Marketing Sales

Deborah Clark

Email: *********@********.***

Address: **** ******* ***** ******

City: Land O Lakes

State: FL

Zip: 34638

Country: USA

Phone: 813-***-****

Skill Level: Director

Salary Range: $110,000

Willing to Relocate

Primary Skills/Experience:

See Resume

Educational Background:

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Job History / Details:

Deborah Clark 3430 Diamond Falls Cir, Land o Lakes, FL 34638 813-***-**** *********@********.***

Dynamic marketing executive who combines analytical thinking and a creative mindset with distinguished successes in developing and executing customer, brand and product initiatives towards achieving corporate goals and sales objectives. Skillfully manages staff, budget, vendors, data analytics and creative; identifies and measures key performance metrics.

Strategic Marketing Planning and Execution

Brand Leadership and Positioning

Market Analysis, Segmentation & Measurement

Multi-channel Media Planning and Buying

Process Improvement & Resource Administration

Relationship, Change & Vendor Management

Professional Experience

Vice President of Marketing Florida Community Bank, Naples, Florida 8/2011 - 8/2012

Executive marketing director for newly formed $3 Billion community bank. Develop and manage the long-term and annual marketing plan to include strategies, tactics and resources necessary to achieve corporate goals, competitively position the company's product and service offering, and further develop the FCB brand as an industry leader. Responsible for developing and mentoring direct reports and leading the broader retail and commercial teams to achieving defined goals.

Launched rollout of the new FCB brand and positioning strategy to include end-to-end campaign management and multi-channel media placement to establish brand identity and a consistent image throughout the footprint.

Devised a retail merchandising strategy to include hardware, fixtures, digital signage, retail posters, exterior banners, brochures and regulation boards for 41-branch network across the state of Florida. Successfully launched prototype in December, 2011 in Naples market with franchise-wide rollout completed in August, 2012.

Chief Marketing & Business Development Officer State Department FCU, Alexandria, Virginia 10/2006 - 8/2011

Executive leader responsible for achieving high levels of performance for this $1.3 Billion financial institution. Direct corporate marketing, wealth management, e-commerce, compliance, membership development, and branch services business units. Develop and implement tactical business strategies to drive growth and provide value to the membership. Work with the Board regarding evolving brand strategies and international growth initiatives.

Devised a brand evolution initiative, refreshed the branch design, introduced more consistent visual and brand language within marketing, and led the strategic revitalization and rollout of the credit union brand, achieving an increase in loan-to-share ratio from 48% to 60% and asset growth of over 24%.

Initiated an alliance with American Consumer Council, which resulted in adding 1,000 new members in the 1st year. Added an overall 5,000 net new members in 2010 with an average annual growth of 19%. Grew services per household from an average of 1.76% to over 2.56% with effective targeted market segmentation.

Launched 18 new products over a 4-year period - achieving immediate and profitable market success - generated $405 million in cumulative revenues and added $120 million to the bottom line.

Reduced total divisional operating costs 12% ($576,000) by realigning resources and instituting more cost-effective operational and general administrative procedures, while maintaining a 90% member satisfaction rate.

Established loyalty points program with 15% growth in total Debit Card usage in first six months, increased interchange revenue and 61% lift in credit card activation.

Recipient of CUNA Diamond Awards for strategic brand management in 2007 and direct marketing success in 2008; CUES Golden Mirror Award for newsletter excellence, 2007.

Vice President of Marketing US Senate Federal Credit Union, Washington, DC 3/2004 - 10/2006

Executive manager responsible for leading strategic marketing programs for this $450 Million full service banking institution.

Established corporate-wide positioning and brand strategies, which contributed to a 2.6% increase in assets and loan-to-share ratio growth from 49% to 76%.

Restructured the marketing department and improved overall efficiencies, which helped reduce labor costs by 3% and annual outsourcing costs by $250,000.

Directed new website design, which incorporated new brand identity and improved overall functionality to better leverage SEO and lead generation capabilities. Received National NAFCU Best Website Award.

