Career Overview
A seasoned and well-respected senior executive with proven ability to lead high profile, strategic marketing initiatives for a diverse range of companies and partners. Over 18 years experience in multi-faceted marketing roles within both established and emerging industries and markets.
Areas of Expertise Include:
• Integrated Product-Driven Marketing
• Direct/Database Marketing Strategy and Implementation
• Strategic Planning and Measurement
• Results Analysis and Program Refinement
• Merchant Marketing Subject Matter Expert (Visa)
• Team Leadership and Building
• Market Research and Analysis
• Securing and Managing Strategic Partnerships
• Influential Presentation Delivery
• Process Evaluation and Improvement
• Agency/Vendor Management
Professional Experience
VISA U.S.A., INC.
Director, Marketing Communications
Foster City, CA
7/2002 – Present
Hired to provide individual, customized marketing support to Visa’s largest Partner Banks with the objective of growing Visa volume and Brand preference. Recruited internally to direct breakthrough volume driving Merchant partnership program, the “Visa Incentive Network”. Responsibilities currently expanded to include management of Merchant solicitation strategy and process for all Visa Loyalty Marketing programs and merchant-facing initiatives.
Loyalty Marketing; 4/2005 - Present
Direct all activities associated with merchant participation and engagement in Visa’s Loyalty Marketing programs including the “Visa Incentive Network”, a targeted marketing program providing merchants with access to Visa cardholders and the “Merchant Offer Program” which provides merchant offers to support usage of and loyalty for Visa-branded cards.
• Provide strategic and consultative support both internally and externally to enable effective leveraging of Visa’s loyalty programs to provide measurable value to Visa, merchant partners and partner banks.
• Direct the positioning and creation of sell –in materials, as well as lead discussions with potential merchant partners.
• Establish targeting criteria to reach key audience segments that map to merchant program objectives.
• Oversee new merchant programs to support small business and consumer debit/check card pilots.
• Manage staff of two Managers, including all career development and performance activities.
• Instrumental in surpassing merchant participation goal of 12 programs in first year, resulting in average response rate of 2% (goal of 1%) and 50% average lift in spend (goal was 10%).
Visa Marketing Consulting; 7/2002 – 4/2005
Consulted with Visa’s largest Partner Banks to determine the best strategies to meet specified marketing goals and objectives, promoting the acquisition, activation and usage of Visa products and directing the development of the resulting custom marketing solutions.
• Developed CRM strategy for one of Visa’s largest Debit issuers, including tracking usage, analyzing results and implementing refinements, as appropriate
• Overall subject matter expert with respect to payment industry knowledge and key understandings regarding the challenges that are unique and/or specific to assigned Partner Banks
• Managed and directed staff of five Marketing Managers to support debit activities for Visa’s 10 largest Debit issuers.
NEXTCARD, INC.
Director, Customer Communications; Loyalty Marketing
San Francisco, CA
1/2000 – 4/2002
Developed and directed contact strategy for all marketing–related communications for NextCard’s 1MM cardholders, including activation, usage and cross-selling of fee-based products. Served as Loyalty Marketing’s inter-department liaison, directing support activities of Operations, Technology and Creative support teams.
• Developed and instituted Activation campaign for new cardholders resulting in a 40% lift in online account activation rate within 4 months of launch.
• Developed marketing campaigns targeting fee-based products to new cardholders based on exhibited behavior, prior offers and credit criteria.
• Liaison between Loyalty Marketing and Technology, determining and directing business needs and protocol for platforms that support cardholder marketing campaigns, including email, customer site, and subscription services.
• Developed and managed strategy, segmentation, execution, performance metrics, analysis and application of results to meet goals of all assigned campaigns.
• Directed internal creative resources in the development of email templates, web pages and online ads to best meet campaign objectives.
ORACLE CORPORATION
Direct Marketing Consultant
Redwood Shores, CA
10/1998 – 12/1999
Responsible for overall strategy and content development for lead generation campaigns for a variety of company’s products and services.
• Determined and evaluated success/response rates for all programs, based on set tracking parameters, and applied results to future campaigns, when appropriate.
• Collaborated with Product Marketing to define the specifics most appropriate for each program.
• Determined attributes of target audience and supervised internal and external resources in procurement of rental lists and internal data to best reach that audience.
• Directed agency throughout Creative process.
• Performed all required management functions for a staff of three – two DM Program Managers and one DM Coordinator - including assignment of programs and serving and assessment of performance.
VISA, USA
Project Manager (Contract), Marketing Services
Foster City, CA
6/1997 – 9/1998
Contracted to manage all day-to-day marketing activities of pilot “rewards” program including development and execution of direct marketing campaigns targeting Credit cardholders, as well as materials used to solicit participant from Partner Banks and Merchants.
HIGHWAY ONE COMMUNICATIONS
Senior Project Manager - promoted to Senior in 2/1996
San Francisco, CA
4/1995 – 4/1997
Managed all phases of internal and external production related resources for a wide range of direct marketing, point of sale, and collateral materials for agencies largest client, Visa USA. Worked with Client and Account Management to develop and relay strategy and marketing goals to Production staff, assuring final product met client expectations. Managed Production Manager, two Assistant Production Managers and two Traffic Coordinators, including assigning and monitoring projects and performance evaluations.
PROVIDIAN BANCORP (currently Washington Mutual)
Production Manager
San Francisco, CA
5/1993 – 4/1995
JOHNSON & QUIN, INC.
Account Manager - promoted from Client Services Representative in 12/1990 Niles, IL
10/1989 – 4/1993
WILLIAM M. MERCER, INC.
Production Manager - promoted from Production Coordinator in 10/1988
Chicago, IL
3/1987 – 9/1989
Education
TRUMAN STATE UNIVERSITY
12/1986 Graduate
Kirksville, MO
BS Industrial Technology - Graphic Communications |
