Manager Marketing

BYRON L. BUTLER E-Mail: *********@*******.***

**** ****** **** **** ** Home: 616-***-****

Grand Rapids, Michigan 49525 Mobile: 616-***-****

OBJECTIVE

Utilize my effective blend of marketing expertise and analytical skills to lead a financial

services organization in the achievement of its strategic objectives.

SUMMARY OF QUALIFICATIONS

Extensive marketing communications experience reaching internal and external audiences

serving Retail, Business Banking, Commercial, and Investment lines of business.

Strategic planning and marketing expertise linking long term vision with focused short term

initiatives.

Excellent business partner consultant and relationship management skills.

Strong agency relationship management knowledge working with the account management,

creative, and media buying teams.

Valuable Market Research and MCIF management skills providing actionable information to

the management team and sales organization.

Provide targeted marketing programs designed to appeal to the segment and resulting in

trackable results.

Analytical and financial management skills provide the means to develop pro forma analysis of

programs and opportunities. Excellent budget planning and management skills.

WORK HISTORY

Fifth Third Bank 5/00 – 2/09

Affiliate Marketing Manager 12/02 – 2/09

Managed Marketing team with responsibility for all affiliate marketing activities. Line of

business marketing, public relations, event management, advertising, sponsorships, and

contributions.

Managed marketing programs for all lines of business. Responsible for annual marketing

planning, budget development, media buying, vendor relationships, sales programs, and

management of the agency relationship.

Delivered marketing objectives within budget. Managed $4.5 million marketing budget;

provide monthly variance reporting, forecasts, and reporting.

Pricing Committee member responsible for deposit pricing recommendations. Evaluated

competitor pricing, developed pro forma statements on impacts of changes and present to

committee members. Results include saving the affiliate more than $10 million in annual

interest expense through pricing reductions while achieving market share targets.

Delivered effective internal communications regarding campaigns, goals, new product

introductions, sales successes, and strategic plans.

Successfully became key source for sales team regarding product knowledge, information,

sales materials, and competitive pricing.

Achieved results with targeted market programs focused on the Hispanic, African

American, student, and women’s markets.

ATM Business Manager 5/00 – 12/02

Responsible for the profit and loss of a 600 unit ATM network processing over 23 million

annual transactions and generating over $10 million in annual revenue.

Successfully managed marketing programs for all key constituencies; retail customers,

commercial customers, and internal sales and management teams.

Achieved successful implementation of ATM network enhancements.

JP Morgan Chase 9/84 – 5/00

Distribution and Relationship Manager (6/99 – 5/00)

Responsible for the profit and loss of a 4,000-unit off-premise ATM network deployed

throughout the continental U. S. with over $35 million in annual expense.

Managed relationship management team to achieve annual sales / profitability targets.

Developed and directed marketing efforts of programs including promotional programs for

retailers, retail customers, and internal communications.

Alternative Delivery Manager (8/95 – 6/99)

Managed on-time and on-budget the implementation of new technologies supporting

alternative delivery channels.

Defined national in-store strategy encompassing several grocery store chains. Results

included over $15 million in annual savings.

Directed the development of marketing programs for alternative delivery channel.

Chaired new Banking Center design team responsible for integrating branding strategies

into the retail store network. Program successfully implemented in 2000.

ATM Group Product Manager (5/93 - 8/95)

Managed planning process including strategic, capital, and annual plans. Managed annual

budget in excess of $12 million.

Managed marketing communications programs for internal and external constituents.

Marketing Management (9/84 - 4/93)

Held Progressively responsible marketing management positions within Corporate Marketing

Division. Positions included:

Electronic Banking Marketing Manager – responsible for all division marketing programs.

Direct Marketing Manager – responsible for all aspects of direct marketing programs.

Consumer Lending Product Manager – responsible for all consumer lending marketing

programs.

Marketing Research Analyst – provided primary and secondary research support.

DATAPOL Inc. 1/80 – 8/84

Market Research Manager

Bachelor of Science: Marketing

EDUCATION:

Arizona State University

College of Business Administration

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