Rich Srednicki is putting his mark on AT&T Universal Card Services.

The new president and chief executive officer of the Jacksonville, Fla.- based issuer has hired three senior executives to round out his team.

On Wednesday, Daniel DeMeo will become executive vice president for marketing and electronic commerce. Also, on that day, Tom Fero takes the senior vice president for credit policy position.

Kenneth Vecchione will join AT&T Universal on April 14 as executive vice president for finance and chief financial officer.

All three report to Mr. Srednicki.

"Clearly, they are bringing on board a really experienced team, which is obviously a good sign," said card consultant Shelly Porges.

Mr. DeMeo, 38, was senior vice president of marketing and business development at GE Capital Consumer Card Co. Before joining the General Electric unit in 1993, he spent nine years with Citicorp Credit Service.

He will manage marketing to potential and existing customers, advertising, and new product development. He also takes on the company's electronic commerce team, which includes electronic payments and services, including AT&T's Mondex smart card venture.

Mr. Fero, 38, has held senior positions in credit policy and operations at Citicorp Diners Club, Citibank, Travelers Bank, and, most recently, for Advanta Corp.

He will be responsible for credit policy, including credit, risk management, and fraud. Kevin Kelligan left that position in 1995.

Mr. Vecchione, 42, comes from First Data Corp., where he was group executive and president of business development for the company's electronic funds service.

He will be responsible for monthly financial processes, business planning and analysis, strategic planning, and card-issuing banks.

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