Vp, Brand & Marketing, Zelle®
Led a high-performing team of up to 24 across diverse functional areas including product marketing, brand marketing, partner marketing, social media, design, brand governance, and consumer education. Member of the core team to launch and grow the Zelle® brand from 0% awareness to household name status.Developed and led consumer marketing strategies to drive engagement and adoption across our extensive network of 2,100+ financial institutions. Strategies contributed to 28% increase in transactions made by consumers and small businesses in 2023. Oversaw the development of national advertising campaigns and corresponding partnerships(LAFC, Detroit Pistons, TBT) to support business goals. Ensured campaigns delivered intended results, specifically lifts in product understanding, consideration, intent to use and transactions.Led the development of the partner marketing strategy and relationship management infrastructure from the ground up, maintaining strong connections with senior marketing leaders at major financial institutions nationwide to support and enhance their Zelle® marketing initiatives. Oversaw consumer education strategy designed to empower consumers with knowledge on digital payments safely. Through partnerships with Vox Media, Better Business Bureau, National Council on Aging, HerCampus, EVERFI and more, reached more than 40 million consumers with education in 2023. Led the evolution of enterprise reputation risk approach in collaboration with cross-functional teams, reinforcing our commitment to consumer trust. Managed a multi-million dollar budget, forecasting and investments across various advertising channels to maximize ROI and brand impact.
