Brian Straley Email & Phone Number

New York, Ny, Us

Lead Affluent, Starter, Student, Secure and Savings Consumer Bank acquisition programs.- Deliver incremental growth that maximizes revenue.- Maximize results through on-going testing and optimizations.- Synthesize customer insights to identify unmet needs.- Develop and grow a high-performing team.

Columbus, Ohio, Us

Building a high-performing team focused on evolving our digital shopping experience, advancing our marketing technology stack, and furthering marketing’s focus on the customer.Responsibilities:- Led marketing’s transformation, built the business case for Huntington's next digital evolution and drove customer-centric reorientation. - Expanded the use of data and technology across teams through a scalable marketing technology stack.- Managed and optimized the marketing technology stack for adoption, effectiveness, and efficiency.- Accelerated personalization capabilities to support real-time customer engagements.- Evolved the digital shopping experience for prospects and customers.- Bridged marketing strategy and brand strategy to help define the value of the brand.- Led marketing’s annual planning process to ensure consistency and collaboration

Columbus, Ohio, Us

Led the organic growth team to drive household growth, deepen relationships, and maximize customer lifetime value.Highlights:- Led a team in creating data-driven content strategies that drove organic traffic growth for Huntington Learn. Resulted in a year-over-year increase of 30% in traffic, with 80% prospects (’21 to ’22).- Designed and successfully executed a plan to relaunch the checking prospect direct mail program in ’22, resulting in profitable household growth. Built consensus among stakeholders to ensure the success of the campaign and pathway to continued investment. - Built and launched our refer-a-friend program, projecting a return of 20.7 times the IT investment over the next five years.- Established enterprise-level strategy to achieve scalable personalization by executing on four crucial pillars.- Helped define brand strategy, evolve the target customer, and identify the opportunity spaces for future offerings as the value exchange between customers and banks evolves.Responsibilities:- Led growth strategy through organic search optimization (SEO) across bank products..- Expanded discoverability through multiple formats and platforms: long-form articles, videos, and more.- Built compelling business cases to evolve, expand, and optimize existing programs.- Forecasted and budgeted programs to ensure effective allocation of resources and maximum ROI.- Presented strategic direction and results to executive leaders.- Developed innovative marketing programs using data and analytics.- Continuously monitored and optimized marketing performance for improved outcomes.

Us

Led corporate development, innovation, and enterprise brand initiatives. Cast a vision and strategy for the team to rally behind to deliver aggressive and challenging business objectives.Highlights:- Head of marketing for consumer debt app—Nimbl by Nationwide. Developed, built and launched a new consumer sub-brand at a Fortune 100. Led team with go-to-market plan build, execution and optimization. Proud that the team acquired over 50k users in less than 4 months at a cost per user of less than $6.- Marketing lead for retirement coaching offering—SmartPlan by Nationwide. Launched strategic partnership with Lending Tree as part of the go-to-market plan.- Marketing lead for digital product offering—Partnership Platform. Developed value proposition and marketing plan to appeal to multiple audiences: business development professional and developers. - Marketing and strategy lead for small business owner digital advice offering—Coverage assistant. Led team to revisit research and customer insights to quickly improve the value proposition, experience and design. Responsibilities:- Drove customer acquisition and loyalty, and enhance dbrand image through data-driven media investments and social media initiatives.- Championed investment increase in media across markets through persuasive business cases.- Led cross-functional team in planning and executing market-entry strategies.- Shaped the direction of initiatives to achieve competitive advantage.- Defined value proposition, branding, positioning, naming, and visual identity for new initiatives.- Established goals, metrics for success, and iterative test-and-learn approaches.- Mentored team members through ongoing coaching and professional development.- Oversaw end-to-end customer experience throughout product lifecycle.

Us

Drove efficient customer acquisition, engagement and cross-sell through industry-leading predictive modeling and digital delivery for banking services.- Identified opportunities with banking services product prospecting and introduced enhancements that improved performance: trigger campaigns, compliant digital delivery of credit-based offer, multi-channel sequencing and outreach, pre-purchase behavior mapping, contact frequency optimization and more.- Led data team to build multi-product propensity models that ranked prospects across banking and insurance products, which resulted in a net increase in the number of products per household.Implemented rigorous testing of targeting, messaging and creative to drive on-going incremental gains.- Planned and executed effective paid media campaigns across TV, CTV, OLV, Paid Social Video, Radio, and OLR.- Developed price-elasticity model to guide pricing decisions for lending and deposit products.- Streamlined direct mail program and expanded go-to-market into an integrated, multi-channel approach.- Improved quality control of highly regulated marketing materials to reduce costly errors in marketplace.

Columbus, Oh, Us

Managed Bath & Body Works Email Program- Created and implemented seasonal strategies- Optimized day-to-day plan to drive traffic and demand- Presented key insights to executive leadership team- Lead cross-functional meetings, including business and marketing reviews- Collaborated with cross-functional teams - Managed vendor relationship

Columbus, Oh, Us

Managed Affiliate Program- Drove accelerated growth while driving significant cost savings - Negotiated aggressive commission rates driven by incrementality analysis- Implemented multi-channel offers to support store traffic- Transitioned program to in-house management - Recommended expansion opportunities- Fostered strong, direct relationships with key partnersManaged Retargeting Program- Built business case and launched as an on-going channel- Developed rigorous test plan to prove incrementatility- Developed and implemented seasonal strategiesDeveloped and Maintained Daily Reporting- Produced key reports to help hindsight performance- Created forward-looking forecast tools

Columbus, Ohio, Us

Managed Affiliate Program- Developed strategies to drive traffic and increase conversions- Evaluated performance and optimized to drive goals- Coordinated strategies with other channels to maintain brand consistencyManaged Email Program- Developed quarterly campaign strategies- Worked cross-functionally on product mix, messaging and creative - Implemented email plan to support mail campaigns- Executed campaigns, evaluated performance and recommended optimizations- Introduced integrated marketing calendar Managed Search Program- Managed natural, paid and site search- Developed strategies to drive traffic and increase demand- Optimized program to drive results

Columbus, Ohio, Us

Analyzed Direct Mail Campaign Performance- Assisted with campaign planning and execution - Provided ad-hoc analysis and trend reports- Interpreted the results of campaigns- Presented recommendations for future action to key stakeholders- Developed profitability models and projections- Collaborated with team on format, creative and offer to improve response rates- Beginning December 2009—managed affiliate and paid search programs

Developed and Executed Direct Response Campaigns for Small to Mid-Size Startups - Planned and managed the execution of marketing campaigns for various clients- Established and nurtured relationships with clients and vendors- Assisted with the development of marketing communication and sales support materials- Managed budgets allocated to the execution of marketing/sales support initiatives- Analyzed and reported on the results of marketing communication/sales support initiatives