Catherine Higgins Whiteside, Mba, Cdmp Email & Phone Number

St. Paul, Minnesota, Us

Sunrise Banks is more than a financial institution – we're a force for positive change. With a legacy rooted in serving low- to moderate-income households and urban core entrepreneurs, we envision banking as a catalyst for social good through traditional banking and fintech services. Our commitment to communities extends nationally and globally, reflected in our certifications as a B Corporation and Community Development Financial Institution (CDFI), along with our membership in the Global Alliance for Banking on Values. Our comprehensive services span commercial lending, personal banking, fintech partnerships, and government lending, all aimed at fostering prosperity and financial well-being for all.In partnership with our executive team, I have led the transformation of the marketing and communications function to build our brand and reach new audiences. I have built out an amazing team of passionate, values-driven marketing and communications leaders and integrated vendor-partners covering:• Brand definition, articulation and strategy• Marketing technology stack and capabilities• Digital marketing, lead gen, campaign and funnel management, and automation• PR, media, crisis communications, and social listening• Audience definition, growth, and intelligence • Market-level brand activation, partnerships, and sponsorships• Marketing KPI and OKR definition, measurement and goal-settingAs a member of our community engagement committee, I have provided leadership guidance and support for the organization's strategic giving commitment.

St Louis Park, Minnesota, Us

As Vice President of Marketing reporting to the CEO, I was the top marketing leader and set strategic direction for marketing, creative, website and e-commerce efforts in Americas region. Managed multi-million dollar budgets maintaining direct-customer-facing ratio of 78:22 to goal of 75:25. Led, developed and supported team of 30+ marketing professionals across disciplines. LED INNOVATIVE MARKETING AND DIGITAL STRATEGY FOR ALL BRANDS • Successfully led through organizational change. Agile navigation through pandemic-fueled downturn resulted in industry-leading (>10%) market share gains. • Demonstrated ability to lead change at the senior level (budget restructuring, brand strategy and cross-departmental priorities).• Led strategic shift to umbrella-brand resulting in a 3% increase in brand awareness.• Introduced “All Roads Lead to Rewards” strategy across channels and strategies.DROVE E-COMMERCE + WEBSITE STRATEGY• Optimized digital marketing structure, including in-house/outsource strategy and agency optimization, resulting in a 25% increase in ROMI.• Rebooted social media strategy to increase quality and engagement, and up to 48:1 ROMI on paid tactics.• Introduced website governance to ensure efficient and effective management and accountability for results, leading to a 19% increase in consumed revenue from website.LED PROMOTIONS + PARTNERSHIPS• Introduced and reframed marketing KPIs to drive meaningful growth, including introduction of marketing contribution KPI to track influence of investment across distribution channels.• Led promotions and partnerships associated with nearly 10% of all hotel rooms booked in Americas.• Rebooted partnership strategy, introducing AARP, USO, Special Olympics and other high-profile partners.• Launched go-to-market task force, ensuring proper socialization and support of offers from key stakeholders, leading to top performing period in company history.

St. Paul, Mn, Us

As Chief Marketing and Communications Officer I was responsible for MARKETING LEADERSHIP, BRAND MANAGEMENT, CORPORATE COMMUNICATIONS, AND MARKETING PROGRAM MANAGEMENT for a $2 billion-dollar bank offering commercial lending, treasury, business and consumer banking, mortgage, and investments.As a member of the senior leadership team, I defined marketing objectives and assumed responsibility for results, contributing to 10.5% yearly growth.I also revamped the marketing department by recruiting 67% of employees to establish a high-performing team aimed at boosting bank revenue, reputation, and culture.It was me who developed and deployed our brand strategy, based on qualitative and quantitative research, to boost market efficiency.I was also involved in crisis communications leadership and training, maintaining the company's reputation after two embezzlements and two mergers.One of my key tasks was to develop a client-centric product roadmap that led to 7.1% revenue growth along with pricing evaluation and optimization resulting in 6.2% yearly net income increase.Some of my key successes within this job role are:- Executed a creative social media strategy that increased LinkedIn followers by 200% through initiating new Facebook and Zillow pages.- Launched food truck experiential marketing program, which engaged 8K clients and prospects, and created multiple media opportunities.- Led successful implementation of internal, client, and executive communications strategy during a large acquisition that grew our presence, client base, and profit by 20%.- Focused efforts to influence customer behavior enabling HELOC 17.3% compound annual growth, ~7% response rate (activation) reflecting 13x marketing investment, 4.9% yearly debit card transaction increase, and 4.5% total service growth.- Contributed to over 100% growth in SBA loan volume from 2014 to 2016; 3-year average of $14.8MM to $33MM in 2017 volume; moving from #7 bank to #3 in ranking based on volume.

San Francisco, California, Us

During this time of my career, I served as VP and Marketing Manager for a $1.9 trillion financial services company and one of the world’s most valuable brands.Here, I defined our demand generation and marketing plan to boost lead creation, increase our customer pipeline, and enhance engagement.For WELLS FARGO BANK, N.A. I recruited and developed B2B marketing experts as well as drove B2B marketing plan for boosting sales.I also fostered data-driven for driving informed decision-making as well as cultivated enduring corporate relationships with global business leaders.Below-listed are some of my worth-mentioning achievements within this job role: - Recognized as branding champion and marketing leader by articulating the brand vision cross-functionally, and liaising effectively with product and sales teams to achieve a consistent brand experience- Developed, managed, and executed marketing strategy for $27 billion division with operations in the U.S. and Canada, which contributed to an average of 10-15% annual revenue growth.

Minneapolis, Mn, Us

Greenwood Village, Co, Us

Mba, Marketing

Bachelor Of Arts - Ba, Communication, Spanish