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Marketing Sales

Shirley, MA
December 26, 2018

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Keith Goodlett * * 510-***-****

Director Marketing and Product/Program Management

Seasoned leader with 15+ years of broad experience in the financial services industry. Strong track record of identifying and addressing key client needs, developing and enhancing innovative tools and programs to deliver value to clients while increasing revenue and creating efficiencies. Ability to decipher complex concepts and strategies and translate into actionable client communications. Skilled at balancing strategy, organizational needs, customer insights and tactical execution with precision in order to deliver problem-solving programs.

Core Qualifications

Leadership/Team Building Collaborator/Influencer Analytical

Project Management Product Strategy/Positioning Communications

Marketing Strategy/Execution Asset Management Background Product Management

Professional Experience

FIDELITY INVESTMENTS – Boston, MA 2015 - 2017

Director, Sales Strategy

Designed interactive models that transformed how client-facing associates drove sales and delivered service to clients, resulting in streamlined and efficient processes and significantly improved client and associate experiences.

Successfully brought to market, Fidelity’s first digitally-managed account, as part of a cross-functional team.

Created complex interaction models enabling service/sales associates to deliver better client and business solutions.

Developed tests in order to determine the effectiveness of new sales and service models. Created metrics to assess the effectiveness of those tests and made recommendations to senior leadership regarding their long-term viability.

Created surveys and led focus groups to better understand the associates’ perspective on how to enhance the customer experience.

CHARLES SCHWAB & CO. – San Francisco, CA 1995 - 2014

Managing Director, Product Management 2011 - 2014

Third-Party Mutual Fund Platform

Managed a portfolio of shifting projects by partnering with groups across the firm to determine priorities, build consensus around resources, influencing decisions and delivering solutions.

Responsible for setting strategic direction and driving execution of priorities for the mutual fund platform.

Built a robust internal digital solution resulting in a 27% reduction in the amount of time associates spent on the phone talking with clients.

Led efforts, partnering with technology and ops to improve processes that resulted in more efficient data uploads to and a significant reduction in compliance risk.

Championed and successfully developed robust digital experience for ETF offering.

Actively managed key vendor relationships, including Morningstar and Broadridge. Negotiated and terminated agreements resulting in annual costs savings over $1.5 million.

Managed high-performing, award-winning teams that delivered numerous projects on time and on budget.

Keith Goodlett * * 510-***-****

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Professional Experience-Continued

Director, Mutual Fund Marketing/Product Management 2007-2010

Third-Party Platform

Championed for and secured project funding to improve mutual fund platform’s value proposition. The result included fee changes, product repositioning and increased visibility for the platform.

Led a cross-functional team that created an innovative digital tool allowing clients to simply build and invest in a portfolio of mutual funds. The tool generated more than $6 billion in mutual fund purchases.

Developed metrics and reporting to evaluate the effectiveness of a number of initiatives in order and to determine the best use of resources. The result was discontinuing initiatives that had long-thought to be effective and reprioritizing.

In a collaborative environment, created a mutual fund recommendable list targeted for clients seeking income. Funds on the list realized an 18% increase in flows vs. funds in the same Morningstar category not on the list.

Led cross-functional teams to strategically evaluate mutual fund pricing/fee structure, recommend changes to senior management and implement any changes.

Partnered with groups across the firm, including legal, compliance and ops to ensure that processes, controls and robust reporting were in place enabling adherence to business standards and regulatory requirements.

Director, Mutual Fund Marketing 2002-2006

Schwab Affiliate Funds

Led successful product launches and marketing initiatives generating more than $1 billion growth in client assets across, equity, fixed-income, balanced and specialty funds line-up.

Successfully developed and implemented numerous strategic and integrated marketing campaigns designed for acquisition and retention across multiple distribution channels.

Created training materials for Schwab's proprietary mutual fund complex focusing on key investment strategies, including indexing, asset allocation and tax-efficiency.

Created marketing content, white papers and positioning materials for a broad range of client segments: retail, intermediary and institutional.

Developed marketing and product strategies and led activities promoting and differentiating mutual funds while highlighting client benefits and fund management expertise.

Led competitive and client research to help determine product line gaps and product development opportunities and determine how to fill gaps and capitalize on the opportunities.

Managed relationships with creative agencies, including brand, copywriting and advertising.

Led efforts to redesign shareholder reports to simplify and address regulatory requirements.

Responded to fund portfolio standard and ad hoc inquiries, including attribution, characteristics, holdings…

Additional Relevant Experience

Senior Manager, Mutual Fund Marketing, Charles Schwab, San Francisco, CA

Manager, Mutual Fund Marketing, Charles Schwab, San Francisco, CA


MBA, Marketing, Southern New Hampshire University, In progress

Bachelor of Science, University Nebraska-Lincoln, Lincoln, Nebraska

FINRA License S99

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