Diane Welter Email & Phone Number

Greater Minneapolis-St. Paul Area

Manage large, multi-brand marketing campaigns for U.S. Bank’s consumer and business credit card portfolios, including direct mail, email, web, and social media initiatives.• Managed the $500,000 creative development and production of a high-end New Business Starter Kit, featuring products and services from across U.S. Bank suited for small business owners. The kit was mailed to 75,000 new business owners across the country.• Saved the Bank Brand business line over $400,000 by streamlining the creative development process of a monthly integrated marketing campaign designed to advise nearly two million cardmembers of the benefits available with their credit card, including free credit score, extended warranty coverage, purchase security, auto rental collision coverage, etc.• Managed the creative development process for the 2015, 2016, and 2017 Season to Shine Sweepstakes. Worked with the business line and creative agency on messaging and design of the campaign to support the overarching strategy to increase spend over the holiday shopping season. The campaign was targeted to four million cardmembers each year through direct mail, statement inserts, emails, landing pages, online banners, and social media advertising via Facebook, Google, Twitter, and Instagram.• Support multiple business lines with one-off email and direct mail campaigns.• Mentor new colleagues in direct mail and email processes governed by a highly regulated industry.

Eden Prairie, Minnesota, United States

Minnesota high school senior photographer seniors | families | love stories | headshots Featured, published & award-winning

Greater Minneapolis-St. Paul Area

Experienced in developing and implementing integrated marketing and brand messaging strategies aligned to key differentiators and value propositions to drive results through brand awareness, preference, and loyalty.Marketing Communications ManagerMarketing Communications DirectorMarketing Communications Vice PresidentMarketing ManagerMarketing DirectorMarketing Vice PresidentBrand Strategist

Greater Minneapolis-St. Paul Area

Planned and executed strategic marketing initiatives for the state’s leading provider of vein care solutions. Repurposed content for website relaunch to ensure consumer-friendly messaging and navigation.

Greater Minneapolis-St. Paul Area

Planned and executed strategic marketing and communications for Fairview Clinics, Fairview Sports and Orthopedic Care, system services, and senior services. Managed $2 million budget.• Developed and implemented annual marketing plans aligned to strategic growth areas and key value propositions. • Planned and managed complex, measurable integrated marketing campaigns focused on creating brand preference and driving patient acquisition and profitable volume growth, including print, web, email, radio, television, outdoor, direct mail, social media, and consumer events.• Increased patient volumes by more than 10,000 in 2012.• Instrumental in developing testimonial-based Getting Better Together brand messaging strategy and implementation across integrated delivery channels.• Directed workflow of six mid- and senior-level marketing consultants toward stated growth objectives. Identified opportunities for process improvement and cost-efficiencies.

Marketing Communications Consultant• Blog writer for StoryTeller Media & Communications (blogs include CobornsDelivers and Hirshfields)• Website content, blog writing, and search engine optimization for Welter Heating and Air ConditioningIndependent Advisor lia sophia• Direct sales of high-quality fashion jewelry.• Consistent top sales performer within region.• Promoted to Unit Manager in less than one year based on sales and recruiting performance.Part-Time ReceptionistMinnesota Vikings Football, LLCMarch 2011 – May 2011• First point of contact for incoming calls and visitors.• Assisted Human Resources Director on various projects.

Shaped end-to-end communications experience for advisors and field employees, ensuring consistent and relevant messaging in line with strategic corporate priorities. Planned, managed, and influenced content delivered via intranet, email, and electronic newsletter channels. • Developed and implemented quantitative publishing protocol that determined appropriate distribution, placement, and longevity of communications.• Analyzed communication volumes by channel and monitored readership trends to prioritize delivery.• Collaborated with communications consultants and business partners, identifying key messaging, prioritization, and connectivity of messages across distribution channels.• Participated in developing corporate communications governance standards, including message categorization, delivery matrix, writing guidelines, and training materials.• Oversaw and directed daily communications, ensuring quality and relevancy for intended audience.

Planned and executed strategic marketing, brand, and communications for state’s 11th largest credit union. • Conceptualized award-winning youth financial literacy seminar series Get Smart With Your Money delivered to 1,500 registrants. Collaborated with KARE 11 for promotion and awareness. • Implemented strategic loan acquisition campaign TopLine Lower My Rate! Challenge that resulted in $4 million in loans, 135 VISA accounts, 50 members, and savings of 2,700 percentage points in interest. Partnered with Minnesota Twins for promotion and awareness. • Developed tagline "Get smart with your money;" rebranded communications and marketing campaigns.• Launched internal brand-building program that aligned employees with organizational values and drove member loyalty.• Implemented award-winning graphic image system. • Sponsored 2007 Subway Bedrace for Bridging presented by Cities 97 that heightened corporate citizenship awareness in support of organization’s community charter.

Planned and executed strategic marketing, brand, and communications plans for leading nationwide provider of alternative dispute resolution services. • Engaged highly regarded public relations firm to develop “best practices” messaging that overcame objections and negative perceptions of alternative dispute resolution services.• Developed high-end corporate identity and graphic image system that supported vertical market messaging and positioning, and managed implementation across all print and electronic communications. • Managed sophisticated print and electronic direct mail strategy that targeted vertical markets.• Wrote and managed website, microsite, and blog content, and managed search engine optimization that supported strategic messaging.• Worked cross-departmentally, developing internal brand-building program that aligned employees with strategic messaging and corporate objectives.

Planned and executed strategic marketing, brand, and communications plans for state’s 3rd largest credit union.• Developed tagline "Bank on Something Better" and rebranded all communications, supporting accountability messaging and brand promise.• Designed award-winning integrated marketing campaigns that focused on life events of consumers.• Launched statewide brand awareness campaign that drove membership, including print, broadcast, and outdoor advertising.• Ensured consistent brand awareness and messaging across all sponsorship initiatives, including Minnesota Twins, Aquatennial Block Party, and St. Paul Winter Carnival.• Worked cross-departmentally to champion internal branding initiatives that drove member loyalty.

Planned and executed strategic corporate, brand, and marketing communications for regional mutual insurance company. • Developed marketing communication plans that supported group’s strategic goals.• Wrote corporate-level communications for executive management, including equity investment proposal, comprehensive corporate overview with business objectives, and annual strategic plans.• Prepared quarterly business plan and financial updates, and Annual Report to Shareholders. • Oversaw creation and distribution of external communications to 1,000 independent insurance agents.• Initiated independent interviews that gained insight into agent perceptions and resulted in redefinition of product and strategic plans.­• Implemented new corporate identity and graphic image system and rebranded all communications.• Created “virtual warehouse” that allowed agents to customize direct mail pieces and collateral literature and order materials online.

Planned and executed strategic communications plans for leading educational software company. • Coordinated startup of in-house graphic design department that resulted in annual savings of $200,000.• Initiated and managed corporate-wide brand campaign that resulted in significant increase in brand awareness measured by independent survey on educational software companies.• Defined and monitored adherence to standards for corporate identity and graphic image systems. • Planned logistics for all major internal and external events, including annual sales meetings and company-sponsored conferences.• Wrote and produced eight Annual Report to Stockholders and supporting financial documents, several with budgets in excess of $125,000.­

Ba, Business Administration, Marketing

High School Diploma, College Prep