Sales Marketing

SENIOR VICE PRESIDENT

FOCUS: MARKETING

STRATEGIC MARKETING PLANNING E SALES AND MARKETING

CUSTOMER LOYALTYE MARKET EXPANSION AND PENETRATION

[pic] QUALIFICATIONS PROFILE [pic]

Highly-organized and hands-on financial institutions marketing executive,

offering broad-based experience in strategic market planning in adherence

to organizational vision to attain set goals and objectives. Powered with

in-depth knowledge of financial dynamics of banking. Proficient in

responding to clients' needs and formulating tactical action plans to

achieve outstanding results. Adept at increasing customer retention,

expanding sales, and driving revenue. Knowledgeable in business and

management principles involved in strategic planning, leadership, as well

as market expansion and penetration. Constantly exploring opportunities to

further increase customer loyalty and boost revenues. Hardworking and

compassionate; exhibit initiative, sound judgment, and decision-making

skills within stringent situations under minimum supervision.

[pic] SUMMARY OF EXPERIENCE [pic]

. Offered expertise to facilitate the selling of programs, carried out

research and analysis, as well as coached clients while they create and

execute strategies appropriate for their situation

. Took part in client's marketing planning sessions, Board of Directors'

retreats, branch manager meetings, and other organizational functions

. Provided keen supervision in market research and analysis, modeling, data

mining and segmentation strategies, advertising, direct marketing,

customer growth, business development, and public relations

. Handled the relationship with advertising and public relations agencies;

served as the company spokesperson

. Carried out strategic planning, development, and implementation of

marketing and sales initiatives for the company's branch offices while

assisting with corporate investor and public relations projects

. Created and implemented the company's marketing and sales efforts along

with effective sales training

[pic] NOTABLE ACHIEVEMENTS [pic]

FOUNDING PARTNER CHIEF BANKING STRATEGIST, Stellar Strategic: Rochester,

NY Apr 2006-Present

V Established a consulting company serving a broad segment of the

financial services industry and helping community banks and credit

unions build efficient marketing, stronger brands and market share

V Designed a unique set of survey tools that aided in the creation of a

broad-based understanding necessary to develop organizationally

appropriate strategies for 22 banks and credit unions across the

United States and in the Bahamas

VICE PRESIDENT DIRECTOR-MARKETING, ESL Federal Credit Union: Rochester,

NY Feb 1998-Apr 2006

V Successfully increased membership by 150% (280,000) and total assets

from $1.2B to $2.8B, significantly tripling net income; instrumental

in ESL's unaided awareness moving up to 53% and becoming #1 in the

Rochester market

V Achieved top rank in market share based on several key retail banking

categories, including primary financial institution status, home

equity lines of credit, and checking accounts

V Developed a comprehensive, results-oriented, and data-driven marketing

function for the company, which involved realignment of staff,

repositioning of the company, integration of market research function

with the business planning process, and development of segmentation

strategies and a comprehensive set of success metrics

V Effectively designed a systematic brand management and development

program, which included processes to measure brand strength of ESL and

its competitors along with the movement in both over time; obtained

results showing that ESL's brand strength became first in the market,

a significant feat given the size and complexity of competitors,

including Citibank, Chase, Key, Bank of America, HSBC, M&T, and

Citizens Bank

V Spearheaded the development of an organized public relations and

community sponsorship program, dramatically improving corporate

visibility in the community while reinforcing company brand

V Played an integral role in planning and creating the company's

customer relationship management process and core system (Siebel);

recorded a significant increase in product sales and a measurably

better banking experience for each member through the sales and

service culture, known as "member focus," that continuously improves

over time

V Headed the site selection, business impact forecasting, and kiosk

design for the construction of 15 drive-thru ATMs throughout the

greater Rochester area-all of which successfully performed well beyond

expectations indicated in the comprehensive business plan

V Drafted and executed an ongoing member satisfaction survey process to

make results actionable based on regression analysis; achieved

significantly increasing satisfaction scores through the action plan

process, which was implemented to ensure that the survey data was

being properly used by consumers of such information

V Coordinated a complex modeling tool based on projected household

growth to assess branch capacity based on full-time equivalent and

facility size constraints

V Took part in designing the impact studies, pro-forma analysis and

communication strategies of the strategically important merger between

Wegmans Federal Credit Union and ESL

V Significantly founded and headed the ESL Charitable Foundation to

better position ESL as a philanthropic member of the Rochester

community

Highlight:

. Marketer of the Year Finalist, American Marketing Association-

Rochester Chapter: 2005

VICE PRESIDENT DIRECTOR-MARKETING, American Trust & Savings Bank:

Dubuque, IA May 1994-Feb 1998

V Repositioned the company through the use of primary market research

results and the slogan "Simply Better Banking"

V Administered the creation of a framework that developed a sales

culture within the bank; imposed PRIDE across the company, which

stands for Produce new relationships, Retain customers, Increase

market share, Deepen existing relationships, and Educate employees

V Significantly increased total assets by 27%, as well as the net income

by 38%

PRODUCT MARKETING MANAGER, Associated Bank (First Financial Bank, FSB):

Stevens Point, WI Oct 1988-May 1994

V Developed effective marketing strategies introducing First Financial

Bank to a variety of new market areas in Wisconsin and Illinois;

significantly acquired nine institutions, adding a total of 51 branch

offices; remarkably increased assets from $2B to $5B, predominantly

through acquisitions; as well as organized and designed numerous

successful grand opening celebrations for newly constructed offices in

communities already served by the bank

V Arranged and organized the system to allow 63 and eventually 114

branches to run local promotions within a corporate framework, which

boosted the credibility of the Marketing Department and the sales

results of the branches

V Proficiently designed various successful deposit acquisition programs

for individual branches and clusters of branches to help meet

organizational goals and objectives

V Partnered with Midway Airlines in creating an extremely successful

discounted airline ticket promotion that drove new business to the

bank and generated an incremental $245M in deposits

[pic] EDUCATION [pic]

Coursework toward Master of Business Administration with Emphasis in

Marketing GPA 3.7

Minnesota State University, Mankato . Mankato, MN

Bachelor of Science in Business Administration, Major in Finance, Minor in

Economics

Minnesota State University, Mankato . Mankato, MN

[pic] PROFESSIONAL AFFILIATION [pic]

Bank Marketing Association

[pic] ACTIVITIES [pic]

President, Monroe Community Sports Centre Corporation

Member, Chamber of Commerce Board of Directors

Youth Hockey and Baseball Coach

Avid golfer, retired fast pitch Softball player

[pic] TECHNICAL SKILLS [pic]

Microsoft Office Suite (Word, Excel, Outlook and PowerPoint)

Marketing Customer Information File (MCIF) Programs

Harland Touch System

Contact this candidate