Sales Marketing

MARIE PERAZELLA

North Potomac, MD *****

240-***-**** **********@*******.***

SENIOR MARKETING LEADER

Results-proven marketing leader who excels at building strategies and executing them

through collaborative leadership and project management in innovative and entrepreneurial

environments. Experienced in developing consumer and B2B marketing programs that drive ROI

within mid-sized and Fortune 500 companies. Empowering team leader capable of building and

managing teams that contribute to revenue growth. Strengths include:

Marketing plan and strategy development

Customer segmentation modeling and metrics

Marketing communications

Budgeting, tracking and profit targets

Customer retention campaigns Direct marketing: direct mail, email and web marketing

New product launch and go-to-market strategies

Sales support and training

GE trained leadership and management skills

PROFESSIONAL EXPERIENCE

FREDDIE MAC, McLean, VA 2009-2012Director, Customer Market Management

Hired to develop and manage the B2B marketing plan for the $475 billion Single-Family

Division of Freddie Mac. Created strategy for marketing campaigns within the overall plan

to support Sales in gaining share of business from existing and potential customers.

Ensured that corporate-level messaging was implemented across all Single-Family Division

marketing efforts.

Formulated customer value propositions to drive customer adoption. Consulted with Freddie

Mac SMEs to understand complex offerings and identify target customers and their needs.

Led strategy development and execution of Freddie Mac s Rebuilding the Purchase Market

campaign via digital and offline channels. Launched the campaign on time at the MBA

Secondary conference.

Developed campaign to market Freddie Mac s bulk sales business. Identified key selling

points that differentiated Freddie Mac. Worked with Sales management to obtain stakeholder

buy-in and ensure the Sales team s adoption of the project. Built and led cross-functional

team to rollout information with segment Sales teams within set timelines.

Led strategy and execution of Freddie Mac s Advisory Boards for Credit Union and Regional

Lending customer segments. Implemented new process that maximized Advisory Board

effectiveness and achieved 100% very satisfied rating in post meeting survey from Credit

Union Advisory Board members.

CHEVY CHASE BANK, Mortgage Division, Bethesda, MD 2004-2008Vice President Marketing

Recruited to lead marketing group for $7.2 billion lending organization within a $14

billion regional bank. Built the marketing department and established marketing strategy

to support 250 sales professionals within four discrete business units with distinct

customer segments and pricing. Established branding of sales materials, built and

redesigned websites, and oversaw planning, logistics and strategy for more than 90 annual

events. Negotiated contracts and built productive relationships with outside providers for

creative development, lead identification, data analytics, and customized email services.

Built the Division s first successful customer retention program. Established a strategy

that generated $129 million in incremental production over a 2-year period. Leveraged

direct mail and outbound telemarketing campaigns to increase customer recapture rates by

21% over the control group.

Led cross-functional team consisting of Sales and Servicing leadership in the development

and execution of the company s loan modification program that resulted in more than $2.5B

in loan modifications. Determined population of customers to target, developed messaging

that would invite the customer to respond and tracked results to provide feedback in order

to maximize results.

Drove $420M in annual production through the bank s branch network via point of sale

advertising, direct mail and email campaigns. Worked with Data Analytics to identify test

segments and develop custom profitability models to improve results.

Reduced costs by more than $134K per year by streamlining promotional communications

through personalized email marketing that increased frequency and receptiveness of

communications with B2B partners. Sourced the vendor, negotiated the contract and led the

implementation of the system.

Built marketing department into a 5 person team consisting of Marketing Managers, an

Event Coordinator, and a Graphic Designer. Hired, trained, and coached this group to

become a high performing team.

GENERAL ELECTRIC-GE FINANCIAL, Partnership Marketing Group, Schaumburg, IL 1995-2002

Direct marketer of private label affinity protection products such as auto clubs, legal

services plans, and supplemental insurance. Partnered with major clients including Exxon,

American Express, Federated Department Stores, and Shell Oil.

Vice President, Marketing 1999- 2002

Director of Marketing, New Business Development 1997-1999

Senior Marketing Manager1995-1997

Chosen to drive strategy and implementation in growth areas of the company including new

product launches and internet channel development. Developed marketing/media plans for new

product launches of B2C internet and non-web based products with development budgets of

$10m+. Established target markets, customer value propositions, and potential partnerships

for new products by conducting market research. Led 7 member e-Business Marketing team who

managed site content and execution of online promotions including banner and SEO/SEM

campaigns. Built relationships with Senior Leadership Team, offline Business Unit Managers

and Sales to ensure that the corporate strategy was executed on the web.

Drove $400,000 in incremental net income by creating tools to help the Sales team sell

cobranded websites to third party affinity partners. Developed cobranding guideline

standards and trained Sales on selling a standardized approach that increased speed to

market. Established relationships directly with Clients to implement signed deals.

Led cross-functional, multi-divisional team through strategic development of a new

website targeted toward Movers. Managed project development budget of $250K. Worked with

both internal and external web development resources to bring project in on time and under

budget.

Increased advertising response rates by 20% over initial test results by adjusting

product positioning in multiple media including magazines, newspapers and radio.

Managed direct marketing campaigns to 9 third party credit card files totaling $16

million in gross annual sales. Designed and implemented direct mail campaigns with over 25

million pieces annually using multiple brands and messages. Held responsibility for P&L

performance and budget.

EDUCATION/PROFESSIONAL DEVELOPMENT

Bachelor of Science Degree, Rochester Institute of Technology, Rochester, NY

Marketing Management Course, University of Connecticut, Stamford, CT

GE Six Sigma Quality Greenbelt Training; GE Strategic Leadership Training

Wharton Club- Women s Interest Group- Member

Board Member The Kingsbury School, Washington, DC (School for children with learning

disabilities

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