Sales Marketing
Resume:
BRYON K. SMITH
Sherman Oaks, CA 91403
818-***-**** • ***********@*********.***
linkedin.com/in/bryonsmith1
SUMMARY
Experienced marketing leader with deep expertise in new customer acquisition, usage and retention marketing to business-to-business and consumer segments. Strategic and hands-on, results-oriented change agent. Adept at maximizing return on marketing expenditures and introducing state-of-the-art processes. Expertise in:
• Direct marketing • Meeting deadlines/operating within budget
• Marketing communications (MarCom)
• Small business marketing • Managing internal staff
• Managing vendor relationships
EXPERIENCE
CITY NATIONAL BANK, Los Angeles, CA July 2008 – April 2011
Group Leader, Direct Response Marketing
Managed team to produce direct mail, email, webinars and micro-site campaigns to generate sales force leads for new client acquisition and growth from high net worth individual, small business, and the middle markets. Managed multiple simultaneous cross-functional lead campaigns from strategic development to inbound call.
• Produced multi-channel small business lending campaigns exceeding goals on avg. 15% with the latest setting-record for generating the most impressions, visits, calls, loan submissions and an OC Register critically acclaimed webinar
• Increased preferred client banking prospect and customer deposits (165% ROI) with direct marketing
• Introduced call center lead management and tracking to dramatically improve customer experience
• Created strategic marketing programs to increase retention and cross sell during the recession
• Introduced strategy using UCC filings to increase sales leads from troubled competitor banks
• Developed strategic advisory relationships with product, sales, ecommerce and branding to increase marketing campaign effectiveness and coordination
• Developed marketing communication strategies to support regional markets, new branch openings, approved sales force communications, credit card sales and usage, and event follow-up
INTUIT, Calabasas CA July 2005 – July 2008
Senior Marketing Manager, Direct Response Marketing
Developed strategic direction, implementation and overall evaluation of acquisition and retention direct mail and email marketing programs. Worked closely with senior management to create and exceed annual plans.
• Increased new accounts 202% and reduced cost per acquisition 32% by adding more productive targets and better performing creative.
• Developed segmentation model that increased new client acquisition effectiveness by 49%
• Increased new client retention 31% by featuring affiliated product offer
• Collaborated extensively with call center sales management to synchronize marketing, sales and operations
• Introduced new tracking and reporting system to better manage leads and measure marketing ROI
21ST CENTURY INSURANCE, Woodland Hills CA Jan 2004 – April 2005
Director, Direct Response Media
Head of department for new customer acquisition through English and Latino direct mail, print (newspapers, magazine, trade) yellow pages and customer referrals ($35 million budget, with 12 FTE’s).
• Increased lead generation by increasing high performing direct mail from 60,000,000 to 105,000,000
• Increased segmentation effectiveness by introducing state-of-the-art data modeling targeting strategy
• Collaborated extensively with call center to synchronize marketing, sales and operations
• Introduced topical gas card incentive that increased sales by 8% during the slow summer season
VILLAGE VALET INC., Sherman Oaks, CA April 1999 – Jan 2004
Co-founder and Chief Marketing Officer
Conceived of and led the development of online grocery and personal services e-commerce and delivery company. Responsible for all marketing activities: public relations, marketing strategy, research, direct marketing, advertising (television and print) and e-marketing.
• Successfully negotiated contracts with high-quality local vendors in 10 order categories
• Led the development of 15,000 product/services website using HTML, JavaScript and Miva Scripting
• Generated high awareness with public relations, DRTV, direct mail and guerilla marketing
BLUE CROSS OF CALIFORNIA, Newbury Park, CA May 1996 – April 1999
Customer Relationship Management Champion
Introduced customer relationship marketing (CRM) to the operating divisions of Blue Cross of California. Managed direct marketing creative agency relationship, McKinsey consultants and CRM vendors.
• Collaborated extensively with call center to synchronize marketing, sales and operations
• Developed strategy and direct marketing to increase recaptured cancelled members (167% of plan)
• Successfully created and managed database marketing, modeling, and tracking capabilities for acquisition and recapture of small businesses, individual lapsers, graduates and cross sell programs
ADDITIONAL RELATED EXPERIENCE
ADP INC, Roseland, NJ
Director - Payroll Marketing and Bank Payroll Marketing
Developed and managed customized small business management products and services. Developed turnkey programs to penetrate and extend joint relationships with banks.
• Pioneered direct marketing channel, reducing acquisition expense 21% versus sales channel
• Increased sales appointments 43% and sales 15% by revolutionizing lead generation and follow-up appointments with Executive Summaries of service solutions that broadened our service reputation
• Increased referral revenue from member banks by 28% to $40 million. Reduced departmental expenses 14% by realigning salesforce with banks based on revenue potential
AMERICAN EXPRESS TRAVEL RELATED SERVICES, INC, New York, NY
Senior Marketing Manager – Small Business Corporate Card
Led the development, management and implementation of marketing services and programs to support the American Express Corporate Card expansion to the small business segment.
• Developed strategic plan for marketing and credit communications and managed key benefit services
• Managed direct marketing programs to small businesses to generate 275,000 new accounts (+14%)
• Increased direct marketing response rates by pioneering state-of-the-art list segmentation modeling
• Increased the acquisition of non pre-approved applicants by 65% by developing revolutionary creative
EDUCATION
Columbia University Graduate School of Business, New York, NY
Master of Business Administration in Marketing
Boston University School of Management, Boston, MA
Bachelor of Science degree in Business Administration
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