Responsible for developing and executing the plans and initiatives required for SECU to achieve its long-term strategic and financial objectives. Accountable for driving better integration and alignment between all revenue-related functions, including marketing, sale channels, customer support and experience, pricing and revenue management. Scope of responsibility includes: Branch Network, Consumer Lending, Marketing, Product Management, Member & Employee Experience, Business Intelligence, Digital, Corporate Strategy and President of the SECU MD Foundation. Additionally, responsible for all of SECU’s internal and external brand as the credit union builds on its reputation as a reliable, member-centric brand setting new standards for innovative products and experiences..

Responsible for developing and executing the plans and initiatives required for SECU to achieve its long-term strategic and financial objectives. Additionally, responsible for all of SECU’s internal and external marketing and communications as the credit union builds on its reputation as a reliable, member-centric brand setting new standards for innovative products and experiences. Oversight includes marketing, corporate communications, member experience, community outreach, digital products and experience and business intelligence. She also acts as the President of the SECU MD Foundation.

As Chief Marketing Officer of EagleBank, responsibilities included oversight of the strategic direction and execution of the marketing and advertising efforts, sponsorship relationships, promotional and event marketing programs, product development and various internal transformation efforts such as digital strategy.

Specialization in Strategy & Marketing, including engagements with Saks Fifth Avenue, Neiman Marcus, Guitar Center, Office Depot, Hilton, MasterCard, HSBC, Capital One, Microsoft, Humana, and GE. Digital Marketing & Community Building: Manage the strategy and execution of an award-winning initiative for health insurance leader to increase brand loyalty, propensity to buy, customer acquisition and retention, through a series of highly targeted marketing outreach activities across online/offline channels and community building. Program won a Silver American Business Award for Best Brand Experience of the Year in 2013.Retail Loyalty Marketing: Design and manage loyalty program initiatives to increase performance from in-store associate enablement about private label and co-branded credit cards to digital customer engagement & retention. Launched an updated customer lifecycle management framework for client’s loyalty marketing program including detailed segmentation framework, performance metrics and communications plan for each stage. Marketing Strategy & Assessment: Conducted marketing and inside sales assessments to determine client competitiveness in specific industries, and developed corresponding recommendations and strategies to improve competitive status. Leveraged both qualitative to quantitative analysis strategies, including focus groups, user surveys, and financial reporting due diligence to impact a highly matrixed organization.

Business Development: Responsible for all business development initiatives including, loyalty and referral programs, outbound marketing efforts and uncovering partnership opportunities.Marketing Program Development: Developed and executed multi-touch, multi-tactic lead generation campaigns targeted to local start-up businesses and professional services firms.Strategic Partnership Management: Created partnerships with local businesses to co-promote services and refer leads.Media Relations: Wrote press releases and managed relationships with local media to ensure coverage of events and announcements.CRM Implementation: Managed implementation of CRM system including, creation of business requirements document that outlined business needs and software specifications for vendors to follow in development of their solution.

Graphic Design: Created logos, banner ads, and emails for clients for both B2B and B2C companies.Copywriting: Wrote press releases and developed relationships with local media outlets to attain media coverage.Event Coordination: Assisted with event coordination and management for clients including, grand openings, product launches, and promotional events.