Alan Whitney Email & Phone Number

Worcester, MA, US

• Lead all aspects of Marketing at the Bank
• Implemented CRM covering all department and customers. In-depth and complicated process given recent merger and core providers ability to support. Rolled out in November 2022. Now viewed as key business driver.
• Rebranded bank effectively and economically using current colors and major signage with better applicable definition of corporate values and unique benefits.
• Realigned and increased external advertising, public relations, online presence and media mix resulting in significant rise in RIVEL (external broad bank survey) scores over two years.
• Implemented new marketing structure where every team has their own marketing plan, budget, goals and ROI measurements. This included developing 11 separate plans from Commercial Lending to Retail Banking to our wholly.
• Employed ROI modeling as standard practice in marketing campaigns, allowing tighter projections and budgeting in future campaigns as the model is “tightened up” on an on-going basis.

White Plains, NY, US

• Owned client relationships including analyzing their needs, developing strategies, making and implementing recommendations, and collaborating to develop sales strategies and supporting marketing materials from concept.
• Creating strong brands that have a clear voice in crowded markets.
• Demonstrated ability to translate customer insights and market/competitive intelligence into actionable Go-to-Market strategies.
• Led engagements with client leadership to establish a development plan with clear, measurable and achievable goals.
• Ensured the best possible mix of marketing communications and collateral for client goals – from grassroots and print to digital and social media.
• Successful engagements include manufacturing, wholesale (B2B) and retail/consumer packaged goods (CPG) and professional services.

Calgary, Alberta, CA

• Lead five cross functional teams (Sales, Marketing, Public Relations, Research & Development and Specialty Products) supporting all areas of AAT businesses with overall department budget of over $11M. Specifics include:
• Responsible for profit and loss of assigned Specialty AG business segment, from manufacturing quotas thru end sales and margin.
• Refined and refocused AAT brand to better represent capabilities to market as well as differentiate from competition. This included researching current brand, identifying strengths and weaknesses, incorporating.
• Focused marketing and sales channel efforts on distributor support as the key leverage point in the value chain by (a) increasing the competitive benefits of carrying our products and (b) working to improve POS.

Danbury, CT, US

29 Retail/wholesale locations over eastern US and Texas - $140M Annual Sales. “One stop shop” for homeowners and professional landscapers.- Rebranded Company to better promote product lines and segment from competition- Turf Products and Fertilizer P&L Manager from 2006 to 2011 - Increased sales 23% in down market- Reorganized 23 locations creating.

White Plains, NY, US

Specialized in consulting business development, creation and implementation of results-orientated marketing strategies for a wide variety of financial service businesses across multiple delivery channels. Skills utilized include branding and positioning, financial modeling, MARCOMM strategy creation and implementation, e-commerce integration and marketing.