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Click here or scroll down to respond to this candidateCandidate's Name
Street Address Northfield Crossing DriveCharlotte, NC Street Address
PHONE NUMBER AVAILABLEEMAIL AVAILABLECAREER PROFILEHighly skilled senior leader with 23 years of general, digital marketing and communication program management strategy experience. A leader who drives strategy, marketing program development, product adoption, associate readiness and execution of single and integrated product marketing campaigns across multiple lines of business, while working collectively with senior executive leadership, risk and compliance, corp. communications, segment marketing, line of business partners and internal/ external agency partners. Over 13 years of experience specifically in digital marketing/ sales strategy and digital technology platform consulting, developing online marketing programs that included websites and vanity URLs with correlating web pages, widgets and sales tools to support digital sales and the online customer experience. Assertive with influencing project time management with my direct reports and prioritization of multiple projects, effectively aligning production release schedules with marketing launch deadlines. Lead product/digital adoption initiatives leveraging voice of customer and associate feedback, digital data analysis, competitive landscape research and customer demographic research identifying opportunities for new marketing campaign strategies and/or optimizing existing campaigns, online experiences, and communications.AREAS OF STRENGTH AND EXPERIENCEAcquisition/ CRM marketing strategy development and executionDigital Marketing/ Digital Sales/ technology design consultingStrong influencer w/ Senior Leadership / exceptional presentation skillsBudget management/ sales forecasting/ P&L projectionsAssociate and client product adoption strategyAd agencies, external vendors & 3rd party affiliate partner management and negotiationsIdentified as a strong leader, inspired to lead and develop othersOnline media channel strategy- Websites, Paid Search, 3rd Party Display, Social Media, SEO, Email, ATM & SMS textStrategic Partnering --large matrix organizational maneuvering-establishing & nurturing business partnerships-networking/ identifying appropriate resources to accomplish objectivesData Analytics- (utilizing Coremetrics click tagging, Adobe behavioral targeting, Vanity URLs, dedicated TFN tracking)PROFESSIONAL EXPERIENCETruist Bank 2021 to PresentSenior Vice President of Digital Marketing StrategiesResponsible for leading a team that supports Digital Strategy for Mortgage and Lending products, as well as for our Premier customer segment; Ensure that annual unit goals are meet for each responsible Line of Business; Oversee analyzing weekly trend data to identify fluctuation in website traffic driven by marketing initiatives and economic conditions; Work closely with content hub, designer team, technology and agencies on optimizing product pages on trusist.com, creating campaign supporting landing pages, redesign components of the truist.com website with our new visual identity and building sales tools on product pages to allow for more interaction on the page, encouraging clients to spend more time on page(s).Key Accomplishments:Performance is consistently aligned with goals and may often exceed expectations for the position. Delivers and models strong behaviors and positive results and takes on challenges in support of the team, organization, and culture.Launched a complete redesign of the Lending and Mortgage product pages on trust.com, updating content and incorporating the companys visual identity.Partners find me innovative and not afraid to bring forward new ideas and opportunities. Via the feedback they encourage me to continue to help push our product marketing forward.Bank of America 2019 to 2021Senior Vice President of Diversity and Inclusion Corporate Communication strategyCollaborate with Diversity and Inclusion partners and direct major communication programs, involving management of associates and/or projects. Primary responsibility for leading and managing a team (that may consist of both associates, contractors and external vendors) accountable for the successful design, delivery, financial management, communication and administration of complex companywide communication programs. Communications may be in the form of electronics, print, face-to-face, video or writing. Also responsible for the program's design, production, and distribution. Responsible for the hiring, managing, training and developing associates on my team.Key AccomplishmentPresence, intellectual capacity and confidence to counsel senior level executives and support -profile initiativesProven ability to understand and articulate complex subjects to sophisticated audiences, and simplify material as necessary for broader audiencesExperience with change management methodology, strategies and tacticStrong project management skillsBank of America 2017 to 2019Senior Vice President of Digital Fraud Alert Communication and Marketing StrategiesLead a team who drove marketing and communication initiatives for fraud protection strategies, targeting retail consumer, Preferred and Small Business clients. Oversee communication strategies and marketing operational project launches and change control across multiple lines of businesses, sales channels and digital platforms. Responsible for increasing customer response rates for self-serve automation verification through online banking, mobile and email alerts, by driving digital banking adoption strategies through associate training and educating customers on the difference of a fraud claim and a transaction dispute, intentionally reducing fraud call center volume and operational cost. Lead initiatives to increase customer mobile phone number and email capture by implementing offers management messaging, prompting associates to capture client contact information, allowing the bank to be more efficient and effective when communicating suspicious account transactions via online and offline channels. Work closely with Fraud policy strategist and product managers on developing business cases that lend to increasing fraud self-serve communication verification, simplifying the fraud alert process and customer experience, identifying suspicious account activity and reducing revenue loss. Manage and partner with Segment Marketing and Communications on value proposition messaging and creative treatments for promoting mobile adoption and new mobile client protection features.Key Accomplishments:Increased self-service penetration by 15%, - driving performance from 55% of total alerts to 63% of total alerts (benchmark from ATM/Debit & Credit).Developed fraud system and customer experience process maps for self-serve verification to identify technical online acct alert logistics/ functionality that does not appropriately link into the enterprise automated online self-serve alert process driving process changes and business continuity.Work with various marketing and communication partners on fraud base advertising, messaging and value proposition strategies. Coordinate associate readiness educating on new targeted messaging strategies within Offers Management, focused on triggering fraud messaging to customers who currently have not downloaded the Online Banking app and encouraging adoption