Experienced, proven professional with over 12 years in online marketing, product management and communications, and 17 years in financial services.
Experience
Bank of America
Digital Marketing Product Manager - Home Loan/Refinance
2010-present
Lead demand generation refinance marketing efforts across all digital channels resulting in $638M in funded loans over a 6 month period
Responsible for strategy, creative development and execution, agency management (Organic, Starcom, Rapp, ECS), ongoing campaign management, end-to-end performance measurement, and creative optimization/multivariate testing.
Implemented an automated marketing message feature to increase speed to market from 2 weeks to 15 minutes for mortgage digital marketing in the Masthead, Marketing Strip and 3rd Party channels through use of a content delivery network and xml feed.
Budget management/monthly spend forecast, invoice processing, monthly channel unit forecast, waterfall analysis to determine marketing/channel profitability.
Bank of America
Digital Marketing Product Manager – Online, Mobile & Text Banking Marketing
2006-2010
Managed the development and execution of marketing campaigns to drive incremental Online, Mobile & Text Banking users through the use of Email, ATM and bank owned channels.
Led "Green" sweepstakes marketing campaign resulting in a 34.5% incremental lift in paper statement suppressions
Developed multiple email trigger campaigns improving relevance & timeliness of message resulting in increased open/click rates and driving higher incremental online payments and Online Banking enrollments.
Developed onboarding messaging series to increase channel stickiness through the promotion of online features such as alerts, online payments, paper suppression, mobile and text banking.
Product Manager for the development of credit card online self-service features
Eliminated 204,000 annual email requests as a result of implementing Balance Transfer and Credit Line Increase functionality in Online Banking
Launched online enrollment for Cardholder Security Plan resulting in 3,300 incremental enrollments over a 9-month period
Introduced new brand and marketing solutions to allow cobranded products to display their logos in the Online Banking space
Participated in usability studies to gain customer insights for product/feature development
Managed ongoing competitive analyses to identify market trends, key opportunities for development to eliminate gaps maintain a competitive advantage in the market.
Launched Online Banking Product Fairs in the Card Call Centers to create awareness of online features and increase usage
Bank of America
Customer Service and Support - Communications Manager
1998-2003
Proposed and led team in the development of an internal web-based content management solution in exchange for the existing external online reference tool which resulted in a 1MM annual cost savings to the company.
Led development and design of a second web-based content management site for the Commercial Card organization
Managed a team of 5 communication specialists & web designers responsible for ongoing site management and content publishing
Implemented an automated communications request process improving service level response by 4 days while balancing workload from a reduced staff of 10 associates to 5 in addition to gaining the role of supporting of Commercial Card communications.
Bank of America
Credit Operations
1994-1998
Developed new hire curriculum and facilitated training courses for call center associates and credit analysts
Established comprehensive written procedures for all functional departments within Credit Operations
Analyzed credit card applications and requests for credit line increases.
Responded to executive correspondence on behalf of bank president for credit card related inquiries.
Education
Bachelor of Science in Business/Marketing
University of Phoenix — 2006
Other training
Visa Bankcard School
Six Sigma Green Belt training, Certification May 2003