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Network Power<100 people
Roles
🧨60%
Consulting
🔥40%
Startup Founder
🧑💼40%
C-level Executive
Geos
🇺🇸60%
United States
🇫🇷20%
France
🇵🇪20%
Peru
Work Background
Santander Bank, N.A.Director, B2B Marketing Strategy & Planning
Apr. 2021United StatesLead Small Business Banking and Commercial Banking marketing strategy and initiatives to acquire high-value clients and deepen relationships. ▪ Manage three-person team, executing a fully cross channel integrated marketing approach in pursuit of key business line objectives.
▪ Create new Small Business Banking Value Proposition to establish a more relevant approach to SBOs and managers and more unique positioning in the markets we serve based on in-depth qualitative and quantitative research. Potential for 97% consideration based on TURF analysis. ▪ Oversight of new Website design and customer experience for Small Business Banking and Commercial Banking. ▪ Optimize targeting for high-value new customer acquisition and deepening to maximize quality of opening deposits, and value/retention at vintage increments 3-12 months. Increased average deposits by 20% and accounted for 24% of total production in 2022 thus far. ▪ Recharge lending acquisition initiative post pandemic, generating 15% of lending applications in first quarter of 2022. ▪ Oversight of real-time Next Best Action opportunities, targeting for triggered personalized communications and leads to our network partners, designed to help them have relevant conversations leading to deepening behaviors and transactions. ▪ Oversee engagement strategies and programs to create quality opportunities for customers and prospects to find the solutions they’re looking for when actively searching for them, and facilitate banker interaction via SEM, Social, Content and Website channels
▪ Commercial Banking Account Based Marketing pilot program as proof of concept for adopting this structure as a cornerstone strategy. Creation of sponsored partnerships to stand up educational seminars, webinars, panel discussions and content that demonstrates Santander’s reach beyond its own walls. Partnerships with The Boston Globe and Boston Business Journal among others.
Santander Bank, N.A.Vice President, Director, Marketing
Feb. 2019 - Jan. 2023Boston, MA · HybridDirect Marketing B2C and B2B
direct response campaigns for customer acquisition and deepening across consumer and SMBmarkets.
- 4 person team manages specific one-to-one acquisition and cross-sell campaigns and are the operation owners of email and branch CRM platforms.
-Working with product and channel marketing teams to develop campaign strategies across traditional and digital channels including direct mail, retail, email, outbound calling and online banking; leveraging existing and new marketing technologies to improve the efficiency and effective of one-to-one marketing efforts.
-Partnering with internal CRM and Data Analytics teams to enable effective campaign planning, targeting, list development and incremental impact of marketing investments.
-Leverage existing capabilities/resources where applicable and recommend areas for investment/outsourcing.
-Analyze current activities and ensure fit for purpose against the goals of the organization
-Manage campaign planning process to support ongoing acquisition and portfolio management efforts for current products including DDA, Deposits, Business Banking, Cards and Consumer Lending.
-Partner with the lines of business and Product and Segment Marketing teams to develop offer strategies that are aligned with the business economics and maximize overall marketing ROI.
-Ensure appropriate end-to-end business controls are in place and proactively managed.
-Manage 1:1 budget to optimize ROI across channels.
Santander Bank, N.A.Vice President, Direct Marketing Director
Jul. 2016 - Feb. 201975 State Street, Boston, MALeadership of bank's direct marketing activities for consumer and business banking products and services to accelerate use of 1:1 marketing and drive incremental growth through acquisition and cross-sell campaigns. - Set campaign strategy with key stakeholders for direct marketing acquisition and cross-sell campaigns.
- Develop and oversee the implementation of test and learn agendas across campaigns
- Apply best practices to current and future programs, while aligning program design to overall business objectives
- Manage external and internal partners/agencies critical to effective program execution
- Monitor campaign performance, and provide insight to executive management with regard to optimization of multi-million dollar budget.
Rockland TrustVice President, Business & Commercial Banking Product Marketing
Apr. 2015 - Jun. 2016Hanover, MAResponsible for development and execution of strategy to support growth and expansion of small business and middle market business customer base to improve financial contribution.
Lead refinement of value proposition within competitive landscape to define optimal positioning, and ensure delivery of product and service solutions to support it across lending, deposits and cash management offerings. Work with business units to establish prioritized multi-year development roadmap against key performance indicators, and establish programs/campaigns for new customer acquisition and existing customer relationship deepening designed for incremental impact.
Citizens Financial Group, Inc.Vice President, Business Banking Product & Segment Marketing.
