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Summary

Results-driven, analytical, strategic marketer with 10 years financial services industry experience and 4 years internal & external consulting experience.  Expertise in acquisitions, loyalty and retention marketing.  Proven ability to drive business growth by creating & optimizing marketing programs, leveraging data to understand consumer needs and identify new opportunities, leading cross-functional teams across geographies, and recruiting & developing employees.  Experienced in digital, phone, and mail marketing.  MBA from Kellogg School of Management and Bachelor’s degrees in Economics and Biology from MIT.

Interest

Reading, gourmet cooking & wine, ancient history, computers, skiing, photography.

Work experience

Jun 2011Present

Senior Vice President, Digital Marketing

Citi - Global Consumer Marketing & Internet Office

Develop and execute digital marketing campaigns driving credit card, bank, and mortgage acquisitions, banking service adoption and brand strength, on Citi’s U.S. consumer web sites with 35MM+ visits/month.  Lead 7-member team conducting over 250 web, mobile, and email campaigns per year.

  • Acquired 290M new card accounts in 2012, growing 11% YoY due to channel expansion, creative enhancement, placement optimization, and improved offer selection.
  • Executed 50+ A/B and multivariate tests on targeting, offers, landing pages, creative, and copy to enhance campaign performance.  Leveraged Adobe Test & Target, ad servers, and email split testing.
  • Reduced citicards.com load time by 60% through asset optimization and streamlined site coding in order to improve user experience and organic search ranking.
Nov 2009May 2011

Senior Vice President

Citigroup - Citi Cards

Lead performance optimization and product development for U.S. Branded Bank Card customer service phone sales channel, generating over $280 million in revenue from 85MM calls.  Manage relationships with portfolio and product teams, phone sales support organization, and IT.  Managing one direct report.

  • Led team introducing new sales stimulation offers targeted at customer segments underpenetrated within channel, generating over $100 million in incremental card usage in 2010.
  • Increased 2010 revenue in card activation sales channel by $10 million through optimization of call mix handled within constrained sales agent capacity and enhanced routing strategy.
  • Managing sales strategy for Add-An-Account program to acquire 26,000 new accounts in 2010.
Mar 2008Nov 2009

Vice President

Citigroup - Citi Cards

Oversee development, optimization, and flawless execution of retention strategy for Citi Cards' U.S. Bank Card and Business Card portfolios, which generate over 2 million retention calls per year.  Charged with delivering $160 million in revenue to the business in 2009.  Managing a two-person team.

  • Increased revenue per call by 32% year-over-year through improved offer selection and targeting.
  • Delivered $1.5B in profitable receivables in 2008 by optimizing balance transfer pricing strategy.
  • Received 2008 Citi Cards Chairman's Leadership Award, given to 5% of employees annually.
  • Direct pre-emptive retention program, generating $11 million in revenue annually through reducing attrition of high value cardmembers by 35% while increasing card usage and balances.
  • Work with call center operations team to develop training and communications, incorporate customer and employee feedback, and align 350+ sales associates' compensation with business goals.
Jul 2007Feb 2008

Vice President

Citigroup - Citi Cards

Managed retention strategy for Citi Cards’ Travel & Affluent Markets portfolios, Business Card, and Oil & Bank partnerships, saved 400,000 accounts and $700 million in balances per year.

  • Managed 35-member cross-functional project team building new system functionality and offers in order to grow revenue, reduce losses, and improve call center associate effectiveness.
  • Received promotion to current responsibilities after seven months in role.
Aug 2006Jul 2007

Management Associate (2nd Year)

Citigroup - Citi Cards

Developed retention strategy for AAdvantage, Business Card, and Oil & Bank partnerships, saved 250,000 accounts and $500 million in balances per year.

  • Optimized AAdvantage portfolio retention strategy, increasing profit by $2.6 million, through creation of new retention offers and removal of offers from unprofitable customer segments.
  • Increased save rate by 427 basis points for the Shell Oil portfolio by developing and implementing a new type of rewards offer never used before in Citi’s Oil Co-Brand portfolios.
  • Led Citi Cards’ recruiting efforts at the Kellogg School of Management. Screened resumes and conducted interviews, hiring one Management Associate and one Summer Associate.
Aug 2005Jul 2006

Management Associate (1st Year)

Citigroup - Citi Cards

Developed and executed marketing strategy for the Citi Dividend product’s first-year population of 900,000 cardmembers, focused on driving sales activation, increased usage, and revolve behavior.

  • Managed creation and rollout of all first-year base communications and marketing materials for the new Citi Dividend American Express product.
  • Analyzed data to better understand first-year cardmember performance, leveraged insights to identify and target relevant offers focused on key business challenges to population sub-segments.
Jun 2004Aug 2004

Summer Marketing Intern, Duracell Major Cells

The Gillette Company

Led cross-functional teams consisting of creative services, demand planning and procurement, sales, store solutions, and packaging design on initiatives to maintain and grow Duracell's market leadership position.

  • Developed strategic recommendation and action plan to pursue a $40 million opportunity in the low price battery market and in discount retail channels. Presented to Duracell VPs and general manager.
  • Supervised execution of and provided creative direction for a national free standing insert with 42.3 million circulation, including Duracell's first multicultural FSI targeted at the Hispanic community.
Apr 2001Jul 2003

Senior Business Analyst

Capital One

Second external hire into internal strategy group reporting to Capital One's CEO.  Worked with business line managers to develop multi-year growth strategies, created communications for senior management and board presentations, and developed and implemented marketing strategy for multiple business units.

  • Developed and executed an advertising campaign and new product test in Capital One's Deposits business, generating over $13 million in new deposits in four weeks. Managed 11-member cross-functional team from creative development, call center, bank operations, and IT departments.
  • Led 4-member team increasing financial product sales to customers activating their credit cards. Improved sales scripting and product targeting, yielding a projected $15 million increase in profit.
  • Analyzed competitors and identified profit opportunity in a segment of the credit card market. Presented findings to senior management, leading to allocation of resources against that segment.
  • Evaluated and recommended against a life insurance marketing JV, saving $1 million in expenses.
Aug 2000Mar 2001

Business Strategist, Integrated Strategy Discipline

Sapient Corporation

Worked on cross-functional teams consisting of strategy, project management, technology, and creative development helping clients transform their businesses through technology.

  • Sold a $1 million e-business strategy project to a major telecommunications equipment manufacturer.
  • Performed build versus outsource analysis in redesigning a wireless telecommunications provider's web infrastructure.
Sep 1999Jul 2000

Business Analyst

Mitchell Madison Group
  • Redesigned direct marketing strategy for a training services provider, improving gross margins by 400%.
  • Developed corporate strategy for a large real estate brokerage, successfully joining team mid-project.

Education

Sep 1989Jun 1995

Trinity School
Sep 1983Jun 1989

The Allen Stevenson School