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Senior Marketing/Business Development Professional

Location:
New York, New York, 10019, United States
Posted:
May 25, 2010

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BENEDICT E. MCLAUGHLIN

*** **** **** **., *** *C, New York, NY 10019

Email: vmt70a@r.postjobfree.com

Phone: (917) ***-****

SUMMARY

Seasoned marketing professional with multi channel management experience in customer acquisition, cross sell and retention programs. Proven skill set includes:

• Strategy Development and Execution

• Project Management

• Direct Response/Interactive Marketing

• Product/Brand Management

• Budgeting/Forecasting/P&L Management

• Relationship Management

• Marketing Analytics

• Creative Development

PROFESSIONAL EXPERIENCE

Citigroup (CitiCards North America), Long Island City, NY (January 2007 – January 2010)

Management Associate, Leadership Development Rotation Program (August 2008 – January 2010)

Only internal candidate selected by Citi to join this highly competitive post-graduate business school program that develops senior leaders through the exposure to cross functional groups within the entire organization. Rotations included the following two assignments:

Digital Channels/Marketing

• Successfully built the business case for a unique and innovative Cards Widget (an interactive customer centric web application) and expanded it to include all of Citi’s consumer businesses as part of the company’s Web 2.0 strategy

• Secured Widget funding and negotiated a highly advantageous contract for Citi under our allocated budget

• Developed/implemented email communications & marketing strategy to increase retention and cross sell for unique paperless statement population (<4 million accounts) based on internal/external research & analysis

• Developed mitigation strategies for paperless statement and account online de-enrollment that could lead to multi-million dollar cost saves for Citi (recommendations currently being tested)

Decision Management/Analytics

• Created and managed monthly campaign P&L forecasts for the Affluent balance transfer portfolio (comprised of three credit card products) to maximize profitability and limit exposure to Citi

• Developed and optimized monthly balance transfer campaign pricing by card product and segment, validating pricing strategy with long term offer profitability analysis

• Utilized web analytic tools to identify key opportunities to increase online registration and redemption for ThankYou (loyalty rewards program) enrollees which led to the re-engineering of the online customer experience

VP/ Program Manager, Value Portfolio Acquisitions Marketing (October 2007 – August 2008)

Managed CitiCards’ largest and most profitable pre-approved direct mail channel that was responsible for over 500,000 new account acquisitions and had an annual budget in excess of $30 million. The channel was responsible for approximately 60% of account acquisitions in the Value Portfolio comprised of two primary low rate/no frills “value” credit card products (Citi Platinum Select® & Diamond Preferred®).

• Utilized advanced targeting/segmentation tools and analyzed campaign results to develop effective program marketing strategy and campaign testing opportunities to successfully maximize channel performance by keeping the campaign cost per account at or below target (the lowest program CPA for a CitiCards’ DM channel)

• Initiated and supervised all marketing creative development initiatives including leading the development, testing, and roll out of Citi re-branded creative that resulted in a 20% lift in customer response rate

• Collaborated and negotiated with internal and external partners to effectively plan and execute marketing strategy on schedule in a highly matrixed environment

• Successfully managed program to optimized budget and Profit and Loss performance goals

VP/Associate Program Manager, Alternate Channel Marketing (January 2007 - October 2007)

Co-managed CitiCards’ largest centralized direct response print media acquisitions channel with a weekly reach of 65 million nationally and an annual budget of $20 million that was used as a marketing vehicle for all Citi branded credit card products. Responsibilities spanned all aspects of channel management from strategic planning, to execution.

• Collaborated with cross-functional partners to successfully implement marketing strategy and maximize speed to market by reducing turn around time by approximately one week

• Spearheaded campaign results reporting (MIS) and analysis initiatives that improved program strategic decision making and reduced campaign cost per account by over 50% in some cases

• Managed the creative development process and advertising agency relationship to develop high impact creative that consistently resulted in increasing customer response rates by 5-15%

Graduate Business School Consulting Assignments (August, 2004 - November 2006)

Marketing Associate, Fordham Graduate School of Business, New York, NY (2005 – November 2006)

• Production assistant for the textbook “The Marketing of Financial Services” by H. Estelami, Ph.D

• Conducted initial edit, performed research, developed promotional strategies, and target marketing lists

Marketing Consultant/Team Lead, Consumers Union (ConsumerReports.org), Yonkers, NY (Summer 2005)

• Conducted qualitative research and utilized consumer data to develop creative/innovative strategies to best attract and retain CR’s online target market and made comprehensive recommendations to increase online subscription rates and create alternative revenue streams

• Recommendations changed how CR communicated its value proposition to consumers and resulted in the re-engineering of the website to make it more compelling and user friendly

Marketing Consultant, Jazboo LLC, New York, NY (Summer 2005)

• Conducted extensive secondary market research and developed a marketing plan for this start up neighborhood guide/delivery portal that was implemented

Mac Gray Corporation, Cambridge, MA (November, 2001 – August, 2004)

Held positions of increased responsibility (three promotions) in the corporate finance department of this NYSE listed company and left to pursue my MBA with the encouragement of management.

Senior Lease Administrator (June 2003 - August 2004)

• Led monthly/quarterly account financial reporting and served as finance relationship manager for customers

• Project management, including leading a cross functional team to successfully implement the integration and audit of a $30 million acquisition pre-deadline

• Trained and mentored staff and supervised team projects

Senior Credit Analyst (November 2001 - June 2003)

• Analyzed and approved credit applications, creatively resolved all high level credit issues, and reduced AR aging (delinquencies) that resulted in well over $100,000 in cost saves for the company

• Collaborated with I.T. to develop and implement a state of the art credit system that increased efficiency and turn around time by 100% and decreased operational costs in excess of 25%

EDUCATION

2004 - 2006 Fordham University Graduate School of Business; New York, NY

Master of Business Administration: Marketing & Management Concentration, International Business Designation

1997 - 2001 University of Toronto; Toronto, Canada

Bachelor of Arts (Honors): International Relations Specialist, History and Political Science Minors

RELEVANT INFORMATION:

• Software: Microsoft Office Suite, Omniture HBX web analytics, Basic SAS, Adobe, Siebel, & Solomon IV

• Multicultural perspective: lived and received education in Africa, Asia, Europe, and North America

• Language: intermediate fluency in Itali



Contact this candidate