Brian Coleman Email & Phone Number

Charlotte, Nc, Us

Portland, Maine, Us

•Led marketing for the corporate card FinTech business, the Company’s fastest growing line of business. Ran strategy and execution of all go to market strategies and functions and drove 60% YoY growth in revenue. Worked closely with the Executive team.•Led go-to-market strategy for new corporate card FinTech product. Analyzed TAM, defined Ideal Customer Profiles and segmentation, and developed positioning and messaging. •Directly built performance marketing and partner channels and campaigns from the ground up across Google Ads, LinkedIn and other advertising platforms. Built and scaled partner distribution channels. Developed and led sales enablement training. Acquired more than 2,000 new customers.•Built comprehensive pipeline reporting using Salesforce and internal systems. Led weekly performance review with sales, marketing, and product to identify issues, drive accountability, and accelerate business performance.•Developed revenue and investment model and sales commission structure for the corporate card business. Created new pricing structure to improve profit margins by 20 percentage points. Reduced customer acquisition cost by more than 50% through continuous, data-driven campaign and journey optimization.•Led global demand generation team of 18 people. Oversaw Integrated Marketing, Digital Lead Generation, Field Marketing, and Corporate Card Marketing teams.•Delivered innovative new programs, including continuing professional education (CPE) webinars, which drove 25% YoY growth in global SaaS pipeline with 15% less YoY marketing investment.

New York, Ny, Us

•Led the digital strategy and roadmap across key brand verticals: ticketing & music, experiences & live events, Shop Small, and brand marketing.Recognition: Company's 2020 Award for Innovation·Led digital access and virtual events strategy and product development for sports and music experiences.·Led future digital value proposition of the Shop Small program to increase program engagement among shoppers to inspire them to support small businesses more frequently. ·Designed, built, and optimized the StandForSmall.com digital experience in record time to enable a new enterprise program to help small business owners navigate, survive, and recover from the COVID-19-driven financial crisis. In 2020, this became the largest small business support coalition with participation from more than 150 companies and served more than 2 million small businesses.·Designed, and built the Membership Week digital experience for the inaugural program that celebrated American Express Card Members with exclusive merchandise and experiences.

New York, Ny, Us

·Led team of 40 marketing professionals to contribute ~$500 million in annual revenue by delivering servicing, engagement, and loyalty treatments to small business customers through digital and dialogic channels. ·Created a vision and plan to transform the small business customer experience by deploying a cross-channel relationship-based marketing model.·Delivered 15% year-over-year revenue growth by leveraging data and insights to improve sales conversion rates and improve customer retention performance.·Founded a cross-industry customer engagement think tank to collaborate and share learnings and best practices with leaders in the publishing, healthcare, retail, communications, and food services industries.

New York, Ny, Us

·2015 Winner of Chairman’s Award: Recognized as top 5% leadership talent·2015 Winner of Company’s Innovation Award·Led team marketing professionals and large agency teams to acquire small business card members through paid search (SEM), display and social media, affiliate marketing, and digital distribution channels. Directly responsible for optimizing a multimillion dollar budget across channels and marketing tactics to achieve new account acquisition and ROI goals. ·Drove 23% year-over-year increase in Paid Search acquisition through leading innovative channel integration with the inbound telephone channel, accelerating pace of testing and optimization initiatives, and leveraging analysis to change product mix strategies.·Led team to significantly increase their focus on and ability to use insights, data, and thoughtful analysis to improve channel strategies. Successfully influences senior leadership to support resulting channel and product optimization decisions. In 2014 these activities resulted in a 15% increase in average order value.·Scaled acquisition through strategic partnership, including FedEx and Legalzoom. Developed exclusive offers and media expansions which drove a 36% year over year increase in new account spend acquired through these partnerships. ·Led team in creating next generation of capabilities and data strategies (including expanded use of first party DMP data) to drive step-change growth in 2015 and beyond.·Led marketing innovation informed by market research on the customer decision journey to better align media, messaging, and user experience strategies to improve awareness, consideration, and conversion throughput.

New York, Ny, Us

·Led acquisition growth through OPEN (Amex Small Business Division) Acquisition’s affiliate and digital distribution partnership strategies. Drove 59% increase in affiliate channel performance, year over year, through recruitment of new partners, revising partner compensation strategy, and active management of high performance partners.

New York, Ny, Us

·Led OPEN Acquisition’s paid search (SEM) channel, creative development of display media, and the strategy and execution of new acquisition incentives for digital channels. Managed $3 million annual budget. Increased new business credit and charge card accounts acquired through the paid search (SEM) acquisition channel by 20% while increasing investment efficiency by 20%.

New York, Ny, Us

Vienna, Va, Us

Dublin 2, Ie

Master Of Business Administration - Mba, Marketing

Bs, Business Administration

High School Diploma, General Education