20+ years’ success enhancing corporate performance, increasing market penetration, and generating significant profit in local and international markets.
History of success piloting and driving several businesses into new marketplaces by creating and developing new and innovative marketing and branding to greatly enhance and build profile as a leader in the industry. Talent for leading brand, marketing, and PR/communications that strengthened brand portfolios and secured revenue targets. Expert in applying neuroscience, psychology, and behavioral economics to create more effective marketing. Equipped with strong ability to translate quantitative data into actionable recommendations. Skilled team leader and trainer with a track record of building and leading large teams across geographies to ensure on target completion of all deliverables.
Highlights of Expertise:
Marketing Planning & Execution
Market Research & Analysis
Strategic Alliances & Partnerships
Revenue & Profit Growth
Growth & Development Strategy
CITIBANK, Elk Grove Village, IL
Provided executive-level leadership with full accountability for the successful market preparation and launch of new products/services, inclusive of the development of market positioning, messaging, and branding.
Senior Vice President, Marketing (2016 to Present)
Build and empower a cross-functional team to execute marketing strategies and drive effective marketing campaigns to increase sales, retention, and upsell. Oversee marketing communications and advertising, branding, and experiential marketing, research, and market analysis.
Consistently uncovered and developed innovative opportunities that leveraged the company’s assets and support revenue goals.
Slashed campaign opt-out rates by 53% while re-engineering CRM approach.
Directed overall marketing, including business insights, product launch management, presentations, sales tools, and competitive analysis; expanding mission-critical campaign's targetable audience from zero to 1 million; won multiple awards for innovation.
CITIBANK, Elk Grove Village, IL
Supported the organization with insights and predictive models to produce improved results and impact.
Senior Vice President, Marketing Analytics (2014 to 2016)
Developed marketing key performance indicators, ROI models, and predictive models for marketing campaigns to determine effectiveness, provide optimization recommendations, and influence marketing campaign planning. Evaluated next generation and big data tools and techniques for Citibank and partnered with enterprise-wide analytic marketing and data management communities.
Key ambassador for cross-application of sophisticated analytic solutions, in charge of vetting and selling best practices across siloed teams.
Authored playbook of 20+ best practice solutions across a global analytics organization.
Developed suite of statistical models predicting incremental response and engagement rates.
HSBC, Mettawa, IL
Developed and implemented innovative marketing strategies that engage target audiences, drive business results, and marketing efficiencies globally across all media channels.
Director, Marketing Strategy and Analytics (2012 to 2014)
Established HSBC’s US and Canada credit card marketing analytics organizations. Developed customer, market segmentation strategies and action plans aligned with business, product, service, and brand strategies. Led the execution of marketing plans including customer acquisition, existing customer portfolio management, and investment decisioning. Spearheaded a team of 10 analysts across 4 global sites.
Evaluated financial performance and developed a marketing function that supports and drives product management for new and existing products inclusive of product definition, competitive analysis, pricing strategies, channel and go to market strategies, and marketing communications.
DISCOVER FINANCIAL SERVICES, Riverwoods, IL
Built robust marketing plans, supporting business development, product design, and marketing communications optimization.
Senior Marketing Manager, Marketing Strategy / Head of Customer Insights (2005 to 2012)
Formed and empowered a team of 9 as head of the Marketing Consulting Group to develop strategies and execute marketing plans for high-value clients. Led cross-functional initiatives, brand implementation, and analytical resource prioritization to support Walmart and other key partnerships. Developed and executed plans, including new product launch, outbound / content marketing campaigns, advertising, and promotion strategy.
Drove social media marketing efforts with the goal of increasing brand reputation and increased engagement; developed and managed an integrated microsite, Facebook (10,000 likes), and Twitter (2,000 followers) strategy from concept to launch.
Captured $6 Million savings in cutting unprofitable program, generating $200 million in sales by reinvesting resources.
Transformed the company's brand story by driving primary and secondary research efforts, honing messaging and increasing outcomes.
Led the development of marketing communication assets across the marketing mix: advertising, digital, social, community; improving profitability for key segments totaling over 10 million customers.
Won Best Suggestion Annual Award; generating $3.5 million increase in earnings.
"Manager of the Year award" recipient through excellent performance and developing talent with an open management style.
Additional success as Manager, Competitive Intelligence & Pricing Strategy, Manager, New Product Development, and Vice President, Customer Segment Strategy with DISCOVER FINANCIAL SERVICES - Riverwoods, IL
KELLOGG GRADUATE SCHOOL OF MANAGEMENT - NORTHWESTERN UNIVERSITY, Evanston, IL
MBA in Marketing and Finance
NORTHWESTERN UNIVERSITY, Evanston, IL
Bachelor of Arts in Economics and Psychology
KELLOGG EXECUTIVE EDUCATION - NORTHWESTERN UNIVERSITY, Evanston, IL
Digital Marketing Strategies: Data, Automation, AI & Analytics (2019)