Jul. 2013 - Apr. 2015Dedham, MAResponsible for the successful marketing, positioning, and distribution of Business Banking deposit, lending and cash management solutions through various marketing channels. Provide insightful marketing vision for the business line to develop successful marketing strategies and integrated campaigns that are informed by market and customer insights to ensure success from a financial and customer experience perspective. Primary contact within Corporate Marketing for business banking line of business, managing all business banking marketing strategies and programs, working closely with business line leaders and other key stakeholders within marketing, retail, customer service, and operations. Also work closely with analytics team to evaluate success of marketing initiatives on an incremental basis, and continually optimize results. Manage team of two Business Banking Marketing Managers.
Citizens Financial Group, Inc.Vice President, Senior Campaign Manager and team leader
Jul. 2010 - Jul. 2013Senior leadership role on Marketing Operations & Planning Campaign Management team, featuring oversight of cross-functional practice groups executing fully integrated, multi-channel campaigns supporting both brand and product marketing and segmentation objectives. Responsibilities include program management of high profile initiatives for Citizens' Everyday Banking, Business Banking, and Premier Banking product offerings. Manage a team of three Campaign Managers.
Citizens Financial Group, Inc.Vice President, Senior Direct Marketing Manager
May. 2007 - Jul. 2010United StatesLeadership role on entrepreneurial Direct Marketing team that drives approximately $2 Billion in gross deposits to the bank annually. Responsibilities include oversight of several key, high profile campaigns including oversite of all new customer acquisition and strategic channel marketing support of Citizens' Business Banking and Partnership business lines..
Citizens Financial Group, Inc.Program Manager – Direct Marketing (consultant)
Jun. 2006 - May. 2007Direct Marketing Management (independent consultant)
Profile of role includes oversight of direct marketing projects to support the objectives of product management and direct marketing teams. Responsibilities include creative direction/input to lead direct agency for specific campaigns, list specification and procurement, all aspects of program management thru analysis of key metrics and articulating future strategies. Assigned product areas to date include Citizens Debit Rewards, education finance, small business, and value added products.
Wellesley Asset Management, Inc.Executive Vice President
Feb. 2002 - Apr. 2006United StatesProfile of role includes Advertising, Marcom, PR campaigns, executive presentations, project management, growth strategy leadership, direct marketing for this investment management firm. *Showcased career signature for change leadership converting the company from a cold-calling to lead generation model and integrating marketing programs with sales strategies and tactics. *Re-engineered the companys entire corporate branding. *Creatively addressed challenges relating to a competitive landscape and rapidly evolving niche markets. *Strengthened core messages: capital preservation and absolute return investing with our target markets; high net worth individuals, retirement plans and financial professionals. *Corporate spokesman before leading industry trade associations, conferences, and major partner events.
PrimecardExecutive Vice President Sales & Marketing
Oct. 2001 - Jan. 2003United StatesRole was co-founder, board member and leading marketing strategy and sales. Primary focus: marketing/selling a rewards marketing platform for credit card issuers. Major clients: National City and First Union.
§ Built the corporate and product brand leading to rapid growth of the companys sales pipeline. § Provided a key sales leadership role in landing The Boston Globe account, worth $200k per annum. § Launched award winning marketing campaigns, increasing qualified leads by 90%.
Passaic Parc (now Contenteurs)Vice President Business Development
Sep. 1999 - Sep. 2001Provided leadership key to expanding our market presence and revenues: sales increased by 150% over 2 years. Promoted niche approach: “Optimarketing™”. *Tenure best exemplified by strengthening of ability to create unconventional landmark advertising concepts – integrating with sophisticated direct marketing techniques. *Displayed a number of soft skills in quickly ramping up business for this agency, which initially had no backlog of new business. *Established a highly effective sales model based on the Sandler Selling System. *Clients included: Autopart International, Be Free, BJ’s Wholesale Clubs, Charrette.com, Fast Company, Harvard Business School Publishing, Homeportfolio.com and MIT Technology Review. *Led business development – key leadership role in taking fee revenues from nothing to nearly $1M per annum – and achieving net margin targets - within first 18 months. *Learned the art/science of creating great, cost-effective marketing and advertising.
CFI Design GroupEVP/Partner
Feb. 1983 - Sep. 1999United StatesCore product was information design, document management solutions and JIT delivery of corporate communications specializing in financial services/credit card marketing. *Led the companys rapid growth: a 240% increase of billings and 11% net profit margin over 5 years.
*Established team building and leadership skills; 11 reports. *Major customers: Fidelity Investments, First Union, National City, Putnam Investments, The Topps Company, Orange Country Register, Primerica, Travelers.
*Initiated specialized work for major ad agencies. Clients included: Associates Bank, Amtrak, AT&T, Check Free, Dayton Hudson, IBM, and JI Case. *Transitioned this company into a high end marketing services firm and industry leading presence. Our largest billings were 1996: $5M. *Showcased unique ability to marry corporate marketing strategy with sales strategy and tactics. This skill would prove foundational to successes here and in the future.
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