Eric Anderson Email & Phone Number

Philadelphia, Pa, Us

Buffalo, New York, Us

I was promoted into Retail Banking from subsidiary Wilmington Trust to target customer acquisition. In this role, I steer a segment-driven marketing strategy focused on experience, value propositions, digital, direct mail, e-mail, advertising, and testing with a 13-member remote team. We focus on backlog refinement, team prioritization, and forging alliances with senior leadership, business partners, other internal teams, and bank customers to deliver value for the organization. • AGILE: Steered transformation of marketing practices to agile methods, founding 4 agile teams focused on customer growth, acquisition, onboarding, and wealth transformation, and creating a model for agile team development.• ROI: Lowered the cost of marketing, reduced risk, and increased 2021 ROI by driving new customer relationships and improving the quality of acquired accounts through rapid offer testing, value-based bidding, and replicating the prospect universe via digital marketing.• INCREASED BALANCES: Improved retention and contribution to the bank by increasing the 90 day balances of new accounts and boosting direct deposit enrollment.• TESTING: Increased monthly A/B tests 125% by developing a portfolio of test-and-learn campaigns, taking an MVP approach, and prioritizing opportunities using balanced breakthrough models.• ALIGNMENT: Facilitate a Roadmap Committee of senior leaders including retail bankers, segment heads, and product managers, who meet to review performance and agree on future marketing opportunities. • COVID-19: Led an organizational pivot that included operational model design and new staff onboarding that enabled continued client support regarding timely issues such as mortgage forbearance, hardship options, economic impact payments, and branch network modifications.• RECOGNITION: Led the team to rapidly developed content related to the bank’s mortgage forbearance program and won a Gramercy Institute 2020 Financial Content Marketing Award.

Wilmington, De, Us

I was recruited to develop an annual product marketing strategy, including input into operational and financial workstreams. I managed and trained a team of 6, utilizing an Agile approach to product and solutions marketing to promote the solutions portfolio, including brokerage, public and private funds, managed accounts, trust, private banking, and family office services.• RECORD BREAKING SALES: Grew AUM into the billions in 2018 by transforming product marketing, sales enablement, and data-driven campaign management, plus overseeing a large campaign focused on the re-launch of a separately managed account program.• TWO-TIER MARKETING: Collaborated with investment and product management teams to revamp products, re-create the marketing program, and relaunch it to 190 advisors, current customers, and prospects. • COLLATERAL UPDATES: Led team in rewriting and redesigning 100+ pieces of marketing collateral to support sales.• GO-TO-MARKET: Created robust go-to-market strategies across the investment product portfolio, including content development, performance evaluation, continuous improvement, and management reporting.• INNOVATION: Conceived and implemented innovative, modern marketing strategies, including a suite of targeted digital campaigns, a thought-leadership content hub, and advisor educational content.• COMMUNICATION: Reached across multiple executive teams to ensure all marketing efforts were aligned.

Valley Forge, Pa, Us

I spearheaded development and growth of a new digital marketing program to promote the core mutual fund and ETF product portfolio to external financial advisors. In addition, I provided advisor advocacy across the firm as a contributing member of corporate strategy projects, working teams, industry associations, and governance initiatives. I drove understanding and integration of social media strategies by leading employee education initiatives. My team included 4 marketing staff. • INFLUENCER: Conducted extensive research, identified industry trends, and gained buy-in from executives for expanding into advisor-targeted social media marketing. • SOCIAL MEDIA LEADER: Built out an industry-leading portfolio of B2B social media accounts that elevated the company from zero presence to being the #1 asset management social media program within 1 year.• MORE SUCCESS METRICS: Within 2 years, ranked #2 in advisor follows and led team to generate 7.6M impressions, 81K clicks, and 16K engagements. By 2016, content strategies resulted in 50K Twitter followers. • ALIGNMENT: Made presentations to senior leaders and client conferences to help sales partners understand how the consumption of information was evolving and why digital communications were so important.

New York, Ny, Us

With Merrill Lynch, I developed operating strategy and positioning for the firm’s offshore international private client business. Some of my responsibilities and achievements included:● Created a suite of marketing communications and resources across international markets (Asia, Europe, Latin America, and the Middle East) including case studies, seminars, capabilities brochures, fact sheets, and internal and public-facing websites while managing international teams to successfully achieve ambitious project objectives.● Designed and deployed international business presentation system to optimize International Financial Advisor operations including the development of content, coordination of translations, creation of system logic, and management of technology partners and legal counsel while acting as a key point of contact for sales office management and consulting with individual FA’s and teams.● Created a suite of marketing communications and resources across international markets (Asia, Europe, Latin America, and the Middle East) including case studies, seminars, capabilities brochures, fact sheets, and internal and public-facing websites while managing international teams to successfully achieve ambitious project objectives.● Designed and deployed international business presentation system to optimize International Financial Advisor operations including the development of content, coordination of translations, creation of system logic, and management of technology partners and legal counsel while acting as a key point of contact for sales office management and consulting with individual FA’s and teams.

Master Of Business Administration - Mba, E-Commerce/Electronic Commerce

Bachelor Of Science - Bs, Communication And Media Studies