Sales Marketing
Resume:
Sherry Greathouse
*******@********.***
Sacramento, CA
SUMMARY
Accomplished B2B and B2C marketing executive with a track record in
innovative leadership and going beyond the job description. Expertise in
demand generation, strategic planning and creating efficiencies. Seasoned
change manager who has navigated multiple mergers and reorganizations.
. Excel in strategy development and delivering integrated marketing
programs. Broad-based skills include product marketing, marketing
communications, Internet marketing (SEM/SEO/email), targeted marketing,
research, ROI analysis, project management and sales strategy.
. Passion for leading employees and cross-functional teams to deliver
results in a creative and fun environment Over 15 years' experience in
hiring, coaching, facilitating and budget oversight.
. Well-rounded business acumen gained from financial services, technology
and health care industries. Able to champion marketing solutions within
technology environments.
PROFESSIONAL EXPERIENCE
Vice President, Marketing, Golden 1 Credit Union, Sacramento, CA, 6/12 -
Present
Top six credit union in nation, over $8B in assets
. Improved organizational structure and communication channels for
marketing and loan/deposit product management team of 17, increasing
employee satisfaction and quality of work. Received higher-than-company
average scores for manager effectiveness in annual engagement study.
. Led cross-disciplinary development of company's first annual enterprise
marketing campaign plan, resulting in alignment of branch resources and
integrated print and online marketing channels.
. Drove creation of mortgage marketing plan identifying short and long-term
opportunities to grow loan volume and sales infrastructure. Results on
track to reach $467 million in volume.
. Created company's first targeted marketing strategy including cross sell,
prequalified direct marketing, integration of PPC/paid search and KPI
metrics to direct budget. Lead generation drove culture transition to
sales focus.
. Streamlined marketing communications function by adding project
management software, retaining a media buyer and shortening review
processes, providing efficiencies for over 2,000 projects per year.
. Increased credit card loan portfolio by 13% YOY ($67 million) through low-
cost marketing programs.
Senior Marketing Manager, Wachovia/Wells Fargo, Rancho Cordova, CA, 11/07 -
6/12
Education finance division, leading bank student loan provider with $2
billion in annual volume
. Led marketing and product teams in top-down strategic plan development.
Volume forecasted to increase over 10% within existing budget through
product innovation, efficiencies and new channels.
. Oversaw launch for new Wachovia loan products including marketing
communications and sales programs. Resulted in 100% increase in YOY loan
volume, setting stage for $765 million goal.
. Managed internal agency and line of business partners to develop SEO plan
including link/content strategies and ROI measurement.
. Maximized $1.8 million annual budget for pay-per-click (PPC) vendor
partners, including forecasting, and ROI metric analysis. Earned over $40
million in annual volume.
. Initiated overhaul of annual direct mail magazine, establishing lead
generation and ROI measurement. Reduced $790,000 budget 85% over two
years by bringing work in-house and adding online media.
. Developed strategy for quarterly sales campaigns. Led team comprised of
sales, product and creative services, enabling field to overcome industry
challenges and receive qualified sales leads.
Senior Marketing Manager, CoreLogic/First American, Sacramento, CA, 10/06-
11/07
Mortgage risk analysis software for top subprime and prime lenders and
secondary markets
. Evaluated strengths/weaknesses of product marketing; findings resulted in
company's first written launch plans and timelines, cross-functional team
communication and proactive sales programs.
. Initiated and led company's first webinar marketing series resulting in
10% response rate and quality leads from 10,000 prospects, enabling
faster new product sales.
. Led marketing launch of new stated income product, exceeding goals for
media and sales leads.
. Implemented creative trade and national media relations programs in
partnership with PR agencies.
. Cost-effectively leveraged advertising and design agencies for
collateral, ads and website.
Product Marketing/Product Manager, Eyefinity, Subsidiary of VSP, Rancho
Cordova, CA, 2/02-10/06
Software services for market of 25,000 independent medical eye care doctors
. Managed team including product managers, writers and program managers,
providing coaching and development opportunities to increase contribution
levels.
. Increased Web-based claim filing product users from 400 to 4,000,
enabling a cross-sell foundation.
. Achieved 10% market share with limited resources in launch period of Web
site creation product. Directed research, concept, financial projections,
marketing and customer support planning.
. Created customer lifecycle management program for claim filing software
users based on researched drop off reasons and reduced attrition rate by
35%.
. Initiated lead-generation program for new sales team including webinars,
online marketing, direct mail and inbound call cross selling, producing
more sales than previous cold calling system.
Communications Manager, Intel, Folsom, CA, 10/00-11/01
Silicon innovation leader
. Led cross-departmental team of 15 including product management, sales,
engineering and marketing for division's international CeBIT trade show.
. Coordinated with acquired companies for brand conversion and integrated
marketing efforts.
. Negotiated roles and projects with acquired company team members
performing duplicate roles.
Marketing Communications Manager, Alldata/Autozone, Elk Grove, CA, 4/00-
10/00
Repair information software for professional automotive repair industry
. Managed team including art director, designers, writers and public
relations specialist.
. Implemented new methods for project planning and department operations.
. Oversaw lead generation for field sales team that successfully combined
marketing best practices with sales feedback.
AVP/ Marketing Communications Manager, Money Store/First Union, Sacramento,
CA, 1/97- 4/00
Student loan division, leading national provider
. Achieved 540% ROI on company's first direct-to-consumer direct mail
pilot. Initiated development of new IT and customer service
infrastructures to expand new channel.
. Formed marketing communications department after promotion. Managed team
including graphic design, writing and marketing specialists, creating new
roles and department functions.
. Created company's first online marketing including site redesign, e-
newsletters and advertising that provided a cost-effective foundation for
direct-to-consumer marketing.
. Revised fulfillment and collateral production process, saving company
$200,000 per year.
. Managed brand redesign that helped align company value propositions with
consumer audience.
ADDITIONAL PROFESSIONAL MARKETING EXPERIENCE
. Promoted to manage marketing for healthcare services division of multiple
facilities and outreach programs, initiating the company's first cohesive
segment marketing approach.
. Managed new product lead generation programs for sales teams, providing
quality leads and marketplace awareness.
. Conducted and utilized consumer research to create and improve marketing
programs.
. Managed advertising development and budget as client to advertising
agency, ensuring cost-effective and creative execution that resonated
with customers.
. Directed development of a division brochure; received IABC Crystal award
for best brochure.
EDUCATION
B.S. Business Administration/Marketing, San Francisco State University
PROFESSIONAL DEVELOPMENT
. Courses completed: FranklinCovey Executive Leadership, Ken Blanchard
Situational Leadership, Effective Project Management, AMA Strategic
Marketing Communications
. Memberships: American Marketing Association
VOLUNTEER ACTIVITIES
Lead Volunteer, Sacramento County Animal Shelter, 2004 to Present
. Assisted Sacramento County with website overhaul and marketing that
increased adoptions 25%.
. Recognized by County Board of Supervisors for outstanding volunteer
contributions.
. Trained and mentored new volunteers.
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