Vice President Marketing Manager

Thomas O’Brien

Greater Boston, MA 617-***-**** adyjea@r.postjobfree.com linkedin.com/in/tom-obrien41

DATA-DRIVEN, RESULTS FOCUSED, MARKETING CAMPAIGN MANAGER

Accomplished marketing leader with broad experience creating and managing innovative, direct-to-consumer acquisition, growth and retention strategies across multiple business lines and channels.

Diverse team manager providing product development, creative strategy, and production processes from concept to market, with close attention to performance, quality, goals, and budget. Recognized for skill in project management, performance analytics, team building, presentation, negotiation, and budgeting. Belief that a strong brand, properly positioned products, and an analytical approach to creative solutions deliver consistent growth. Core strengths include:

• Marketing strategy & tactical market planning

• DTC, SEO, SEM, & digital campaigns

• Digital, direct, paid & print media

• Strategic alliances, joint ventures & sponsorships

• Portfolio management & lifecycle marketing

• Brand development & market expansion

• Product development & A/B testing

• Creative branding & marketing communications

PROFESSIONAL EXPERIENCE

SANTANDER BANK, N.A., Boston, MA

Vice President, Consumer Acquisition Marketing 2019 - 2022

Recruited to develop national marketing programs for mortgage and consumer lending business lines.

●Lead multiple cross-functional project teams to improve campaign planning, targeting, list development, and measurement of program effectiveness.

●Originated $1B+ in balances annually leveraging search, DTC (direct and digital marketing) campaigns for mortgages, home equity, credit card, personal loan business lines.

●Lowered campaign cost metrics 10% with budget control and optimization of targeting opportunities.

●Increased response and booking rates 10% through improved targeting and aggressive creative testing.

●Managed credit-based criteria selection methodology, in cooperation with Risk and credit bureaus.

MIDDLESEX SAVINGS BANK, Natick, MA

Senior Vice President, Commercial Marketing Manager 2018 - 2019

Vice President, Commercial Marketing Manager 2012 - 2018

Recruited to manage marketing and lead generation for Commercial/Business Banking, the Financial Investment Group, Mortgages and Consumer Lending.

●Created and executed commercial and community business events to increase business line visibility and favorability. Created in-person business seminars averaging 125 registrant per session, online webinars drawing one hundred attendees, annual commercial customer appreciation events, and annual economic breakfasts.

●Established personalized sales collateral and presentations for commercial lenders and business bankers.

●Increased investment inquiries 95% through coordinated promotions with Fidelity Investments and Commonwealth Financial Network.

●Managed monthly investment seminars averaging over eighty attendees per session.

●Produced the annual report and coordinated the annual meetings for Middlesex Bancorp.

●Produced DTC acquisition campaigns including SEO/SEM, media, digital, direct, email, and retail.

●Grew mortgage and consumer loans balances 20% with focused promotions and data-driven performance analysis.

●Redesigned public website, launched online banking services, and implemented bilingual ATM screen, managed redesign of bank debit card.

●Raised credit card acquisition rates 18% year-to-year and grew revenue 17% (managed through Elan Financial Services.

●Recruited and managed participants for quarterly market research projects.

NEEDHAM BANK, Needham, MA

Vice President, Director of Marketing 2011 - 2012

Hired to direct all marketing, communications, public relations, and community affair activities for a $1.2B community bank including brand strategy, mass media, market research, point-of-sale promotion, and pricing analysis. Expanded reach and visibility of the Needham Bank brand and corporate sponsorships while maintaining budget.

●With a focus on paid search and advertising, grew core deposits 18% and increased checking households 53%.

●Through data mining and CRM, increased product, and service cross-sell 11%.

●Lead and managed primary market research, including the recruitment of customer and non-customer participants.

●Established the branding and Needham Bank-on-the-Go Services, combining the NB mobile app, mobile/text message banking, online banking and bill pay, and ATM network.

●Directed the strategic development of Needham Bank’s Facebook and social media channels.

●Launched Needham Bank’s electronic newsletter, Smart Choices.

●Rebranded Needham Bank’s Commercial/Residential Builder-to-Buyer program.

●Initiated the development of Needham Bank student checking and NB credit card products.

●Awarded Best Community Bank 2011 and 2012 across twelve communities from two local publications.

●Created and successfully marketed the Needham Bank Great Hall Concert Series.

●Successfully nominated CEO for the 2012 Community Banking Hero Award.

●Member of the Pricing Committee, Compliance Committee, and Information Technology Committee.

BANK RHODE ISLAND, Providence, RI

Vice President, Product Marketing Director 2007 - 2009

Managed commercial, business, private banking and consumer products, and service offerings including budgeting, forecasting, pricing, competitive positioning, and product development. Introduced analytics to track, test, and report on product and sales campaign results.

●Grew deposits 6% year over year while increasing net interest margin 15%.

●Developed new checking and savings products generating over $50M in new balances.

●Developed and modified business and commercial products and services, adding over $100M in new deposits and increased fee income.

●Produced financial and economic analysis to guide marketing and pricing decisions.

●Designed and built financial models to determine cost/benefits of specific promotions and new product launches.

CITIZENS BANK, Westwood, MA

Vice President, Consumer Lending and Mortgage Marketing Manager 2000 - 2007

Directed the marketing, advertising, strategic planning, new product development, retention, cross-sell, and pricing of the consumer lending and mortgage products.

●Grew home equity portfolio 80% and annual originations 70%.

●Ranked second in growth among the top twenty banks nationally.

●Managed $9M business line marketing budget.

●Designed new products and services from concept through delivery, surpassing program goals.

●Managed 1.5M pieces of direct mail annually, achieving an account-opening rate of over 2% with continued cost efficiency.

●Increased mortgage originations 20%.

●Integrated mortgage into the retail franchises of New England, Mid-Atlantic, and Mid-West regions.

●Developed marketing strategies for the Education Finance Group, ranked #18 nationally in 2003 and #1 education financer of federally backed student loans in New England over a three-year period.

Additional positions held with Citizens Bank, BankBoston, and BayBank

Vice President, Product Development and Emerging Opportunities; Vice President, Pricing and Portfolio Management Group, Marketing Specialist and Marketing and Finance Analyst, Consumer Product Management.

EDUCATION

Advanced Leadership Program, Executive Education Program, Babson College, Wellesley, MA

Master of Business Administration, Marketing, Finance, Northeastern University, Boston, MA

Bachelor of Science, Political Science, Sociology, St. Francis Xavier University, Antigonish, Nova Scotia, Canada

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