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Click here or scroll down to respond to this candidate1Candidate's Name
Street Address -853-6165 https://LINKEDIN LINK AVAILABLE EMAIL AVAILABLESALES & MARKETING LEADERMARKETING STRATEGY SALES ENABLEMENT BRAND MANAGEMENT Strategic business leader with over 20 years of experience in sales and marketing, brand management, and business strategy. Significant expertise in B2C and B2B with proven record of growing revenue through focused business strategy. Category experience includes Financial, QSR, CPG, Education, Insurance, Government, Entertainment and Technology. Brand experience includes McDonalds, Coca-Cola, Vanguard, ConAgra Foods, Kellogg, Comcast-Xfinity, Allstate and AARP.VANGUARD, Malvern, PA 2018 - PresentHEAD OF STRATEGY AND OPERATIONAL EXCELLENCE DISTRIBUTION ENABLEMENT 2023 - Present Responsible for transforming Distribution Enablement (DE) from a support function into a revenue growth unit through focused strategy, people, process, and technology improvements. Developed strategy for Distribution Enablement (DE) organization focused on operating model optimization, revenue growth and client success. Increased win rate by 10% through process improvements, cross divisional interaction models and flawless execution of sales strategy. Improved sales productivity by 15% through optimization of sales support functions, systems and technology including, go-to-market, marketing, training and development, sales analysts, content management, CRM, and communications. Established enablement platform to connect all tools and technologies enabling sales success and allowing for better tracking and measurement.HEAD OF AUDIENCE MARKETING INSTITUIONAL INVESTMENT GROUP 2019 - 2023 Lead marketing strategy and execution for institutional investor segments, leveraging digital ecosystem, client insights and market opportunities to drive divisional business objectives and growth. Influenced +$80B in Assets under Management acquisition and retention wins. Developed long term brand strategy to drive understanding of Vanguards position and differentiation in the retirement space with a focus on financial wellbeing and participant outcomes, resulting in a 10% increase in brand awareness and consideration. Established institutional division growth marketing and brand communications functions with direct alignment to business goals and strategic initiatives. Oversee key functions including content strategy, communications, retention, acquisition, research, positioning, and event marketing. Partner with cross functional teams inclusive of sales, client experience, offer and business strategy to improve distribution and adoption of key products and services. Test and optimize engagement strategies through organic and paid acquisition channels, content creation and curation, events, social media and brand campaigns to improve understanding and advocacy for our products and services among key segments. Established demand generation process for feeding sales pipeline for sales and marketing integration realizing significant efficiencies in MQLs as well as sales accepted leads. HEAD OF BRAND AND PRODUCT MARKETING FINANCIAL ADVISOR SERVICES 2018 - 2019 Launched the first ever enterprise level brand campaign to shift perceptions and drive brand preference for Vanguard across all LOBs, including third party advisors. The Vanguard How Radical campaign resulted in brand favorability lifts of 15%+.2 Authored brand business case and corresponding measurement plan to drive consideration, loyalty, market share growth for Financial Advisors Services (FAS). Constructed value preposition for the FAS business to position Vanguard as differentiated partner to advisors, to deliver enduring success for their business and the investors they serve. Developed annual marketing plan, inclusive of product priorities, message and channel strategy and aligned marketing resources to drive business goals across key audiences. Led FAS content strategy to align product, thought leadership, advertising and event initiatives to drive brand preference and product adoption among the advisor audience. COMCAST BUSINESS, Philadelphia, PA 2014 - 2017EXECUTIVE DIRECTOR, B2B MARKETING & BRAND STRATEGY COMCAST BUSINESS 2016 - 2017 Led marketing strategy, development, and execution of all B2B Marketing Communications across both internal (sales) and external audience segments (Small Business, Mid-Market and Enterprise). Authored and managed the B2B Marketing plan, including Direct Marketing strategies to all B2B audiences throughout the sales and marketing organization (Headquarters and 3 Divisions). Managed agency relationships (General Agency, Direct Marketing Agency, Media Agency, Digital & PR) and corresponding 50MM working media budget. Managed Marketing communication budget and achieved significant financial efficiencies by redefining the Agencies' annual SOW, resources, contractual agreements, and reconciliations. Established new brand architecture for Comcast Business, including brand guidelines, visual identity, naming and voice across all new products and audience segments. Responsible for overseeing the execution and final delivery of all above the line tactics (TV, Print, Radio, OOH) and collateral as well as direct marketing tactics and digital content. Managed research agenda and leveraged audience insights to set segment goals and inform marketing programs that led to differentiation and preference for Comcast Business in the marketplace. Directly supported B2B sales, securing over $75MM in contractual agreements with new Comcast Business clients.SENIOR DIRECTOR, XFINITY BRAND STRATEGY AND INSIGHTS 2015 - 2016 Improved brand ranking from #68 to #19 among National US brands (as measured by BrandZ Top 100 Most Valuable Brands) Spearheaded repositioning of the Xfinity brand to drive meaningful experiences across all touchpoints and be truly differentiated in an increasingly competitive environment. Led development and implementation of Long-Range Brand Plan, including brand purpose, identity and voice across the sales and marketing organization. Drove organizational shift to become a consumer centric organization, leading with consumer understanding to anchor and impact all marketing functions and communication. Built and managed a centralized consumer intelligence discipline integral to all aspects of marketing, including tools for tracking brand impact, business performance and cost efficiencies. Implemented customer segmentation analytics and predictive modeling to drive go-to-market strategies to build meaningful connections with consumers and customers alike. SENIOR DIRECTOR, MARKETING STRATEGY 2014 - 2015 Designed and championed the development