Senior Vice President - Marketing
First Of America Bank Corporation
A $34B bank holding company with over 650 offices in Indiana, Illinois, Florida, and Michigan. Acquired by National City Bank in 1998 (now PNC).Maintained progressive management responsibility for product development and marketing of financial products and services to target consumers and commercial markets. Selected Accomplishments:* Administered $6.2M marketing budget allocated for retail and small business lending.* Consistently achieved market growth and profitability goals by developing and implementing improvement strategies and best practices.* Managed the affinity credit card marketing program to increase loan volume and customer loyalty. * Named as one of three corporate management members selected to management team; assigned to start up a Florida bank operation.* Developed organizational structure, identified branch sites, and introduced organizational philosophy, and product line to Florida markets; profitable within 2.5 years,* Led launch of supermarket branching in Florida, Illinois, Indiana, and Michigan; reated the first cooperative advertising campaign with a supermarket partner.* Negotiated a cooperative marketing campaign with Royal Caribbean Cruise Line, resulting in a 20% increase in senior checking accounts.* Developed a corporate-wide newcomer program, trained centralized fulfillment center to handle inbound calls , and instructed multi-state branch personnel on follow-up sales and marketing.* Created the first value-added loan program using a vacation giveaway, not price, to differentiate products from the competition.* Negotiated contracts to sponsor events such as world-class running event and Senior PGA/Baseball Hall of Fame golf event to increase name awareness within the Florida marketplace.* Developed a senior’s checking account adopted corporate-wide; demonstrated a low-minimum balance requirement would still attract high-balance relationships.