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Marketing Sales

Marina del Rey, CA
October 25, 2019

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Marina Del Rey, CA *****


Senior Marketing Professional

Established B2B and B2B2C marketing professional, passionate about demand generation and the impact marketing contributes to business outcomes. Innovative thinker with strong collaboration skills, easily able to shift from IQ to EQ. Extensive industry experience in professional and financial services including human capital and risk management consulting, banking, brokerage, insurance, investment and wealth management firms. Specialization in sales and marketing strategy alignment, event management, social media amplification, media and agency relationships, brand ambassadors, and developing teams. Adept at developing and implementing initiatives and processes that surpass targets and yield predictable, measurable results.

Areas Of Accomplishment

• Revenue growth via strategy management • Reduction in sales cycle by superior target analysis

• Productivity gains with data mining • Cost reduction through improved process performance

• Outstanding ROI with channel optimization • Product development and technology implementation

Areas Of Expertise

• Marketing Strategy and Program Design • Journey Planning and Content Delivery

• Productivity and Efficiency Optimization • Dashboard and Performance Tracking

• Technology Enhancements and Launches • Budget Management and Forecasting

• Segmentation and Target Analysis • Stakeholder Communication and Agreement

Professional Experience

WILLIS TOWERS WATSON, Los Angeles, CA September 2010 - September 2019

North America, Marketing Operations Lead, Regional Delivery

Key member of the North America Marketing and Geography leadership teams focused on identifying and defining marketing goals and processes to align with business objectives. Identified and implemented marketing systems and processes to optimize marketing results using various resources including technology rollouts, (TCT, Cvent, SharePoint, PowerBi) and developed, managed and optimized the implementation and evaluation of marketing programs and processes that supported lead acquisition, cross-sell, and client retention efforts across all lines of business. Ensured consistent marketing planning processes across functions including, tools, templates and training provided to marketers while managing internal communications and stakeholder agreement.

Key Accomplishments include:

• Led a development team to create a comprehensive Sales and Marketing Alignment process resulting in a

consistent approach to managing marketing outreach and communicating value and alignment to business


• Elevated client targeting to capture senior and c-suite prospects, increasing sales opportunities by 20%.

• Successfully managed and implemented the North America launch of Cvent to Regional marketer’s while

collaborating and influencing global roll out with first year cost savings averaging 10-15% per geography.

• Established marketing reporting protocols, scorecards and analytics that measure the impact of marketing

investments and established benchmarks to identify marketing contribution to lead generation. Decreased

sales abandon rate while increasing cross sale opportunities that exceeded benchmarks

U.S Division Marketing Manager, Regional Delivery September 2010 - July 2015

This role aligns with cross functional teams to develop the marketing strategies and tactics for the West Region and is accountable for leading a team that has varied from four to eight marketers to create brand awareness for Willis Towers Watson services and solutions, enhance client retention via loyalty programming and generate leads to our business leaders and consultants in our core lines of business. Accountable for driving results via metrics including the support of a custom dashboard to illustrate post initiative analytics as well as researching and identifying market and competitor trends and recommending tactics that align with goals and objectives.

Key Accomplishments include:

• Oversaw the successful launch of North America marketing campaigns using multi-channel approach

including live video, digital interface and in-person event management in over 20 markets as well as successfully

launching and collaborating on Social Media outreach initiative to sales leaders.

• Increased internal user adoption of CRM methodology year over year, doubling in a four-year period resulting in

the enhancement of sales pipeline accuracy and marketing effectiveness.

• Supported tactics to increase client specific marketing planning to create a “solution” approach in targeting and

segmenting which also decreased marketing silos from dominating the market strategy.

• Developed custom dashboard to illustrate pre and post event analytics increasing client acquisition by 10%.

FIRST FEDERAL BANK OF CALIFORNIA, Santa Monica, CA September 2006 - March 2010

Vice President, Retail Sales and Marketing

Responsible for developing and executed all retail marketing programs, including strategy, planning, budgeting, while overseeing creative, content, advertising, promotions and channel delivery. Partner with Strategic Planning to create performance targets and launch new product lines to support both business and consumer programs, including wealth management and mortgage cross sell opportunities. Implement marketing campaigns via multi-channel coordination of advertising, public relations, direct mail marketing, (online and print) create package inserts, manage events and POS promotions. Manage marketing budget and vendor relationships.

Key Accomplishments include:

• Year over year, marketing initiatives exceeded their benchmarks by 100%+ and total deposit base increased

from $2 Billion to over $4 Billion with initiatives contributing over 20% of total growth.

