Summary

* Founder and principal of Marketing Consortium and a successful and innovative marketing consultant to business and financial services organizations.

* Successful and innovative strategic marketing, communications and business development consultant

* 25 years of management and consulting expertise at leading global financial institutions including Bank of New York Mellon, American Express, Fidelity Investments and Bank of America/Merrill Lynch

* Agency and consulting support for research-based public sector strategic and regulatory communications initiatives

* Consulting support to start-up firms focusing on leveraging technology and political communications/engagement

* Outstanding strategic, planning, analytic and execution capabilities

* Experienced communicator with strong project management and group process skills

* Successfully conceptualizes, develops and delivers measurable marketing and communications program

* Facilitates plan and program delivery with functional business partners including product, compliance, technology, sales and relationship management

* Prudently and effectively manages financial and human capital resources including agencies and consultants

*Recognized with leadership awards and selected for multiple executive leadership and development programs

Areas of Focus

* Strategic Communications

* Public Relations and Crisis Communications

* Marketing Strategy, Planning and Execution

* Value Proposition, Branding and Positioning

* Client Acquisition and Development Programs

* Marketing Resource Allocation

* Coaching and Learning and Development

* Qualitative and Quantitative Research 

Licenses, Certification, Leadership and Education

* Registered Principal: Fidelity Investments

* Six SigmaYellow Belt Certification

* Emerging Leadership Program: Fidelity Investments

* Outstanding Leader Award: Fidelity Investments

* Employee of the Year: MasterCard International

* Graduate Management Program: American Express TRS Co.

* Temple University Fox School of Business, Philadelphia, PA, BBA, Marketing Concentration

* New York University Stern School of Business, New York NY, MBA, General Management Concentration 

* Johns Hopkins University Krieger School of Arts and Sciences, Washington, DC, MA in Government/Political Communications [Candidate]

Work History

Work History
Jan 2009 - Present

Principal

Marketing Consortium

Principal Consultant

Marketing Consortium LLC is a consultancy that provides a full range of strategic marketing, communications and business development support to the financial and business services segments as well as to public sector institutions, including: Idea Generation, Research, Planning, Program Development and Execution, Editorial Support, Coaching, Training and Project Management.

Areas of Focus

* Strategic Marketing Planning, Program Development and Management

* Research-Based Strategic Communications, Value Proposition and Branding

* Business Case and New Market Assessment

* Distribution/Sales Force/Relationship Management Coaching

* Integrated Marketing and Communications Programs

Clients

Since it;s founding in January 2009, Marketing Consortium LLC has worked with over 70 global and domestic financial and business services firms on a wide range of initiatives. A detailed list of clients is available upon request. 

Marketing Consortium LLC Professional Affiliations and Strategic Partners

* M2 Consulting, San Francisco CA, Member Consultant

* Epoch Consulting, Boston, MA, Member Consultant and Member: Epoch Business Advisory Network

* Coleman Research Group, New York, NY, Member: Coleman Executive Forum

* Crimson Consulting Solutions, San Francisco, CA and Boston, MA, Member Consultant

* Zintro, Waltham, MA, Marketing Expert

* Focus Experts Virtual Network, San Francisco, CA, Marketing and Business Development Expert

* Equals Three Communications, Potomac, MD, Consultant

* The Collaborative, Boston, MA, Consultant

* Kane Carlton, Fairfax Station, VA, Consultant

* Transbridge Consulting, Princeton, NJ, Consultant

* River Communications, White Plains, NY, Consultant

* Young & Rubicam, New York, NY, Consultant

Publications and Research

* Analyst insights: The RIA Regulatory And Compliance Landscape, Summer 2009. 

* The 2012 Jumpstart Our Business Startups (JOBS) Act and It’s Effect on the Acceleration of Hedge Fund Institutionalization, September 2012

Marketing Consortium LLC Recent Consulting Projects

Strategic Political, Multicultural and Government Agency Communications 

* Serve as a consultant to a Washington D.C.-based strategic communications agency that supports communications programs sponsored by federal, state and local government agencies as well as national non-profit organizations; Support a range of research-based positioning and strategic communications programs as well as responses to RFQs.

* Created a comprehensive assessment of the rapidly evolving demand for educational and regulatory communications required by the landmark Dodd-Frank Wall Street Reform and Consumer Protection Act; Defined financial services industry structure, identified industry regulatory challenges and needs, defined current communications outreach activities across 22 major federal agencies and with all major consumer segments; Specified best approaches to serve consumers and financial intermediaries.

* Served as a consultant to a venture-backed startup firm that is creating and applying new media, digital and mobile technology solutions to change the fundamental relationships among citizens, political candidates and elected officials; Provided strategic input on voter and candidate communications needs, process and experience to secure maximum participation from all parties. Participated in beta test phase and collect user data to optimize offering.

