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Work Background
BrightStar Credit UnionVice President of Marketing
Oct. 2015Miami-Fort Lauderdale AreaPromoted to manage marketing, branding, business development, and PR with $1.3M budget, crafting cross-selling strategies aligned with annual plans. Lead 7-person team across 8 locations and 23 Florida counties, collaborating with 30+ marketers, operations staff, and lenders. Monitor KPIs, devise retail strategies, and build community relationships. Supervise call center and member services, manage over 15 vendor relationships to improve profits, as well as evaluate marketing spend and ROI for initiative effectiveness.
• Achieved $98.3M in originations for 2023 and $97M for 2022 by executing successful commercial lending campaigns and developing tailored product sets.
• Grew assets from $347M to $873M, projected to reach $1B, by revitalizing organizational brand and launching effective marketing and loan promotions. SKILLS Key Performance Indicators (KPIs)
Vendor Relationship Management
Retail Strategy Development
Market Spend Evaluation
Team Leadership
BrightStar Credit UnionMarketing Manager
Mar. 2014 - Oct. 2015Sunrise FloridaHired to oversee comprehensive marketing plans, campaigns, and promotions, driving media and outdoor marketing initiatives while also creating direct lending promotions for loan products. Managed marketing staff, devised new campaigns, and maintained positive media relations, achieving earned media coverage. Leveraged data and KPIs to streamline processes and implemented advanced technologies, including mobile check deposit, bill pay features, and EMV chip pilot programs, along with producing campaign-specific landing pages.
• Demonstrated top-level performance that led to rapid promotion by reducing vendor costs, improving resource management, and eliminating overpayments through improved processes.
• Increased monthly mortgage numbers by digitizing operations and outsourcing to third parties, streamlining processes to enhance customer satisfaction. SKILLS Marketing Plan Development
Operational Optimization
Vendor Management
Team Leadership
Media Relations
H&R BlockRegional Marketing Coordinator
Aug. 2012 - Mar. 2014Fort LauderdaleManaged 4 marketing coordinators and collaborated with regional director to lead field marketing efforts. Coordinated and led marketing efforts with 80 office leaders and tax professionals to quickly implement weekly marketing plans tailored to each office. Oversaw campaigns, customizing media from corporate headquarters to fit Florida market.
• Propelled eastern region to top performance by crafting dynamic strategies and spearheading impactful grassroots marketing events. SKILLS Marketing Plan Implementation
Grassroots Marketing
Media Customization
Team Leadership
Field Marketing
The Meraki AgencyFounder/Marketing Executive
Jan. 2008 - Mar. 2015Fort Lauderdale, FLFounded agency and supervised small team to complete projects. Created strategic marketing and media plans for over 25 clients, ensuring regional, national, and global market penetration. Catered to diverse industries, distinguishing new brands with innovative corporate branding tactics and leading creative processes to enhance campaign efficacy.
• Positioned multiple clients' brands in regional, national, and global markets, driving major market penetration and brand recognition. SKILLS Brand Development & Positioning
Strategic Marketing Market Penetration
Entrepreneurship
Media Plans
Yacht Clubs of The AmericasDirector of Marketing
Jan. 2008 - Dec. 2010Fort Myers, Florida AreaHired as brand manager and advanced to director, leading media relations and business development with innovative strategies. Managed marketing budgets, media relations, sales partnerships, and company participation in industry events. Recognized for supervising and coaching onsite sales teams.
• Executed significant sales growth by transitioning club from private to public status and introducing profitable rental services. SKILLS Marketing Leadership
Budget Management
Brand Management
Sales Growth
Innovation
Sales Leadership
Yacht Clubs of the AmericasBrand Manager
Jan. 2005 - Dec. 2008Fort Myers, Florida AreaStrategize precise marketing tactics and oversee, plan and implement
Manage and approve marketing strategies within precise media budgets
Design and review creative material involved in corporate branding and marketing
Oversee sales staff and manage marketing initiatives in all eight regional locations
Determine appropriate media and means of brand promotion and continuity
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