FINANCIAL SERVICES MARKETING EXECUTIVE
Strategic marketing leader with proven track record spanning 15+ years within dynamic financial services organizations including national mortgage leaders. Highly experienced in advising national business line managers, leading enterprise-level, cross-functional teams, and managing professional marketing teams. Recognized as an effective, client-focused business partner, collaborative team player, developer and mentor of talented managers, and innovator in developing compelling marketing programs which optimize customer acquisition/retention strategies.
* Adept in building consensus as member of national business management teams, advising on marketing strategies which impact business goals and enhance field sales force effectiveness
* Skilled in developing and executing national marketing strategies and product/program rollouts focused on targeted market segments, including diverse audiences of African American, Hispanic/Latino, Asian, low-to-moderate income, and affluent/wealthy consumers, plus first-time/second/investment homebuyers, corporate executives/general corporate employees, affinity group members and joint venture partner clients
* Possess comprehensive knowledge of the dynamics of the financial services and mortgage businesses, ranging from an in-depth understanding of national business lines, product development, branding, legal/regulatory guidelines, competitive landscapes, market segmentation to marketplace challenges/opportunities
PROFESSIONAL EXPERIENCE & ACCOMPLISHMENTS
Vice President, Marketing, Emerging Markets & Private Mortgage Banking
(2001-2006) National Mortgage Company
Managed national marketing programs for $15B+ business lines, advising senior business managers and achieving incremental volume goals through management of direct marketing, advertising, online, market research, creative development, product/program rollouts, event marketing and campaign management strategies. Managed senior staffs of marketing professionals to achieve the following:
* Created innovative new marketing strategy for Private Mortgage Banking division, positioning business line to penetrate broader market segments and build stronger alliance with Private Client Services division, managing national market research, developing sub-brand and stronger strategic market positioning, contributing to achieving 115%-133%+ of business volume goals over four years.
* Crafted all national marketing initiatives for Emerging Markets business line, supporting the achievement of market share, volume and compliance goals through marketing programs targeted to diverse audiences.
* Led the development of branding, marketing strategy, and program enhancements for the company first-time homebuyer program, naming the program, creating a Web resource site, conducting market research to develop an innovative direct marketing program utilizing predictive modeling to generate $130MM+ in funded volume and establish national leadership in the first-time homebuyer market.
* Managed the development of all branding and marketing strategies for joint venture establishing Hispanic mortgage origination business, launching the innovative new brand and strategy in 2006.
* Managed all enterprise-level marketing initiatives to change company name following merger and charter changes, achieving a seamless transition for customers and clients.
Vice President, Marketing, Corporate/Institutional Group (1992-2001)
National Mortgage Company
Recruited to build marketing team, driving marketing strategies for $5B+ national business line ($15B+ by 2001), recognized as the leader in providing mortgage benefit programs to Fortune 1000 companies and affinity organizations.
* Addressed the lack of a cohesive national marketing strategy by building an innovative marketing program and value proposition for the business line, supporting achievement of all business goals, assisting in signing 600+ clients and driving incremental volume of $2B+ through direct marketing initiatives, online strategies, and client/customer campaigns.
* Managed the market research and development of marketing strategies which contributed to prospecting/signing of national affinity organization clients and joint venture clients, and achievement of volume goals through management of all marketing programs.
* Managed all enterprise-level marketing initiatives to change corporate name following merger, achieving a seamless transition for customers and clients.
* Recruited, developed and retained marketing staffs of 5-15 professionals, building talent for the organization (set up department telecommuting program, retained 90%+ of staff members).
Senior Vice President, National Marketing Services (1990-1992)
Vice President, National Marketing Services (1987-1990)
National Mortgage Company
Managed staff of 25+ marketing professionals and $5MM+ marketing budget to execute national marketing strategies for Retail, Builder, Wholesale/Institutional Lending, Corporate/Relocation, and Second Mortgage business lines. Achieved through management of field marketing, marketing services, event marketing, and pricing support organizations.
* Created an effective field marketing team which reversed the perception by regional sales management that their sales efforts were not being adequately supported through national marketing initiatives, executing 200+ regional marketing initiatives over three years, contributing to achievement of business origination goals.
* Developed and rolled out the first national marketing campaign, integrating all marketing initiatives across the enterprise and driving in $50MM+ in incremental volume.
* Created a strong service differentiator for company through the rollout of the “On Call” Program, assisting in building new Realtor and mortgage broker relationships and enhancing existing ones.
* Managed all enterprise-level marketing initiatives to change the company name, achieving a seamless transition for customers and clients.
OTHER RELEVANT EXPERIENCE
Director of Marketing
(Regional real estate development/syndication firm based in St. Louis, Missouri)
Managed marketing department, developing and launching compelling marketing/advertising programs which were instrumental in the full leasing of new high-rise office buildings and regional shopping centers.
Director of Advertising
(Regional bank holding company based in Missouri and Kansas)
Managed advertising department, generating significant incremental volume through direct marketing and broadcast advertising programs as well as management of public relations and event marketing.
Regional Advertising Agencies
Account Executive, Commercial Producer, Copywriter, Media Director
EDUCATION
Bachelor of Arts (Triple Major) Marketing, Broadcasting & Film, English Literature & Fiction Writing
Phi Beta Kappa graduate, Dean’s List (4 years)
PROFESSIONAL DEVELOPMENT & AWARDS
Advanced Leadership Seminar Certification
Executive Leadership Program Series (Treasury, Credit/Risk, Human Resources Management, Presentation Skills)
Management Excellence finalist
Service Excellence & Team Excellence Awards |
