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CubeSmartSenior Vice President, Head of Sales and Marketing
May. 2023
Momentum Financial Services GroupChief Marketing Officer & Head of Retail Experience
Dec. 2020 - May. 2023Malvern, Pennsylvania, United StatesExecutive leading all marketing, corporate communications and retail network planning for a leading provider of financial services for the under banked in North America. In business for over 40 years, Momentum Financial Services Group, formerly Money Mart Financial Services, is a private equity backed corporation made up of 4 separate brands - Money Mart, Money Mart Mortgage, The Check Cashing Store and US online lender Centz. Responsible for establishing first marketing organization for the company, establishing creative development capabilities, advertising and digital media strategy, SEO platform, marketing operations systems, analytics infrastructure, and a repeatable process for campaign planning, promotion, and delivery. Established and lead a network planning & optimization function that balances store consolidation and lower cost formats with digital servicing to provide consistent geographic coverage for our customers, while reducing costs for the company to reinvest in growth. Highlights to date include refreshing outdated Canadian brand to increase trust and relevance, rebranding corporate identity from Money Mart to Momentum Financial Services Group to connect employees and customers more deeply to the values and mission of the company and implementing a marketing automation platform mapping data across enterprise systems, designing automated customer journeys with email and SMS.
Capital OneVice President, Performance Marketing & Customer Communications
Jan. 2019 - Dec. 2020Wilmington, DelawareOversaw all acquisitions, customer marketing and crisis communications for the retail bank at Capital One. Led team of 40 associates in defining marketing strategy across all paid and owned channels to achieve aggressive business growth targets ($8B in annual deposit growth and 250K new checking accounts). Accountable for the planning and optimization of $175M+ marketing budget. Drove $20B+ in retail deposit growth from acquisition and customer programs, supporting new product and feature launches and implementing breakthrough promotional campaigns, optimizing funnel conversion and maximizing ROI. Introduced agile working model into the performance marketing function, which included embedding dedicated creative and analytical resources into each value stream. Work product increased by 50% and employee engagement by 25%. Leveraged marketing technology stack, propensity models, and robust segmentation framework to refine targeting and messaging strategies and unlock omni-channel marketing capability. Developed a customer communications and crisis management process and steering committee focused on controlling the narrative, putting the customer front and center during times of change and clearly communicating change (COVID 19 impacts, APR/pricing changes and branch closures).
Capital OneSenior Director, Brand Strategy & Customer Marketing
Mar. 2015 - Jan. 2019Wilmington, DelawareLed high-performing team focused on customer onboarding, product cross-sell, and customer engagement. Leveraged data and machine learning technology to deepen customer relationships and optimize contextually relevant messaging for customers in an omni-channel, triggered fashion. In addition, was responsible for building awareness, trial, and consideration of Capital One Cafés in Boston, a new retail banking model designed to encourage authentic conversations around money with customers and prospects. Launched first television and mass media campaign for the bank to bring to life Capital One's unique cafe digital banking value proposition.
CitiSenior Director, ThankYou Preferred Credit Card Portfolio
May. 2012 - Mar. 2015Wilmington, DelawareAccountable for driving growth, profitability, usage, and customer satisfaction for Thank You Preferred, one of company’s largest rewards credit card portfolios (6.5MM accounts, $34B sales, and $17B in annual revenue). Directed team of 15 marketers in defining design target, value proposition, and marketplace positioning. Managed all aspects of cardmember customer experience ensuring optimal experiences at point of sale, over the phone and via on-line servicing channels.
ChaseMarketing Director, Chase Blueprint Brand Marketing, 2010-2012
Jun. 2010 - May. 2012Wilmington, Delaware, United StatesDirected mass advertising, digital, and customer marketing for Blueprint (ingredient program in all Chase proprietary card products). Developed integrated marketing campaigns across consumer touch-points, resulting in a 12% point increase in awareness. Achieved 43% customer awareness of Blueprint two years after launch. Partnered with public relations and public affairs teams to develop opportunities with consumer advocate groups and political organizations to highlight consumer benefits Blueprint delivered to customers, such as paying off balances faster and avoiding paying interest on certain purchases.
ChaseMarketing Director, Slate Portfolio Management & Pricing Strategy
Mar. 2008 - Jun. 2010Wilmington, Delaware, United StatesOversaw P&L management and customer marketing strategy for Slate portfolio. Responsible for profitable engagement and retention of existing customers, utilizing data, segmentation, direct marketing tests, economic analysis, and P&L management to drive portfolio profitability ($30B in outstandings and $1.2 in profit).
HSBCCommercial Banking Segment Manager, small business and commercial
Jan. 2006 - Dec. 2008New York, New York, United StatesManaged acquisition and cross-sell campaign for small business checking, savings, and loan offers. Surpassed balance goals each quarter. Spearheaded first business debit activation and usage testing for HSBC, partnering with Visa, resulting in a 2.2% response rate, and surpassing goals for card usage.
ChaseVP, Smal Business Product Manager
Jan. 2003 - Dec. 2006New York, New York, United StatesManaged multi-channel mass media and acquisition campaigns to drive new account growth, customer engagement, and balance retention ($33B in balances and 320K new accounts). Oversaw debit portfolio segmentation strategy, with focus on driving lift in card activation and usage.
ChaseManager, Brand Advertising
Jan. 1998 - May. 2003New York, New York, United StatesLed team of advertising managers in communications development for three retail consumer business segments: retail financial services, personal financial services (affluent and HNW proposition), and small business financial services. Oversaw development of first advertising campaign for small business in 1999 (The Small Business Team at Chase), resulting in a 20% gain in awareness and a 10% increase in new account volume.
Ogilvy & MatherAccount Executive
Jun. 1996 - Sep. 1998New York, New York, United StatesAccount management on American Express and IBM accounts. Responsible for creative development and testing strategy for AMEX acquisition direct mail programs.
W.B Doner & Company Advertising Traffic Coordinator
Jun. 1995 - Aug. 1996Baltimore, Maryland, United StatesTraffic coordinator for Wendy's and Colt 45 accounts
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