Vice President, Marketing• Transformed consumer marketing strategy to be digital-driven. Upgraded website, added digital capabilities through paid social, search and display, plus conversion emails. Digital enrollments grew 500% in one year.• Advanced direct mail capabilities, partnering with Analytics on developing responder model, and improved results through offer testing. Response rates improved 5-40%, and close rates increased up to 600 bps. • Improved return on marketing spend to achieve IRR of 20-40% in multiple months.Senior Director, Digital Marketing• Redesigned and enhanced website platform, improved digital campaign tracking, and added multiple new consumer website application flows. Initiated first paid social acquisition campaigns.• Upgraded SEO approach from hyper-localized targeting via a sub-domain to content-driven and technically sound main website focus. SEO website traffic, leads, and enrollments up nearly 200% by 3Q21. • Improved online reputation, an Excellent Trustpilot rating, and increased score from 4.0 to 4.5/5.0 by 3Q21.

Vice President, Marketing--Directed customer research, both qualitative and quantitative, to drive customer acquisition and retention. Findings changed our program welcome process, resulting in 160 bps retention improvement.--Led key customer studies that generated new brand platform building blocks and creative approach for both acquisition and retention.--Formed reputation management team. Increased online reviews 35+% in three months, increased Trustpilot rating to Excellent, and raised score 5% to 4.3.--Developed organic marketing plan that helped produce current strategy, team structure and organization. Started up new Chicago office.--Managed creative team -- design, copy, UI/UX and reputation management.

Director, Marketing Group Head--Led marketing for 3 separate lending businesses with 12 marketing team members--Launched marketing strategy and execution of first successful B2B lending division, achieving double-digit customer acquisition annual growth rates and record loan volume in 2018 with successful direct mail, conversion funnel improvements, and stronger partner results.--Directed marketing for Brazil consumer lending division, first online nonprime lender. Started direct response marketing, now some broadcast media, achieved record lending volume --Increased Brazil portfolio retention rate through integrated strategy—multi-channel with email, SMS, WhatsApp and better conversion funnel—plus targeting and timing of campaignsSenior Manager, Head of Global Brand Marketing--Built marketing operations infrastructure and brand management capability for 11 Enova brands supporting aggressive customer acquisition.--Produced new TV campaigns for two largest US consumer businesses. Led full process--new agency selection, creative strategy, talent, production and launch. --Formed US and UK market insights competency with annual marketing effectiveness research studies.--Assembled Martech infrastructure for customer journey tracking and attribution; email acquisition, servicing and sms; web site conversion testing; bid management platform for PPC bidding; and various tools for funnel tracking, analyzing and reporting.Manager, Head of UK Marketing--Led marketing for industry leading online consumer lender and drove significant annual increases in loan volume.--Produced Enova’s first successful TV campaign, from creative to media planning, driving business results, QuickQuid brand recognition and category growth. Improved results through improved target segmentation.--Built successful digital marketing--paid, organic and affiliates--both internal capabilities and managing external partners.

Vice President, Web Marketing Team--Managed email strategy and web site operations teams, including three direct reports--Directed web strategy change to expand customer self-servicing focus. Resulted in significant registered customer growth increased site utilization, and online fee revenue growth--Pioneered online collections initiatives, integrating the web with more traditional collections processes. Launched online hardship --Initiated collections email campaigns, driving increased web payments from delinquent customers. Overall results improved cash collected and reduced delinquency roll rates. Vice President, Product Management and Development--Managed one-time automated payments, with integrated marketing generating measurable volume increases over two years, with annualized fee revenue growth. Received Division's Outstanding Achievement Award.--Improved operational processes, including change of our automated payment processor and eliminating select servicing letters, producing significant annual expense savings--Led expansion of recurring payment service, 40% above plan, producing incremental fee revenue.

Senior Brand Manager – Commercial and Consumer Insurance--Developed integrated marketing plan for new $1B Kemper commercial insurance group--Introduced Kemper Claims Services and led marketing activities for $400M strategic company initiative--Centralized marketing collateral and launched print on-demand, generating budget savings 3 consecutive years--Saved budget transforming yellow pages ad program from printed to online, exceeding click-through expectations by over 300%Brand Manager – Consumer Insurance--Increased results on key marketing/brand metrics, including 48% higher score for future purchase consideration of Kemper, while managing marketing activities of $800M consumer insurance business.--Launched new product, Your Home WorkPlace, and relaunched key product, Kemper Insurance Package--Developed and co-managed national advertising campaign and $10M media plan—TV, radio and print—as well as produced new direct marketing collateral. Awareness measurements revealed success.--Established umbrella brand strategy and company positioning with marketing team as well as new corporate brand identity and graphic standards

Vice President – Cross Business Partnerships/Field Sales--Produced and rolled out new National Bank-at-Work program, initially generating sales to 16 companies. Program has grown to largest consumer bank acquisition tool. --Piloted Citibank Awards acquisition and retention program, cross-selling retail relationships to credit card portfolio, producing above target 1% program enrollment with initial launch.Vice President – Unsecured Credit Product Manager--Directed national branch roll out of new Citibank Auto Loan--Formulated and launched two new Personal Loan products, highlighted by the Cruise Loan partnership pilot that generated new source of loan volumeAssistant Vice President – Product Manager – Product Development--Managed cross-functional business team for national debit card project, including business and marketing plans, systems prioritization, business and systems requirements, and vendor partnership selections.--Created Citibank Awards retention program and coordinated through qualitative research