Ellen Kim Email & Phone Number

Sacramento, California, United States

San Francisco, California, United States

Led cross-Wholesale marketing programs, supporting Wholesale business priorities while working collaboratively across teams to develop and implement vertical and geographic campaigns.-Developed marketing strategy and plans for upper-funnel B2B vertical industries (Healthcare and Tech) leveraging customer insights and market trends resulting in 0.22% average CTR and over 5 minutes average time on site vs. 2 minutes industry benchmark.-Developed sponsorship evaluation scorecard for better targeting, relevance and sales conversion opportunities; major industry sponsorship garnered 136% YoY increase in client/prospect meetings, 121% YoY increase in new deals, 46 won deals.-Led large-scale customer research programs, including purchase journey, target persona, testing messaging and brand positioning.-Oversaw company events and webinar strategy to ensure consistent KPIs across businesses and applying best practices resulting in 70% webinar attendance and 80% completion/engagement.

San Francisco, Ca

Led successful launches of key integrated marketing campaigns leveraging offline and online media including paid, earned, owned and team member channels. Managed multi-million-dollar advertising media and production budgets.-Managed the development of brand rebuilding advertising campaign “Building better every day” and lead the reputation advertising effort of “Stories of better”.-Led the development of national and localized reputation “Small is Huge” advertising campaign around pillars of philanthropy, volunteerism and small business, creating break-through messages to help WF stand out from peer banks, resulting in significant increases in brand favorability, community support and trust.-Served as advertising lead on national “Working Together” brand campaign, managing relationships with lines of businesses and key stakeholders, socializing concepts to obtain buy-in from senior executives and legal, executing creative and media development, including integrated media strategy, resulting in industry awards and driving 26K+ incremental accounts across LOBs.-Orchestrated multifaceted integration programs and real-time marketing with key influencers, such as the Ellen DeGeneres show, Today Show, and Zac Brown Band, leveraging their platform to help communicate WF’s message, resulting in positive sentiment higher than average (22% vs. 8%) in social media.

San Francisco, Ca

Managed the development of national brand campaigns (“With you When” and “Conversations”) for general market, while supporting regional and lines of business marketing efforts including Wachovia merger initiatives.-Led Wachovia and WF merger advertising campaign in CA, CO and TX markets as well as supported the name change campaign of Wachovia Securities to Wells Fargo Advisors leveraging TV, print, online.-Managed key relationships with several Wholesale lines of businesses including Funds Management Group, Commercial Banking, WF Securities/Investment Banking Capital Markets and executed multiple advertising campaigns including media planning with goals from increasing brand awareness to drive sales.-Collaborated with the investment group to launch 401(k) Rollover pilot with print, radio, online and direct mail, establishing key test markets designed to create awareness and drive cross-sell of rollover capabilities. Resulted in 4% lift in rollover accounts.-Managed the Wells Fargo Advisors’ advertising campaign from media planning to creative development, including the value proposition and post-production research.-Launched localized Reputation campaign test in 4 markets, followed by 9 more to proactively “tell our story” to key influencers and improve brand attributes; resulted in increased consideration, ad awareness and recall. Led to national campaign.

San Francisco, Ca

Developed advertising plan to support the objectives of lines of businesses and supported the development of overall advertising strategy and execution focusing on diverse segments and general marketing advertising. - Led the development and redesign of company’s online ad request system (AdShop) enabling users to localize and select pre-defined layout templates and media assets, maximizing usability and flexibility; resulted in money saved for the company (6 figure ROI)- Managed, developed and executed advertising plan for Asian segment (acted as interim Asian segment advertising manager), including print, radio and merchandising elements (coin banks)- Developed product messaging for company-wide store phone system as part of “Messages on Hold” program, managed from content development to deployment

San Francisco, Ca

Managed the stagecoach photography program and brand asset repository site (former Virtual Resource Room), including usability testing and re-architecture. - Managed stagecoach photoshoot and photo selection (input of images to color-correction process) for company-wide and creative agencies use- Developed diverse segments brand guideline based on segments and market research- Served as ADA (Americans with Disabilities Act) Specialist managing the process and implementation of a company-wide auxiliary aids program, including employee training in 23 Community Banking states - Launched internal employee recognition and engagement “Service Starts with Me” campaign- Served as guest speaker at Digital Asset Management (DAM) symposium & conference, New York- 2003 Sales & Service Conference Award winner

San Francisco, Ca

Managed Asian-American segment advertising and supported Brand advertising, including strategy, budget, and media planning. - Managed corporate sponsorship of “Adventures in Wild California” an IMAX format film with promotional advertising (collateral, ATM, online, TV) and two key-market premieres (Los Angeles and San Francisco)- Collaborated with Internet Services Group and Community College Foundation to launch “eBus”--the first mobile community technology center- Partnered with product groups, regions and advertising agencies to create and execute marketing campaign/initiative

San Francisco, Ca

Opuwo, Namibia Africa

B.A., Urban Studies & Planning (Honors With Distinction)

B.A., Communication