Marketing Manager

Christine M. Ierano

www.linkedin.com/in/christine-ierano

SUMMARY

An accomplished marketing professional with a high-degree of expertise and an exemplary track record of achievements in diverse areas of B2B & B2C marketing. Comprehensive background in marketing strategy development with proven skills in developing brand and product programs that amplify awareness and promote growth. Known by peers as a solid relationship builder and creative strategist with a keen understanding of how to create stellar customer experiences.

Industries have included: • Education • Banking/Financial Services • Healthcare • Government • Commercial Real Estate • Casino/Hospitality and Agency experience.

Areas of Expertise

Brand Management

Budgeting & Forecasting

Channel Marketing

Competitive Analysis

Digital Marketing

Integrated Marketing

Print Production

Project Management

Strategy Development & Implementation

Team Coaching & Leadership

Agency Partner Management

Professional Experience

TD BANK, Mt. Laurel, NJ 2007 – 2016

Senior Manager – Marketing (2009 – 2016)

Strategized and executed national campaigns to grow the Lending, Prepaid/Gift cards, Digital Payments & Mobile Services portfolios and to drive engagement and revenue.

Redesign and launch multiple new strategies for major media and direct marketing campaigns, to drive incremental accounts and revenue.

Development of company's integrated marketing plan leading to the creation of annual marketing strategies.

Formulate strategies for multi tactic campaigns to drive business results that include television, radio, print, digital, direct marketing, social media and experiential tactics

Identify cross-product and cross-business synergies to enhance efficiencies and better serve business needs.

Key Accomplishments:

Worked across business units to provide marketing support for the launch of the new mobile app resulting in a 25% increase in downloads during the first month post launch.

Developed product positioning and marketing campaign for a new prepaid card that resulted in ~4,000 new accounts during campaign of which almost half were new to the bank as well as $1million in revenue.

Developed and executed integrated marketing plan to launch 3 mobile wallets- Apple Pay, Android Pay and Samsung Pay that provided broader digital capabilities to TD customers leading to an overall 20% increase in positive customer feedback and improved engagement on the bank’s digital properties.

Manager, Marketing Communications Field Marketing Support (2007– 2009)

Partnered with the Field Marketing Managers and lines of business to effectively develop and implement marketing packages that aligned with corporate brand strategy.

Produced in-store merchandising, direct mail (retail and consumer), print collateral, and newspaper print ads

Collaborated with product management to develop metrics measuring effectiveness of marketing campaigns.

Key Accomplishments:

Established a direct response continuity program to reach first time homebuyer s along with a comprehensive information kit that resulted in an increase of 35% in applications from FTHB.

Led the development of multiple multi-channel campaigns that resulted in a 40% increase in new applications, and a 35% increase in revenue.

PHH MORTGAGE, MT. Laurel, NJ 2005 – 2007

Manager, Marketing Strategy – New Business Development

Developed strategic marketing programs that supported new client acquisition.

Executed annual marketing plan for three business lines, which encompassed turnkey marketing/communications tools, refinement of existing materials/web sites, print advertising, tradeshow support, and competitive reviews.

Conducted market research and identified emerging market trends.

Key Accomplishments:

Executed a direct response campaign to drive leads for the Private Label Service unit which resulted in 10 national account signings as well as a qualified sales lead list for follow up.

RADIAN GUARANTY INC., Philadelphia, PA 2000 – 2005

Director, Marketing Services (2004 – 2005)

Marketing Manager (2000 – 2004)

Facilitated the strategic development and production of marketing communications initiatives including brochures, print ads, direct mail, banner ads, events, email promotions, new business presentations, and promotional premiums.

Expanded market share by developing sales presentations in response to client RFP’s.

Contributed to development of marketing plans to ensure tactics and goals supported corporate business plans.

Key Accomplishments:

Created print on demand system resulting in a reduction of expenses by $250K a year.

EARLY CAREER EXPERIENCE

Gillespie Advertising, Production Manager, Lawrenceville, NJ

Harrah’s Hotel & Casino, Advertising & Direct Mail Manager, Atlantic City, NJ

Media Marketplace Inc., Advertising Assistant, Newtown, PA

Education & Seminars

M.B.A, Marketing Concentration, Drexel University

B.A, Public & Mass Communications, Minor in Psychology, College of New Jersey

Advanced Marketing Strategy, Seminar

Online Marketing Fundamentals, Seminar

SEO Fundamentals, Seminar

Membership

American Marketing Association, Volunteer - Membership Enrollment and Collegiate Outreach Committees

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