Marketing Management

Jason A. Farago

*** ****** ***. ********, ** ****6

(home) 908-***-**** (cell) 917-***-**** **********@*****.***

____________________________________________________________________________

__

Summary

Communications professional experienced in developing and leading aspects

of integrated and marketing communications strategies designed to raise the

profile of a corporation or specific product internally and externally.

Demonstrated ability to scope out short- and long-term courses of action,

outline ways to "bring a brand to life," and identify opportunities to

leverage information and materials by cross-promoting it to multiple

audiences via existing communications platforms or by developing new ones.

Areas of Expertise

Public relations Media Relations

Advertising Collateral development

Online/digital communications Content development and

dissemination

Brand management Direct marketing

____________________________________________________________________________

__

Experience

Securities Industry & Financial Markets Assoc., New York, NY - June 2009 to

February 2010

Managing Director, Global Communications & Member Services

Established marketing communications discipline for the financial services

industry's leading trade and lobbying association, overseeing a team of

three people responsible for formulating integrated communications

strategies intended to demonstrate the organization's value to members and

activities among the public. Worked with senior management to identify

marketing and communications opportunities, properly positioning the

Association and articulating the appropriate message.

. Executed integrated communications strategies across capital markets

divisions (credit, municipal securities, private client,

technology/operations, asset management) to cross-promote individual

group and association activities through traditional and online

communications vehicles

. Worked with Municipal Securities Division to develop business plan,

executing a multi-faceted communications campaign that included

securing and highlighting speaking engagements, content development

and dissemination, newsletter re-development and target marketing, new

member identification, surveys, outlining education seminar concept,

identifying third-party partnerships, and reviewing web properties

. Handled media relations activities for SIFMA capital markets divisions

and affiliate American Securitization Forum, including press relations

for SIFMA conferences and seminars

. Initiated process to establish a profiling system to evaluate member

engagement within Association, identifying opportunities and potential

"at-risk" firms as well as for use in recruiting new organizations

. Provided recommendations to senior management on individual

initiatives such as rebranding national technology conference,

communications strategy to become a primary dealer, financial advisor

outreach, and communicating internally the creation of the SIFMA

Societies

. Developed and executed strategies that leveraged content from business

groups, Research, and the 2009 Annual Meeting, and disseminated it to

various audiences through electronic newsletters, public documents, or

creating Web microsites

. Outlined marketing strategy to raise the visibility of the Securities

Industry Institute (SII) executive education program, including

conducting segmentation analysis to increase attendance, developing

promotional copy, brand review, and redesigning dedicated Web page

. Developed multi-faceted marketing strategies to promote and expand

SIFMA Publications among targeted audiences, including electronic

newsletters and drafting of the SIFMA Annual Report

Lord, Abbett & Co. LLC, Jersey City, NJ - January 2003 to June 2009

Director of Corporate Communications, Global Marketing

Established the private, mid-size investment management firm's first in-

house corporate communications discipline. A media relations platform and

advertising program were originally established to support the firm's

institutional, retail mutual fund, separately managed account, retirement,

and operations & technology businesses. A more integrated communications

strategy was later adopted to further market the firm's taxable fixed-

income, international equity, and product distribution platforms through a

combination of media outreach, conference participation and promotion, and

content creation and dissemination, utilizing traditional and digital

tactics such as microsite development, search engine optimization, and

social media. Responsible for managing outside public relations and

advertising agencies and budgets ($3 million), external media consultant,

and junior team members assigned to Marketing department.

