The fifth largest bank in the U.S., offering a broad set of financial solutions to commercial, small business and retail customers.
Director, Brand Marketing, Sponsorships & Corporate Hospitality: Initially recruited to oversee brand management, sponsorships and local marketing for one market, Louisiana; assumed responsibility of entire Bank Sponsorship & local marketing portfolio footprint-wide after just 9 months; job scope was again increased with oversight of the Corporate Hospitality function, enterprise-wide in 2012.Budget responsibilities went from $4 million to $22 million and department increased from 2 to 14 team members.
Objective was driving primary banking relationships, account retention, improving innovation through market tests, identifying regional client insights, creating replicable and scalable marketing programs, developing new methods for ROI measurement and reporting, integration of community relations messaging, and communication of best practices-- all to ensure positive brand awareness for Capital One as it expanded into the Banking arena.
Worked directly with regional Bank leadership to identify, acquire, implement and measure marketing programs that introduced and reinforced Capital One Bank’s expertise in banking, distinct from its credit card portfolio. Required high degree of autonomy and excellent influencing skills, in order to quickly develop consensus and move local Bank leadership to execute against long and short-term marketing programs.
Brand Management/Sponsorships & Local Marketing
Restructured legacy sponsorship portfolio across the Bank footprint, divesting of more than 285 underperforming assets in a collaborative process with Bankers to ensure minimal, negative impact to their relationships and corporate image. Identified new, signature properties with emphasis on developing the “Bank” brand of Capital One and driving business growth through strategic partnerships. The “less is more” approach resulted in more diverse portfolio that yielded greater impact in terms of market awareness & appreciation; transformed static signage relationships into value-creating partnerships; increased branch traffic and created high-demand hospitality & other business-building platforms.
Developed framework to evaluate sponsorship opportunities, identifying key metrics and base-line valuations, as well as minimum ROI threshold levels for initial decisioning.
Created and deployed first, formalized system to measure and monitor sponsorship effectiveness to maximize ROI for brand and business.Continually assess effectiveness of sponsorship strategies and assets as business evolves.
Worked collaboratively with other Directors in marketing, communications and community affairs to ensure sponsorship assets are leveraged effectively and in alignment with Bank’s CSR objectives.
Sponsorship portfolio included diverse mix of sports & arts/national and regional properties, including:2013 & 2014 Super Bowls (Host Committee,) 2012 BCS National Championship, Houston Texans, Washington Capitals, New York Islanders, Washington Wizards, New Orleans Hornets, Washington Mystics, Texas Rangers, LSU Athletics, Univ. of MD Athletics, Tulane University, Georgetown Athletics, St. John’s Athletics, Big East Tournament, National Cherry Blossom Festival, French Quarter Festival, Acadiana Center for the Arts, AT&T Performing Arts Center, NJ Performing Arts Center, The National Zoo, Chelsea Piers, Zurich Classic, Shell Houston Open, and HP Byron Nelson.
Implemented improved marketing planning and creative development process encompassing outside agencies and consultants.Restructured team roles and responsibilities to increase effectiveness.
Deployed multi-million annual, local marketing budget across COB footprint to develop smaller, more targeted marketing programs that reinforced COB’s value proposition to its key customers and community partners.More than 314 events were planned and developed across 22 markets each year.Worked in partnership with Community Affairs team to highlight the “Investing for Good” messaging at the grassroots level, and to facilitate positive PR and employee pride in Capital One Bank.
LSU Athletics (Louisiana) – Repositioned & revitalized partnership with Top 5 college athletics program in the U.S.Activation strategy resulted in 113,000 new debit cards; 225,000 banker/prospect interactions; 815k in PR value; highest engagement strategy on COB/LSU Facebook page & provided “once-in-lifetime” experiential opportunities to facilitate retention of largest client and institutional asset base in the Bank’s portfolio.
Professional Golf (Multi-state) -- Architected company’s first, formalized strategy to align with professional golf and its highly desirable target audience.Negotiated “Official Bank” sponsorship status with the Zurich Classic, Shell Houston Open and HP Byron Nelson in key COB markets.Developed inaugural corporate program at the 2013 Masters Tournament, providing highly visible platform for Commercial Bankers to engage their best customers and prospects.Included multiple waves of clients and appearances by five former Masters Champions.Developed hospitality programs at the 2013 U.S. Open, AT&T National, and the Barclays Championship.
The National Cherry Blossom Festival (Washington, DC, Mid-Atlantic Region) – Architected new partnership with international festival to improve COB’s reputation in its headquarters market, increase Associate morale and drive business to 240 branches in the Mid-Atlantic region.Generated more than 3.7M in media impressions; PR value of $1.2M, including mentions in Forbes; highly visible platform for Associate engagement (Parade); VVIP events including private dinner with Japanese Ambassador; branch campaign resulted in 12% lift (YOY) in deposits.
Verizon Center (Washington, DC, Mid-Atlantic Region) – Renegotiated legacy partnership with venue and its three, resident professional teams (Capitals, Wizards, Mystics) transforming mix from static signage to portfolio of assets that yielded greater visibility (interior and exterior) and immersive platforms to highlight the COB brand story to 1.2 million venue patrons.
Texas Rangers (Dallas-Ft. Worth, Statewide) Created highly visible partnership in key growth market for COB.Negotiation of “Official Bank” status with this top tier MLB team enhanced credibility and stature of company as more than a credit card.Identified and developed new asset, the “Capital One Club,” – 14,000 sq. ft. venue used as platform to immerse affluent fans in the COB brand story, moving beyond product and rate messaging.
Josh Groban (New York, NY) Partnered with Clear Channel Touring to create private concert event to with this marquee performer to introduce Private Banking group to existing commercial clients.More than 120 of Bank’s most affluent clients attended.
Susan G. Komen (Shreveport, LA)Developed a “test & learn” initiative in partnership with the local Susan G. Komen organization to drive branch traffic and positive PR for COB in market with declining revenue.Success resulted in expansion to 4 additional markets in LA.
Corporate Hospitality / Event Management & Reporting
Supervise and implement the Corporate Hospitality function across the Enterprise at Capital One, including:Managing relationships with 20 venues across the U.S.; Identification & purchase of hospitality assets at national events such as the U.S. Open (golf & tennis) and NASCAR; and development of the hospitality activation strategy for NCAA Men’s Final Four and the Capital One Bowl.
Led cross-functional team in RFP process & transition planning as Company migrates to new event management platform to provide greater transparency and better reporting of all ticketed and experiential assets across the Enterprise.Built consensus and decisioning outcomes with multiple stakeholders, including relationship managers in all LOBs, IT, Risk, Compliance, and Procurement teams.
Develop and recommend Usage Guidelines for all business units to ensure consistency and equitable access to more than 29,000 tickets used by Bank, Card, Auto Finance and Executive committee.Ensure all users are informed of Compliance, Tax and other regulations to help guide activation.
Built a marketing organizational structure that was an active, invited partner with Bank leadership operating in 22 markets, with ability to build structure and efficiency in branding efforts across the footprint.
Developed a team of innovative, results-focused Managers and Associates working in remote locations.
Member of Brand “People Leadership” committee developed to strengthen COB’s ability to retain top talent.