Drive strategy to generate awareness and acquire new customers by leveraging direct response marketing and a variety of digital marketing channels (paid search, programmatic and native advertising display). Primary skills leveraged in this role:Marketing StrategyMarketing Program ManagementDirect MarketingInsights and AnalyticsTest and Learn ExperimentsCreative DevelopmentStrategic Planning, Forecasting, Budget ManagementPaid Social and Programmatic Display Process MappingContinuous Process Improvement

Pioneered growth marketing acquisition programs and tested novel approaches to generate awareness and acquire new-to-bank customers (prospects):+ Orchestrated a multichannel campaign strategy to drive new customers, including paid search, affiliate marketing, paid social/programmatic, direct mail, email, website, digital advertising, and organic social.• Continuously tested strategies to attract quality leads by developing quarterly test-and-learn initiatives in paid search.+ Launched the LOB’s first paid social and programmatic upper-funnel awareness campaign, reaching over 20 million people and increasing brand awareness.+ Led new direct response marketing efforts (direct mail, email) by leveraging prospecting lists, establishing critical benchmarks and insights that were adopted by other business units.+ Prepared and presented business cases, pro formas, marketing activity reports, managed marketing budgets, and conducted post-mortems.+ Partnered closely with Analytics to use data, market, and consumer insights to develop and execute impactful strategic recommendations.+ Participated in an internal Marketing Hackathon and received an award as a Runner-up, finalist team (out of 20+ teams).

Led impactful digital marketing programs to acquire new prospects and deepen relationships with existing customers. Highlights included:+ Orchestrated the development of the Wells Fargo Small Business Resource Center, an integrated marketing thought leadership initiative providing COVID-19 support to small businesses, which won the “2021 Award of Excellence” from Apex, and “Marketing Award” from The Gramercy Institute Banking and Credit Union + Earned a “Top Dollar Award” for managing the strategy and execution of Small Business Lending’s first affirmative marketing email campaign in record turnaround time (2 weeks), contributing $235M in loans to underserved small business customers to help them with Payment Protection Program (PPP) loans.+ Partnered to create $480M in revenue over the past year—by managing paid search campaigns / influential marketing programs promoting student loans and refinancing. Primary skills leveraged in this role:Website Planning Roadmap CreationContent Creation and Editorial Calendar ManagementMessage TestingSearch Engine Optimization (SEO) Optimizing User Experience (UX)Project Leadership and Cross Functional Alignment

Responsible for working with multiple lines of businesses to target C-suite executives by designing and delivering effective digital marketing strategies. Through a combination of paid, earned, and owned channels, I promoted thought leadership content, webinars, annual research reports, gated content, conferences, products, and services to a B2B audience. In this role, consistently exceeded financial industry benchmarks in clickthrough rates (CTR) and engagement by 25-75%: led creative strategy and execution for 50+ organic / paid social media campaigns via LinkedIn, Twitter, Facebook, Instagram. Primary skills leveraged in this role:Thought leadership content developmentPaid social campaign strategy Paid social content consultingPaid and owned ads and landing page creationOrganic / Paid Search Campaign analysis and readoutsBudget management

Created, managed, and optimized concurrent digital marketing campaigns to drive qualified leads and retain current customers. Highlights included: + Ideated, developed, and executed 50+ digital marketing programs to increase awareness and drive new customer acquisitions, exceeding lead plan by 134%.+ Collaborated with partners to utilize metrics and analytics to understand key business drivers and improve campaign effectiveness and identify trends and opportunities, consistently exceeding benchmark email open rates.+ Authored digital marketing creative, website content, educational articles, and video strategy for Wells Fargo Insurance.+ Collaborated with internal partners to build event-triggered solutions targeting customers in need of insurance, including working with Home Mortgage, Auto Finance, Small Business, and the Student segment.+ Facilitated partnerships with Legal, Compliance, and insurance subject matter experts to ensure efficiency, understanding, and compliance.Primary skills leveraged in this role:Marketing Program ManagementDigital MarketingContent DevelopmentFinancial EducationVideo DevelopmentCustomer AcquisitionWebsite Development and Customer Experience Management

Led marketing and communications strategies to build a student pipeline for 13 different MBA degree programs across multiple geographic locations. Also responsible for deepening business alumni relationships, I spearheaded events to engage alumni through executive speaker series’, career advancement/resume refinement webinars, golf tournaments, happy hours, special speakers events, entrepreneurial “Shark Tank” competition, and more. Highlights include: + Helped generate $14M+ in tuition revenue by creating / leading regional integrated marketing strategy targeting business professionals for 13 new master’s degree cohort starts per year.+ Led rebranding campaign of entire MBA program + Earned “Most Valuable Staff” award (2013); nominated by college’s business administration leadership.+ Spearheaded infusion of new engagement for the graduate business alumni by planning a comprehensive set of events across four distinct targeted geographic locations to encourage alumni to re-engage with the school through Network, Learn and Serve framework, which enabled connection of thousands of alumni with each other and the school.Primary skills leveraged in this role:Marketing StrategyLead NurturingCustomer RetentionCreative Content Development, including annual report creationBi-monthly newsletterSocial media platform developmentEvent Planning

Promoted from the role of Marketing Manager, I managed a budget and a 4-member team in marketing and developing qualified leads for graduate engineering student recruitment (2K on-campus, online). Highlights include: + Increased applications YoY by developing targeted marketing and communication strategies. + Improved ability to reach prospective students and corporations by overhauling website / creating unified marketing.+ Boosted enrollment in online engineering master’s programs by building relationships with Boeing, Qualcomm, Northrop Grumman, Raytheon, other corporations.Primary skills leveraged in this role:Rebrand/Rehaul of Marketing SuiteDesigning Marketing / Recruiting StrategyTrade ShowsCommunication Strategies Customer Acquisition / Retention Open House and PresentationsFocus Group and Student Satisfaction Studies