Marketing Manager

Sonya Lynn Covington

**** ******* **** **********, ** 336-***-**** ******@*****.***

PRODUCT MARKETING

Highly skilled professional with over 12 years experience in marketing, from channel management to product marketing and development. Considerable experience in the end-to-end development of capability based solutions which include, but are not limited to, online user interfaces and mobile applications. I have documented success and expertise in financial analysis and revenue generation. Experience includes the development and communication of strategic initiatives to senior level audiences.

AREAS OF EXPERTISE

Brand Management

Business Case Development

Competitive Analysis

Customer Experience

Customer Relationship Management

E Commerce

Financial Reporting & Analysis (P&L Owner)

Loyalty Marketing

Market Research

Multichannel Management

Product Development & Management

User Interface Design & Analytics

EXPERIENCE

Apex Systems/Wells Fargo, Winston-Salem, NC

Senior Product Marketing Consultant April 2011 - Present

Product marketing manager for analyzed business checking accounts from $2-$20 million.

•Supported analyzed checking account pricing changes as a result of the repeal of regulations that prevented business accounts from earning interest. The effort included the presentation of competitive intelligence research, training development, fee and information revision, and the creation of marketing collateral.

•Analyzed the impact of duplicate stop payments with potential exposure of $500K over 1,000 accounts, and presented recommendations for remediation on converted accounts.

IT Mantra/Wright Express, Portland, ME

Senior Product Marketing Manager July 2009 - April 2011

As the owner of small business product management, I created the long term strategy, and managed product line development through an ongoing assessment of competitive conditions.

•Created new online card application site with clear brand presentation, application capture, lead management and analytics that will result in a 50% reduction in abandoned applications and $3.4 million annual return on investment.

•Developed mobile application strategy for small business mobile web, SMS/MMS, and mobile application development across RIM, I Phone and Android platforms. Incorporated market research, competitive intelligence and in depth interviews into an executable plan.

•Redesigned and re-launched the loyalty program from marketing collateral to the web interface. Improvements in the program resulted in a 20% increase in enrollment and a 10% increase in spend.

•Implemented P&L for Revolving Card Product and Rewards Product.

American Express Corporation, New York, NY

Senior Manager Marketing, OPEN Business and Product Development November 2007- July 2009

Led small business product development; with ownership of ideation, conception, creation and implementation of innovative capabilities that enhance the customer relationship while successfully executing strategy communication throughout the product development lifecycle.

•Developed the strategy for the migration of the small business online underwriting capability to ensure a seamless customer experience with enhanced customer relationship-marketing capabilities.

•Designed and delivered wire frames with external consultant partners to execute a tailored messaging capability. The capability identified and communicated marketing opportunities to small businesses to increase spend within targeted markets.

•Researched and communicated competitive intelligence opportunities.

•Generated the successful development of a micro-strategy underwriting reporting project, across 6 capability teams.

•Improved the management and communication process for Business and Product Developments $3.7 million marketing budget.

Senior Manager Marketing, Membership Rewards February 2004 - November 2007

Monitored, identified and developed a reporting product for the Membership Rewards (MR) Point Bank. Created methodologies and process improvements; including Six Sigma efforts to improve existing policies. Identified risks via changes in business processes and designed improvements to achieve control and oversight. Assessed complex subject matter and processes across functional business groups (technology, marketing, legal, audit) and communicated business impacts to senior leadership.

•Successfully led customer experience initiatives for our flagship rewards program with demonstrated results (6% improvement in customer satisfaction) and recognition from senior leadership.

•Led a 15-member technology team to reconcile and balance the $1.2 billion Membership Rewards point bank. This project satisfied Sarbanes-Oxley legislation.

•Avoided a $29 million impact to the P&L statement by mitigating potential point accumulation and balancing issues with negative impacts on the MR point bank.

•Identified via point bank testing and reporting, 3 “Transactions in Distress” with approximately 2 million in exposure.

•Provided invaluable insight, leadership, communication and oversight to the Membership Rewards (MR) Internal Audit driving internal findings down 90%.

•Improved the Membership Rewards Enrollment process with a dramatic reduction in defects from over 10% to less than 1%. As part of the improvement, enrolled and issued retroactive points to over 172K card members.

American Express Corporation, Greensboro, NC

Service Partner Provider Manager March 1999 - February 2004

Monitored and improved outsourced service provider performance in sales, customer service, staffing, invoice reconciliation and approval of operating expenses.

•Led project to improve New Accounts application accuracy by 25% across all vendors, which resulted in reduced cycle time for processing of applications and receipt of plastic. Developed reporting, service level agreements and best practices resulting in over $1 million in savings.

•Implemented Six Sigma process improvements resulting in a 15% improvement in forecasting and reporting methodologies.

•Received company sponsored recognition for “being a role model in developing partnerships”.

•Drove champion/challenger environment initiative between outsourced vendors resulting in a 6% sales performance improvement and $500K in recognized revenue and cost avoidance.

Team Leader Customer Focused Sales February 1997- March 1999

Coached, counseled and developed performance for 20-customer focused sales service associates.

EDUCATION

Appalachian State University Boone, NC

Masters of Public Administration 1996

Loyola University New Orleans, LA

Bachelor of Arts, History 1992

SKILLS & PROFESSIONAL DEVELOPMENT

Excel, PowerPoint, Access, Word, T-SQL, Visio, Six Sigma Certified Greenbelt, Situational Leadership, SharePoint Super User, Innovation Engineering, Method 1, Project Management, Tools for Consultative Sales, Strategic Customer Marketing, Tools for Driving Results, Finance and Marketing, COPC Certified Vendor Manager, and Personal Presence.

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