Marketing Manager

Location:

Concord, NC

Posted:

May 22, 2015

Contact this candidate

Resume:

Mark Bennett

Digittal marketing professional

Concord, NC

*************@***.*** - 980-***-****

Award winning, strategic marketing product manager with a strong, diverse background in Ecommerce, email,

third party advertising, search engine optimization, marketing analytics and finance. Demonstrated ability to

identify revenue opportunities; develop thorough and reliable marketing plans, business cases and marketing

briefs. Proven track record of producing outstanding and effective multi-channel marketing campaigns that

drives sales and customer satisfactions

Candidate differentiators include: a sophisticated understanding of marketing and finance that enables product

strategy development with a focus on profitability.

AREAS OF EXPERTISE

• Ecommerce/Online Marketing • Product Roll-out • Marketing Strategy

• Search Engine Marketing • Content Management • Agile and Waterfall Methodologies

• Project Management • Business case development • Sharepoint, Omniture, Site Catalyst, Webtrends

Authorized to work in the US for any employer

WORK EXPERIENCE

Product Owner

Lowes - Mooresville, NC - April 2014 to Present

Responsibilities

Responsible for prioritizing, planning, and managing projects through the implementation process in support

of the overall business strategy spanning across multiple channels including online, in store and call center

• Maintains a prioritized feature backlog of projects based on business value ROI, alignment with product

strategy and resource capacity

• Works with Technology Delivery teams and Business Analysts to communicate priorities, business strategy

to ensure key requirements are clearly communicated

• Works cross –functionally with User Design teams, technology and Business Architecture to effectively

complete projects, solve problems and improves processes

• Responsible for managing and providing results that support the Lowe’s Digital organization

• Viewed as a subject matter expert on how websites are constructed and operated in order to ensure

Lowes.com builds out the most effective experience/systems/components

Consultant

TIAA CREF - Charlotte, NC - September 2013 to April 2014

Sr. Business Analyst within The Customer Experience Group at TIAA Direct responsible for defining the

vision, leading strategic development and building a world-class customer/user experience for TIAA Direct:

maximizing its reach and user impact, and supporting its client acquisition, cross-sell and retention goals in

digitally innovative and operationally efficient ways.

• Pivotal role partnering with business, technical, product managers, agency and vendor partner's daily to

develop requirements specifically for web sites with a clear understanding of web site terminology as well as

navigation of web sites

• Responsible for defining business and functional requirements on behalf of the business to provide to systems

analysts for implementation of key corporate wide products and product launches

• Works closely with business users to understand their business needs and opportunities for the use of

technology to improve their processes and help them meet their business objectives.

• Assists the business users in developing business cases, including costs, benefits, and risks analysis

• Works with QA and technical teams to develop test scripts based on functional specifications and participate

in testing of systems enhancements and modifications

Online Communication and Implementation Consultant (Consultant)

Wells Fargo - September 2012 to July 2013

Responsible for day-to-day site maintenance for Business Deposits, including product, legal and compliance

updates, as well as playing a leading role in platform projects and other initiatives that directly impact the site

• Serves as single point of contact for the product management, legal and compliance teams for site

enhancements and other changes to the Well Fargo site, including requirements gathering, stakeholder

reviews, and user acceptance testing / sign-off.

• Responsible for comprehensive month end Business Deposits Sales Performance reporting for all Banking

regions

• Responsible for the ongoing optimization of marketing placements and promotion strategy across the Wells

Fargo sites

• Acts as key stakeholder for Business Deposits in internal team projects ensuring that Business Deposits

needs / requirements are addressed

• Routinely identifies opportunities to enhance Business Deposits site working with key stakeholders and

managers to prioritize with Technology teams for implementation

Ecommerce Channel Marketing Manager

Baker & Taylor - July 2011 to July 2012

Responsible for developing the strategy and defining the customer experience for core company websites

including Baker & Taylor's primary online storefront and ordering platform using performance analytics to drive

brand affinity and purchase behavior

• Responsible for identifying, evaluating, prioritizing and facilitating marketing opportunities in collaboration

with internal and external stakeholder s and marketing partners

• Managed a staff of three (3) associates who were responsible for the content production and core website

marketing assets including container and banner advertising, corporate marketing videos/webinars, Splash

and search capabilities and related workflows

• Planned, scheduled and implemented marketing content on relevant pages and across other areas of web

site to optimize messaging and creative in order to provide the most relevant offering to consumers

• Defined processes and established protocols and Governance routines for eCommerce Marketing group

• Partnered with IT support team on site enhancements and changes requested by business owners

• Effectively managed internal resources and 3rd party agencies for creative output, promotional video

productions and distribution of materials

• Analyzed and reported out on key metrics and activities related to the marketing assets on the site utilizing

Webtrends analytics

Online Product Manager (Consultant)

Wells Fargo - November 2009 to June 2011

Steward of Online Services product positioning for products including Online Banking, Online Bill Pay and

Online Statements responsible for developing and executing programs across interactive and traditional

marketing channels to maintain, acquire and activate new customers to meet enrollment goals.

