’s marketing strategy, implementing automation tools, streamlining operations and aligning messaging with business objectives. Her efforts resulted in a 56% reduction in cost per closed loan and projected cost savings of $1.5 million by the end of 2025, while simultaneously supporting record-breaking loan volume.
Antoci’s data-driven approach has elevated ABL’s digital presence and brand strategy, ensuring alignment across all touchpoints — from paid media and content to events and PR. She built the marketing team from the ground up, growing it from two to nine members and establishing new verticals in account management, digital strategy and creative services. Her leadership was instrumental in the company’s rebrand, overseeing updated messaging and visuals while enhancing the borrower experience through a new, mission-aligned website.
Beyond marketing, Antoci has contributed to ABL’s broader transformation efforts, including the launch of a second headquarters and mentoring emerging talent. Her strategic insight, commitment to operational excellence and focus on collaboration have helped foster a high-performance culture. By championing scalable systems and adaptive marketing strategies, she has positioned ABL for continued success in an evolving mortgage landscape. Through her leadership, marketing has become a key engine of growth — reflecting both Antoci’s forward-thinking mindset and her dedication to delivering long-term value.
Name:
Alyssa Antoci
Title:
Executive Vice President, Head of Marketing, HR, Strategy
Company Name:
Asset Based Lending (ABL)
