Experienced, successful product marketing executive. Skilled in developing and executing marketing plans, strategic planning, product roadmap management, product requirements definition, customer value proposition identification, business case development, pricing, sales forecasting, P&L modeling, etc. Background in technology and online transactions. |
Product Marketing Management
OVERVIEW
Accomplished product marketing executive with strong strategic planning, market analysis and implementation skills. Experienced in technology, software, Internet and online service areas. Extensive background in multi-channel delivery.
- Market Analysis
- Go-To-Market (G2M)
- Competitive Analysis
- Market Sizing
- Value Propositions
- Market Plan Development and Implementation
- Product Lifecycle Management
- Profit & Loss Modeling
- Marketing Collateral Development
- Product Development
- Opening New Marketing and Sales Channels
- Market Penetration Initiatives
- Market Trend Analysis and Sales Forecasting
- Negotiation Skills
- Sales Training
- Product Roadmaps
- Business Requirements
- Identifying and Penetrating Emerging Markets
- Developing and Implementing Marketing Systems and Infrastructure
- Pricing Analysis
- Strategy Planning
PROFESSIONAL EXPERIENCE
FANNIE MAE
Washington, DC
Senior Product Consultant 2001 to 2009
Strategy and Internal Consulting: Developed and executed strategy, product and marketing plans for Fannie Mae technology products within the Automated Business Systems group (ABS). Consulted to ABS product teams on how to effectively deliver business technology vs. information technology solutions. Recent project work included:
- Researched and determined customer-defined value drivers for the corporation・s 15 discrete technology products. Created a unified presentation library focused on key value propositions for account team use in sales presentations.
- Conducted in-depth pricing analysis and made policy recommendations to alleviate inconsistent pricing practices and increase revenue for Desktop Underwriter (DU), the industry・s leading mortgage underwriting product (60%+ market share).
- Performed market analysis and developed detailed marketing plans for several technology products (e.g., anti-fraud & multi-product underwriting). Mentored product teams on how to focus on meeting customer needs in their development and marketing efforts.
- Reengineered Fannie Mae's technology go-to-market process which lowered rollout costs, reduced manpower requirements by over 1,000 hours per year and decreased technology product time-to-market by over 25%.
Product Management: Oversaw and executed product and Go-to-Market activities for Fannie Mae・s Desktop Originator (DO) and Desktop Underwriter (DU) Web GUI products, and a consumer-focused Mortgage Loan Portal (MLP) offering for borrowers.
- Managed successful product introduction of the corporation・s Preliminary Findings underwriting service for mortgage brokers. End users were extremely excited with the new offering, submitting 1,000s of new monthly transactions beginning the first month of operation.
- Successfully managed on-time go-to-market process during an intense 18 month period where the corporation delivered 12 product releases--twice the usual number. Careful oversight ensured that no major issues developed. Minor problems were resolved through a well defined process.
Business Development and Management: Managed Fannie Mae・s eRecording (electronic document recordation) business strategy and product development for its eMortgage platform. Oversaw third-party technology and business partner activities.
- Developed and executed business plan and marketing strategy to help a technology startup partner company establish itself as the market leader for a new comprehensive eSignature and electronic document recordation system. The plan gave the company credibility to sign its first customer and several other early adopters. After two years, the startup had established a 60%+ market share.
- Analyzed mortgage servicer practices and built cost-benefit model showing savings with electronic document recording versus paper-based approach. Was able to explicitly demonstrate savings of up to 60%. Used model in consulting with mortgage companies to quantify value of electronic recording and to justify pricing of eRecording services.
OnScreen Interactive
Arlington, VA
Vice President of Business Development 2000 to 2001
Planned and executed business development and marketing strategies for OnScreen Interactive, a VC-funded start-up company that developed an innovative full screen, rich media content delivery platform for web properties and offline businesses.
- Created and implemented pre-launch marketing and business development plan resulting the signing of 3 Web properties and generating interest from major portals (e.g., Britannica.com, USAToday.com and Barnes&Noble.com).
- Directed outside marketing communications agency in developing and executing a pre-launch campaign to develop awareness of the company・s forthcoming rich media Web service. Campaign came in on time, on budget and generated significant product buzz.
Integrion Financial Network & Visa Interactive
Herndon VA
Manager of Partner & Channel Development 1996 to 2000
Integrion was a joint venture of Bank of America, Bank One, Washington Mutual, Visa, IBM and several other large financial institutions. The company provided electronic financial services to over 2,000,000 consumer and small business users. Offerings included Internet banking, bill payment and bill presentment.
- Effectively managed business partnerships with leading personal financial software and financial Website providers (e.g., Intuit, Microsoft and Yahoo). Negotiated agreements and ensured inter-company technical team cooperation. Successfully oversaw all integration efforts and upgrades for two years. All were completed on time, without interrupting service for online banking customers.
- Marketed Visa Interactive・s products and services to financial institutions in the U.S. and European Union. Developed and implemented marketing plans for key target segments. Consulted with senior management, marketing and technical personnel at target financial institutions. Structured business agreements and developed partnerships and alliances with consumer and institutional vendors.
- Oversaw one of the first online banking service implementations and market introductions for a major European bank, with customer sign-ups exceeding plan by over 30% in the first six months of operation.
- Headed up Visa Interactive efforts to design an interface for its online banking system to interoperate with Visa Cash smart cards, coming up with a solution for downloading stored value from a bank account.
Sallie Mae & CyberMark, Inc.
(CyberMark was a subsidiary of Sallie Mae)
Reston, VA
Director, Marketing and Product Management 1988 to 1996
CyberMark was established to create a multi-functional smart card-based system to provide online and off-line service delivery with secure electronic payment (stored value, debit and credit). The system also supports digital delivery of information and published material.
- Within a 3 month pre-launch window, managed a team that developed and implemented a business plan for a new smart card system, including business requirements, profitability model and business development program for electronic commerce and higher education markets.
- Created comprehensive industry trade program, and managed a $250,000 budget, targeted toward the higher education market. Developed white papers, presented at trade shows and conventions, participated on standards committees and other activities that established the new company's credibility in key target vertical.
Sallie Mae, a $50 billion financial institution, provides a secondary market, funding and operational support products to student loan lenders and educational institutions.
- Product Management: oversaw product management team and $300,000 budget for the corporation's loan origination and servicing products (third-party servicing and lender-operated shrink wrapped software). Generated business in a new market segment by developing a third-party systems product for bringing uninsured loans back into compliance. Conducted marketing audit of the company's third-party servicing product and designed a two-year improvement plan which contributed to a 300% increase in the number of lender clients.
- Service Quality: established the corporation・s service quality unit. Managed a competitive benchmark study that involved surveying over 500 lenders nationwide. Developed a company-wide quality measurement program. Created a new program to assess the satisfaction levels of the company's 4 million borrower accounts. The results of these efforts led senior management to implement numerous corrective actions to increase customer satisfaction.
- Strategic Planning: managed new market analysis activities. Conducted business and financial analyses and produced marketing rollout plans. Project work included contract negotiation and management of outside contractors and joint venture partners.
EDUCATION
Masters in Business Management (MBA)
Northwestern University
J. L. Kellogg Graduate School of Management
Bachelor of Arts (BA)
Political Science (concentrations in Business and German)
University of Minnesota |
