Sonoma, California, United States
- B2B marketing professional in financial services with a track record of driving high ROI customer acquisition and engagement through multi-channel programs - Skilled at translating complex concepts into concise, compelling communications that enhance comprehension and product adoption among business owners and decision makers - Advocate of thorough business case development, continuous testing, analytical insights, and data-driven optimization to maximize marketing effectiveness and efficiency
- Built and launched SVB’s first public-facing ISO 20022 content hub, educating clients on migration benefits across multiple payment channels. - Designed and developed microsite and web pages to promote SVB’s ISO 20022 leadership, increasing client engagement and confidence, achieving 81% engagement rate. - Positioned ISO 20022 as a value driver, highlighting faster payments, stronger fraud management, and enhanced business insights.
- Designed and executed multi-channel campaigns (email, paid/organic search, social, branch, direct mail), increasing new small business accounts +13% YoY while reducing CPA 27%. - Cut marketing spend 18% by refining targeting and eliminating low-propensity segments. Improved paid/organic search, decreasing CPC 32% and significantly lifting engagement. - Launched new social campaigns that boosted engagement 70% and drove acquisition growth. - Developed full-funnel assets (ads, landing pages, CRM collateral) and trained staff via Salesforce CRM to extend campaign reach. - Measured and socialized results quarterly with Product and Marketing leadership using Power BI to inform ongoing strategy.
- Revitalized payments marketing with lifecycle and cross-sell campaigns, including a credit card program achieving 25%+ take rate and a merchant services campaign with a 70% open rate. - Increased engagement on product pages 20% and boosted leads 135% through design and content improvements. - Co-led search pilot, driving +370% impressions and +280% leads. - Created reporting dashboards consolidating multi-source data to guide campaign planning.
• Executed large-scale go-to-market programs to acquire business accounts through digital, direct, and channel marketing. • Grew email marketing engagement 197% and opportunities 234%, generating $10M annual account growth. • Reduced costs $500K by identifying anomalies and proactively managing risk. - Launched innovative sweepstakes/digital campaigns that tripled response rates, increased sign-ups +15 pts, and drove 2,000+ new leads at a 20% close rate. - Partnered with FiServ to co-market solutions, expanding product reach and revenue.