Academy Bank and Armed Forces Bank serve over 200,000 customers nationwide. In this role, I am responsible for all marketing activities including campaign development, brand development/implementation, client communication, client experience initiatives and ownership, social media, public relations, event management and more. I also manage inbound client channels including phone, secure email and chat ensuring a positive experience for our clients.* Developed a new enterprise brand identity and positioning, including brand promise and modified logo to humanize the bank in the market. * Launched and manage the client experience practice within the bank. In the past 3 years, NPS scores have increased from the high teens to upper 30's/low 40's. Dozens of initiatives continue to be launched focused on branch simplification, journey mapping, problem resolution, and service standards.* Launched social media platforms designed to elevate branch awareness and selling opportunities. During the first 18 months, the bank surpassed 14,800 followers and over 5.4 million engagements.* Launched the Business Leaders Series, an event scheduled for clients and business leaders in the community. With a focus on learning "something we don't know", engaging speakers including the former CIA Chief of Counterintelligence and ESPN SportsCenter anchor John Anderson on "The Business of Sports Television", we were able to build brand awareness in an unconventional way.* Implemented "Marketing Automation" initiatives based on client segmentation focused on cross-sell/up-sell opportunities. In 2019, this ongoing communication generated almost $1MM in revenue at a cost of less than $3K.* Implemented partnership with Walmart/Green Dot to accept cash deposits at all Walmart locations. Currently looking to expand into CVS and Walgreens in the near future. While the program is new, client surveys show high satisfaction levels with this new definition of “convenience”.

Responsible for the creation and implementation of media plans supporting go-to-market plans and strategies for all lines of business.* Implemented test-and-learn approach measuring impact of media on both overall awareness and acquisition rate of supporting channels. Results were able to quantify that media support increased acquisition rates as much as 65% for direct and email channels. In addition, we determined optimal line of business media combinations.* Worked with Research and Analysis teams to select optimal markets for media support to drive overall effectiveness. Key drivers included member penetration, Veteran population, and available media channels allowing USAA to better target opportunities for success.

Developed and managed marketing strategies, tactics and messaging to support corporate membership and financial objectives of Investment and Life Company divisions. * Developed and managed Rapid Response teams designed to communicate relevant information and increase product acquisition during economic crisis via email and online channels. A Credit Card/Brokerage incentive effort resulted in 26% lift over control. * Increased acquisition rates 24% by segmenting membership with highly concentrated portfolio's in order to provide targeted and actionable advice.* Developed a multi-channel approach to drive new 529 College Savings Plan accounts. Direct mail and banner ads on usaa.com with altered focus improved average new account balances by 90%.* Developed Money Market retention email to members whose rates had dropped to 0% due to rate environment. By providing members with multiple alternatives, organization acquired 6600 products with an NPV of over $845K.

Stood up a marketing team/department to support the growth goals of the bank including the defining and managing of the banks brand, campaign development and management, collateral creation, internal communications, product development, public relations and the annual report.* Developed, introduced and promoted the 12-Month Adjustable Rate CD that generated over $285MM in new deposit volume. This product and promotional campaign was recognized at the American Marketing Association’s 2006 Frontiers in Service Conference.* Led effort to develop and implement the 1st Business Select Checking account designed to allow customers to customize their business checking relationship and differentiate the bank in the marketplace. * Implemented 1st Bank Rewards program, a points-based loyalty program that incented customers to deepen relationships with the bank, thus driving increased incremental income by $280K annually. * Created and implemented bank branding initiative that was named a Copper Quill Award winner for 2007 by the Phoenix chapter of the International Association of Business Communicators. Also led the bank effort in terms of logo modification and implementation.* Coordinated focus on generating public relations opportunities about the bank including product innovations, unique ownership structure and family owned positioning. Led to the bank’s selection as the #1 Bank in Arizona from Ranking Arizona, the leading business opinion poll in the state.* Introduced the Guaranteed Rate Money Market product which offered new customers an above-market rate for a fixed period of time to meet core deposit goals. Product promotion generated over $170MM in new core deposits of which 80% were retained.

National Product Manager - Business Deposit Products* Directed all aspects of marketing, management, and product development of small business deposit products across the franchise through a cross functional group of Product Managers and Implementation Specialists.* Initiated and oversaw the coordination of products throughout lifecycle, from strategic definition to maturity. - Modified and implemented the small business sweep product in the California market. Revenue projections were $3MM for 2002. - Introduced the Business Interest Maximizer product – a premium rate investment product. Growth rate for 2001 was over 30%.* Designed and developed Relationship Based Service to small business client base – a strategy designed to identify high value clients and offer differentiated sales and service protocols to improve the client experience.