Executive Performance-Driven Integrated Marketing Leader

VICKY ROBERTSON-MACK

Greater Chicagoland Area 773-***-**** ************@*****.*** www.linkedin.com/in/vickyrobertsonmack

Executive Performance-Driven Integrated Marketing Leader

Versatile business acumen in applying Market Intelligence, Big Data Analytics, Process Disciplines, and Marketing Investment to drive business objectives. Tenacity in: building and optimizing innovative marketing solutions on traditional and digital platforms, growing market share and cultivating profitable lifetime customer relationships.

Proven Skills and Abilities across Marketing Disciplines

Marketing Strategic Planning Matrix Management

Big Data Management Analytics Customer Insight

Brand Equity Growth I Campaign Management

Social Media I B2B/B2C/B2B2C Sales I Content Delivery

Integrated Cross-Channel Connected Experiences

ROI l Forecasting Budgeting I Team Leadership

CRM I Customer Journey Mapping/Optimization

Paid/Owned/Earned Media I SEO I SEM I Display

Digital and Traditional Demand Generation

Market Research I Product Development Technology

History of Driving Sustainable Growth and Market Share

KEMPER CORPORATION – Chicago, IL 2018 - Present

Director of Marketing – Personal Insurance

Hired to innovate the B2B, B2C and B2B2C marketing effort to increase home and auto policy acquisition, cross-sales and retention, measured, assessed and transformed go-to-market strategy.

Initiated an integrated customer communication strategy to drive awareness and consideration of the new Prime coverage products; reduced claim incidences and costs by establishing a content development process educating agents and consumers on proper home and auto care.

Conducted agent engagement and experience research following field focus groups to advise channel improvement and technology enhancement planning.

Identified target market for new homeowner product through customer profile analyses.

SEARS HOLDINGS CORPORATION Hoffman Estates, IL 2009 - 2018

Director of Marketing - Sears Home Services

Drove Marketing for the In-Home Repair and Home Warranty businesses for the largest appliance services company in the U.S.; administer a budget of $25M for 2018, a large cross-discipline team and direct multiple vendor relationships.

Scaled investment from $5M to $25M for the In-Home Repair and Home Warranty business units by growing marketing-driven revenue 5-fold earning $55M in business operating profit.

Maintained an efficient ad ratio of 15% while growing service orders exponentially.

Developed CRM plans and launched new services for the Carry-In Repair, Delivery and Installation, Parts and Commercial Appliance businesses for consumer and commercial targets lifting profit 15%.

Generated over $150M in revenue for the In-Home Repair business, improving YOY growth by 10%, tested multiple strategies including new channels, vehicles, offers and investment mix.

Instituted a performance-based closed-loop marketing measurement system enabling the reallocation of investment for maximum return; drove higher profit with optimized media mix

Leveraged program results to negotiate more economical partner contracts; slashed costs 25%.

Advocated the business requirements and promoted the launch of three new SHS websites; applied these new digital assets in the origination and dramatic performance increase of the SEM and SEO programs driving 85% of total sales.

Inaugurated the SHS social media, reputation management, content development and PR amplification program; steered the SHS social community launch on Facebook, Twitter and Pinterest; magnified visibility and accuracy of vital on-line service ratings from 2.0 to 4.5 stars.

Originated a Purpose Marketing program, promoting safe and healthy housing in the communities where SHS employees work and live entitled "Building Community Together"; drew national media coverage with 287 press release postings; efficiently drove 233M impressions at $1.55 per 1K, 109.3M were earned.

US BANK (FORMERLY FBOP CORPORATION) Oak Park, IL 2006 - 2009

Senior Vice President of Marketing

Oversaw marketing effort for 8 uniquely branded banks in 4 states; developed and launched new products, pricing, merchandising, promotions, market analyses and channel upgrades.

Vicky Robertson-Mack ************@*****.*** Page Two

Researched, designed and launched the banks' new checking account line-up; collaborated with several teams within the bank bringing BankRewards Checking for retail and BusinessRewards Checking for commercial customers to market.

Standardized retail products across all 8 banks and the business accounts at 5 of the FBOP subsidiaries resulting in 80% of the 25,000 net account growth goal achieved in 4 months.

Re-designed FBOP banks' web channel. Launched 8 uniquely branded websites within the holding company. Increased web activity by 43% and visitors by 36% within a year through enhanced navigation, relevant content, and new functionality.

HSBC Prospect Heights, IL 2004 - 2006

Director of Marketing

Installed the marketing operations, CRM infrastructure and process optimization team for top business unit. Led a matrix team of 30, including vendors to design, execute and measure direct loan programs; leveraged platform best practices to enable the national consumer lending marketing plan.

Directed a campaign management team of 25 in administering and executing over 70M borrowing communications annually to customers and prospects of HSBC.

Initiated a marketing operational assessment leading to significant process improvements in campaign management, fulfillment, database design and application; achieved $1M annual savings in mailing costs by streamlining production.

Facilitated the build of an external prospect database for pre-screened loan offers expanding target audiences while reducing risk and improving the credit quality of new customer portfolios.

ALLSTATE INSURANCE COMPANY – Northbrook, IL 2000 - 2004

Director of Marketing/CRM

Managed a $40M budget and a staff of 25. Accountable for the planning, management, implementation and evaluation of the national integrated Omni-channel contact strategy for the P&C Company including acquisition, cross-sell and retention programs.

Generated $100-$120M incremental premium through over 160,000 policies annually for the P&C Company at a 15% ROI; increased sales of property, specialty lines and life products above plan.

Directed the market identification, consumer segmentation, product emphasis, channel participation, contact frequency and plan management function encompassing: program design, execution, fulfillment, measurement, modeling, and analytics; managed the agent-sponsored communications program.

Led the development and implementation of the company's national database marketing and lead management infrastructure in support of Allstate's new multi-channel business model; directed the requirements definition process for contact strategy execution and measurement.

Headed the evaluation, selection and implementation of the campaign management tool; built centralized execution process that earned the NCDM (National Conference on Data Mining) Silver Award among international companies.

Integrated direct marketing programs with field sales processes and automation tools; created and maintained lead management business rules. Enabled sales lead delivery process to 10,000 agents in 13 regions for 2000 programs annually.

Education

MBA, Master of Business Administration, University of Illinois, Chicago, IL

BS, Business Administration, Marketing, University of Illinois, Urbana, IL

Continuing Development: Six Sigma Green Belt; Agile and Digital Marketing Certifications (’19)

Professional Affiliations/Memberships

Google Performance Advertiser Council – Member and Speaker

Argyle Executive Forum Speaker on Digital Marketing and Business Intelligence

CMO Council – Member and Speaker

Roosevelt University MBA & Undergraduate Program - Guest Speaker

AMA (American Marketing Association) – Member and Speaker

BMA (Bank Marketing Association) Member and Speaker

BAI (Bank Administration Institute) Member and Speaker

IHSF (In Her Shoes Foundation) – Purpose Marketing

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