Digital Strategist Marketing

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Charisma Glassman

A global industry leader in delivering revenue-generation strategies with a background in business, marketing, and technology

Cell: 979-***-**** E-mail: *********@*****.***.*** LinkedIn New York SUMMARY:

• 17+ years of international back-to-front strategic product, business strategy, and technology leadership experience in managing global cross-functional organizations for large Fortune 500 companies.

• Managed P&L of over $150M+ per year, with 20%+ growth YoY with the expertise of working and negotiating with CXOs, Boards, and senior management.

• An award-winning, analytical, and collaborative digital strategy leader with a strong background in leading strategic accounts and organizations.

• Diverse leadership and executive management experience across finance, marketing, news media, tech, government, retail, hospitality, and advertising agencies.

• Experience in developing data-driven digital capabilities for large organizations undergoing digital transformation, and a proven record of leading organizations that support executive KPIs/ROI and maximize the customer experience with revenue.

EDUCATION:

• Executive Management Program (Exec MBA) Harvard Business School – Cambridge, MA 2023

• Master of Science FinTech New York University Stern School of Business – New York, NY 2024

• Master of Science Technology Management (& Digital Marketing) New York University – New York, NY 2014

• Bachelor of Business & Commerce Delhi University – New Delhi 2008

• Associates Degree in E-Commerce British Council – London, UK 2005 PROFESSIONAL EXPERIENCE:

Senior Director (Principal), Analytics, Data & Digital Capgemini (Morgan Stanley) NY Jan 2022 – Present Responsibilities:

• Develop marketing, insights, and data capabilities strategies for banking and capital markets including, OpenAI, and digital transformation, and enable next-best-action strategies.

• Work directly with the CDO (Chief Data Officer) and manage Morgan Stanley bank’s Analytics & Data and Contact Center areas, managing a P&L and a global organization of 350+ associates.

• Manage end-to-end technical delivery of one of the largest data integrations for Morgan Stanley and E*TRADE and post-merger activities providing a 360 view of the customer base to enable next-best-action strategies.

• Responsible for back-to-front delivery of Morgan Stanley’s data strategy, analytics and decisioning, MLOps, OpenAI, data science and AI, data management, PII and data governance, data security, platform stability and, risk.

• Develop international partnerships and strategic alliances for integrations with Adobe, Pega, Google, Snowflake, Databricks, Salesforce, and other major technology companies to co-create opportunities and capabilities.

• Strategized global opening of Capgemini offices supporting Morgan Stanley including China, Singapore, and Hong Kong.

Achievements:

• Created CxO Executive Roundtable for Wealth Management for global industry leaders like Morgan Stanley, JPMC, Goldman Sachs, Vanguard to enable industry-wide thought leadership

• Manage an overall P&L for $50M+ annually, with new revenue pipeline for $15M+ in less than one year

• Successfully delivered the E*TRADE integration program for Morgan Stanley Head of MarTech Product Technology Barclays Bank NJ Apr 2020 – Jan 2022 Responsibilities:

• Head of Existing Customer Marketing Journeys for 16+ partners across Barclays US Consumer Bank.

• Managed MarTech technology capabilities that increase conversion rates by 30%; Manage a multimillion-dollar budget for technology delivery that will generate $150M+ revenue YoY; also responsible for leading a global cross- functional team of 100+ engineers.

• Delivered two major complex enterprise-wide programs for Payment relief to customers during COVID and US Consumer Bank’s first marketing technology integration that got recognition from US and Global CEOs. 2

• Manage the integration of Adobe Experience Platform with the bank’s legacy systems and data architecture to enable world-class marketing campaigns and revenue-generating offers.

• Work directly with senior stakeholders like CXOs, Managing Directors, and Directors to deliver strategy-to-execution for revenue-generating marketing, fraud, and risk verticals serving 20+ million end customers. Achievements:

• Lead the team that won the CEO Award 2020 for delivering a solution that helps customers in COVID resulting in

$100M+ savings for the bank.

• Recognized by Head of Products, COO, CIO for program deliveries that help increase revenue from existing customers.

