SMITI KUMAR

NYC 404-***-**** acv7t9@r.postjobfree.com

SVP/DIRECTOR

DRIVING RESULTS BY BRINGING CONCEPTS TO LIFE THROUGH STRATEGIC THINKING & CREATIVE EXECUTION Award-winning marketing executive with exceptional record driving steep gains in sales revenue and market share, for global leaders in financial, technology, beverage and automotive industries. Working in corporate and agency roles for global Fortune 100 firms such as Bank of America/Merrill Lynch, AOL, Coca-Cola, Toyota and others, developed high impact integrated marketing campaigns that increased brand health, generated sales and deepened client/customer relationships. Integrated Marketing Advertising Brand Positioning Strategic Partnerships Content Development Public Relations Multicultural Marketing Digital Marketing Media Strategy Positioning/Messaging Market Research Promotions/Events Communications Consumer Insights ROI/Metrics B2C/B2B Makes a strong impact by:

Maximizing ROI on marketing spend

Developing & executing aggressive growth strategies

Identifying & seizing untapped niches & emerging markets

Increasing brand visibility, consumer perception & awareness Known as a dynamic leader, astute analyst, persuasive communicator and creative force. SELECTED ACCOMPLISHMENTS

Directed a major brand reset. After the Bank of America acquisition, Merrill Lynch needed a new branding strategy. Drawing on unique strengths of both firms, developed an integrated campaign featuring the “help 2” theme. Leveraging the $40MM campaign, restored morale of 15,000 financial advisors. Rebuilt consumer trust and protected client retention. Won 4 Financial Communications Society Portfolio Awards Untapped niche yields $100MM+. Young, hip, high net worth target in Miami perceived Merrill Lynch as not relevant. Partnering with Ocean Drive magazine, the Irie Foundation, the Miami USTA Tennis Tournament and two LGBT film festivals, cultivated key local Centers of Influence. Captured $125MM in HNW accounts. Groundbreaking concept captures 1 million users. Solved a youth target challenge of Sprite consumers being unable to purchase online due to not having credit cards. Developed a novel e-tail membership concept powered by printing e-cash codes on packaging. Spurred increased Sprite sales with codes redeemable for merchandise online.

Pioneered a game-changing promotion for BMW. As part of the Williams Whittle team serving BMW, was challenged to reverse flat sales. Devised a Free Scheduled Maintenance program to counter a reputation for high maintenance costs. Reception was so favorable that it was expanded nationally and widely copied by competitors.

CAREER HISTORY

Bank of America family of companies, 2007-2016. Managed budgets to $40MM+. Drove client acquisition, retention and relationship building with affluent and ultra-high net worth consumers. Steadily promoted roles include:

SVP/Marketing Integration Executive, Global Wealth & Investment Management, 2014-2016. Created content and thought leadership programs to boost referrals between private wealth and commercial divisions. SMITI KUMAR, PAGE 2

SVP/Director, Marketing Strategist, Merrill Lynch, 2012-2014. Developed innovative client acquisition solutions in Florida and Puerto Rico. Generated $125MM in new AUM in Miami alone. SVP/Strategic Marketing Executive, U.S.Trust, 2010-2012. Directed thought leadership content and entertainment programs targeting Ultra High Net Worth segment. Director, Brand/Advertising/Public Relations, Merrill Lynch, 2008-2010; Led the integrated re-launch of the Merrill Lynch brand following the acquisition by Bank of America: Director, Multicultural Marketing, Merrill Lynch, 2007. Established national strategy for Women, LGBT and South Asian target markets, improving brand perception and increasing sales/revenue. SVP, Group Account Director, Dentsu America, 2005-2006. Strategically positioned Toyota Motor N.A. corporate image to improve perception among influential consumer targets, measured quantitatively and qualitatively.

Director, Creative Strategy, America Online. 2003-2004. Established consumer positioning/messaging strategy for emerging digital technology, including market research testing for mass media (advertising, public relations, promotions, trade) and direct response (direct mail, online, telemarketing, retail, manufacturing partnerships, retention) channels

Senior Promotions Manager. The Coca-Cola, Company. 1999-2003. Led promotions teams for Coca-Cola Classic, Vanilla Coke, Sprite, POWERade, Dasani and EVIAN. Brokered partnerships and developed promotional campaigns with sports leagues, film studios, entertainment and multicultural partners. Earlier: Began career in advertising account service roles at Arnold Communications (McDonald’s), Goldberg Marchesano Partners (Papa John’s Pizza) and Williams Whittle Associates (Honda, BMW, Volvo, Volkswagen, Pontiac)

EDUCATION

Masters of Business Administration degree in Marketing & Finance from the University of Durham, England. Earned special commendation for a Master’s Dissertation. Bachelor of Science of Business Administration degree in Marketing from Georgetown University. AWARDS & RECOGNITION

Honored by Bank of America’s Diversity & Inclusion Council in 2014 and 2015 for “a commitment to visibly creating an inclusive culture and environment.”

PROFESSIONAL AFFILIATIONS

Board Member, North American Foundation for the University of Durham. 2013 to present. Mentor, University of Durham Business School Alumni Mentor Program. 2015 to present. Member, Network of Executive Women, Digital Marketing Committee. 2016 Co-Chair, Mentor Program, Women's Exchange Network at Bank of America. 2014-2016 Member, Bank of America Global Marketing & Consumer Affairs Diversity & Inclusion Council, 2013-2016