Product Management Vice President

JAMES M. CASEY

** ****** ****** 617-***-**** Cliffside Park, NJ 07010 (NYC/NJ Area) ad5ocp@r.postjobfree.com

MARKETING AND PRODUCT MANAGEMENT EXECUTIVE

Marketing & Product leader with transformation track record in data and financial services. Highlights include:

“FinTech” marketing transformation

Product Marketing & Launch

Product management (full life cycle)

Sales/services enablement & execution

Martech strategy and roadmapping

Product roadmapping and launch

Specific domain skills include: Agile PDLC, Enhancement grooming, CRM (SalesForce), ESP (Marketing Cloud), CMS (Drupal, WCM, WordPress, Sitecore), MAS (Marketo, Eloqua, Pardot), Data Visualization (Tableau, Power BI), Adobe Creative Cloud, Seismic, MS Office

PROFESSIONAL EXPERIENCE

SELECTIVE INSURANCE, Branchville NJ 2022 - Present

Vice President, Digital Experience and Personal Lines

Responsible for all digital strategy, roadmapping, solutions development, initiatives and MarTech ecosystem for entire $4B Property and Casualty insurance business, including tools, social, email, content apps (Seismic), search, web and Marketing Automation. Drove 6x improvement in SEO and 11% increase in social engagement in 6 months. Led Digital strategy program to establish digital as a firm competitive advantage over 5 years, embracing evolving technology and Artificial Intelligence. Established and executed multiple use cases in use of AI, and reduced time for underwriting in commercial business by 37%. Led all Marketing programs to drive 50% growth in 5 years for Personal Lines (Home, Auto, Renters, Umbrella) and Flood businesses. Sales in 2023 grew 18% in a shrinking category.

GUARDIAN LIFE INSURANCE, New York NY 2020 - 2021

Global Head of Digital (Position eliminated due to reorganization with arrival of new CEO and CMO)

Led digital solutions programs for Guardian Life Insurance, including company websites, ecommerce, tools, demand generation, marketing automation & email, SEO, paid media, CRM and MarTech. Programs covered life, disability, accidental death, dental and other insurance products for FRs, brokers, employers and consumers.

Stood up demand generation resulting in 10x lead increase and reduction in MQL cost from $467 to $35.

SEO: achieved position 1/page 1 for ‘Life Insurance’ in 6 mos. & page 1 for 15 other high-traffic insurance terms.

Social: improved engagement 200% and transformed focus to drive brand and product awareness.

PGIM INVESTMENTS, Newark NJ 2014 - 2020

Global Vice President of Digital Strategy & Execution (Recruited by Guardian & left for more expansive opportunity)

Responsible for PGIM Investments (a division of Prudential Financial) digital transformation through all digital channels, including: website, social media, email, online tools, search optimization, paid search, display, marketing automation/drip marketing and CRM integration. Led digital engagement of consumers, advisors and institutions promoting mutual funds, target date funds, UCITS, ETFs and SMAs to wirehouses, RIAs, Independents & Banks.

Led transformation of digital team (+10 offshore) to build out digital practices & ecosystem.

Led rollout of Marketing Automation practice, leveraging Eloqua, SalesForce.com, Adobe Suite, Seismic and other platforms to identify, engage, and convert all customer segments; firm revenue doubled (2x) in 6 years.

Created digital analytics practice and built team to support mining of data across all media to inform direct marketing activities and to optimize digital practices. Cost of programs declined 32% while AUM increased 45%.

Initiated social media practice (Twitter and LinkedIn) targeting all client segments, increasing reach 1063%.

Supported dramatic growth in product offering – including expansion into target date funds, exchange traded funds and UCITs.

Led digital launch into 19 countries outside U.S. (Europe and Asia) including multi-language capabilities and country-specific digital ecosystems.

BLACKROCK INVESTMENTS, New York NY 2013 - 2014

Director of Retirement Business Brand Strategy (I was recruited by PGIM for more senior leadership role)

Led all programs to promote BlackRock funds (ETFs, TDFs, mutual funds, etc) to individual investors, financial advisors and defined contribution plan sponsors.

Launched the CoRI web-based tool, website, and digital marketing programs.

Grew new category of CoRI funds to $350M AUM in 12 months; expanded TDF category sales by over $3B in net inflows through heady use of digital promotion.

