Tal Bratton

Tal Bratton


15+ years of marketing experience with a demonstrated ability to lead cutting edge integrated marketing initiatives on consumer centric companies, such as Citigroup, Home Shopping, and AIG, consistently exceeding all key metrics.

Established and lead 120% annual revenue growth of a marketing and CRM consultancy that developed and implemented cutting edge marketing and product development programs for Fortune 500 companies such as Comcast, Prudential, Tupperware, GTE, Avon, Advanta and Mobil Oil.

Managed over 25 consumer products through an integrated marketing process including strategic planning, product development, promotion and sales using comprehensive marketing programs including Internet, mail, print, DRTV and radio to achieve ROI 20% above industry benchmarks.

Successfully structured a national multi-channel marketing program based on advanced segmentation strategies and extended partner relationships that resulted in increasing acquisition rates by 24% and a reactivation rate of 19%,

Work History

Work History
2007 - Present

Marketing Director

Bayview Financial

Directing marketing functions for the $3B national commercial financial service division for both direct to small business owner and investor markets as well as referral partner relationship development.

·Directed national relationship marketing programs including trade shows, trade press, conferences, events, direct mail and online applications for mortgage products, generating over $25M in sales per month.

·Launched fully integrated B2B “market domination” initiatives in major national markets including web, DRTV, mail, print, PR, retail store opening and sales force support to achieve a 230% ROI.

May 2001 - Jun 2007


Experiential Marketing Services

Direct all operating functions for a privately held national marketing and communications company focused on consumer financial services, telecommunications and health care markets. Responsibilities include Marketing, Strategic Planning, Business Development, Information Technology, Vendor Relations, and Customer Relations.

·Conducted competitive research, prepared marketing and public relations strategies for B2B market entry for Promantra Synergy Solutions. Key elements including distribution strategies such as sales force deployment, trade shows, portal development, partnerships and creation of collateral material for a 2008 launch of a next generation ASP.NET based long term health care initiative.

·Developed product concepts, conducted market research, secured patents and trademarks, developed core systems, secured key business/vendor relationships and executed multi-channel marketing programs for a national internet based a life style membership program that was successfully spun off.

Nov 1997 - Feb 2001

Sr. Vice President Product and Business Development

American General Financial Services

Directed all corporate marketing and business development for the $11B in assets consumer lending division of AIG Held operations responsibility for Merit Life, Yosemite (P/L) insurance and AGFS Telemarketing companies.

·Directed a National B2B sales force and marketing program including trade shows, trade press, conferences, events, direct mail and online applications for leasing and retail credit card products, generating over $2B in sales per year.

·Deployed automated campaign management and Customer Relationship Management (CRM) systems and implemented a 4.5 million record data warehouse. Implemented advanced data mining, marketing campaign management capabilities at 30% of industry average cost and significantly improved credit quality.

·Established integrated marketing programs to support 1300 retail financial services branches which reduced cost of loans generated by 26%

Apr 1991 - Nov 1997

Principle / Consultant

Silicon Database,
Establishmented and grew  a $5M annual revenue marketing and customer loyalty consultancy that developed and implemented cutting edge integrated marketing and customer relationship management (CRM) programs for Fortune 1000 companies.Clients included Advanta, Prudential, Mobil Oil, Comcast, ITT, Avon, and Eckerd Drugs.

·Developed and managed an integrated marketing campaign for a consumer products company, including TV, mail, and print that reduced marketing acquisition costs by 24%

·Developed a complete financial model and business plan for a community bank used as the basis for COC application. Developed market analysis and prepared risk models and merchant services operating plan.

·Developed a program of integrated marketing/CRM solutions that included attrition and profitability modeling, next logical product forecasting, targeted communications, and customer loyalty management across a full spectrum of financial service products.

·Managed the development and implementation of a direct response mortgage product that achieved a 15% response rate and generated $110 million in loans in the first month.

Feb 1989 - Dec 1990

Marketing Director

Home Shopping Network

Successfully formulated and directed all Marketing activities for seven subsidiaries of publicly traded HSN, as diverse as, Financial Services (Credit Card, Insurance, Securities), Cosmetics and Travel, controlling $7 million in budgets.Managed integrated marketing programs including strategic planning, product development and integrated marketing programs ( DRTV commercials, print advertisements and direct mail).

·Managed over 25 products through an integrated marketing process including strategic planning and product development to promotion and distribution.

·Negotiated partner relationships for marketing to HSN’s 10+ million-customer database with clients such as US Life, Visa, AMEX, MCI and the Signature Group.

Sep 1988

Vice President


Developed and implemented the overall Marketing function for the Automotive Services Credit Card Group including product development, market research, creative services, field sales and product promotion.

·Successfully brought to market a credit card program with 1.5 million cardmembers, signing up 96% of 6000+ independent merchant locations, in 7 months exceeding $1M/month income forecast.

·Developed and implemented integrated direct marketing programs that achieved a 42% share and increased credit sales to over $400 million per year.

·Designed and implemented sales and revenue forecasting and measurement systems to maximize a $7 million marketing budget.

Operation; Baltimore Md

·Directed credit processing for the Citiline Credit Program servicing 5000+ Radio Shack stores nationally. Responsible for new accounts, authorizations, payment processing, collections and merchant relations

·Implemented state of the art 200 seat Call Center, Credit Processing systems and Dealer Tracking systems generating $2.5M bottom line in 4 months and reduced credit losses by 27%.




University of Washington