Sales Marketing

MARION GUTHRIE

*** ******** ****, ******, ************ 19312 610-***-**** • ac0ow1@r.postjobfree.com www.linkedin.com/in/marionguthrie

Driving growth through consumer communication, education and data-driven decisions.

AREAS OF EXPERTISE

Writer, Editor, Publisher

Digital & Print Content

Sales Team Engagement

Customer Research

Expense Reduction/Budget

ROI Performance Analysis

Marketing Analytics

Process Improvement

Brand Continuity

Event Management/PR

Direct Marketing

Advertising/Social Media

PROFESSIONAL EXPERIENCE

DITECH FINANCIAL LLC (mortgage company)

Fort Washington

Marketing Director, Content and Sales Divisions

3/2014 to 1/2017

Chief editorial director for content in print and digital channels for numerous projects, running concurrently. Directed the development and implementation of results from content and social listening reports as well as persona research working with internal opinion leaders and external vendors. In addition, lead national marketing programs for Ditech’s sales teams in Retail, Correspondent and Wholesale Lending Divisions.

Developed and launched a 3 month online and in-print advertising campaign for Ditech’s Business Lending over 2 consecutive years. Negotiated advertising spend to save 40% off rate card. As a result of applying multivariate online test results from the first year, improved digital advertising views the second year by almost 60% and lead generation by 25%.

Responsible for the timely publishing of approximately 72 blog posts in a 9-month period with concurrent publication on FB and Twitter to drive leads and grow the audience. Publishing and oversight included persona research, topic selection, writing, editing, vendor & writer management, internal coordination with legal, compliance, brand, sponsorship and PR activities as well as coordination with weekly customer email campaigns.

In a 45-day period, with a team of 4, successfully lead rebranding of marketing collateral for sales divisions which included 40 websites, tradeshow booths and over 400 pieces (sales flyers, templates, brochures, landing pages, white papers).

Recommended and guided implementation of programming changes of an IT sales system resulting in easier overall use and mobile access for the 150 person sales team. These changes also resulted in faster time to market of new sales content as well as new offers and products, simplified the legal and compliance review process and provided mortgage brokers with the ability to customize materials.

Directed omnichannel recruitment campaign for Retail Division for loan officers which included email drip campaigns to warm leads, recruitment advertising online and in print, the development of recruitment videos for career fairs and executive presentations. Successfully reached HR quotas over 8 consecutive months.

Worked with Green Tree Servicing team to create and support customer retention and loyalty program focused on unified branded messaging offering customer’s account review, education on finance, special offers.

Received the HOME award for dedication and commitment to providing the highest level of customer satisfaction.

Recognized by Business Lending for being instrumental to their reaching top 10 investor status in 2 years.

GUT3MARKETING (financial services agency)

Berwyn, PA

Principal/Consultant

2009-3/2014

Executed marketing programs. Performed competitive analysis, suggested solutions. Collaborated with sales teams to support their interface with the customer. Wrote content for blogs, websites, white papers, sales collateral, video, press releases, consumer manuals. Recommended brand and reputation monitoring, web analytics, SEO/SEM. Hands-on project management (team, timeline, process, cost, forecasting) on time/budget.

Clients: J.G. Wentworth, Hanson Design, TalentZoo.com, eDeposit, Bentley Systems, MetroPCS, NSM Insurance Group, Lawyer Cover, Group G Direct.

For a property and casualty client, in a 3-month period (95 days), researched and wrote 70 blogs with SEO trending content; resulting in 70% increase in website visits, and a 50% increase in Twitter followers.

For a financial services client, developed and launched a direct mail campaign that realized a 50% improvement in response over existing control creative.

DMW DIRECT (health insurance marketing agency)

Wayne, PA

Senior Account Director

2008-2009

Developed/directed direct marketing campaigns for Blue Cross, Excellus and other health insurance clients. Guided media buying strategy and execution (broadcast, print, online, alternate channels). Achieved clients’ sales goals by providing strategic direction, recommending effective alternatives, coordinating efforts of creative staff, delivering on time and on budget.

TRANSAMERICA/AEGON (life insurance)

Frazer, PA

Director/Assistant Vice President, Marketing

1999-2008

Created, directed and launched marketing of life insurance products using different Transamerica insurance underwriting companies and direct marketing to achieve sales targets with 2 to 3 direct reports, teams of 6 to 8 and budgets up to $8M.

Veterans Life Insurance Company

Increased acquisition sales from $500K to $6M in 28 months using direct marketing (primarily DRTV and mail).

Achieved success each year by strategic use of DRTV, mail, web, telemarketing and PR brand building program with the Vietnam Veterans Wall Memorial.

Solved the poor lead problem by overlaying veteran credit markers on general population lists to improve response to 2% with profitable TV leads in remnant buys with low cpls.

Built the 1st website for AEGON where the consumer could purchase insurance online.

Hispanic Market Research and Market Test

With a $2M budget, created life insurance product test for the Mexican American market launched in the mail, on local TV, and in other channels in a test in Phoenix to introduce Transamerica’s first bi-lingual language products and website in the US.

Retail Product Development, Test & Launch

Built partnerships with third-party service providers (Safeway, CAREington) to implement B2C sales of a health product in Safeway grocery stores nationwide.

Oversaw IT systems implementation across platforms in 3 companies to enable tracking and product activation at POS.

Created all sales materials and product manufacturing to $2M direct advertising test with new product trial.

Consumer Research on First Time Life Insurance Buyers

In 2007, conducted quantitative and qualitative research and built business roadmap utilizing website and social media to engage customers in a personalized shopping process (www.slideshare.net/MarionGuthrie/first-time-life-insurance-buyers).

EDUCATION

MS, Communication, Assistantship, Magna cum Laude, Illinois State University, published Master’s Thesis

BA, English, minors Math & Sociology, The College of Wooster

Other: Psychology Classes, University of Pennsylvania Graduate classes, Information Science, Penn State University Grant Writing Certificate, La Salle University Journalism Internship (6 months), Today’s Post

POSTS IN PROFESSIONAL ORGANIZATIONS

Philadelphia Direct Marketing Association, Board of Directors, 2013-2015.

Philadelphia Direct Marketing Association, Editorial Board, 2011-2013.

Social Media Consultant, the Jefferson Awards for Public Service, 2009-2011.

Women in Communications, Board of Directors, 1994-1995.

AWARDS & ASSOCIATIONS

Beacon - Greater Philadelphia Senior Executives Group, 2009-2017.

Philadelphia Direct Marketing Association, 2010-2017.

United Plant Savers, member since 2009 Volunteer Brandywine Valley Conservancy, 2009-2010.

Trainer, Accountability Curriculum, AEGON/Transamerica, 2005-2007.

Leadership Award, Pennsylvania Biotechnology Association (PBA), 1995.

PA Biotechnology Editorial Board, “Your World, Our World”, children’s science magazine, 1994-1997.

WRITING SAMPLES

Online Magazine, Digital Pivot: http://www.talentzoo.com/digital-pivot/in_the_news.php?authorID=692.

Ditech Blog: http://blog.ditech.com/blog/brexit-brings-low-rates; http://blog.ditech.com/blog/find-the-right-mortgage-and-lender-with-these-10-questions.

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