Manager Marketing

Tia Hayes

* ***** *****, **** ******, NJ *****

908-***-**** ***.*****@*******.***

SUMMARY OF QUALIFICATIONS

Marketing professional with over 13 years of experience in the financial services industry. Demonstrated success

managing multiple projects as a result of excellent leadership, communication and organizational skills paired with a

strong technical aptitude. Ability to build long-lasting professional relationships through exceptional support and

service.

CORE STRENGTHS

Project Management, Technical Skills & Aptitude, Organizational Skills, Customer Segmentation & Analytics, Website

Content Management, Creative Design, Copywriting & Editing, Strategy Development, Competitive Market Analysis

TECHNICAL SKILLS

PC and Mac, Microsoft: Word, Excel, PowerPoint, Outlook, Access, Visio; IBM: Lotus Notes, Sametime;

Adobe: Acrobat, Dreamweaver, Flash, Photoshop; HTML, CSS, TeamSite, Webtrends, JAWS, SortSite, Snagit

PROFESSIONAL EXPERIENCE

Kohl’s Corp., Hackettstown, NJ 2012-Present

Part-Time Jewelry Sales Associate

Assist customers in showing and selection of fine jewelry purchases. Additional responsibilities include replenishing

merchandise within the department, marketing ad sets and adhering to security control procedures.

Mpower Financial, LLC, Bedminster, NJ 2011-2012

Consultant - Marketing & Web Design

Acting in a consultant role to support the launch of the cashflownavigator.com website and social media marketing plan.

Provide recommendations on web content, functionality and enhancements. Perform user acceptance testing. Participate

in weekly status meetings with the web development team.

HSBC Taxpayer Financial Services (TFS), Bridgewater, NJ 2001-2011

Marketing Specialist II / Assistant Marketing Manager (2008 – 2011)

Responsibilities included successful execution of joint marketing campaigns for tax-related financial services offered

through partner, H&R Block, with a primary focus on the data processing and functional requirements. Additional

responsibilities included oversight of website content, functionality and enhancements supporting the business unit.

Participated in all aspects of complex annual direct mail campaign, including strategy, test methodology,

customer segmentation, data processing, creative development, editing, production process and program

measurement for over 10M direct mail pieces.

Prepared detailed data processing requirements for CIM and IT teams and vendor specifications for print

production of 20+ letter versions.

Managed process of initiating an email marketing campaign of 1M customers. Coordinated execution of creative

messaging and layouts, data processing and program reporting requirements with vendor for implementation.

Managed billing statement insert project of 5M inserts.

Created project plans for several joint marketing campaigns and lead projects through to completion on schedule.

Developed collaborative relationships and coordinated with business partners, vendors and internal teams

through the implementation process.

Arranged H&R Block branded banner ads to appear on HSBC Card Services websites.

Developed business case accepted by senior management to establish roles, responsibilities, review process and

master schedule for web projects. Assumed role of subject matter expert (SME) for all web related projects. After

assuming the role, traffic on the B2C website increased by 1000% in one year.

Liaison between the business teams and IT, Legal and Compliance teams for all web projects. Conducted annual

review process and content management for B2C and B2B websites. Performed disaster recovery and user

acceptance testing. Experienced with navigating TeamSite Content Manager, HTML, Web Content Accessibility

Guidelines, SortSite, JAWS and Webtrends. Generated weekly website activity reporting for Senior Management.

Collaborated with Legal and Compliance to create Marketing Guidelines that outline business rules pertaining to

the upcoming tax season.

Monitored competitive position within the industry through ongoing market research, trade shows and network

of contacts. Provided industry insight and competitive analysis to senior management.

Tia Hayes Page 2

Business Support Coordinator (2004 – 2008)

Responsible for enrollment and office set-up process for the tax refund loan program with a network of over 12,000 H&R

Block offices and over 10,000 independent tax offices. Responsibilities also included bank account maintenance for all tax

offices, ACH returned payment corrections, and providing adhoc fee reporting to tax preparers.

Determined enhancements needed to the internal database and external program website to improve customer

service experience. Collaborated with e-commerce group to perform website updates.

Performed database maintenance related to program stages and project needs

Managed outgoing B2B email program

Created training material and directed daily functions of tax season support agents

SME for the Product Guide, agent training documentation and program materials released on the website

Managed operating plan, monitoring and reporting expenses for the Operations department

Fulfillment Coordinator (2001 - 2004)

Co-managed print, production and distribution process of marketing and program supplies for over 9,000 offices for the

tax refund loan program resulting in cost efficacies.

Developed and implemented cost-savings strategy with projected savings on shipping charges of over $250,000

for the first year alone. Received the HSBC Great Ideas Award. Actual strategy results proved to provide a 46%

cost-savings result in the first year. Received the HSBC Chairman’s Award.

Developed enhancements for the internal vendor website and the external supply ordering website. Collaborated

with vendor IT department, communicated customer feedback and provided technical support to the team.

Managed shipment of tradeshow booths, communications and marketing materials for IRS industry trade shows

and sales training seminars; including financial accounting of event expenses for the sales manager

Created and maintained operating plan reporting and managed expenses for the Fulfillment department

B&H Consulting Services. Inc., Somerville, NJ 2000-2001

Document Management Specialist

Responsible for preparing pharmaceutical documentation for inclusion in New Drug Applications, including publishing

files onto secure, shared, website platform for final review by the client project management team, assembling for

submission to the U.S. Food and Drug Administration and distribution to the client.

The Money Store, Warren, NJ 1999-2000

Mortgage Loan Processor

Performed all aspects of the mortgage loan process at a high volume, high revenue producing branch, including pre-

qualifying applicants, requesting supporting documents needed for submission to underwriting, reviewing title search

reports including judgments and gathering necessary documents to ensure clear title prior to closing, preparing final loan

documentation, communicating final loan figures to the client, arranging loan closings, and disbursing loan proceeds.

United Lending Group, Somerset, NJ 1998-1999

Mortgage Loan Coordinator

Evaluated and compiled required loan documentation, as well as generated and maintained sales reports for the branch

manager to record and compare production activity within the branch.

EDUCATION & CERTIFICATIONS

Bachelor Degree, Business Administration, GPA 3.9, Phi Theta Kappa, Centenary College, Hackettstown, NJ (2008)

Certified Marketing Professional, Direct Marketing Association, New York, NY (2010)

Certification in Web Design, Raritan Valley Community College, Branchburg, NJ (2010)

ACHIEVEMENTS & AWARDS

Chairman’s Award, Great Ideas Award and Teamwork Incentive, HSBC

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