Manager Customer Service

Laurie M. Yartha

**** ****** *****

Trumbull, CT 06611

718-***-**** *************@*****.***

MARKETING PROFESSIONAL

Results oriented Management Professional with demonstrated skills in

training, development, project management and for creating and executing

comprehensive marketing campaigns driving customer usage, retention, and

loyalty while generating sustainable and profitable revenue growth. Skilled

as an internal consultant in analyzing existing operations and implementing

the strategies, processes and technologies to improve productivity and

efficiency. Known for fostering teamwork in guiding cross-functional groups

and vendor-supported initiatives while building top performing teams.

Areas of expertise

Multi-Channel Marketing Policy/Procedure CRM

Campaigns Development

Strategic and Tactical Planning Customer Relations Consumer Loyalty Programs

P&L Management Project Management

PROFESSIONAL EXPERIENCE

RBS CITIZENS BANK, Bridgeport, CT 2013 -Present

Marketing Consultant (Contract Position)

Developed EMV chip product strategic roadmap, implementation and

communication plan.

. EMV Design and Implementation Leader responsible for business case

development, product development, implementation roadmap and product

launch strategy

. Manage customer communication strategy and collateral development

RBS CITIZENS BANK, Bridgeport, CT 2010 - 2013

Product Manager / U.S. Payment Solutions Team 2012 - 2013

Developed consumer and small business credit and debit customer value

propositions and managed ongoing process of critical assessment and

continual improvement of strategy and positioning; product performance;

education of colleagues; product features and functionality; policies and

procedures; risk management programs; and fraud mitigation for Consumer

Payments solutions.

. Improved revenue on debit / credit activation by developing strategies

for increasing activation and card usage, increasing credit card

activation by 300bps and $178 incremental monthly spend

. Reduced cost by developing process guide managing updates of various

channels, including statements, card carrier, call center and systemic

customer letters, ensuring quality and reducing errors.

. Increased revenue $15MM incrementally in 5 years by reissuing credit /

debit products of some customer segments early, ensuring quality and

improving strategic procedures.

. Reduced expenses by developing procedure reducing number of cardholder

agreement versions and other account disclosures, ensuring accuracy and

improving processes.

. Improved quality by leading various update projects, including UDAP, Dodd-

Frank, FFIFEC, OCC Audit and Credit Card Act, ensuring timely updates and

implementation with minimal issues.

. Designed, established and directed customer satisfaction analysis area

responsible for indentifying areas of customer dissatisfaction. Worked

with cross functional partners to eliminate cause and increase

satisfaction.

Product Manager / Product Management and Development 2010 - 2012

Conducted Market Research to develop ideation for deposit and credit card

feature enhancements and new products. Wrote and presented business case

for new products and features. Led implementation teams for new product

launches and website enhancements, coordinating among developers, sales,

legal, marketing, risk, customer service and finance. Developed marketing

and communication strategies for new product launches.

. Developed product/services cross sell telesales channel. Implemented

offer strategy, scripting and success measures.

. Improved customer satisfaction and revenue by sponsoring and leading

project development and implementation of MasterCard World Card, two

consumer credit reward, Wealth Management and small business credit

products, enhancing overall portfolio profitability.

. Improved customer service by leading project for online credit card

enhancements and expansion into mobile and social media, expanding

customer access to account information.

Laurie M. Yartha *************@*****.*** Page Two

UNIVERSAL AMERICAN INSURANCE GROUP, Rye Brook, NY 2009 - 2010

Call Center Consultant (Contract Position)

Enhanced telesales marketing channel, developed reporting and CRM database

for lead tracking of Medicare Advantage products. Handled development of

success metrics and processes, increasing Medicare Advantage enrollments.

. Improved revenue by designing sales and performance reports used by

clients identifying sales trends, enhancing new product development.

. Improved procedures by leading CRM database project saving costs by

reducing number of contact attempts in customer segments, streamlining

processes and saving money.

CITIGROUP, Long Island City, NY 2000 - 2009

Marketing Director / SVP of Core Market Portfolio, CitiCards 2007 - 2009

Promoted to drive profitable, sustainable growth of company's core market

portfolio by directing full marketing lifecycle from marketing analysis and

planning through executing of successful marketing programs. Spearheaded

strategic campaign planning, consumer research, budgeting, forecasting, and

reporting.

. Improved sales conversion rate to 10 basis points from previously

inactive customer accounts by developing and deploying new offer strategy

and campaign, ensuring customer response increase.

- Improved revenue $238 in sustainable incremental monthly sales per

account and $22.8M in profitable business income.

. Mitigated $7B in risk by developing and systematic executing strategic

closing of large, high-risk accounts, protecting company in declining

economic environment effectively.

Marketing Manager / VP of Customer Engagement, CitiCards 2002 - 2007

Promoted to lead team of 2 managers in developing and executing

partnership, activation, retention, and loyalty strategies and campaigns.

Developed targeted marketing, segmentation, and communication strategies

and programs. Managed $35M annual budget / P&L.

. Generated $500M in revenue over 2 years by leading design, development,

and implementation of 2 consumer websites, ensuring growth.

. Doubled customer retention rate in year by designing and deploying

telemarketing campaigns, ensuring successful strategic customer retention

campaign.

. Improved information management by leading 10-member team in developing

and implementing CRM database designed for monitoring offer selection and

frequency, maintaining demographic and proprietary information.

Assistant Marketing Manager / AVP of Inbound Telemarketing, CitiCards

2000 - 2002

Drove maximum revenue growth by managing inbound telemarketing campaigns

based on consumer and market trends. Worked with sales constituents and

internal business units defining program requirements and metrics.

Interfaced with technology, legal, and portfolio directors. Managed $8M

annual budget and team of 3 associate managers.

. Played key role in establishing telemarketing as a successful marketing

channel by identifying vendors, developing scripts, writing call guides,

implementing best practice sales techniques, and managing vendor account

manager relationships.

. Boosted sales conversion rate from 45% to 67% by refining telemarketing

scripts and sales guides, writing training

. Saved $1MM in fulfillment costs in one year, accelerated fulfillment

processing by 67% from 73 to 24 hours, and reduced processing errors by

developing automated fulfillment link between vendors and Citi,

effectively replacing legacy manual process.

Additional Experience:

Trainer/Instructional Designer and Inbound Call Center Manager with First

Union National Bank in Pennington, NJ (09/97-04/00).

Call Center Manager with Macy's East in Brooklyn, NY (04/94-07/97).

EDUCATION

BS, Marketing, Post University, Waterbury, CT expected December 2014

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