Privately-held leading provider of general purpose reloadable (GPR) Visa and MasterCard branded prepaid debit and gift cards. Company's card network includes over 65,000 U.S. retail locations and over 90,000 reload locations with leading alternative financial service centers, retailers, and consumer brands serving un-banked and under-banked consumers.
Vice President - Corporate MarketingRecruited by CEO as interim leader for Corporate Marketing while retained national search for Marketing EVP was conducted. Responsible for turning around an understaffed, underperforming team and dramatically improving marketing operational execution and collaboration with internal and external partners within first 6 months in role. Directed $6M annual budget and a team of 12 driving all marketing activities including creative, customer acquisition and retention strategies, campaign development and management, and internal and external communications. Select accomplishments:
- Grew most profitable cardholder category by 40% through account acquisition and retention marketing activities
- Led major brand research engagement with consultant and qualitative market research firm resulting in development of a card brand positioning framework and customer demographic and psychographic profiles
- Lead business sponsor for successful Customer Data Mart project scoping, development, and implementation in partnership with IT organization and external contractor