Jan Potter

Jan Potter

Work History

Work History
2010 - Present

Sr. Marketing Manager

Capital One Bank

Sponsorships/Events and Corporate Hospitality

Develop and execute marketing strategies that build brand value and drive profitable business growth for Retail, Small Business and Commercial lines of bank business.

  • Negotiate and manage a diverse number of arts/entertainment & sports/venue sponsorship properties including: Washington Capitals, New York Islanders, Washington Wizards and Mystics, Univ. of MD Athletics, Georgetown Athletics, Big East Tournament, National Cherry Blossom Festival, NJ Performing Arts Center, The National Zoo, and Chelsea Piers.
  • Plan paid media, in-branch, social and digital channels to drive branch traffic, increase new accounts and deepen relationships with promotions leveraging sponsorships assets
  • Oversight of creative deliverables from internal and external agency partners for advertising creative materials (print, digital, in-branch, in-venue, OOH)
  • Project planning and budget management for sponsorships/local events marketing
  • Monitor, review and report performance on event marketing activities against lead generation and new business acquired
  • Produce over 300 private events for Capital One Bank’s high net worth business clients such as partnering with Clear Channel Entertainment for a private concert event with Josh Groban
  • Work in partnership with internal teams to highlight the “Investing for Good” messaging at the grassroots level to facilitate positive PR and employee pride in Capital One Bank
2008 - 2010

Marketing Specialist, Office of Communications

Stony Brook University

Marketed and promoted the SBU brand to prospective students and business partners. Communicated to campus students, faculty and employees various on-campus events/activities from homecoming to earth stock to lectures series.  Promoted the use of campus housing during summer months for retreats, conferences and events to generate revenue stream for campus housing division. Increased winter and summer session enrollment through external and internal marketing effforts

  • Boosted and administered SBU’s overall brand and market position.
  • Managed and tracked SEO, SEM and display online efforts for the University and Summer/Winter Sessions.
  • Worked collaboratively with the creative, print production and web support teams for the design and production of collateral materials, landing pages, banners and ads
  • Strategist for University clients and committees on their marketing campaigns including; Environmental stewardship, Earth stock, Biodegradable food packaging, Safety, and Ombuds
  • Generated new revenue for Summer Conference & Guest Housing and Winter/Summer Sessions
  • Created and managed the annual plan and budget for the University marketing department
2007 - 2008

Independent Consultant

JCP INDEPENDENT CONSULTING

Advertising/Media/Event Specialist

  • Client: Momentum Worldwide. Negotiated global fashion contract, benefits and pricing for American Express
  • Client: American Express. On-line project manager for redesigned www.americanexpress.com/golf site and project manager for the NYT Small Business Summit
  • Client: Conde Nast Portfolio Magazine. Developed strategic insights and positioning ideas to reach SMB target
2005 - 2007

Vice President, US Media & Sponsorship Marketing

American Express

Led strategic development of comprehensive media and event strategies for US advertising efforts across Consumer, Small Business and Corporate Cards. Directed internal teams and external advertising, PR, media and event agencies.  Responsibilities spanned beyond traditional media role and include digital, content development, branded entertainment, marketing, business and sales/research analysis and acquisition of new customers.

  • Improved brand recall 81+% and card applications 235+% for launch of One Card by piloting innovative marketing programs.
  • Surpassed key target business goals for the One card (91+% average spend), jetBlue (10+% cards acquired), and IN: LA & IN: Chicago (20+% under 35 average age and female)
  • Increased brand awareness (12+%) and surpassed likely to recommend scores (125+%) by pioneering MSNBC’s “Your Business” a dedicated small business program.
  • Boosted advertising spend 11+% vs. YAG (’06 vs. ’07) through analyzing target consumer research, brand health tracking metrics, competitive data and developing business case
  • Increased net promoter score 125+% for Open Small Business by creating two live events hosted by Jean Chatzky; “Making A Name For Yourself with Bobbi Brown, Kate and Andy Spade and “Standing Out In A Crowd” with Mario Batali, Blue Man Group and Liz Lange.
  • Produced in-flight TV program “Share the Love” which built buzz and demonstrated product benefits of the jetBlue card.
  • Spearheaded the focus group research 
1997 - 2005

V.P. International Media & Sponsorship Marketing

American Express

Oversaw in 20+ countries worldwide the strategic planning and implementation of integrated multi-million dollar marketing plans, steering the development of consumer communication plans, media buys and insight research for target audience development.

  • Created and delivered unique cardmember benefits and enhanced customer at premier global events (Wimbledon, Australian Open, Tribeca Film Festival Rome, World Golf Championships and Tennis Canada).
  • Exceeded UK New Green initial card launch target goals 26+% acquisition call volume, 253+% lift day of event call volume, 23+% lift in adv. awareness with distinctive event; “Tiger Live in London”
  • Negotiated a $600,000+ savings leading the renegotiation strategy of Australian Open
  • Created innovative content integration program “Il Cinque Fantastici” (aka Queer Eye Italy).
  • Beat the KLM new card goal by 13% by innovating airport media program to include never been done before ambient media units.
  • Garnered a 12+bps shift in affluent prospects unaided awareness and 6+bps on premium imagery by developing 360 degree integrated plan for Australian Open
1996 - 1997

Director of International Media

Warner Bros., International

Accountable for theatrical advertising media campaigns in 57 territories with annual expenditures of $130+ Million.Directed the development, implementation and stewardship of all advertising media plans for the International theatrical film releases

  • Negotiated $1.5 million in savings on worldwide agency contracts

  • Delivered $275,000 in efficiency saves with improvements to advertising budget allocation system

  • Generated $2+million in value negotiating pan-regional media programs for Europe and Latin America

1993 - 1996

Vice President, Associate Media Director

BBDO, West

Requested by client to move with the account to new agency and continued to manage $30+ million planning and local buying for 20th Century Fox Film

  • Won $40 million Sega account as member of the new business team
  • Trained 15+ new hires with development and launch of a 12 week Media Training Program 
1989 - 1993

Vice President, Associate Media Director

Young & Rubicam

Vice President, Associate Media Director, Los Angeles, CA

Managed $30+ million planning and local buying for 20th Century Fox Film.

  • Successfully marketed blockbuster films such as The Last of the Mohicans, Home Alone 2, My Cousin Vinny, Independence Day and True Lies for 20th Century Fox Film
  • Managed Los Angeles 5-person satellite division of Y&R as on-site media expert 

Supervisor, Print Services Group, New York, NY

  • Yielded 10-40% savings for clients through strategic negotiations and planning on $15+ million in print schedules.Clients serviced: Xerox, Kodak, Citizen Watches, NYNEX, Unisys, Corning and Motorola
1986 - 1989

Assistant Media Group Head

Grey Advertising

Clients serviced: Fruit of The Loom, Corning Glass, Sugar Association, General Foods: Raisin Bran, Grape Nuts, Minute Rice, Stove Top, and Bran Flakes.

Education

Education
Sep 1982 - May 1986

Bachelor of Science

Syracuse University