Charlotte, North Carolina, United States
An accomplished Sr. Marketing Executive that has excelled within companies ranging from Fortune 100 to emerging growth companies. Strengths include strategic planning, consumer insights, brand & product development, data analytics, digital marketing strategies, creative advertising and media planning, partner development and cross functional management —building and mobilizing successful teams that drive growth, profits and market share. • Successfully launched and/or Re-Positioned new products and brands in multiple key industries—including Financial Services; Consumer Software; Automotive-GPS; and Online Dating. • Deepened Relationships among a 60MM deposit customer base (checking/savings/IRA) during the bank’s emergence from the financial crisis. Created compelling offer strategies to drive growth & enhance retention. • Leveraged My Seasoned Digital Marketing Expertise in managing and optimizing media budgets of up to $100MM+ for Ditech.com (consumer mortgages) and eHarmony.com (online relationships), driving down CPA’s through sophisticated tracking models that maximized TV and online/digital media placements while growing subscriptions (eHarmony) and mortgage applications (Ditech.com). • Directed the Online & Mobile Marketing Acquisition Strategies for BofA, launching the first mobile banking app campaign while capturing the leadership position with the first mobile banking app in the iTunes store. • Pioneered the Direct-to-Consumer Channel at Disney Interactive for CD-ROM sales via Disney Online & Disney Catalogue … developed channel promotions for major retailers to support the launch of new edutainment software for the animated classics (Lion King, Toy Story, Pocahontas, Hercules, and Hunchback). • Initiated Retention and Loyalty Marketing Programs at Ford Financial Services (FNB) that effectively retained a $9-billion deposit and retirement portfolio during a low interest rate environment.
The Charlotte Chess Center (CCC) is a unique combination of In-school enrichment programs (over 60 Charlotte area K-5 schools); CCC members & Academy classes with instruction by certified coaches and Grand Master level instructors; and major Regional Chess Events and Tournaments. Two locations in North and South Charlotte. www.charlottechesscenter.org
Responsible for developing strategic proposals that distill industry trends and consumer insights into tangible value propositions aligned to Harland Clarke Solutions for large financial and non-financial clients.
SVP, Marketing Executive Strategic Marketing Executive responsible for Consumer Deposit growth and retention, onboarding and early adoption of digital services. Led cross-functional teams to develop compelling offers & improve client experience. • Developed a new marketing strategy to enhance client experience for service communications across consumer products by re-designing the process to eliminate $MM’s in direct mail & utilize digital channels. • Deposit Products Mktg. Exec.: Developed the Marketing Plan that drove P&L goals for Checking and Savings acquisition targets – 2014/15/16. Exceeded SPPY targets by 10%. Created compelling incentive strategies to drive deposit relationship deepening across products – Home Loans, Investments, and Credit Card. Increased relationship deepening among single service clients by 30% YOY. • During ’07 thru ’09, led a team of 14 managing strategy and channel execution to grow the Online and Mobile banking channels by over 38% (usage grew from 21MM to 29MM). • Led the marketing strategy for the successful introduction of Mobile & Text Banking – 8 MM users in 3 years. • Launched a product marketing strategy to be 1st mobile banking app for iPhone, Android & Blackberry Storm. #1 in the iTunes App Store for Financial Services. Initiated partner advertising with Verizon and Apple. • Directed the marketing and creative campaigns of several new online banking product enhancements including Person to Person payments, Spanish Online Banking and Go Paperless. • Enhanced natural search optimization strategies for online and mobile banking rankings improving relevancy of pages on BAC.com. Ensured 1st page above the fold listings in major search engines. • Led security messaging strategy and research which resulted in offering new software products to address consumer online security concerns - security software protection from Rapport and McAfee.
Chief Marketing Officer As eHarmony’s 1st CMO, I focused on driving customer acquisition in excess of 10,000 registrants a day while increasing subscription lengths and retention results. Built department from 3 marketers to a staff of 9 supporting web design, retention, acquisition, research and product development. • Exceeded EOY goal of 400,000+ active subscribers thru development of a new marketing campaign “Free Communication Weekend”. During promotion period registrations increased by 25%. • Enhanced online marketing strategies: a) Reassessed online agency support. Aggressively managed bidding strategies using Atlas bidding tool thru external agency. b) Improved affiliate program (Commission Junction) by eliminating rogue affiliates and improving incentives. c) Began monitoring click fraud and successfully addressed rebate issue with Yahoo. d) Transitioned from CPM deals to CPA with MSN & AOL. • Directed the over-haul of the current email marketing programs effectively migrating single month subscriptions to 3, 6 and 12 month. • Repositioned the eHarmony brand to men via a new TV/Online campaign “Do the Math”. Utilizing a rationale message and humor, the new campaign increased male registrations by 9%. • Lowered advertising costs thru a significant shift in the media mix by transitioning to shorter creative unit lengths of 15 & 30 second TV spots versus heavy use of 60 second spots. Reducing spots costs 35-40%. • Significantly enhanced ROI tracking methodologies by engaging the Core Media tracking system to allow eHarmony to track performance of direct response broadcast by network, by creative. • Developed a new online self-reported tracking system to understand media/channel performance.
Vice President, Marketing Directed the development of all marketing strategies for direct response TV, radio, direct mail and online advertising. Managed a staff of (5) focused on 1st mortgage, Refinance & HELOC acquisition strategies. • Originations from $5 Billion a year to over $10 Billion during 5 year tenure. • Developed the Frustrated Banker campaign that launched the tagline: “Lost another one to Ditech”. Unaided brand awareness previously ranked #8 jumped to #2 behind BofA. • Packaged an innovative value proposition “$395 Flat Fee” that simplified the fee process and is credited for increasing lead response by more than 20% in Q4’03. • Transitioned 25% of a $90-100MM direct response advertising budget to digital advertising and SEM/SEO. Significant Improvement in online application conversion rates from 17% to 21%. • Implemented sophisticated response tracking for lead generation and cost per funded loan ROI. • Initiated customer profiling and personae marketing to successfully target “key” consumer segments for online, broadcast and direct mail. • Successfully launched Ditech’s Equity Rewards Credit Card. New credit card offering that paid down your mortgage equity. MBNA program was cross-sold at P.O.S. and via statement insert programs. • Managed Ditech’s NASCAR sponsorship with Hendrick Motorsports. (Drivers Kyle Busch & Brian Vickers). Integrated sponsorship into TV, direct mail, and online fan contest with Speed Channel.