of our mobile GeoLocator feature.Bank of America 2011 to 2017Senior Vice President of Digital Sales and Marketing for Dealer Financial ServicesManaged a multimillion-dollar marketing budget for Dealer Financial Services, developing and driving marketing campaign strategies and channel execution to align with annual sales forecasts & revenue goals. Partnered with Segment Marketing, Line of Business and analytics partners, leveraging consumer insights through primary and secondary research to develop value propositioning by customer segment, tracking customer response and campaign performance, utilizing measurement analytics data and tracking campaign performance by call to action responses, product, creative treatment, offers and messaging testing. Lead campaign testing strategies and optimization through A/B and Multivariate testing.Key Accomplishments:Optimized online banner ads by modifying creative treatments, and messaging to enhance site traffic by 30% and app start rate by 27%, by improving the customer online experience.Oversaw internal and external marketing launch and adoption strategy for the banks new online car shopping website.Initiated, negotiated and developed the 3rd party affiliate program for the Auto Loans line of business, establishing partnerships with Lending Tree, Credit Karma, Nerd Wallet, Overstock.com, etc., as an effort to strategically identify outside marketing partnership opportunities, supplementing lost impression volume and product awareness due to prioritization of higher revenue generating products. Affiliate partnerships generate an incremental 7-10% units MoM.Established a call center campaign code tracking process allowing Marketing to track loan applications by dedicated telephone numbers, enabling marketing to identify sales captured specifically through online marketing channels and align generated units to digital marketing unit goals.Selected to go through executive leadership training hosted by the bank to further my career opportunities and exposure at the organization.Bank of America 2008 to 2011Vice President of Digital Sales and Marketing for Home Loans Acquisition and Legacy Asset ServicesLead digital marketing, channel execution and technology-based initiatives driving acquisition and balance build strategies for Mortgage, Home Equity and Reverse Mortgage products. Developed & executed digital marketing/communication tactics and change control requirements (Home page, SMS Text and Emails) for LAS, abiding by federal government (DOJ) regulations, notifying mortgage loan customers of federal housing loan recovery options (loan modifications, deed in lieu, short sale options, etc.), driving loan modification goals through digital and non-digital channel strategies.Key Accomplishments:Collaborated with the LOB Mortgage marketing data analytics, Legacy Assets Services product management, legal, risk, compliance partners and digital channel managers on copy writing, ensuring regulated privacy laws were in compliance and implemented into all customer messaging, and successfully delivered across all marketing channels.Responsible for tracking campaign/ channel performance and delivering routine reporting for line of business partners and executive leadership, influencing recommendations to continue certain marketing initiatives and/or to retire initiatives that are not producing a profitable ROI or a slow return on investment.Exceeded DOJ Home Modification agreement requirements and was a contributor of saving thousands of customers from losing their homes.Time Warner Cable Corporate 2006 to 2008Director of Wireless Marketing and Joint Venture Merchandising StrategyCultivated product launch and production adoption strategies for TWCs new mobile wireless service, across 32 TWC markets, interfacing with division presidents, customer service executives and operations/ installations teams to evoke associate adoption/ positive buy-in and organizational enthusiasm, in order to change organizational culture and mindset for selling/ offing new products and services. Supported and drove each division launch ensuring that customer targeting, product launch marketing material, retail product packaging and merchandising displays supported the TWC brand and business platform.Key Accomplishments:Lead brand strategy and marketing campaign strategy, partnering with 4 other cable companies testing a joint venture partnership with Sprint Wireless, being the first joint venture cable companies to launch cable television live streaming content through mobile phone devices.Oversaw local retail store product launches, merchandising strategies, process change strategies and display design for local Sprint stores and big box retailers selling Time Warner Cable wireless and core cable bundled packages, promoting limited time pricing promotions. Successfully meet sales goals through strategic regional and demographic targeting and retail and internal associate coaching.Negotiated financial responsibility of 3rd party partnership marketing, ensuring that cost per unit sales were profitable for Time Warner Cable and aligned with the companys brand and business objectives.Time Warner Cable 2001 to 2006Sr. Marketing Manager of High-Speed Online, Digital Phone Broadband Voice ServicesManaged end to end marketing strategy development and tactical execution for multiple broadband Internet Service Providers offerings (AOL, EarthLink and Road Runner) throughout the North and South Carolina region, while also developing and implementing multiple traditional media tactics (print, radio, broadcast, website) promoting VOIP phone and high-speed internet consumer bundle offers. Directed external advertising agencies on appropriate sells messaging, value propositions and regulated legal disclosures.Key Accomplishments:Launched TWC High-Speed Internet & Digital Phone new product launch marketing strategies across 32 divisions through sales training scripting for direct sales, retail offices and call centers channels, streamlining online acquisition, upgrade offers, retention efforts and win-back programs. Designed internal incentive programs, such as customer online Refer-A-Friend programs and company sponsorship events, driving awareness and unit/revenue goals through product adoption initiatives.Point of Contact for vendor relationships and leading negotiations related to vendor expenses, ensuring that campaign budget and management of project timelines were effectively coordinated and executed to avoid potential gaps that could affect company reputational risk, loss of revenue and/or result in being out of compliance based on Legal, Risk regulations.Managed routine revenue forecasts, unit projections and presented updates to leadership/ business partners, identifying market changes that could affect sales & marketing performance and providing recommendations to stabilize and increase performance.ORGINIZATIONSBank of America Diversity and Inclusion CouncilKey Accomplishments 2016 - 2017Co-chaired on Bank of Americas D&I Council, supporting our Summer Internship Program, strategizing with HR Recruiting team on strategic methods to encourage and recruit diverse students to apply for the banks summer internship program.EDUCATION AND TRAININGMaster of Communication, Communications, North Carolina State University, Raleigh, NC: (Not Completed)Bachelor of Arts, English/Communications, Saint Augustines College, Raleigh, NC: (1995- 1999) |