• Developed several new products including DDA Consumer Rewards Account, Referral Rewards Account, Online

Bill Pay initiative and ATM Receipt Advertising Program.

• Spear-headed the launch of a private label CRM solution to over 200 sales professionals. As a result, customer

profitability increased by over 30%; exceeding benchmark by 50%.

• Launched new client onboarding program which increased cross sell ratios by more than 50% and retained 85%

of first year clients; significantly exceeding industry benchmarks.

• Successfully opened 15 new branches exceeding initial 90-day deposit goals.

AFFLUENT MARKETS INC, Los Angeles, CA September2005 – September 2006

Director of Marketing, Project Consultant

Recruited to create, implement and manage all marketing functions for Affluent Markets, a group of affiliated financial services companies encompassing life brokerage, investment advisory and money management firms. Responsibilities included coordinating with product marketing and management, legal and other teams on all marketing communication materials. Accountable for the management and creation of all design and content for outbound sales and marketing materials while overseeing the operating budget and quarterly profit and loss.

Key Accomplishments include:

• Developed and implemented demand generation programming incorporating multiple channels including

oversight of over 150 Wealth Management events throughout the Southwest generating a 100% increase in

qualified leads over prior year with 30% closing within 90 days.

• Managed creative staff in developing additional promotional materials including tag lines, advertising and direct

response copy, trade show signage, power point presentations and Web Ex Marketing.

• Established marketing call center and created systems and processes to enhance demand generation and

support business development activities

LINCOLN FINANCIAL ADVISORS, Irvine, CA May 2001 - September 2005

Regional Director of Marketing

Responsible for the design and implementation of the marketing strategy for the Southern California Planning Group that supported the acquisition and management of high net worth individuals and business owners ranging between $20-$50 million. Support the recruitment of new financial advisors to increase assets under management and develop a B2B marketing strategy to reach Centers of Influence in the CPA and Estate Planning Attorney channels. Manage a regional database system for tracking and managing direct mail and marketing initiatives.

Oversee internship program and support 100+ Wealth Management Consultants in developing their sales and marketing plans.

Key Accomplishments include:

• Increased new advisor acquisition by 150%.

• Optimized COI network and increased client acquisition by 20%

• Led a Southern California pilot team to develop best practices for acquiring new advisors which was successfully

launched at the national level.

• Implemented systems and processes that reduced expenses and increased ROI by 45%.

ANNUITYSCOUT, Marina Del Rey, CA March 1999 - May 2001

Marketing Product Manager

Provided marketing management for all B2C and B2B customer communication and acquisition for this online annuity

company. Created direct email/mail campaigns to generate leads to National Annuity Call Center. Maintained and

updated oracle and sequel server databases to ensure proper campaign coding and distribution which lowered the

cost of customer acquisition by using successful marketing tactics.

Key Accomplishments include:

• Worked with internet advertising agency to develop creative concepts, site functionality with average advertising

response rates ranged between 10-15% with closing ratios at 30%.

• Identified and developed Financial Advisor Network to increase sales through secondary channel. Network increased assets under management by $100 Million.

• Developed pitch book and trade show materials for business development activities and maintained strategic alliances within the bank, broker-dealer and independent advisor distribution channels. As a result of achieving business plan goals, company was acquired by SunLife of Canada.

SUNAMERICA/AIG Advisors, Woodland Hills, CA October 1997 to March 1999

Regional Marketing Specialist

Accountable for increasing annuity line of business in the WireHouse Division. Territories included the Northeast and Upper Midwest. Worked with Regional Vice Presidents in generating leads as well as creating proposals and PowerPoint presentations.

Key Accomplishments include:

• Territories exceeded goals year over year and received full bonus for superior performance.

• Selected as Relationship Manager for Key National Accounts including Piper Jaffray, Raymond James and Sentra-

Spelman Securities.

• Additionally, was selected to assist in implementing conversion procedures during AIG merger and developed a

comprehensive training program for new specialists and awarded special accommodation for outstanding

specialist of 1998.


• Master of Business Administration (MBA), Pepperdine University, Malibu, CA

• Bachelor of Arts (BA) in Business Administration, San Diego State University, San Diego CA

Computer Skills

• Microsoft Office, (Adobe, Word, Excel, PowerPoint)

• CRM systems (CIS, Salesforce, Sales Logix, SUGAR)

• Digital Delivery platforms (Cvent, IBM Watson, Skype, WebEx, On24,)

• Asset management systems (IBM Marketing Operations, Wrike)

• Database systems (Oracle, SQL)

• Cloud based collaboration platforms, TCT, SharePoint

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