MARKETING EXECUTIVE
Innovative, analytical, profit driven marketing executive and business leader with a proven track record of creating, designing, delivering and growing products and services across online and offline media including Digital, TV, Radio, Direct Mail and Publishing for B2B2C and B2C businesses, from start-ups to large global organizations including strategic client management and revenue growth. Consistent deep focus on the customer. Builder of highly effective teams. Experenced leader in rapidly growing and changing environments. Certified SAFe Agile Practitioner.
PROFESSIONAL EXPERIENCE
MetLife, Inc., Charlotte, NC 2015 - Present
One of the largest life insurance companies in the world and the leading domestic provider of Group Voluntary Benefits.
Vice President, Marketing, Metlife Direct CMO for the Direct to Consumer Division of MetLife, providing leadership over customer acquisition and retention, analytics, reporting, research, creative services and product marketing. Designed Marketing organization. Hired leadership team to support ongoing and new business initiatives. Led oversight of external partners and vendors to develop, execute, track and analyze sales and marketing campaigns from start to finish. Managed $60MM marketing budget.
-Introduced and implemented Direct Marketing analytical discipline and principles. Through rigorous data analysis, reduced operating losses by 23% which drove lowest expense ratio in the history of the Direct business unit.
-Successfully launched new Term Life product with fully automated underwriting. Met or exceeded all launch goals including Sales, Cost per Sale, Cost per Lead.
-Initiated research including Value Proposition, Messaging, Customer Satisfaction and Product Features in support of product launch.
-Restructured and relaunched CRM programs that returned $8 for every $1 spent.
-Based on success of division CRM program, lead company-wide CRM task force to identify and implement best in class CRM practices. Benchmarked internal programs. Launched pilot programs to prove effectiveness.
-Piloted innovative program to offer portable voluntary benefits to separating employees.
-Led the development of the division s first multi-year, integrated marketing strategy.
-Conduct ongoing assessment of acquisition strategy & tactics. Develop and execute upon areas of opportunity for media improved effectiveness and efficiency.
-Teamed with Senior Leadership to design a best in class marketing pilot process that was adopted as standard operating procedure by the US Organization.
-SAFe Certified Practitioner and Product Owner/Product Manager
INTERSECTIONS INC., Chantilly, VA 2003 - 2014
A leading provider of consumer identity theft protection solutions. A publicly held company with over $300M annual revenue and a preferred partner to the financial services industry.
Executive Vice President, President Identity Guard Division, 2013 - 2014
Drove revenue growth and profitability, new products, business planning, operations and comprehensive marketing services for this Direct to Consumer business. Managed team of thirty professionals.
-Realized 40% CAGR by effectively utilizing multiple media sources.
-Created a dedicated customer experience team responsible for product testing, usage tracking and customer satisfaction; results were a threefold increase in cross sell and up sell and a 20% reduction in misdirected customer service calls.
-Built marketing analytics department; introduced attribution modeling capability resulting in reduced fraud levels and improved efficiency of media spend.
-Used customer targeting and testing, targeted messaging and source diversification, to increase display conversions by 55% while decreasing cost per order by 12%; drove 50% increase in branded search resulting in a 45% lift in homepage orders.
Executive Vice President/Senior Vice President, Partner & Client Services, 2003 - 2013 Hired to grow small financial institutions and other client customer bases and manage fledgling online direct to consumer business.
-Quickly given responsibility to grow and manage all clients - responsible for 95% of corporate revenues - promoted to EVP position reporting to CEO.
-Managed and directed the activities of 20 to 30 Client Service professionals.
-In a competitive environment, won RFP s from large financial institutions; followed through with highly effective execution and servicing of these large clients.
-Oversaw in-house ad agency which designed and produced customized, white label products as well as online creative and public relations.
-Managed operations for three highly effective inbound call center operations with over 450 representatives, managers and directors.
THE MOTLEY FOOL, Alexandria, VA 2001 - 2003
Multimedia financial services company providing analysis, advice and services for individual investors through various media products, including its free website as well as various paid investment services.
Senior Vice President, Marketing
Recruited to bring direct marketing discipline to this creative online business. Directed all product marketing and development, creative services, media buying, market research, decision support analysis, customer service and marketing operations.
-Developed and launched the first service product designed to bring independent financial advice and planning to the mass consumer market; this service was the genesis of the company s revenue diversification strategy.
-Created new sources of revenue and loyalty:
*Planned, negotiated and launched co-branded credit card with MBNA.
*Launched newsletter business, partnering with Phillips International Publishing.
-As a member of the senior management team, led multiple restructuring and streamlining of operations which rapidly moved the company to a positive cash flow position while growing direct to consumer revenues.
TIME LIFE INC., Alexandria, VA 1997 - 2001
Founded in 1961 as the book division of Time Inc and is a creator and direct marketer of books, music, video/DVD, and multimedia products.
Vice President & General Manager, Time Life Libraries, Inc., 1999 - 2001 Led wholly owned telemarketing subsidiary, with full operational, P&L and marketing accountability and management of this $60M operation, including four remote call centers and an administrative office with over 600 field telemarketing representatives, line managers, IT, human resource and marketing professionals.
Vice President, Marketing, Time Life Books, 1997 - 1999 Served as strategic and tactical marketing leader for $70M Lifestyles Books franchise Home Repair, Health, Cooking, Woodworking, Sports/Hobbies including all direct mail, DRTV and Telemarketing.
PRIOR RELATED WORK EXPERIENCE
AUDIO BOOK CLUB, Morristown, NJ
Director of Marketing and Operations
BOOK-OF-THE-MONTH CLUB INC., New York, NY
Director Marketing Information & Analysis
COLUMBIA HOUSE, New York, NY
Manager, Marketing Planning & Analysis
EDUCATION
Master of Business Administration, Marketing
Rutgers, The State University of New Jersey, Newark, NJ
BS, Marketing and Communications
Syracuse University, Syracuse, NY |
