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Work Background
EXLAssistant Vice President
Jan. 2022Lambertville, New Jersey, United StatesAssitant Vice President, Research & Insights for EXL Marketing Solutions
EXLSenior Director - Research & Insights
Apr. 2020 - Dec. 2021Lambertville, New Jersey, United StatesSenior Director for Marketing Research & Insights, a new practice area at EXL Marketing Solutions (formerly RPM Direct). Responsibilities included building practice, evaluating and negotiating to acquire research & insights tools, managing thought leadership, competitive intelligence, developing new products and services and conducting internal training. Key Accomplishments * Built brand-new Research & Insights practice area to support marketing planning for clients and to empower our front-end sales team. * Conducted GAP Analysis to identify needed tools to meet our business objectives and negotiated contracts with multiple partners.
EXLMarketing Director and Client Service
Apr. 2013 - Mar. 2020Lambertville, NJI started working for RPM Direct as a contractor in April 2013 and was hired as full-time Marketing Director/Client Service in July 2013. (RPM Direct was acquired by EXL in early 2015.) Primary responsibility was for assigned account relationships including management of creative testing agenda and driving deliverables related to creative testing strategy. Collaborated with life insurance, P & C and healthcare clients as well as creative, production, analytics and database teams to ensure timely delivery of projects. Managed Competitive Intelligence and Market Research to support Client Strategists, clients, prospects and new business development. Key Accomplishments * Successfully transitioned Broad Market, RNB and cross-sell programs for agency’s largest life insurance client and mailed over 65 million pieces across multiple products. * Led creative development and revisions for over 100 creative projects with hundreds of versions including generational and gender kits based on research and insights.
MerkleAccount Director, Insurance and Wealth Management
Jan. 2011 - Sep. 2011Columbia, Maryland, United StatesLed direct marketing account teams for GMACI Insurance business and for a large College 529 provider. Managed Account Managers and indirectly managed ten cross-functional team members from creative, interactive, production and technology areas. Key Accomplishments * Led transition of GMACI’s affinity direct marketing operations to Merkle. Team managed mailing of 7.9+ million pieces in 40 campaigns during initial 4-month transition with 100% accuracy. * Developed and launched multiple email programs to support acquisition, automated onboarding, retention, online service and win-back.
Colleen Bruemmer DBA Target Marketing Success, LLC - A Sole ProprietorshipMarketing Consultant
Mar. 2008 - Mar. 2013Cleveland, Ohio, United StatesProvided direct, database and digital marketing, social media, research and analytical services to individuals, associations, groups and businesses. As a consultant for direct marketing providers and CVS Caremark, completed projects such as multi-channel marketing plan development and direct marketing campaigns. Developed new service offerings including competitive research and digital marketing services. Key Accomplishments * Recommended and built MS Access database to allow timely follow-up with responders who did not enroll on first contact with CVS Caremark for Part D prescription coverage. Mailing resulted in a response rate of 7% and a conversion rate of 83%. Cost per application (CPA) was 4% of overall program average. * Collaborated with CVS Caremark Acquisition team to achieve over 345K AEP enrollments by measuring and reporting results and making timely recommendations based on complex test design that included 100+ cells.
Ohio Savings Bank (formerly AmTrust Bank; now NY Community Bank)Direct Marketing Channel Manager
May. 2006 - Feb. 2008Cleveland, Ohio, United StatesManaged multiple marketing channels including direct mail, telemarketing, statement inserts and ATM messaging to ensure integration and optimize marketing efforts. Served retail and small business operating units and the Investment/Insurance group. Key Accomplishments * Increased number of checking accounts by 100% over “Business as Usual” forecast through the use of an integrated direct marketing program. * Directed Business Intelligence (BI) analysts in building response models and developing lists for 20+ acquisition and cross-sell direct marketing campaigns that generated several hundred million dollars in new deposits.
ConvergysProgram Director - CRM, Marketing Research and Knowledge Management Services
Jan. 2000 - Oct. 2005Cincinnati, Ohio, United StatesOrganized and directed teams to develop, sell and implement programs that leveraged the use of data, research, sophisticated analyses and insights to produce incremental revenue, cost savings, support optimization and improve key relationships. (Concentrix acquired Convergys in 10/18.) Key Accomplishments * Conducted gap analysis, re-designed and sold a “Voice of the Client” satisfaction and loyalty program to enable more timely, unbiased and cost-effective measurement for the IMG group. Reduced research costs by over 30%. * Led Continuous Improvement (CI) teams in award-winning programs for Sprint and Capital One and earned a Continuous Improvement Green Belt based on Six Sigma principles. Reduced voluntary agent attrition by 20%+, increased profit by 40%+ and improved key relationships.
Wells FargoAssistant Vice President
Aug. 1996 - Aug. 1999San Francisco Bay Area* AVP/Marketing & Business Development Manager for Wells Fargo Insurance Services (06/1998 to 08/1999) * AVP/Marketing and Operations Manager (12/1997 to 05/1998) * AVP/Product Manager – Fee Based Programs (03/1997 to 11/1997) * Product Manager – Fee Based Programs (08/1996 to 02/1997) Directed strategic planning, business development, marketing, partner relationships, analysis and modeling. Led team members responsible for operations, product management, customer service call center, results analysis and compliance. Contracted with and managed relationships with 10 third party partners. Developed a marketing performance reporting system. Served as licensed (P&C and Life) Agent of Record & co-managed agency during two periods of re-organization. Key Accomplishments * Managed 30+ affinity direct marketing campaigns that generated $19+ million in premiums, $4.5 million in fee income and 700K+ new policyholders for 10 partners and 14 insurance products. * Increased average annual premium for key product lines by 50% and improved Net Income Before Taxes (NIBT) by 40%+ due to improved marketing results and contracts negotiated with partners.
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