Financial Advisor Coaching Program Strategy and Relaunch

* Managed business and marketing relaunch strategy for the largest U.S. financial advisor coaching organization; Conducted stakeholder and client research, created new multi-tiered program offering, new web/portal user experience and new messaging platform; Planning underway for national marketing relaunch in Spring, 2013.

Proprietary Investment Management Program Marketing Relaunch

* Created marketing and communications strategy, plan and all executional elements for the institutional and retail launch of a new, proprietary investment offering by national investment manager; Developed value proposition and messaging “blueprint”, web portal and mobile app; Wrote white papers on proprietary investment process; Created “pitch books”, brochures, new client acquisition and transition communications and public relations messaging.

Retail Banking Relationship Management Coaching Programs

* Created and delivered premier banking Relationship Manager coaching programs for the third largest U.S. bank; Program focus: value proposition development, enhanced client discovery process, action planning and cross organizational execution; Developed program content, tools and resources; Worked with client to socialize within client organization; Delivered series of full-day programs to relationship management, sales and executive teams.

Hedge Fund Business Process Outsourcing Communications Program

* Created value proposition and communications support for family of technology products that facilitate front, middle and back office operations, accounting and investment efficiencies for hedge funds, hedge fund administrators and prime brokers.

Strategic Marketing Planning for National Custodian and Clearing Firm

* Built process for creating and deploying financial institution’s annual segment and functional plans; Incorporated: VOC input, assessment of competitive activities, prospect and client needs and priorities, creation of segment marketing themes, product marketing plans, brand and advertising, segment and customer communications, matrixed organizational alignment and ROI/metrics.

Marketing and Growth Planning for National Broker Dealer

* Created national marketing and growth plans for financial institution’s broker dealer and advisor segments designed to drive new prospect leads into pipeline, grow share of wallet with existing customers and build overall market awareness; incorporated thematic messaging, marketing, investment product, technology, operations, and service components, calendars/timing and all other executional specifics.

Selling System for Global Securities Clearing Firm

* Created value propositions and capabilities presentations that identify key industry challenges/trends, multiple audience needs and provide solutions for multiple broker dealer segments including: Full Service, Independent, Bank, Institutional, Self Service and Self Clearing.

Strategic Alliances and Partnership Programs for National Custodian

* Created tiered alliance programs with key strategic partners across a range of functional categories including marketing/business development, human capital, mergers and acquisition, compliance and operations; defined program parameters and requirements, promotional strategy and potential partners.

Distribution Channel Support & Relationship Management Team Coaching 

* Built new strategic and consultative approach to institutional relationship management for global asset custodian incorporating diagnostic tools, client development planning and consulting solutions; Conducted one-on-one coaching, detailed program reviews, assessment and recommendations of consulting solutions.

Strategic Client Communications for Clearing Firm 

* Created audience-directed client engagement strategy for national financial services firm; collected client feedback, identified target audiences, defined messaging, program components, delivery tactics, integrated into overarching firm-wide client communications programs.

Value Proposition and Branding for Regional Wealth Management Firm 

* Built investor and advisor value proposition and positioning strategies for regional hybrid firms, large investment and wealth managers and national bank and insurance advisory business; Included audience definition, audience benefits, messaging, deployment strategy through web, national television and print advertising, investor marketing, employee and advisor training and development.

Practice Management and Business Consulting for Global Custodian

* National deployment of web-based financial advisory practice diagnostic tool for custodian that measures and provides recommendations on 31 key areas of practice support under the categories of Client Experience, Business Strategy, Marketing and Compliance, Human Capital and Technology and Key Performance Indicators. Built and delivered follow-up client development plans that identify optimal firm opportunities and proprietary and third party delivered solutions.

Created a tiered offering of RIA practice management and business consulting solutions for national custodian; Designed program structure, defined tiers and corresponding custom/packaged/self-serve support; Created templated packages of consulting support by function, built quantitative model for assessing customer value, access and funding; Built Relationship Manager support: client positioning, FAQs, program fact sheet, program brochure content.

Public Relations and Thought Leadership 

* Strategically utilized innovative thought leadership topics and materials (white papers, guides, tools) to create an overarching public relations story line for national custodian; built messaging and defined monthly themes, created toolbox of sales and relationship management support; executed through internal client resources and external agencies.

Built awareness of new hybrid RIA offering from largest U.S. independent broker-dealer in a hyper-competitive market by enhancing selling system with a series of white papers utilizing industry leaders in a “roundtable” format; identified most critical topics/issues, interviewed participants, created editorial content.

Created white paper which examines how the 2012 Jumpstart Our Business Startups (JOBS) Act and its loosening of constraints on communications allows hedge funds to now engage in a wider range of strategic communications and marketing activities.

Lead Generation/New Client Acquiaition for Independent Broker Dealer

* Created national, regional and local lead hybrid RIA lead generation plans for national independent broker dealer; defined prospect experience and mapping to Miller-Heiman selling approach; built lead tracking and return on marketing investment (ROMI) infrastructure, monthly drive plans consisting of direct and email campaigns, web and live events, thought leadership and practice management programs.