PRUDENTIAL FINANCIAL, Woodbridge, NJ 2011- 2013

Strategic Consultant - Digital Transformation (This was a temporary, 2 year contracting assignment that ended)

Provided marketing services within Retirement Business Unit, including Defined Contribution, Defined Benefit and Non-Qualified Plan division. Key projects included:

Repositioned the Prudential Retirement brand to conform with new firm-wide master brand

Supported the definition, design, development and deployment of a new mobile/social/web solution platform for intermediaries, plan sponsors, and strategic partners

DUN AND BRADSTREET, Short Hills, NJ 2009 – 2011

(The Small Business division was turned around in 2010 and sold to Great Hill Partners, a private equity firm, whereupon this position was eliminated)

Leader, Small Business Channel and New Product Marketing

Reported to the unit GM, set strategy and developed and implemented small business channel marketing programs, focusing on customer acquisition, loyalty and retention, and marketing/positioning.

Led 25 person marketing team for 4 key small business segments: Established, Emerging, Micro and New Customer. Exceeded revenue plan by 5% for Micro and New Customer channels.

Improved ROI of Paid Search from 130% to 180%, Email from 280% to 340%, and banner ads from 79% to 280%.

Defined and led Marketing function, creating customer segmentation, new acquisition models, and marketing engagement practice through Eloqua integrated with SalesForce.com. New models increased ROI by 10%. Launched social media/web 2.0 Marketing program and leading global public relations.

OMGEO LLC, Boston, MA 2001 – 2008

Thomson Reuters and Depository Trust and Clearing Corporation joint venture; $340M firm that managed 100% of all non-U.S. institutional equity trades from execution until settlement. Doubled revenue over seven years.

Managing Director, Client Operations and Strategy (2005 - 2008)

Reported to the President and CEO, led 185 person, 16 country function of financial services software company, inclusive of: Product software integration consultancy for 11 product lines, Software Installation, Training for clients, Global Help Desks and Business Continuity Planning, and offshore service bureau (Philippines).

Managed strategic planning and all goals/objective settings at board level for three planning years.

Increased professional services consulting revenue 6X over three years, while reducing client credits 50%.

Reduced book-to-bill implementation time from 144 days to 73 days average resulting in $3.4M revenue.

Created an offshore service bureau and reduced ongoing operations costs by 17% over four years.

Managing Director, Marketing and Product Management (2001 – 2005)

Reported to the CEO and led both Marketing and Product Management functions globally. Served as chair of the Product Steering Committee, and led all product launch, release management and product strategy work across 11 product lines serving 42 countries.

Created and launched all Marketing vehicles, including website (Omgeo.com), company collateral program, market research function, pricing practice, advertising program and all direct marketing in six languages globally, resulting in 54% increase in company revenue over 3 year period.

Developed and introduced new company brand into 41 markets; brand recognition grew from 0% to 94% for target market in three years.

Launched next-generation product platform in all key markets and increased revenue 6X over three years.

Initiated and implemented re-engineering of entire product development process reducing cycle time 50%.

BUYERZONE.COM (REED-ELSEVIER), Cambridge, MA 2000 – 2001

An e-marketplace for small businesses with vendors seeking economies of scale and value services.

Vice President, Marketing & Business Development

Drove visitor acquisition costs down 93%, from more than $6 per visitor to under $0.40

Reduced customer acquisition costs down from $139 per customer to $48 and tripled visitors through redesign, buyer rewards, affiliate marketing programs and sweepstakes/incentives. Increased transaction activity 4X.

Created Marketing function from scratch and established BuyerZone.com brand.

PRIMARK CORPORATION (THOMSON REUTERS), Financial Information Division, Bethesda, MD 1997 – 2000

A $300M global financial research data and system provider for analysts, fund managers and capital market.

Director of Marketing

Launched two Windows-based software products and grew subscription base of Internet-based service by 12X. Increased qualified sales lead generation for business-to-business enterprise by 35% year over year. Increased direct mail response rate 6X year over year and reduced overall department costs by 25%.

COMPUSERVE, INC., Columbus, OH 1993-1997

The leading online information service for online chat, forums, and image files - preceding the consumer Internet.

Senior Marketing Manager

Defined, built and managed 4 key channels of consumer service; responsible for all marketing and promotions of channels as well as strategic planning and market segmentation. Reduced overall expenses 20%.

Developed direct mail program and coordinated research and segmentation efforts; grew product area usage by 56%. Created first three online advertisements for CompuServe Information Service, and coordinated all marketing and promotion (on-air, online, direct mail, advertising) for product areas.

EDUCATION

THE UNIVERSITY OF MICHIGAN, Ann Arbor, MI

Graduate School of Business Administration, MBA, Concentration in Finance and Marketing

THE UNIVERSITY OF CALIFORNIA, Berkeley, CA

BA, European and Asian History

THE UNIVERSITY OF PENNSYLVANIA, Philadelphia, PA

The Wharton School, Executive Education, “Implementing Strategy”

HARVARD BUSINESS SCHOOL, Cambridge, MA

Executive Education Program, “Leading Change and Organizational Renewal”

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