SENIOR MARKETING EXECUTIVE
20+ years experience creating strong brands and innovative marketing programs that deliver results.
Innovative strategist and creative marketer who skillfully positions businesses to capitalize on emerging market trends and attain industry leadership. Results-oriented leader who seizes opportunities to drive bottom-line growth across diverse, highly competitive industries. Effective communicator who seamlessly translates corporate strategy into actionable marketing programs that deliver impressive growth in revenue, profit & market share. Collaborative executive who builds strong partnerships across the organization and motivates teams to deliver exceptional results.
AREAS OF EXPERTISE
* Branding & Positioning
* Strategic Planning
* Multi-Channel Marketing
* Customer Acquisition & Retention
* Advertising & Marcom
* Direct Marketing
* PR & Corporate Communications
* Market Research & Analysis
* Product Development & Pricing
* P & L Management
* Business Development
* Team Leadership & Development
SELECTED ACHIEVEMENTS
Revitalized sales for 85 year-old bank. Within 2 years, grew assets 28% and added $250 million in deposits.
* Repositioned brand to capitalize on changing banking environment.
* Created marketing programs that grew client base 6% and reduced attrition 18%.
* Increased market share 12% by taking business from much larger competitors.
Instrumental in growing industry leader's revenue 500% to $425 million and capturing 33% market share.
* Developed high-impact marketing programs that delivered $2 billion in annual sales for Fortune 100 clients.
* Grew direct marketing revenue 350%.
* Secured #1 market share, unseating Fortune 50 competitor.
Brand architect behind explosive growth of B2B start-up, growing revenue to $152 million in 2 years.
* Defined compelling value proposition for international telecom company.
* Rapidly scaled marketing programs to support direct sales teams in 42 markets.
* Produced 3,000+ leads per month through online & offline lead generation programs.
PROFESSIONAL EXPERIENCE
Senior Vice President, Sales & Marketing
Undisclosed Bank, VA 2006 - Present
Recruited as senior marketing officer to revitalize sales performance for $1 billion financial services company.
Entrusted to strengthen brand, provide marketing innovation and enhance client acquisition, loyalty & retention for 85 year-old community bank. Accountabilities include brand strategy, advertising, product development/pricing, market research, direct marketing and corporate communications. Stellar results led to additional management responsibility for retail bank, including sales training, deposit & loan generation, client service and operation of multi-branch network.
* Developed marketing programs that grew deposits 31%, loans 24% & new clients 6% during economic downturn.
* Spearheaded launch of sales training program for retail bank associates which improved close rates and referrals.
* Launched multi-channel retention program that kept 70% of clients & deposits acquired during prior promotion.
* Conceived online/offline loyalty programs tailored to specific client segments; efforts reduced attrition 18%.
* Created product development process that doubled pace of product roll-outs; launched 9 products in 18 months.
* Currently leading creation/implementation of full-service online banking channel to better serve/acquire clients.
Vice President, Marketing
NEW Customer Service Companies, Inc., Sterling, VA 2001 - 2006
Senior marketing executive for industry-leading provider of extended service & warranty programs.
Recruited to build marketing organization capable of achieving aggressive growth goals. Partnered with Sales team to accelerate business development activities plus created customized marketing programs that delivered $2 billion in sales for Fortune 100 clients. Responsible for all marketing activities including brand strategy, marketing communications, online marketing, product development and research. Managed 17-person team, $5 millionbudget plus outside agencies.
* Grew revenue from $85 million to $425 million through innovative marketing strategies, business development programs and new products & services.
* Instrumental in tripling enterprise value to $1.2 billion and increasing EBITDA 766%.
* Developed new products that added over $20 million in sales for Fortune 50 account.
* Increased direct marketing revenue 350% through list segmentation, modeling and price/creative testing.
* Cut costs over $500,000/year through development of consumer web portal. Site won industry's Innovation Award.
Vice President, Marketing Communications
Teligent, Inc., Vienna, VA 1998 - 2001
Recruited to build new brand and lead aggressive market launch of international telecommunications company.
Guided creation of advertising, direct marketing, promotions, research and corporate website. Created lead generation programs and marketing materials for national sales force. Oversaw $25 million budget, 25-person team, plus outside agencies.
* Doubled brand awareness through national and local high-impact print, broadcast and online advertising programs.
* Directed lead generation programs that produced $25+ million in revenue and accounted for over 15% of client base.
* Spearheaded customer/prospect research study that led to new pricing strategy and new approach to bundled services.
* Increased local marketing & promotional activity over 200% through creation of standardized local marketing tool kit.
* Created marketing/loyalty programs that increased retention of high-value customers and maintained revenue.
Senior Vice President, Group Account Director
Doner Advertising, Baltimore, MD 1995 - 1998
Led 28-member account management department for nation's largest independent advertising agency.
Responsible for $65 million in agency billings. Led brand strategy, creative development, media planning, direct marketing, market research and promotional programs on multiple accounts. Maintained executive-level client relationships, managed P&Ls and led business development efforts. Member of agency's operating committee.
Clients included: Teligent, Sylvan Learning Centers, First Maryland Bancorp, IKON Office Solutions, Jos. A. Bank
* Created Teligent's brand strategy & launch plans. Hired away to lead Teligent's Marketing Communications team.
* Increased leads 48% for Sylvan Learning Centers while lowering cost-per-lead by 22%.
* Directed advertising & promotions for First Maryland Bancorp, a $15 billion regional bank with 300+ branches.
* Led advertising development for IKON Office Solution's first ad campaign, which increased awareness 38%.
* Positioned and launched new clothing line for Jos. A. Bank to capitalize on emergence of business-casual workplace. Within 3 months, new line accounted for 14% of company sales.
Senior Vice President, Account Director
GSD&M Advertising, Austin, TX 1987 - 1995
Directed agency efforts and provide strategic leadership for agency's flagship accounts.
Guided all agency activities on multiple accounts worth $115 million. Provided strategic leadership, developed senior-level client relationships, secured new business and managed P&Ls. Stellar results led to 3 promotions in 8 years.
Clients included: Fannie Mae, Coors Brewing Company, Chili's, Radio Shack, Barq's Root Beer, PGA Tour
* Conceived new marketing initiative for Fannie Mae, increasing awareness 52%. Program ran for 10+ years.
* Doubled Coors Light's growth rate and propelled brand to category leadership.
* Developed brand strategies for Coors Dry and Coors Arctic Ice beers. Led national launch of new beers.
* Reversed sales decline for Chili's Grill & Bar by repositioning brand; efforts improved sales 3% and margins 5%.
Early career included Account Management positions at leading national advertising agencies:
Ted Bates Advertising (Panasonic), McCann-Erickson (Texas Instruments), Y&R (Gulf Oil), Ketchum (Texas Commerce Banks)
EDUCATION, AWARDS & PROFESSIONAL ACTIVITIES
Bachelor of Arts - Texas Tech University
MBA Studies - University of Texas & University of Houston
* Recognized as Teligent "Marketing Hero" for creativity and effectiveness of advertising
* Thought leader invited to speak at FORTUNE Communications and Marketing Forum
* Guest lecturer at University of Texas in advertising strategy, campaigns and research
* Board member Loudoun Convention & Visitors Association
* Member ABA Marketing Network
* Participant in Leadership Loudoun
* Winner of national & local Addy and Clio awards
* Eagle Scout |
