Columbus, Georgia, United States
Marketing and Communications leader responsible for building a global team, playing a pivotal role in fortifying the presence of the TSYS brand. With a focus on developing a comprehensive marketing strategy, we have been instrumental in orchestrating successful product launches, executing public relations tasks, enhancing client communications and creating impactful event activations. Responsible for spearheading a significant post-merger brand relaunch, transformation of social media channels, website, presentations and messaging to align seamlessly with the company's evolving identity. Additionally, I have remained actively involved in crafting the narrative for Investor Relations activities pertaining to the Issuer Solutions agenda. This collaborative effort extends across multiple global departments, clients and potential clients underscoring the our commitment to a cohesive and integrated approach in implementing the overall marketing and communications strategy.
I was responsible for building a US-based marketing team from one person to a staff of eight. Among key achievements in this role was successfully coordinating the brand launch of a UK-based company into the United States market. Working closely with the creative team, we generated dynamic marketing content and communication tools for over 60 promotional campaigns, showcasing our brand’s adaptability and creativity. We were tasked with identifying white space for brand and promotional campaigns, aligning seamlessly with changing market dynamics and corporate goals based on thorough market research. We were responsible for executing 8 hosted events, over 20 speaking engagements, and more than 20 trade show activities, effectively elevating the brand's profile. Collaborating with global commercial managers, we crafted communications directives and developed battle cards for sales engagement. Our digital marketing strategies, featuring effective SEO, social media and video campaign strategies, contributed significantly to the brand's overall success.
As the marketing director, I successfully led a multicultural team in planning and executing over 100 trade shows and 60 hosted event activations across the Americas, Asia, and Europe, ensuring alignment with the corporate brand strategy. Notably, I negotiated and secured over 150 third-party partner contracts annually for all TSYS event activations, collaborating closely with vendor management teams, legal staff, and internal stakeholders, contributing significantly to the organization's success. Serving as a brand ambassador, I played a crucial role in driving marketing and communication workstreams across joint ventures with key partners, such as China UnionPay and CUP Data, fostering global relationships. My efforts extended beyond marketing to orchestrating, scripting, and managing Investor Events, thereby strengthening key analyst relationships.
In this role, I led a transformative effort within the team to translate internal goals, strategies and direction into a robust portfolio of over 80 partner sponsorships and industry trade show speaking opportunities. As a contributor to the Issuer Solutions business vision, I successfully supported the execution of more than 10 event activations. Additionally, I played a pivotal role in facilitating event work streams for corporate acquisition announcements and supported various joint ventures. In steering cohesive product marketing campaigns and guiding the Request for Proposal (RFP) process, I adapted sales strategies to align with industry trade shows, ensuring a tailored approach. We developed metrics to gauge our achievements and refine our strategies, particularly in the realm of experiential event activations, with the ultimate goal of further penetrating our target markets.
This multifaceted role, required corporate and competitive analysis that informed the design of innovative solutions, established competitive pricing structures and crafted compelling responses to Requests for Proposals (RFPs). Ultimately, we were responsible for securing new clients and upselling existing clients. My role guided clients through the entire sales process, from the initial cold calls to contract negotiation and onboarding, ensuring a seamless and customer-centric experience. This role contributed to converting five of our most significant customers, while authoring over 200 RFPs with over 60 proposal responses advancing to the next step. I was recognized as a subject matter expert (SME) for the sales cycle, taking responsibility for managing terms and conditions, cohesive sales engineering and articulating strategies through proposal materials. Furthermore, I served as a knowledge portal for the prospect portfolio, providing on-demand reporting and updates on system solutions, potentially impacting clients positively and fostering long-term partnerships.