• Promoted as the head of the department in one year. Global Lead Digital Strategist Citibank NY Jan 2019 – Mar 2020 Responsibilities:

• Managed digital consumer experience strategy for Citi's US Consumer Digital businesses by identifying new digital business opportunities into complex programs and developing digital customer journeys that have a significant strategic and financial impact across Citi's LOBs including US Cards and Retail Banking.

• Developed the personalization strategy and architecture for Citi’s Retail and Branch business increasing the conversion rate 2x times.

• Developed Data-Driven Customer Experience Journeys for Citi JD Power #1 Mobile App: that increased revenues by 1.5X in 1 year and developed multiple relationship customers for Citi app.

• Collaborate with UI/UX, Analytics, Legal, Compliance, Marketing Operations, Product, Risk, and Merchant teams with a deep understanding of business and technical KPIs, fintech and digital ecosystem. Achievements:

• Launched a major credit card program that increased revenue by 25% YoY with personalized targeting.

• Team recognized for helping Citi achieve JD Power #1. Director Digital Transformation Rave Digital FL Jan 2017 – Jan 2019 and Jan 2013 – Aug 2015 Responsibilities:

• Managed a global team of 100+ associates across North America, Ukraine, and South Asia serving multinational e-commerce clients across the globe.

• Created strategies, digital experiences, and platform acquisition strategies for 40+ clients developed paid media strategy, on Adobe, Salesforce, and other MarTech platforms.

• Worked with global clients like Hearst Magazine, Lindt chocolates, and Loreal to enable marketing acquisition strategies for personalization and segmentation.

• Worked directly with CMOs and CDOs and executive leadership to negotiate contracts, and strategies and deliver results.

Achievements:

• Won the Employee of the Year Award in 2018 for delivering the highest ROI on projects and mentoring new employees.

Manager, Digital Marketing (Analytics) Disney ABC News Television LA, TX Aug 2015 – Sep 2016 Responsibilities:

• Launched the Disney digital content strategy across broadcast and digital content platforms; launched 7 new apps for major US markets; launched Star Wars content, analytics, and e-commerce platforms.

• Launched Disney One ID to enable a single view of the Disney Customer across all Disney LOBs including hospitality, media, and entertainment.

• Managed an international cross-functional team for the delivery of digital content across platforms and a unified customer experience across screen sizes and apps.

• Created the team for predictive analytics and recommendation engine to target new content based on customer preferences to compete with new players like Netflix. Achievements:

• Team recognition by CEO Bob Iger for re-launching Star Wars Franchise that made $2B across US markets. 3

Director, Digital Strategy Genesis Retail & Luxury, Reliance Industries IN, Europe Jan 2010 – Jan 2013 Responsibilities:

• Managed a $100M+ budget for launching international luxury brands like Burberry, Jimmi Choo, Ferrari, Armani, and Canali to Asian markets.

• Responsible for managing a team of international UI/UX designers to create luxury experiences in digital.

• Created the first international social media strategy for brands like Ferrari and Maserati for their mega launch in India. Achievements:

• Increased account sales by 2.5X in 3 years and developed new digital business capabilities.

• Global recognition to launch the first Ferrari Grand Prix in India, with an international launch strategy. Director, Digital Strategy Gloplast Advertising NY, India Jan 2005 – Jan 2010 Responsibilities:

• Managed an international client portfolio for over 20 Fortune 100 clients for a global advertising agency.

• Managed delivery of large digital projects across APAC region for companies like Canon, Microsoft, Samsung, and Reliance Industries.

• Worked directly with the CXOs to develop new business develop strategies and penetrate new markets with customized digital content and targeting.

Achievements:

• Launched international campaigns for Nokia and Canon to increase market share in emerging markets by 150% over 5 years of market penetration.

OTHER ACHIEVEMENTS: Won the Leadership Miami Award 2017; Recognized by Mayor and City of Miami for Economic Development and Digital Marketing for Small Businesses in 2019. SKILLS: Scaled Agile SAFe Certified; Certificate of Completion for Salesforce Email Marketing Cloud & Journey Builder; Experience with Adobe Target & Experience Cloud, Certified in Google, Facebook, and Amazon Ads; Certified Economic Developer to increase revenue for Small Businesses.

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