Established new marketing department for the distributed retail and corporate account divisions with the National Retail Director. Built new policy and procedures for marketing governance with compliance, risk and fair lending departments. Developed brand standard for the retail division and built marketing programs to target referral partners and customers.• Assisted the sales leadership to develop a 2017 sales strategy and budget, including scenarios for a 10-30% drop in revenue due to uncertain rate environment and a marketing plan based on various sales volume scenarios.• Developed and managed marketing workflow system using InMotion platform to streamline marketing requests and develop a standard governance process with legal, risk, and compliance, including the creation of policy and procedures and statement of purpose documents.• Launched customer relationship management tool, Mortgage Returns, that included training for all loan officers, developing reporting routine to analyze usage and ROI, auditing of more than 200 assets for compliance, and developing more than 50 company-specific assets.• Created a social media strategy that included conducting a loan officer test to identify resource and compliance issues, streamlining social media channels, developing policy and procedures, sourcing an ad agency to assist with the creation of assets and establishing a system of metrics to analyze success.• Built a catalogue of marketing material to target referral partners, that included standardizing nearly 100 assets and emails to have one distinct look, increasing the selection of promotional items, creating a promotional item store for easy reordering, and creating a selection of drip campaigns for various targeting scenarios.• Created reporting routines for the sales management to analyze sales volume goals, marketing return on investment, loan officer scorecards, and referral partner targeting to audit for RESPA compliance.

Develop marketing strategies to engage a portfolio of distressed borrowers to participate in a foreclosure alternative program. Build integrated programs that leverage online and offline marketing channels to educate borrowers and real estate agents. Develop, test, and execute incentive strategies and marketing programs to increase response rates and closed short sales. Lead multifaceted teams to complete complex projects to comply with federal and state regulatory requirements and laws and mitigate operational risk. Foster relationships with service and print vendors to successfully execute strategies and manage inventories within a $1.7million marketing budget.• Executed pilot programs that increased response rates 23% year over year and increased closed short sales by an average of 10,000 per month.• Managed system-wide communication audits to comply with the federal government’s Home Affordable Foreclosure Alternatives supplemental directives, Fannie Mae and Freddie Mac realignment, Department of Justice Consumer Relief requirements, Office of the Comptroller of the Currency mandates, Servicemembers Civil Relief Act, and new state regulations for California, Indiana, New Mexico, New York, Florida, Arizona, Ohio, and Illinois.• Led projects to increase intake channels for foreclosure alternative programs, including expanded online home transition website, customer outreach events, customer assistance centers, and national mortgage outreach events partnering with industry organizations.• Leveraged voice of the customer and focus group research to develop marketing strategies to support incentive pilots and new marketing channels prior to executing national campaigns, such as Auction.com and net present value pricing models.• Managed project teams that conducted systemic audits of vendors and internal governance systems to increase resource capacity, mitigate operational risk, and streamline channel integration.

Developed a marketing program for a bank holding company with $872 million in assets and a marketing budget of $500,000 for Your Community Bank and The Scott County State Bank. Executed a new brand strategy to position the bank as a leader with small business and increase overall market share in non-interest deposits. Reengineered the sales process by implementing a new reporting structure, developing a prospecting strategy program, and supporting the sales training curriculum. Designed a public relations strategy to increase brand image of the organization in the community and educate consumers on financial topics. • Executed a marketing plan that resulted in an increase in non-interest deposits of $8 million, a 38% increase over goal, and an increase in share-of-wallet from 1.7 products per customer to 1.9 products.• Created a new branding campaign utilizing customer testimonials that aligned all elements of the marketing mix, including advertising, in-store collateral, website development, customer experience chain, and financial center standardization.• Streamlined the sales process, including database consolidation, process for reporting, and strategic targeting, resulting in an 80% capture rate of new commercial business.• Developed a public relations strategy resulting in an average quarter-over-quarter increase of 5% in placements and total advertising equivalent of more than $120,000 in 2008 and $256,000 in the first two quarters of 2009.• Renegotiated contracts resulting in 95% of all vendors becoming or maintaining status as customers of the bank and saving the organization more than $50,000 in 2008.

• Business-to-business marketing strategies for 23 stores in Georgia, Florida, North Carolina, and Tennessee, 400 Strategic Marketing Alliances, and 500 loan officers. • Strategically develop strategies for enterprise-wide program design, and planning, implementation, and evaluation regarding current and new marketing and merchandising programs along various distribution channels. • Manage annual budgets of $600,000, facilitation of the integrated set of marketing programs within Field and Corporate Marketing, and program return-on-investment. • Provide career opportunities and professional development of corporate marketing managers and merchandise marketing managers, including performance assessment and planning, career path leveling programs, and leadership development. • Develop marketing programs along customer segmentations that are self-executable by loan officers to leverage economies of scale and reduce resource expenditures.

• Served the Central Florida Region’s Strategic Marketing Alliance program, which included more than 60 organizations in Jacksonville, Orlando, Sarasota, and Tampa. • Develop marketing plans and budgets for each realty and builder alliance to increase market share, return on investment, and overall budget attainment. • Coordinate events, promotional campaigns, and public relations to increase the brand awareness of our products and services. • Implement and maintain the strategic alliance structure to ensure compliance with governmental regulations and laws. • Provide consultation to loan officers to leverage marketing opportunities and maintain compliance with governmental regulations and laws. • Implement and manage corporate and regional projects to improve associate satisfaction and increased brand awareness. • Assist the Director of Marketing with leading the Region Five marketing associates through mentoring, education, and development of scaleable programs.

• Develop public relations campaigns to increase awareness of major service lines, highlight expertise of active physicians, and educate the community on health care issues through national, regional, and local media. • Develop marketing plans and budgets that support strategic objectives and position hospital as market leader. • Manage multiple projects with average budgets of $50,000 and tight deadlines. • Leverage brand image to increase market share through development of television and radio commercials, print advertising, billboards, newsletters, direct mail campaigns, web page development, and public service announcements. • Developed internal communications campaign to support cultural change, including development of mission and vision statements, executive speeches and communications, leadership training, and presentations. • Lead four process improvement teams, a department of four marketing professionals, and multidisciplinary creative teams.

• Developed audit, tax, and consulting proposals to increase client base and cross-sell professional services for international, national, regional, and statewide competitive bids. • Provided market research and business development opportunities in the manufacturing, finance, health care, public sector, not-for-profit, higher education, and public utilities industries. • Developed alumni and community relations programs through newsletters, special events, and public speaking engagements. • Maintained client database and assisted regional and national offices with market analysis.