• Provided day-to-day management of online and offline marketing tactics, including e-mail, direct mail,

telemarketing, on-site and off-site promotions, brochure ware (internal and external), financial center collateral,

statement inserts and messages, and VRU messages

• Led Marketing campaigns from ideation to business case development to product/project launch and post

launch analytics managing indirect resources including technology, content providers, content designers and

Analytics teams

• Managed marketing communication project/pilot plans for system enhancements, new service/functionality

development, conversions of online services and website releases.

• Provided data management support utilizing customer segmentation and analytical models to refine target

marketing and detailed tracking of program results utilizing Site Catalyst to determine Online Services sales

success as well as future marketing targeting and programs.

• Managed vendor relationships, Retail and Small Business LOB partnerships to ensure alignment of online

sales strategy, timelines are met and deliverables are completed within budget

Product Mgr. V.P. Digital Marketing

Bank of America - November 2006 to June 2009

Responsible for developing, creating and executing integrated best-in-class marketing strategies and

campaigns supporting key Small Business Deposit products as well as Merchant Services. Digital and Online

Marketing initiatives include targeted online advertising, email, ATM, paid search, affiliate marketing, display,

banners and third party sites.

• Spearheaded re-introduction of small business card products to the marketing homepage targeting high-end

relationship customers through the use of Omniture analytics increasing approval rates for the product by 20%

(Recognized with 2008 Spirit Medallion Award for achievement).

• Generated unprecedented online sales growth for low performing business product increasing online lead

generation by 138% year over year.

• Partnered with third party vendor in the strategic development, content creation, customer experience and

day-to-day maintenance and optimization of $3M plus annual Small Business credit card Search Engine

marketing campaign

• Achieved increased share of impressions on marketing homepage to 60% of total small business

presentments with innovative marketing banners and creatives.

• Developed innovative marketing materials including online banking splash pages, emails, newsletters,

landing pages and onsite banners creating a consistent corporate marketing message targeting key business

and customer segments.

• Implemented strategies and led execution of programs to drive acquisition of new online relationships as well

as usage, activation and retention of existing relationships focusing on profitability, customers and servicing

opportunities.

Sr. Project Manager

Bank of America/MBNA - February 2006 to November 2006

transition leading a 10-month project responsible for the complete redesign of the consumer credit card site

including full integration of two bank websites, 100+ credit card web pages and the addition of 300+ products

involving multiple resources in various locations and multiple system areas

• Responsibilities included the development of project charter and business case and project plan split into

multiple phases to mitigate risk. Worked closely with senior leadership, executive steering committees and key

stakeholders throughout each phase of the DMAIC process.

• Worked with Design team to established new product navigation tools and improved customer experience

by restructuring product categories, developing content and streamlining application process for credit card

products.

• Project Manager over the ecommerce launch of the first ever Bank of America branded American Express

consumer credit card. Performed in the role as the primary business representative providing leadership,

coordinated works of technology staff, planned, organized, controlled and scheduled activities of the project.

Gathered requirements from front, middle and back office areas as well as defined and documented business

requirements.

Marketing Product Mgr V.P. Ecommerce

key Consumer credit card co-brand partners - July 2004 to February 2006

Comprehensive and pivotal role, which included the development of the Ecommerce sales strategy and loyalty

marketing campaigns for key Consumer credit card co-brand partners to ensure yearly new account goals

are achieved

• Directed, developed and managed product/pricing/delivery/research and channel strategies for a category

of products and service levels

• Responsible for the full product marketing life cycle for consumer credit card products

• Led the Ecommerce launch for the first ever Instant Credit application for a major airline co-brand partner

as well as other key credit card launches

• Managed the online banking product selection tools and credit card application process that increased

application completion rate by 40% year over year.

• Developed marketing plans, financial business cases, yearly financial forecasts and various ad hoc reports

in support of programs managed.

AVP

Bank of America Finance - 2001 to 2004

Agency Support Manager

AAA Carolinas - 1999 to 2001

EDUCATION

Bachelor of Arts in Business Management

Herbert H Lehman College - New York, NY

CERTIFICATIONS

Certified Scrum Product Owner

June 2014 to June 2016

ADDITIONAL INFORMATION