Ruth Erickson - Executive Director of Marketing, Bank of Hawaii

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Work Background

Bank of HawaiiSenior Executive Vice President - Marketing & eCommerce

May. 2021 - Mar. 2024Honolulu, Hawaii, United StatesAs a key member of the bank’s Executive Committee, I spearheaded the development and execution of transformative marketing strategies to achieve the company’s goals of elevating brand presence, expanding market share, and enhancing customer experience across various segments. I built and led a highly motivated team to implement integrated marketing programs across multiple channels, including digital media, SEM, SEO, content marketing, website optimization, social media, email marketing, and traditional TV, print, direct mail, and telesales. These efforts significantly boosted visibility, drove demand generation, and fostered customer relationships. I directed demand generation strategies to deliver measurable results, continuously assessing the effectiveness, performance, and ROI of marketing investments across all paid and organic channels. Additionally, I was responsible for developing and implementing marketing processes, technology, and data strategies in collaboration with supporting departments, which enhanced the overall efficiency and effectiveness of the marketing department.

Mana UpMentor

Jan. 2023 - Dec. 2023Honolulu, Hawaii, United StatesSupported Mana Up, a local accelerator and venture fund, to help them in their mission to grow Hawaii-based products globally. Served as an executive mentor and coach to a Mana Up entrepreneur to accelerate their digital marketing.

Bank of HawaiiExecutive Vice President - eCommerce & Marketing Operations

Feb. 2020 - May. 2021Honolulu, HawaiiResponsible for the bank’s marketing functions for e-commerce, boh.com, and online banking and oversaw the bank's marketing programs, digital marketing, content marketing, marketing automation & operations departments, as well as social media, email and direct mail. Built and managed the bank's Demand Center, the hub for marketing strategy, operations, insights, and performance. As an executive committee member, I oversaw the expansion of the bank’s digital commerce capabilities across consumer lending and deposits growing the online marketing mix significantly.

Bank of HawaiiSenior Vice President Marketing Operations

Jun. 2019 - Feb. 2020Honolulu, HawaiiLed the planning and design of integrated customer relationship management by developing marketing strategies and connecting to major initiatives to optimize a new a CMS, deploy a marketing automation system and build out the technology, processes and team to enable modern marketing. Led and managed the development and execution of a strategic digital marketing plan, using direct and digital marketing to drive traffic to the bank’s digital platforms (including performance marketing, SEO, SEM, digital content, social channels), digital merchandizing across all platforms. Helped create the evolution of the customer experience journey through digital channels including social media, web site, mobile, search, and display ensuring that it is continuing to deliver on the brand positioning. Facilitated the Bank’s strategic focus on customers by putting the customer first in the approach to digital marketing and user experience.

ProService HawaiiDirector of Marketing

Nov. 2017 - May. 2019Honolulu, HawaiiResponsible for defining the marketing and communications strategy, management and execution at ProService Hawaii. Led the team accountable for increasing inbound and outbound marketing leads, instilling and leading a culture focused on data analytics and bottom line impact, refining our competitive positioning in the marketplace, and working with key sales and operations team critical to our marketing success. Oversaw creative and unique direct marketing campaigns, marketing automation, content generation, lead nurturing, and digital and brand presence to tell the ProService story, drive awareness, demand generation, and customer retention.

MicrosoftDirector Marketing Strategy - Global Demand Center

Nov. 2016 - Sep. 2017Redmond, WA• Developed long-term strategy and drove planning for Account Based Marketing and Engagement for deeper connection with complex sales organizations • Led the strategic planning to modernize the Microsoft partner marketing framework to enable amplification, accelerate partner-ready leads, and recruit new partners through marketing automation • Defined marketing automation and machine learning functionality to create more personalized, relevant communications with each buyer

MicrosoftDirector, Integrated Marketing and Product Releases -- Cloud + Enterprise Marketing

Apr. 2015 - Nov. 2016Redmond, WA• Spearheaded marketing transformation of Microsoft’s Cloud + Enterprise business through the strategic development and landing of a modern integrated marketing strategy enabled by marketing automation tools, data analytics, content marketing and media strategy. • Created the global marketing landing framework to execute 13 marketing campaigns across 103 markets through coordinated planning, training, localization, editorial programming, marketing enablement and community development. • Provided executive view of campaign performance results, campaign analytics, strategic insights and optimization improvements. Package results for broader corporate communication channel outreach and socialization. • Directed the disclosure and product release processes for the Cloud + Enterprise business including announcements for Microsoft Azure, the launch for SQL Server 2016, Windows Server 2016 and Microsoft Dynamics 365. • Built and managed a new high performance team to carry out global customer engagement programs, product launches and global marketing planning.