Led the implementation of a new MCIF system which enabled the credit union to integrate data and more effectively perform member analysis, saving over $18,000 per year versus that of previous vendor.

Introduced first-ever Holiday Loan Program and direct marketing campaign, which generated over $200,000 in signature loan sales within a 30-day period. Received the CUNA First Place Non-Agency Diamond Award in 2005.

Deborah Clark 3430 Diamond Falls Cir, Land o Lakes, FL 34638 813-***-**** *********@********.*** Page Two

Vice President, Small Business Marketing Bank of America Corporation, Charlotte, NC 9/2002 - 4/2003

Direct, design, and implement comprehensive marketing programs for a broad suite of product categories to include identification of market and profit potential, marketing strategies, introduction to market, definition of promotional activities (advertising, direct marketing, event marketing, internet, collateral), and management of program from concept through phase-out, measurement, and analysis.

Developed 2003 Small Business Non-profit marketing plan and value proposition with a profit potential of $688MM and a market share increase from 16.9% to 30% across the franchise.

Facilitated corporate-wide small business multi-cultural marketing and communications plan for 2003-2005 that increased Hispanic and Asian market share from 8% to 14% in top 10% growth markets to include California, Texas, and Florida.

Participated as Small Business spokesperson and marketing lead in Design for Six Sigma (DFSS), Customer Relationship Management, Process Bar, and Lead Generation and Referrals teams.

Vice President, Brand and Advertising Bank of America Corporation, Charlotte, NC 4/2001 - 9/2002

Facilitate, manage and direct internal and external resources in the development of strategic communications programs. Actively partner with multiple marketing and product managers as the primary relationship manager. Provide thought leadership and lead research efforts regarding positioning, awareness, impact and effectiveness of communications initiatives. Perform detailed reporting and in-depth analysis of customer data to identify trends.

Established Small Business Brand Positioning program. Led team in the development of positioning strategy, segmentation/risk management analysis, competitive review, qualitative/quantitative analysis, and small business value proposition.

Developed an electronic relationship marketing program and collateral delivery system that reduced overhead and improved the returns from marketing efforts, including:

Reduced the small business printed sales materials from 121 to 18 (672% decrease)

Saved over $1M in production costs (labor/material/demand on resources)

Eliminated annual destruction/obsolescence costs of over $650,000

Improved direct response rates from 4% to 17% by using targeted direct marketing strategies

Earned both the Customer's Experience Leadership Award (CELA) and Team Award for outstanding leadership of multi-functional teams in the development of innovative solutions, major process improvements, significant cost reductions, and new associate tools.

Director of Marketing and Communications ERNI Components, Inc., Chester, VA 3/1998 - 3/2001

Develop strategy, tactics and programs to create interest, demand, and recognition of products through the use of print media, public relations, direct marketing, event marketing, e-commerce, and sales collateral. Direct day-to-day marketing functions to achieve corporate growth objectives, while ensuring consistent worldwide messaging and brand positioning.

Influenced corporate culture shift and established strategic marketing process, which contributed to a two-year growth of over $50 million.

Developed, managed and executed the first direct marketing effort within the company. Generated $750,000 in sales, $6 million in quotes and a 7% lead return rate.

Won two IABC "Best in Virginia" Awards of Merit in 1999 and two IABC District III (DE, District of Columbia, MD, PA, VA, WV and NC) Awards of Excellence in 2000 for outstanding achievement in marketing and communications programs.

Prior Work History:

Marketing Communications Manager Carl Zeiss Optical, Inc., Petersburg, VA 3/1991 - 3/1998

Retail & Classified Advertising Sales Director The Progress Index Newspaper, Petersburg, VA 1989 - 1991

Education, Certifications & Advanced Training

MS, Administration, Central Michigan University, Mt. Pleasant, MI

BS, Business Administration, Gardner-Webb University, Boiling Springs, NC

Certified Brand Management, Czerniawski & Maloney Power Positioning and Advertising College

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