Marketing Automation Campaigns

Rene Mendez

Denver, CO ********@*****.***

936-***-**** linkedin.com/in/renemendez

SENIOR MANAGER MARKETING AUTOMATION

Professional in Marketing Automation with a dynamic blend of strategic vision and technical acumen to orchestrate sophisticated marketing campaigns that drive business growth. Utilize a proven track record in implementing and optimizing marketing automation systems to excel in harnessing the power of data-driven insights to create targeted and personalized customer journeys. Recognized for adeptly integrating marketing technology with overarching business objectives and leading cross-functional teams in executing end-to-end automation initiatives. Dedicated to optimizing workflows, enhancing customer engagement, and ultimately maximizing ROI through the seamless integration of cutting-edge marketing automation strategies.

KEY SKILLS

Marketing Automation, Data Base & Operations Nurture Engage Programs Customer Journey Segmentation & Analytics Sales Funnel & Life Cycle Demand Generation Project Management

Marketing Automation Tools: Marketo Engage (Adobe) Sales Force DC Work Front SaaS Unica SEO

Applications: SQL SAS Tableau Excel (Advanced) HTML Java G Suite Jira

PROFESSIONAL EXPERIENCE

CHARLES SCHWAB Denver, CO 2014 – 2024

Marketing Automation and Operations Sr. Manager

Developed Marketing Campaigns for different lines of business, segments, and channels to target local and international customers.

•Managed Marketing Campaigns and Marketing Automation tools (Marketo / Sales Force) for different lines of business (Retail, B2B), segments and channels.

•Working on the Demand Generation and Life Cycle processes, we defined a Lead Score and made Sales Funnel optimizations, as a result conversion rates were improved on MQL by 20%, SQL by 15%, Customer Conversion were from 1% to 3.5%. Sales Cycle was reduced in 35%.

•By conducting A/B testing and data analysis. I was able to improve the open and click rates by more than 30% for the Advisor News letter. During this process I proactively provided pattern findings and improvement suggestions in base of the program performance results.

•Using Marketo I was able to develop deferent types of programs like Emails, Nurture multi streams and Events which use complex segmentation, filtering rules, landing pages and multimedia. I developed Analytics Dashboards and Reporting for every touch point.

•Working with business partners I was able to gather information to operationalize business rules into actionable processes and Lead Scores to build successful demand sales funnels.

•Manage marketing lead generation campaigns, webinars events, email, surveys & forms. Creation of complex emails assets by ingeniously using HTML, Java, Dynamic fields and Multimedia Content. We also manage contact policies and compliance data suppressions.

•For complicate Targets, I manage SAS & SQL to get data from huge data warehouse sources and tables to be imported into smart lists.

CITI BANK 2012 – 2014

Accounts Payable Operations Director

Managed the A/P department including 53 employees total and 20,000 vendors. Processed payments with an average of $1,200 million per month from vendors and employees.

·Led the implementation of Digital Invoice, which reduced the payment process from 25 to 5 days with $10,000 in monthly savings and 15% in quality improvement (fewer operative errors).

·Designed the prepaid card payment process for small vendors (business analysis, product road map and operative process).

BBVA GROUP Birmingham, AL 2009 – 2012

Marketing Campaigns VP

Led a dedicated team tasked with management of development and execution of Marketing Campaigns for retail Banking products. Managed operations of various campaigns like onboarding, cross-sell, retention and loyalty, including all campaign stages, campaign request and approval, customer segmentation, filters, cost center assignation, performance reports and results. Managed all the different channel combinations Branches, Out bound and in bound call centers, Mobil Banking, Internet, ATM, Email and Mail.

•Led the Marketing Campaign’s infrastructure implementation, SharePoint web site, reporting data base and IBM Unica Affinium system to segment and target customer’s groups through different channels.

•Successfully brought this process in-house, saving more than $300,000 annually and increasing our sales by 20%.

BBVA Compass, Birmingham AL 2007 – 2009

Credit Card Operations & Systems Director

Managed the Credit Card Infrastructure (TSYS, Internet, Intranet, back-office systems, image DB, payments, and charge backs systems) for all the different Compass Cards: Credit, Business, Debit and Prepaid. Led international multidisciplinary teams and the Vendor’s relation.

•Led process automation in the back-office areas, saving $350,000 annually.

•Designed and developed of the Balance Transfer System, reducing errors and reprocessing by 40%, increasing productivity and improving customer resulting in $150,000 of total annual savings with this system.

•Led the migration of the image credit card file (more than 15 million records of 10 years) to a new platform (App xtender), reduced service times by 35%.

•Reengineering of Data Entry,, efficiency was improved and errors were reduced in 18%.

Product Manager – Credit Card Product – BBVA Compass, Houston TX 2004 – 2007

Designed and developed the first Credit Card for the Hispanic US Market. Conducted research to understand the customer needs, usage patterns, and demographics to find the best channels and market strategy. I led infrastructure & operations implementation.

•After 2 years had a portfolio of 50,000 customers with $150,000 in annual earnings.

•Led the Spanish portfolio conversion to BBVA Compass Bank, 40,000 accounts were merged.

•Closed the Hispanic Credit Card Unit, which involved vendor’s contracts, collection portfolio, HR, etc.

EDUCATION

Master of Science (MS) Information and Technology Management

Universidad Iberoamericana (Ibero), Mexico City, Mexico

Postgraduate coursework – Software Development (CASE)

Universidad Iberoamericana (Ibero), Mexico City, Mexico

Bachelor of Science (BS) Industrial Engineering

University of Mexico’s Valley, Mexico City, Mexico

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