MicrosoftDirector of Marketing Programs, Cloud + Enterprise

Oct. 2013 - Apr. 2015Redmond, WA• Led the multi-year envisioning and transformation of Microsoft’s commercial IT event portfolio to create Microsoft Ignite, the largest IT industry event with over 23,000 attendees. • Led the Cloud + Enterprise business event strategy and execution across Microsoft, industry and partner events. • Established and drove a scalable product roadmap, disclosure and product release processes for a multi-billion dollar business to better enable stronger marketing execution across our field, partners and customers. • Drove the definition and execution of multiple global launches for Windows Server, Microsoft Azure and SQL Server coordinated across product groups, public relations, segment marketing and field marketing teams. • Delivered an evidence and reference strategy focused on quality and storytelling across all Cloud + Enterprise products. Engaged customers, drove customer acquisition and promoted product loyalty by executing a world class customer evidence engine. • Drove integrated marketing planning, management and communications for Cloud + Enterprise marketing campaigns implementing strong left to right and up and down marketing planning across the business.

MicrosoftChief of Staff -- Server & Tools Marketing Group

Feb. 2012 - Oct. 2013Redmond, WA• Worked closely with the Corporate Vice President of Marketing on his transition from the Office and Office 365 business to the Server and Tools business to drive the rhythm-of-business, team communications and infrastructure, team health, business reviews and management processes. • Directed strategies for organizational assessments and community building that built the organizational capability, drove change management, strengthened leadership and created a positive culture among a new leadership team. • Provided insight and advice to the leadership team around operational excellence, headcount, resource and fiscal planning, participated in overall strategy decisions and assisted in implementing policies and procedures. • Led fiscal planning, resource allocation, budget prioritization and executive communications for one of Microsoft's fastest-growing businesses.

MicrosoftBusiness Manager -- Office & Office 365

Apr. 2010 - Feb. 2012Redmond, WA• Recruited by Corporate Vice President to manage multi-billion dollar Office business, comprised of Microsoft Office, Business Productivity Online Services, Office for Mac and Microsoft Visio. • Championed the objectives of the Corporate Vice President of Office and Office 365 Marketing rhythm-of-business, team communications and development, team health, business reviews and management processes. • Worked closely with human resources to drive organizational realignment processes and change management through the integration of multiple teams into the organization. • Led the development of executive messaging for public relations and marketing team through the creation of keynotes, blogs and executive communications for Corporate Vice President of Office and Office 365 Marketing.

MicrosoftSenior Product Marketing Manager, Business Productivity

Sep. 2008 - Apr. 2010Redmond, WA• Developed the go-to-market strategy and led the planning and execution for the global product launch for Microsoft Office 2010 and SharePoint 2010. • Led and managed cross-functional virtual teams to ensure all launch plan deliverables and readiness activities happened to ensure successful launches including event planning, public relations, readiness, web, social, channel marketing, customer evidence and field marketing. • Drove the field adoption and execution across of the launch activities in 60 markets through shared planning, community engagement and communications

MicrosoftSenior Marketing Manager, BDM Audience

Oct. 2007 - Sep. 2008Redmond, WA• Supported the leadership team on strategic planning for end-to-end audience engagement strategy; led multi-country pilot program planning, execution and measurement. • Co-chaired a cross company virtual team to produce a vision for a single best-in-class web experience for business decision makers. • Executed customer research plans to steer the design and priorities for long-term vision.

MicrosoftMarketing Manager,Global Midsize Business Center

Jul. 2005 - Oct. 2007Redmond, WA• Directed and oversaw virtual team to define and implement a global web strategy targeting the needs of midsized businesses. Established all processes and procedures for website operations and optimization. • Led team in identifying customer requirements, business requirements, release planning, content development, production, training and reporting. • Supported publishing website in 12 languages and 36 markets and designed the global editorial and content acquisition strategy.