Updated 12/12

Mar 2008 - Jan 2009

Senior Vice President, Marketing

LPL Financial Services

* Managed marketing function for new Registered Investment Advisor (RIA) Division. LPL is the nation’s largest Independent Broker-Dealer.

* Executed multi-channel national launch of RIA and hybrid (dually-registered) offering to target markets. Efforts drove over 700 institutional leads over a five month period of time

* Evaluated target market needs, perceptions and awareness

* Established platform, product and service positioning and branding

* Launched service with advertising, direct and e-marketing, thought leadership and public relations

* Supported the development of portal, microsites and webinars designed to drive prospect flow.

* Created comprehensive suite of sales support and marketing collateral.

Jun 2005 - Dec 2007

Vice President, Marketing

Fidelity Employer Services Company

* Managed brand, advertising, PR, sales/marketing programs and corporate communications for 401(k), Pension, Benefits, and HR Outsourcing Services Divisions

Brand Development and Management

* Created unified brand strategy, value proposition, positioning and creative standards resulting in inaugural Brand Handbook, Style Guide, standardized language and messaging. * Executed first unified advertising  campaign with retail and institutional businesses which raised prospect and client awareness of leadership in HR and 401(k)/retirement services businesses. * Developed institutional collateral and selling systems which generated multiple leads. * Managed internal and external marketing agencies and budget. Registered Principal.Corporate Communications* Managed public relations strategy and media activities, issued monthly press releases, proprietary research and bylined articles which resulted in extensive media coverage* Created white papers, proprietary research and industry trend reports on retirement, HR and benefits topics.Prospect and Client Growth* Created integrated employer and employee marketing and sales campaigns which drove 401(k) plan participation, extended existing client relationships and drove consulting practice growth.

Jun 2004 - Jun 2005

Vice President, Advisor Marketing

Fidelity Investments Institutional Services Company

* Managed annual advisor fund marketing strategies for division that provides Advisor Funds, 401(k) and 529s through brokerage firms, insurance companies and pension funds. 

Marketing Strategy and Program Development 

* Created and launched integrated marketing campaigns and managed process to define sales, marketing and product priorities. Executed segment-specific marketing campaigns that increased targeted fund sales. 

Customer Acquisition, Contact Strategy and Lifecycle Programs

*Defined customer contact management approach. Identified acquisition targets and entry products and developed lead generation qualifications that resulted in new advisor clients. and increased lead flow. 

Apr 2001 - Jun 2004

Vice President, Marketing

Fidelity Institutional Brokerage Company

* Led marketing team for division that provides securities clearing, processing, technology and financial products to RIAs and brokerage firms. Fidelity Emerging Leadership Program. Fidelity Outstanding Leader Award. 

Brand Management and Corporate Marketing

* Created brand strategy, positioning, content and corporate ID system, Handbook and Style Guide.

* Managed print advertising, marketing collateral and PR activities to generate new prospects.  Oversaw $10 million marketing budget. Managed executive communications functions. 

New Client Acquisition

* Created new client co-op acquisition campaigns with advertising, web, direct mail and regional events.

* Built and managed comprehensive selling system including associate educational support, product collateral and interactive product presentations that drove prospecting activities through sales pipeline. 

Product Marketing

* Launched and marketed family of investment and technology products through proactive marketing campaigns, webinars, presentations, brochures, fact sheets and advertisements. 

Dec 1999 - Apr 2001

Vice President, Product and Marketing

Circles

* Led product and marketing for innovative venture-funded marketing services organization.

* Partnered with hundreds of third party providers to deliver a wide range of products and services. 

* Created new brand and product names. Developed consumer marketing campaigns that increased awareness.

Sep 1997 - Sep 1999

Director of Product Management and Marketing

Standard & Poor's/McGraw-Hill

* Developed financial portals incorporating news, financial information and proprietary content; led product and marketing efforts for financial information products targeted to advisors, brokers and individual investors

* S&P Personal Wealth: Created and launched subscription-based SEC-registered financial planning portal with portfolio tracking, planning, recommendations and proprietary content. Defined requirements, led testing/QC efforts, promoted through advertising, PR and usage programs with investment clubs and financial organizations. 

Oct 1994 - Jul 1996

Director, Product Development

Merrill Lynch & Company

* Managed product development, distribution and marketing strategy for young affluent client segment. 

Aug 1988 - Sep 1994

Vice President, Marketing

MasterCard International

* Increased credit card acquisition and usage and opened new markets for credit and debit card acceptance.

* Managed product strategy and marketing of Gold MasterCard.

* Created and launched national point of sale promotional programs.

* Managed national print and television advertising.

* MasterCard Employee of the Year.

Education

Education
Sep 1983 - May 1985

Master of Business Administration

New York University Stern School of Business

General Management curriculum. Student Government participant, Marketing Association, Urban Business Assistance Corporation.  

Certifications

Certifications

Yellow Belt-Certified

Six Sigma