| | | 20,000+ Fresh Resumes Monthly | |
|
|
| |
Click here or scroll down to respond to this candidate Candidate's Name
Street Address
C: PHONE NUMBER AVAILABLE | E: EMAIL AVAILABLE | LinkedIn Profile
Director of Marketing
Executive Summary
Experience managing earned, owned and paid marketing and strategic brand initiatives while partnering with digital
advertising agencies, Web designers, IT, printers and other vendors to execute vision.
Conduct and evaluate customer and prospect primary and secondary research to develop media that resonates with
individual market segments.
Comfortable representing marketing and media in matrixed environment working with legal, compliance, product, and IT
teams.
Leads cross-functional teams to achieve aggressive business goals within Agile environments.
Combines traditional and emerging market channels to reach targeted audiences, including mail, digital, SEM, direct
response TV (DRTV), gamification, artificial intelligence and virtual reality.
Develops unique brand value propositions.
Professional Experience
CUNA Mutual Group January 2016 April
2017
Senior Media Manager, Madison, WI
Position ended due to 400-person company-wide restructuring.
Led media management of loan growth Agile methodology project through November 2016 that facilitated production of
760 loans with $19.5M in combined balances for 3 trial major credit unions.
o Managed request for approval (RFP) process, data/media vendor selection, and contract negotiation.
o Onboarded data/media vendor; enabled file transfers with IT, translated credit union underwriting criteria, &
utilized predictive analytics and timed trigger data from TransUnion to obtain pre-approved credit offers.
o Conducted primary and secondary research to develop value propositions that resonated with prospects.
o Managed direct mail and digital media advertisement development, including banner ads and Facebook ads
targeting auto insurance shoppers.
o Directed design of responsive/interactive website, including a customer interface that provided APR & monthly
payment estimates and captured customer contact information for CU team follow-up.
Tru Stage Auto and Home Insurance Managed 2 media specialists & led direction of strategic/financial goals to acquire
credit union auto & home insurance policies for Liberty Mutual & Esurance; increased customer base 10% & lowered cost
per lead 10% from July 2016 to April 2017.
Oversaw $25M direct mail budget and development of a customer selection model to increase response rate by 10%.
Implemented data and creative testing that increased response rate by a total of 20%.
Collaborated with internal partners, including analytics & finance teams to compile monthly marketing status reports;
presented reports to Liberty Mutual & CUNA Mutual executive teams to keep them informed of success metrics.
Allstate Insurance Company 2008
- 2015
Marketing Manager eBusiness and Direct Marketing, Northbrook, IL
Increased 2015 auto and home new written policy acquisition by 20%.
Hired & managed new data modeling and digital marketing supplier to provide revised KPI on cost per incremental sale;
developed RFP, chose supplier, negotiated contract,
Oversaw testing of omni-channel direct response campaigns including direct mail, email, digital advertisements, DRTV, &
inbound/outbound telemarketing.
Conducted primary and secondary research to identify pain points and value propositions around Home Insurance.
Page 1 of 2
Partnered with executive team on project to eliminate home inspections prior to obtaining home insurance.
Citi Group
2004 - 2008
Vice President Associate Manager, Partnership Division, Elk Grove Village, IL 2007 - 2008
Managed team of 4 AVP marketing specialists and directed portfolio cardmember acquisition strategies.
Negotiated partnerships with Shell, Exxon Mobil, Citgo, Sunoco, Staples, Office Depot, & The Childrens Place & acquired
new portfolio cardmembers through direct marketing, website, email, point of sale, and telemarketing campaigns.
Collaborated with internal and external IT teams to systematize data flows; developed testing strategies for messaging,
promotional offers, targeting, and positioning to grow account acquisition.
Directed external vendors, including designers, printers, and mail houses and ensured expenses were under budget.
2004 - 2007
Vice President Program Manager, Enhancement Services Division,
Managed team of 3 AVP marketing specialists overseeing DRTV and direct mail to card portfolios, including Citi, Sears, Shell,
Texaco, and Exxon Mobil.
Tested effectiveness and cost per acquisition of new channels to determine success rates for driving sales.
Developed marketing campaigns for DRTV, website, onsite brochures, and telemarketing with offers and incentives, including
coupons, free trials, and Citi miles & dividend dollars to facilitate customer acquisition & retention strategies.
Partnered with product and finance teams to develop target metrics for cost per acquisition and retention rates.
Additional Experience
Discover Financial Services, Inc. Project Manager, Riverwoods, IL 2000 -
2004
Education
Master of Science in Advertising, Northwestern University, Evanston, IL
Bachelor of Arts in Music, De Paul University, Chicago, IL
Minor in Marketing
Professional Skills
B2B/B2C Marketing Mobile Marketing Digital Marketing Organic Search Paid Search Digital Advertising Retargeting
Social Media Content Generation Email Campaigns DRTV Marketing Automation CRM Direct Mail Market
Research Customer Insights Prospect/Customer Segmentation Persona Creation Budget Management Sales Forecasting
Contract Negotiation Problem Resolution Change Management Competitive Analysis Vendor Management Strategic
Vision Version Testing Quantitative Analysis Staff Development Team Leadership Metrics Reporting Experience with
Matrixed Environments
Technology Skills and Certifications
Google Analytics Certification Google AdWords Certification Microsoft Office
Page 2 of 2
|