. As spokesperson, maintained ongoing relationships with national,

local, and trade press such as The Wall Street Journal, Financial

Times Bloomberg News, Dow Jones, and InvestmentNews among others,

identifying media opportunities and preparing senior management,

portfolio managers, or business heads for interview

. Worked directly with numerous equity and fixed income portfolio

managers to articulate their investment perspectives in marketing

collateral materials including press releases, brochures, sales

documents, and internal messaging vehicles, while working with

marketing managers on developing blueprints for collateral

development, correctly positioning products and detailing portfolio

strategy

. Launched advertising campaigns to raise awareness of Lord Abbett

equity, international equity, and fixed income investment products,

value-added services for financial advisors, and overall brand

. Handled external and internal crisis communications for the

organization, working with senior management to develop messaging for

the 2003 New York City blackout, late trading/market-timing industry

scandals, investment team changes, and portfolio holdings and

performance issues, while representing the firm in the media

. Aided in the conception and creation of various internal and external

publications including the first shareholder newsletter, Lord Abbett

Insights, and employee newsletter, Lord Abbett Review, and drafted

firm-wide "Dear Colleague" letters on behalf of the managing partner,

all intended to extend the firm's brand and message to investors and

employees

. Member of Content Review Board, Editorial Board and Communications

Strategy Team convened to develop and leverage intellectual capital

among different audiences, as well as Business Continuity Planning

Group and 75th Anniversary Planning Team

. Developed and launched first direct marketing campaign aimed at

individuals, marketing the firm's retirement to small business owners

. Worked with Institutional and Retail Business Line Managers on

integrated communications strategies, cross-leveraging information and

events for marketing and public relations purposes

Lehman Brothers Holdings, New York, NY - July 1998 to December 2002

Deputy Director, Corporate Communications

Responsible for developing and implementing strategic marketing

communications campaigns for one of the largest, global investment banks,

at both the corporate and individual business group levels. Counseled

senior bankers, business heads, and executives on presentations to the

media, assisting them in message development and strategic positioning for

both the Firm and business group, tailoring messages for each audience

while anticipating difficult questions. Campaigns were designed to raise

the awareness of Lehman Brothers in key businesses it was gaining market

share. Managed and supervised two public relations agencies and budgets

($1.5 million), establishing agendas and overseeing execution, as well as

interacting with ad agency in the design and selection of creative.

. Developed and oversaw comprehensive public relations program for U.S.

Equity Research Group, designed to maximize Group's research exposure

while driving both equity and investment banking business. Strategy

was later adopted in Europe to raise awareness of European Equity

Research.

. Vertical communications programs created to raise profile of

investment banking in key industries, including M&A, Private Equity,

Debt and Equity Origination, Restructuring/Carve-outs

. End-to-end Equity media program encapsulating trading, e-commerce,

capital markets and IPOs, technology systems, and research undertaken

. Worked with business groups in developing support materials to

successfully market and launch initiatives to provide exposure for

Lehman Brothers' products, including its annual 10 Uncommon Values

portfolio, private equity funds, Lehman Global Finance, and branding

the bank's 150th anniversary

. Acted as company spokesperson when necessary, interacting directly

with media while maintaining relationships with business and financial

media such as The Wall Street Journal, Financial Times, BusinessWeek,

Fortune, Bloomberg News, Dow Jones, and Investment Dealer's Digest

among others

. Part of communications team that handled both internal and external

communications during Sept. 11th disaster, specifically about the

firm's relocation plans, damage control and reputation management,

while updating employees about corporate developments

. Handled crisis communications during equity research scandal and Asia

contagion

River Communications, Inc. - September 1996 to July 1998

Associate

Held account executive responsibilities and worked directly with several of

the agency's financial services and technology clients on identifying or

executing numerous marketing-related tactics. Accounts included:

Lehman Brothers, GE Capital Structured Finance Group, AEW Capital

Management, Intuit's Quicken InsureMart, Nelson's Research Exchange, and

Statoil, NA.

____________________________________________________________________________

__

Education

Masters of Arts - Public Communications

Fordham University - 1998

Bachelor of Arts - Communications

Marist College, with Honors - 1996

Other

Speaker for International Association of Business Communicator's panel on

public relations strategies

Speaker at Journal of Financial Advertising & Market's JFAM!Live national

event, discussing marketing strategies in difficult environments

Former member of the Public Relations Committee for the National

Association of Variable Annuities (NAVA)

Member of Marist College Alumni Network and Wall Street Club

Contact this candidate