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Work Background
Alliant Insurance ServicesAVP, Americas Marketing
Aug. 2022 - Jan. 2025Los Angeles, California, United StatesUniting my background in regional and product marketing with audience segmentation has allowed me the opportunity to lead the Alliant Americas geography marketing. Responsible for developing strategies and tactics to support the growth of Alliant and the wellbeing of clients and prospects. Accountable for managing marketers and building upon sales and marketing platforms including (Seismic, Eloqua, Ceros, Brightedge, and salesforce) to enhance brand awareness while developing core materials to deliver best-in-class solutions. Development of SME and COE resources to expand reach into industry associations and publications and enhance the overall value the firm has to offer the Americas marketplace.
EYTechnology, Innovation, and Platform Marketing | Financial Services Organization | Contract
Feb. 2022 - Aug. 2022Los Angeles, California, United StatesAccountable for managing and implementing go-to-market programs for the Financial Services Sector. The Technology, Innovation and Platforms marketing team is accountable for telling the story, delivering thought leadership on the value and methodology necessary to support the technology transformation occurring in Financial Services. This role supports the messaging that will help FS clients grow with scale and speed; meeting the expectations of customers of the future. Delivering results by leveraging multi-channel marketing including digital marketing, demand generation, paid media and public relations. Optimizing search and audience segmentation including the development of journey and persona mapping to align with client lifecycle.
Capital GroupMarketing Initiatives Lead & IR Strategist
Jan. 2020 - Jan. 2022Greater Los Angeles AreaInitially contracted to develop the marketing strategy and delivery of wealth management solutions throughout North America for Fixed Income. The leadership role partnered with cross functional teams to develop and deploy marketing activities and establish strong stakeholder relationships. Initiatives included the design and implementation of a revised digital ecosystem, audience journey and roadmap. Oversight of media plan incorporating public relations and campaign activities to meet/exceed KPIs and other measurements to support pipeline growth. Managed the development of marketing assets for new product launches and worked collaboratively with cross-channel partners to enhance delivery opportunities. Recently engaged in the Institutional Retirement practice, providing oversight and guidance to business partners and marketing SMEs to develop marketing assets including the enhancement of SEM/SEO and web/mobile optimization.
Willis Towers WatsonNorth America Marketing Operations Lead
Oct. 2015 - Sep. 2019Greater Los Angeles AreaThe North America Marketing Operations Lead focuses on developing and managing the implementation, monitoring and measurement of marketing programs ensuring there are consistent planning processes, tools, templates and training provided to marketers while managing internal and external communications to key stakeholders. Responsibilities include the development of segmentation strategies based on analytics to target senior leaders in Fortune 1000 companies including C suite and define best practices to effectively deliver appropriate messaging to support sales and marketing goals. Accountable for establishing and generating marketing reporting, scorecards and analytics that measure the impact of marketing investments and make recommendations for refinement of campaigns and initiatives. This role works collaboratively with marketing communications, finance and peers in Europe and Asia to ensure consistent practices are used globally as well as closely with business and marketing colleagues on the delivery of key marketing programs to over 30+ markets in Canada, US, and Latin America.
Willis Towers WatsonWest Region Marketing Manager
Sep. 2010 - Jul. 2015Century CityAs part of the Global Marketing Team, the Region Marketing Manager is accountable for managing the marketing strategy, people, communication and tactics for a designated geography. In this role, the marketing lead is the key functional leader connecting external marketing activities to the national agenda and ensuring the consistency of messaging, delivery of marketing vehicles, and overall management of the US west division marketing team. This role is accountable for leading a team of eight marketers to create brand awareness for our services and solutions, enhance client retention via loyalty programming and generate leads to our business leaders and consultants in our core lines of business. Marketing professionals in the US West Division reside in the following areas and are accountable for developing and executing on the marketing plans for their markets which include Hawaii, Pacific Northwest, Northern California, Southern California, Southwest, Rocky Mountain Region and Texas.
OneWest BankVice President, Retail Sales & Marketing
Jan. 2005 - Jan. 2010OneWest Bank, formerly First Federal Bank of California. Accountable for the development and execution of all retail marketing programs, including strategy development, planning, budgeting, creative project management, messaging development, and promotions. Year over year, marketing initiatives exceeded their benchmarks by 100%+ and total deposit base increased from $2 Billion to over $4 Billion with initiatives contributing over 20% of growth. Launched several product lines supporting both business and consumer programs, including DDA Rewards product, Referral Rewards product, Online Bill Pay initiative and ATM receipt advertising program. Implemented marketing campaigns via the coordination of advertising, online/offline, public relations, direct marketing, events and POS promotions. Additionally, to manage programs more efficiently, spear-headed the launch of a private label CRM solution to over 200 FTE. Customer profitability increased by over 30%; exceeding benchmark by 50%. Working with Regional Vice Presidents, Wealth Management Consultants and Service Officers, new sales and client communication processes were implemented to increase overall sales efficiencies and client satisfaction. Wealth Management division experienced 50% growth, year over year with sales and marketing initiatives contributing 30% of growth of platform. Launched new client onboarding program which increased cross sell ratios by more than 50% and retained 85% of first year clients; significantly exceeding industry benchmarks. During FDIC acquisition, created consistent messaging and client retention tactics which resulted in more than 90% of all top clients remaining with the bank during the transition.
Lincoln FinancialRegional Director of Marketing
Jan. 1999 - Jan. 2005Responsibilities included the overall design and implementation of the marketing strategy for the Southern California Planning Group. This unit supported the acquisition and management of High Net Worth individuals and business owners whose net worth exceeded $20 million. Developed regional database system for tracking and managing direct mail and marketing initiatives which was then successfully launched at the national level. Supported the recruitment of new Financial Advisors and spearheaded a national committee to implement Southern California regional practices at the national level which increased new advisor acquisition by 150%. Lead training seminars and workshops to Financial Advisors throughout Southern California on client acquisition best practices. Implemented B2B marketing strategy to reach Centers of Influence in the CPA and Estate Planning Attorney markets; increasing client acquisition by 20%. Selected to speak at National Convention in San Francisco and San Diego on database management and reducing the Financial Services Sales Cycle. Worked with over 100 Wealth Management Consultants in developing their sales & marketing plans and oversaw a team of 3 regional marketing coordinators, a database administrator and campaign manager to meet regional goals. Was selected as Team Leader for National Committee of eleven Regional General Managers to identify and create new sales platform integrating database management best practices. During the acquisition of Jefferson Pilot Securities, created an online marketing platform to integrate new advisors into the LFA system.
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