Led integrated marketing strategy and creative development for a national non-profit with an amazing mission of supporting people with intellectual and developmental disabilities (I/DD). Recruited, trained, coached and mentored 8 digital and creative marketing professionals. Reported to Chief Marketing and Communications Officer (CMCO).● Successfully led a cross-functional team to achieve company rebrand within 18 months, increasing donations, creating significant brand differentiation and a compelling brand voice. Overcame stakeholders’ deep emotional ties to the company’s name through change management techniques. Managed company-wide implementation plan with ~ 3000 operational brand touchpoints.● Drove content strategy to attract new patients, donors, employees, and referral sources through compelling video, written and digital content, using storytelling to create emotional and rational connections. ● Led multi-year marketing strategy and execution for two key growth initiatives (AbleLight Village, Shared Living Services) by collaborating with operations, finance, and business development teams to develop new market offerings, create awareness of innovative new approaches to providing homes for people with I/DD, and recruit new residents and home providers.● Utilized a mix of in-house and agency resources to execute multi-channel marketing campaigns across direct mail, email, digital advertising, social media, website, and video.● Implemented Salesforce Marketing Cloud platform and CRM marketing strategies to further improve lead generation and content marketing effectiveness.

Re-energized marketing vision and strategy for largest bank headquartered in Milwaukee. Led a team of 8 energetic digital and product marketing professionals, coaching them to produce trackable, measurable, and impactful campaigns. Reported to Chief Operating Officer.● Positioned bankers as thought leaders and customer champions using “Mutual Milestones” financial health positioning, attracting consumers and businesses to manage their unique money issues through different life cycles and business stages. ● Drove content strategy by creating engaging “Mutual Milestones” video, print and digital content. Utilized television, radio, print, digital media, outdoor advertising, and new corporate website through approachable, relatable content.● Implemented HubSpot inbound marketing technology, creating digital pipeline of prospects across all business lines. Led marketing team in creating websites, social media, and email communications to generate and nurture leads. Managed sales funnels to convert leads to meetings with bankers.● Installed and launched use of Marquis bank data analytics platform to segment customer base, prioritize segments and create retention and cross-sell campaigns with measurable results and ROI. Utilized mail and email marketing channels to increase cross-sell ratio of consumer accounts from 3.5 products per customer to 4.75.● Established customer experience measurement programs for retail, mortgage, call center, and digital banking teams. Partnered with Executives and product line leaders to set goals and develop initiatives to improve customer satisfaction and engagement.

Promoted to lead integrated brand strategy, advertising, creative services, event and sponsorship activation. Managed $12M advertising budget. Recruited, trained, and coached creative and event team of 12, managed outside advertising and media agencies and creative partners. My team touched nearly every marketing initiative in the company, including all product lines and regional campaigns. Reported to CMO.● Generated over 20% increase in customer engagement and brand awareness through new integrated brand framework making the customer the center of the storytelling. Collected, wrote, and produced video and printed testimonials. Selected customers who appeared familiar to the public and instantly relatable. ● Re-engineered high-profile Packers, Aaron Rodgers, Brewers, and Badgers sponsorship activations to focus on customer experiences. Increased portfolio of sponsorship-related accounts by over 25% in 2 years. Oversaw development of high impact “VIP” in-person events with Aaron Rodgers and other sponsorship partners to nurture commercial prospect relationships and retain business clients. ● Provided brand and voice expertise for the launch of all social media channels by crafting the creative vision and implementing social-specific brand standards for messaging and visuals.● Launched creative services delivery project management process. Implemented processes, Microsoft Project, and streamlined efficiencies to improve delivery of projects on time and within budget.

Promoted to create marketing vision and strategy for high-growth Wealth Management line of business, including complex consumer, business, and institutional services i.e. private banking, investments, insurance, employee benefits and trust administration. Hired, managed, and developed 5 marketing professionals. Reported to CMO. Member of Line of Business Executive Committee.● Generated thousands of leads for business and consumer sales teams using content marketing through traditional and digital channels.● Size and scope of role expanded dramatically throughout 9 years, with lines of business growing through organic growth and acquisition of new companies.● Led crisis communication projects for customers and employees through The Great Recession.● Pioneered digital channel marketing strategies to elevate brand and reach new customer base.● Created and executed integrated annual marketing plans for all B2B and B2C services.● Improved sales and service strategy for Affluent and Mass Affluent segments by conducting market research and data analysis to prioritize markets. Crafted and executed localized outreach strategies to attract new clients and expand existing relationships.● Launched company-first client satisfaction measurement programs for multiple divisions, providing metrics to support a refocused effort on the client experience across all lines of business.

Established the corporate marketing and brand management function during a period of rapid growth, both organic and via acquisition. Created the first in-house creative agency for Associated Bank and centralized the development of corporate and regional marketing campaigns, promotions, advertising, and sales support programs. Led a team of 5 creative professionals and influenced the work of 8 regional marketing teams.

Fresh off a fast-paced bank training program, I joined the mortgage department to learn the full mortgage origination business. Little did I know that I would quickly discover a passion for Marketing! Before long I was supporting 375 fully-commissioned mortgage loan originators across a 7-state footprint with marketing tools, resources and programs to attract new customers and increase referrals from centers of influence. It is in this role that I discovered the power of positioning experts as Thought Leaders to exponentially grow the business.

Recruited from University of Illinois for accelerated management training program. Observed and actively participated in key functions of the bank over a 6-month time frame, including branch banking, commercial banking, trust, IT, operations and corporate support functions. At the end of the program, chose mortgage lending as my area of interest to utilize my education in Finance while helping people achieve the American Dream of homeownership.