RESULTS-DRIVEN MARKETING PROFESSIONAL

Senior marketer with significant experience in leading strategic, ROI-driven marketing initiatives for global, regional and local companies. Greatest strength is the ability to effectively target messages, products and campaigns to various customer channels. Strong supporter and collaborator with business line managers to achieve division business goals.

OBJECTIVE

Seeking a senior level corporate marketing position managing a marketing function within a regional or global company.

PROFESSIONAL EXPERIENCE

Confidential

Leading global payments company

• Currently contract with Elavon to manage various marketing projects, 50 in the past three years, working directly with heads of Corporate Marketing, Product Marketing, European marketing, Alliance channel, National Accounts and Gateway.
• Led six-month marketing communications effort to launch the leading issuer brand in the Asia Pacific with over 2.6 billion cardholders to Elavon's global customer base in North America and Europe. Positioned credit and debit card acceptance to 650,000 merchants through multiple co-branded direct mailings, promotional sweepstakes and supporting country websites. Project significantly impacted 2011 4Q revenues following the North American implementation.
• Assisted in repositioning newly acquired gateway capabilities with its management team to integrate with Elavon's existing offerings. Developed value messages by industry sector for existing gateway clients and Elavon clients. Created sales materials, including an electronic flash sales tool, and planned product training for the Gateway and National Account teams. The gateways are now a staple of Elavon's payment solutions.
• Positioned and introduced Elavon's Contactless payment capability to its merchants in Poland, Germany, U.K. and Ireland. Represented EU marketing on weekly implementation calls reported on marketing progress and utilized other business managers when necessary. Launch resulted in successful pilot programs.
• Currently working with Corporate Marketing on the re-design and draft copy for the company's corporate website. Recently collaborated on a new website with videos, webinars and a blog for a security solution, Safetsuite.com.

Partner, Lunation, Confidential

• In addition to the Elavon work, deliver senior level, outsourced marketing services to businesses within the Atlanta area.
• Utilized existing research and surveyed existing clients and employees to develop a new brand for the second largest temporary staffing agency, behind Ranstad, in Atlanta. Developed new positioning and value messages for the overall corporate brand as well as recruitment messages for the temporary staff. Analyzed the applicant experience and updated all applicant materials and the look and feel of the branch offices. In the past few months, the company has hired 30 more salespeople and is looking at expansion strategies.
• For a leading Intuit QuickBase developer, one of 30 in the country, clarified confusing messages and offerings, solidified its value proposition, identified its enterprise-level capabilities and positioned the company as a leader within its space. Re-branded all corporate materials, including the website, and developed video, a blog, online newsletter and e-blast and client communications. The company continues to grow through new client acquisition.

Senior Vice President, Confidential

• Directed marketing planning, branding and expansion strategies for a leading community business bank. Bank assets grew tenfold from 44 million to 450 million during tenure.
• Each year, met with the business line managers to create their strategic plans, including acquisition, retention and cross-sell strategies. Analyzed current activities/pipelines against future revenue goals and determined appropriate increases and new activities to reach those goals. Utilized these business line plans to develop a strategic marketing plan for the coming year. Met with managers at least quarterly to measure progress against revenue goals and adjust strategies accordingly.
• Reviewed the sales process for commercial bankers and SBA lenders. Identified ways to enhance the sales process and create accountability during the sales cycle. Using best practices from the industry, instituted pre-call planning, implemented a contact database and created a weekly pipeline report. Developed ongoing sales contests, referral programs and sales campaigns.
• Managed the deposit function within the bank, and formed and chaired a monthly Deposit Committee, which included commercial lending, retail banking, cash management and operations. Purpose of the committee was to develop rate strategies, promotions, marketing support, policy and sales strategies.
• Developed deposit campaigns that utilized direct mail, radio and print advertising and visibility at local business and community events for new branch offices, which met and surpassed first year's deposit goals in down markets. Instituted changes in branch management, conducted additional product training and updated staff incentive plans to increase households by 25 and number of deposit accounts by 33 within one year.

Managing Director, Confidential

• Developed and instituted marketing functions for commercial lending, wholesale residential lending and construction lending as well as its sister company, a community bank. Annual loan production grew from 1.1 billion in 2002 to 2 billion in 2006.
• For the residential lending division, developed three distinct corporate identities and messaging for the wholesale, retail and online departments:
• Created marketing strategies for wholesale lending's expansion into 23 states, including developing a strong industry presence with industry influencers, trade journals/websites and industry events. Utilized online PR and SEO to increase visibility with prospects and referral sources. Within two years, the wholesale lending group was well-respected within the industry and recognized by national lenders.
• For retail lending, built the individual lenders' brands through the use of high-end, customized materials and positioning within the community. Built marketing programs to increase referrals from real estate attorneys, real estate agents, residential developers and existing customers. Retail production for the majority of lenders increased year over year.
• Developed an online brand with wholesale mortgage pricing for home loans. Since a totally hands-off application process, targeted experienced homebuyers looking for new homes or refinances through natural and paid SEO. The first year's goal was 1 million in production per month and this goal was attained.
• For the commercial lending team, leveraged its position as one of only 34 Freddie Mac Program Plus Sellers/ Servicers and leader in multi-family lending. Provided sales support by planning quarterly sales meetings, incentive contests and sales campaigns e.g. one sales campaign increased usage of the contact database software over 200 by the commercial lenders . Assembled an online, sales-ready marketing library with customizable bios, transactions and case studies. From 2003 to 2006, the number of commercial lenders producing over 500,000 in annual fees increased 400 .

Vice President, Director of Confidential

• Developed client strategy and directed client service and new business efforts. Client billings and revenue doubled in two years.
• Generated brand and marketing communication strategies for clients, including Emory University's Goizueta Business School, Emory Healthcare, Geac Enterprise Solutions and CityCares. Built enrollment strategies with the directors of Goizueta's Executive Education, MBA, EMBA and BBA programs. MBA program applications increased by 20 and enrollment increased by 15 , which moved the school from a Top 25 ranking in the U.S. to Top 10.

Group Vice President, Director of Confidential

• Directed marketing efforts for a 7 billion state bank and seven-state investment subsidiary of a Top 20 U.S. Bank.
• Selected to co-author the five-year strategic plan for SouthTrust Corporation's Retail Banking Division with 600 branches and 6,000 employees. Researched best practices from around the country and proposed strategies to Retail Banking team. Drafted and gained consensus for the final plan from the seven state CEOs and nine retail business line managers. It was implemented to completion and major goals were accomplished.
• Conducted market research with 10,000 joint bank and brokerage customers. Analyzed results for portfolio and product trends and future cross-sell and upsell opportunities as well as developed target customer profiles. Re-positioned and re-branded investment sales a non-FDIC insured offering in the seven-state branch system to ensure acceptance within a traditional bank environment. Customer referrals from the branch employees to the investment advisors increased over 100 within one year.
• When the number four competitor was acquired by the state's largest bank, there was an opportunity to gain new customers with the acquisition run-off. To position itself as the top choice, the bank ran a multi-media campaign, including print, radio and billboards, advertising an innovative, free checking campaign that was the first free checking offer in the market. Over 60,000 new households were added to the bank's customer base.