Senior Marketing Manager
Resume:
DEBORA WILHELM
Concord, CA *****
***********@*****.***
www.linkedin.com/in/deborawilhelm
SENIOR MARKETING MANAGER
Marketing leader in developing, managing, executing, measuring and optimizing integrated and direct marketing, digital, advertising, content and sales enablement programs that drive acquisition, customer value, and outstanding return on investment. Unique combination of strong vision and on-the-ground delivery of fully integrated marketing and go-to-market strategies for a branded customer experience. Creative thinker who generates innovative product marketing ideas. Able to simplify and communicate complex concepts to broad-based audience. Excellent strategist, writer, copy-editor and presenter. Approachable team leader who quickly builds effective collaborative relationships inside and outside the organization.
Strategic Planning
Campaign Management
Acquisition / Demand Gen.
Direct Mail / Email
Digital / Social Media
Web / SEO / SEM
Research / Segmentation / Personas
Sales Enablement and Promotions
Test Marketing and Analytics
EXPERIENCE
TWITTER, San Francisco, CA Feb 2019 – Present
B2B Email Marketing Manager (Contract) – Rose International
Developing and implementing B2B email campaigns to Twitter advertising clients. Proposed and implementing analysis of Eloqua and Salesforce databases to improve efficiencies and manage cadence.
CSAA (AAA) INSURANCE, Walnut Creek, CA May – Oct, 2018
Senior Marketing Manager (Contract) - PDS
Planned and implemented large-scale, complex integrated direct marketing acquisition campaigns for Insurance products using Salesforce. Significant use of analytics to plan for segmentation and creative testing in marketing programs. Managed agency to develop new creative based on segmentation and competitive insights. Leveraged email marketing best practices, A/B testing, and improved use of Salesforce capabilities.
Developed growth marketing plans for individual markets based on projections from existing KPIs.
Developed a refresh to the quoted-not-sold trigger email program, including enhanced creative series, policyholder version, actionable unsubscribe-survey and refined data reporting.
MUFG UNION BANK, San Francisco, CA Feb – May, 2018
Senior Marketing Manager (Contract) – Rose International
Developed and implemented large-scale, complex direct mail campaigns for Consumer Deposits products, one for Union Bank (3.5 million qty., $1.5 billion deposit goal), and one for PurePoint Financial savings (3.1 million qty., $400 million deposit goal).
Developed and implemented Mortgage triggers program, including ARM reset, credit inquiry triggers, and Invitation to Apply. Targeted list and managed vendor to create letters, produce, audit and mail them on an ongoing basis.
Managed customer communications efforts, such as downward migration, branch closure notices and fee reimbursement communications.
BANK OF THE WEST, San Francisco, CA 2015 - 2017
VP, Senior Manager, Brand and Marketing Communications, SMB
Developed strategy and managed integrated acquisition / demand generation / CRM marketing and brand positioning programs and campaigns aligned with business strategy for fastest growing small business bank in the U.S. Managed team of three marketing reports and $5M budget.
Led integrated demand generation campaigns to exceed aggressive balance goals by 47%, in excess of $260 million per campaign. Brought the full range of marketing assets and tools to bear.
Planned and implemented digital and direct marketing, content (written and video) and nurturing for banking products and activities. Led successful acquisition, utilization, retention and
engagement initiatives, and managed cross-functional and project-based teams to develop and implement new marketing strategies, processes and tools.
Drove marketing planning and strategic partnership collaboration with key sales and product partners in business planning, sales / marketing integration and program development.
Initiatives included product promotions and campaigns, innovative digital and mobile direct marketing programs, content and engagement marketing, brand and advertising, and media
management. Participated in developing the content strategy and vision for the SMB website.
Leveraged in-depth customer profile and insights to position brand, improve sales and ROI. Translated qualitative / quantitative feedback into valuable insights to improve marketing strategy.
Defined and executed creative strategies to reflect and reinforce the brand while fulfilling tactical sales program objectives. This included email, collateral and sales enablement, digital, advertising and events strategy with localized creative for the successful launch into four new markets.
APOLLO GROUP, San Francisco, CA 2013 - 2015
Senior Product Marketing Manager
Designed and evaluated digital and integrated marketing plans, programs and campaigns for University
of Phoenix degree programs and Continuing Education products. Built the business for a group of new
products, generated and nurtured leads and drove enrollments and revenue to increase ROI.
Led execution of multi-channel programs, including:
Large-scale, multi-cell direct mail campaigns that set the record for University of Phoenix DM ROI
3rd party email campaigns segmented by industry, and engaging multi-touch nurture campaigns
Paid digital (online animated banners, retargeting, SEM and social media)
Web site content development with SEO, and content distribution to support industry partnerships.
Consistently monitoring lead and enrollment results of A/B testing to refine and
optimize marketing campaigns. Led new lead direct mail/email campaigns to achieve lower CPL. Achieved positive ROI for CTE DM campaign of 27% for new leads.
During period of decreasing university enrollment overall, increased CTE enrollments by 9% YOY.
PACIFIC GAS and ELECTRIC COMPANY, San Francisco, CA 2008 - 2013
Commercial Solutions Marketing Manager – B2B and SaaS
Planned, developed and implemented integrated acquisition and CRM solutions marketing programs and campaigns, including email, direct mail, landing sites, advertising, videos, internet marketing (including UX, user testing), social media, sales collateral, web and email content, SEO and case studies.
Developed and managed innovative, integrated marketing plans and customer engagement strategies for target business segments (Health Care, Schools, Hotels, Offices, Retail, etc.) and cross-cutting programs, e.g., energy audits, benchmarking application (SaaS and B2B software).
Doubled SaaS solution uptake to 5000 businesses in one year.
Managed campaigns that generated leads and optimized cross-sell. Result: 7% response rate to segmented customer direct marketing campaign, 64% open rate, 12% email click-through rate.
Developed content and managed production of workshops, webinars and presentations. Created compelling stories that brought together the clients’ challenge, industry context, PG&E project, and client value proposition into an easily understood and memorable narrative.
WELLS FARGO BANK, Concord, CA 1999 - 2008
AVP, Senior Marketing Program Manager
Managed PLL regional bank marketing communications programs to support sales goals and revenue objectives. Managed team of three; helped build PLL marketing team from ground up.
Created marcom strategy, developed and implemented comprehensive annual marketing plans for product initiatives. Delivered analytics for pre-program expectations and post-program results; achieved 14-18% lift in sales volume for loan and LOC products (break-even at 11%).
Managed attitudinal segmentation, usage and attitude study, product concept qualitative and quantitative analyses, focus groups and online surveys.
EDUCATION & AWARDS
Bachelor of Science, Communications, Northwestern University, Evanston, IL
Leadership Excellence Awards from both Wells Fargo and PG&E
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