of the company's first ever life stage-based segmentation, driving the shift to a consumer centric approach to marketing for the organization. Developed a set of consumer personas to be leveraged consistently across all sales channels for acquisition and upgrade. Formulated plans to grow and evolve the customer relationship for key segments as they go through life stages and explore revenue growth opportunities based on current product set, and gaps. 3 Built strategic marketing plans to achieve regional/divisional goals related to new product and feature launches. Collaborated with sales, product management and design to develop scalable go-to-market plans. Developed and recommended product positioning, packaging construct, marketing tactics, and brand story to appropriate segments across sales and marketing organization. Led primary research to garner consumer insights that inform key product launches and positioning, and further support effective marketing tactics and solutions. Pioneered the development and implementation of the Company's multicultural marketing plan to achieve market share, penetration, and revenue growth with a focus on consumer segmentation, competitive advantage, and differentiation.D EXPOSITO & PARTNERS, New York, NY 2012 - 2014PARTNER, CHIEF STRATEGY OFFICER Strategic partner responsible for setting agency vision, mission, purpose as well as defining the Research and Planning agenda for all existing agency clients, including McDonalds, ConAgra Foods and AARP. Developed overall approach, criteria and strategies for all prospective new business. Led business development strategy and annual revenue goals. Secured and maintained relationships with key client leads by representing the agency vision and its capabilities. Spearheaded and supervised all strategic planning and research (Qualitative and Quantitative) efforts for new business prospects as well as existing clients. Responsible for all consumer intelligence in all categories, including QSR, CPG and government. Led organic growth efforts for clients leading to a 200% increase in client investment for 2014 corresponding to Agency fees increases of $30 MM. Designed and oversaw all research and measurement initiatives to track existing and prospective clients' success.MDEM INC, Chicago, IL 2009 - 2012PRESIDENT Consulted and facilitated consumer understanding, strategic insights, and communication planning for national and local advertising agencies across multiple categories. Clients included Leo Burnett, The Wine Group, General Mills, McDonald's, Kellogg, Allstate, and Coca- Cola. Provided ongoing thought leadership, consumer trend analysis and positioning platforms that lead several agency clients to acquire new accounts. Led quantitative and qualitative research, using results for both insight and creative development. Specialized in understanding multicultural consumers as well as women, young adults and mom segments. Developed targeted and integrated marketing campaigns for an array of industries, inclusive of CPG, QSR, Wine & Spirits, Beverages, Education, Travel, etc. Develop thru-the-line contact strategies including traditional advertising, digital, CRM, events, and social media. Develop marketing strategies for new product launches targeting the multicultural consumer. THE MARKETING STORE, Oakbrook, IL 2006 - 2009VICE PRESIDENT BRAND PLANNING AND STRATEGY Led all multicultural planning and strategy, inclusive of Hispanic, African American, and Asian consumer segments for McDonald's and Coca Cola Clients' promotional efforts. Developed proprietary tools to produce targeted strategies that led to the winning of Coca-Cola's multicultural promotional marketing business as well as the McDonald's African- American dedicated website.4 Responsible for brand repositioning of DeVry University, including all consumer research, segmentation, redefinition of competitive set, and development of new brand positioning. Designed research studies to develop consumer profiles of players and non-players of McDonald's Monopoly promotion, gained unique insights and delivered recommendation to grow player base. Led strategy for new business pitches to obtain new clients (Mexican cheese producers - La Chona and Playero Brands, DeVry University, Transitions Eyewear, Coca-Cola/My Coke Rewards, and Shell Oil Company).MCDONALDS CORPORATION, TAMPA, FL 2005 - 2006MARKETING MANAGER Led marketing for the Florida region, including Owner Operator management and regional sales efforts. Directed regional public relations, marketing communications, and advertising for General Market and ethnic segments. Pioneered all multicultural efforts in the Florida Region - educated advertising agencies and identified opportunities for Hispanic creative, targeted media channels and event sponsorships. Responsible for leveraging national efforts at the regional level and identifying local opportunities to drive business growth and reach sales, transactions, and product goals. Led evolution of "Dollar Menu" to include mid-tier pricing, and directed marketing efforts for test market, including menu design, product offering, pricing, positioning, advertising, and merchandising. LA AGENCIA DE ORCI, Chicago, IL 2003 - 2005ACCOUNT MANAGEMENT SUPERVISOR/STRATEGIC PLANNER Led account planning and strategy for Allstate's U.S. Hispanic initiatives, including creative strategy for Effie award winning campaign "As Piensa Allstate" (2004). Identified gaps in General Market communication for the U.S. Hispanic audience; and developed distinct strategies to uniquely leverage Hispanic insights. DDB WORLDWIDE COMMUNICATIONS INC. Chicago, IL 1999 - 2003 ACCOUNT SUPERVISOR/STRATEGIC PLANNER Led development and implementation of first bilingual (Spanish/English) website for McDonald's Corporation (LoMaximo.com) targeting U.S. Hispanics. Pioneered implementation of national advertising efforts for State Farm, Royal Caribbean, and Florida Anti-Tobacco accounts. Led new business efforts for the Chicago office acquiring the Bally Total Fitness account, Responsible for U.S. Hispanic strategic plan development and rationale for McDonald's Corporation. Identified business-building opportunities for Allstate that led to an integrated marketing campaign utilizing traditional and non-traditional media as well as collateral materials. Efforts resulted in growth of over 50%. Developed communication strategies for "Brand" and promotional advertising, including McDonald's new product launches (i.e., Premium Salads, McGriddles, seasonal products, etc.) EDUCATIONKellogg School of Management, Northwestern University, Evanston, IL Master of Business Administration (MBA) 2005University of Chicago, Chicago, ILBachelor of Arts, Psychology (BA) 1999 |
