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Summary

Marketing executive with a proven track record for producing successful brand-building and acquisition campaigns with measureable results. Spearhead multi-tiered marketing strategies and build cross functional working relationships to support products in a wide variety of categories. Range of expertise includes new business development, product launches, customer acquisition, retention, website design and content development, social media, referral marketing and project management. Leadership and management expertise includes developing, training and leading marketing teams to manage all aspects of the product lifecycle.

Work History

AXA EQUITABLE

2013Present

Marketing Director 

Responsible for planning, development and execution of integrated marketing strategies for the employer sponsored 401(k) and 457(b) segments.  Partnering with leaders of business lines, AXA Advisors, Digital, Operations, and Legal and Finance to develop and drive integrated strategies designed to capitalize on market opportunities, increase participation, and drive growth in the target segments. 

  • Developed integrated marketing strategies to generate demand and drive growth in the employer sponsored small business and government segments.
  • Managed marketing projects and budgets end-to-end, securing stakeholder approvals along the way as required. Managing vendors and agencies and owning the delivery of projects on time and within budget.
  • Worked with vendors and agencies to develop marketing materials in support of product launches and product refreshes.
  • Created and managed email marketing campaigns that have been on target and within budget. Working with the analytics team to track and report on the results of each campaign and implement optimizations to achieve goals.
  • Partnered with IT and the Digital team to successfully launch the redesigned employer sponsored webpages on axa.com.
  • Served as marketing’s central point of contact and relationship manager across the organization and distribution network ensuring alignment of marketing strategies with business objectives and driving initiatives.

AMERIPRISE FINANCIAL

20062013

Senior Marketing Manager

Drove and facilitated multi-tiered marketing strategies for the launch of Ameriprise Bank, Ameriprise credit cards and the Ameriprise Rewards program. Collaborated with senior management in developing vision, product introductions, development of collateral materials, client communication and implementation of direct acquisition campaigns to generate awareness of the banking products and increase sales amongst client and advisor base. 

  • Directed integrated marketing and communications strategies for full suite of deposit, credit cards, home lending, and the Ameriprise Rewards program that were on target and within budget and helped drive Ameriprise Bank to a $60MM profit center within 5 years.
  • Led multi-channel campaign programs from design and development through execution and measurement for loyalty and retention of new Ameriprise MasterCard credit cardholders increasing consumer credit card business by 125% above goal.
  • Drove the implementation of direct mail and online acquisition programs which led to a 75% increase in advisor credit card sales.
  • Deepened advisor engagement of bank products by implementing event and sweepstakes marketing promotions to financial advisors, internal sales force and distributors. Directed development of sales tools such as launch kits, product brochures, training materials, and communications collateral.
  • Implemented credit card product lifecycle campaigns such as activation, spend and utilization campaigns resulting in an average rate of 70% active cardholders and over $200mm in outstanding balances.

ADP RETIREMENT SERVICES

20032006

Marketing Director-Acquisition

Managed a staff responsible for the development and implementation of multi-channel acquisition programs such as integrated direct mail, online marketing and telemarketing campaigns to generate leads for SIMPLE IRA, 401(k), EDC, and 529 products which resulted in an increase in lead volume of 150% over previous years’ lead activity increasing sales by 30%.

  • Implemented B2B lead generation programs to penetrate the payroll client base and produce leads that were on target, within budget and effectively drove leads for over 200 sales associates nationally
  • Directed development of sales tools such as product brochures, training materials, and communications collateral to marketed products to field and internal sales force and distributors.
  • Managed a marketing budget of 1.9 million. Analyzed budget variance and initiated appropriate strategies to more aggressively control expenditures.

LOWESTLOAN.COM, INC

20002002

Marketing Director

Spearheaded the marketing department for a start-up organization. Managed a team responsible for planning, developing and managing innovative, strategic, marketing programs to establish brand awareness and customer acquisition. Oversaw the execution, implementation and management of integrated tactical regional advertising campaigns utilizing both traditional and online mediums to generate leads. 

  • Negotiated and established alliances with third party lead generation programs such as LendingTree.com, Loanapp.com and Loanweb.com which drove qualified online traffic to Lowestloan.com and increased the volume of leads for our New York and Las Vegas call centers.
  • Oversaw the design, development and creation of all promotional materials including website, brochures, print advertising, direct mail, and newsletters. Established and maintained good working relationship with media personnel including radio, and print advertising to negotiate contracts and business planning.
  • Established national awareness through online and regional advertising campaigns generating 100% in revenue growth in 8 months and an increase in referral volume by 35% - doubling our sales staff within the first year of operation.

Education

Pace University

Master of Business Administration

Marketing Management

New York University School of Continuing Education

Certificate

Advertising & Promotions

New York Institute of Technology

Bachelor of Science

Hotel Administration and minor in Marketing Management