Manage media acquisition strategy for Wealth, Consumer Deposits, Consumer Lending, and the overall Regional Bank brand. Provide media recommendations, develop and implement media strategies to support the campaigns. Collaborate with line of business strategists to create benchmarks. Responsible for planning and optimization of media plan, including digital, television, radio, OOH, and print. Handle day-to-day activities, set up trafficking documents, monitor results and enhance tracking while driving traffic to the branches and online. Partner with agencies on research, understanding the competition’s products in all markets. Additionally, led traditional media recommendations for MUFG Wholesale Verticals, MUFG Transaction Banking, and MUFG Brand campaigns. Worked with MUFG strategists and agency partners on media plan development and benchmarks. Monitored buys and results for plan optimization. Partnered with Digital Marketing Director looking at the holistic view.• Partner with strategist to develop budget and media plan awareness strategy for Regional Bank Brand Campaign• Create and implement media strategy for Corporate Social Responsibility and Multicultural Mortgage Campaigns• Campaign received 144 calls with Spanish print ads driving 57% of the call volume at 39% of the spend• Collaborate with Regional Bank Strategists on media plan and budget for different line of business acquisition campaigns • Establish media plans and strategies for 11 verticals to increase client growth across the US, Canada, and Latin America for MUFG Wholesale and Transactional Banking divisions• Partner with MUFG Brand Director to develop brand and acquisition integrated media plans in the US and Canada• Negotiate media contracts and costs for all divisions of the bank• Manage Brand budget and monthly forecastMUFG Union Bank is a full-service bank offering consumer, business, and commercial financial services.

Managed strategy and execution of multi-million dollar digital, television, print, direct mail, integrated marketing campaigns for auto and home insurance regionally. Created programs to bring in calls, walk-in branch traffic, and sales. Focused on higher quality business, while reducing cost-per-lead and cost-per-sale and meeting sales goal monthly. Created and optimized budgets and forecast monthly analyzing call, digital and sales data. Developed partnerships working collaboratively with media agencies to manage media channels. Created television campaigns utilizing member testimonials. Developed creative briefs, partnered with creative agency to determine concepts, set up testing prior to launch using focus groups and digital. Lead a team of up to 6 and oversaw department P&L. Accomplishments:Exceeded lead and CPL goals ranging from 2%-13% 2010-2017 and achieved sales goals for the Auto Club.Earned “Be Legendary” award for strategic development and execution for Auto Club’s new insurance marketing campaign. Developed successful relationships, working closely with sales, product, IT, and executive management, to provide programs that exceeded goals.Utilized research and competitive data to drive strategies that resulted in exceeding lead and CPL goals ranging from 2%-13% 2010-2017 and achieving sales goals for AAA.Partnered with sales on new Enhanced Quote form to modify advertising message. Drove 10% more leads that converted to sales within the first month.Took over marketing responsibilities for additional AAA markets that lacked coordinated campaign and tracking. Implemented successful integrated strategies and tracking system to drive leads while monitoring results and optimizing program.Key marketing lead in Online Binding development and execution for website.The Automobile Club of Southern California is the largest member of the AAA federation and provides discounts and services to its members.

Managed strategy and execution of $15M local and regional direct response digital, television, print, direct mail, advertising campaigns for 310 dental offices throughout California, Arizona and Nevada. Created marketing plans and strategies to bring in calls and appointments, lowering cost-per-call, and increasing new patients and appointments. Worked with call center to compile data and analyze results, calls, and appointments. Partnered with media agency to manage DRTV maintaing current levels at reduced costs. Managed a staff of three. Accomplishments: Increased call volume 5% first quarter utilizing new television creative and lists for mailings.Drove acquisition through branch traffic and call center exceeding new patient goals by 2.5%Expanded campaign into Spanish while holding cost per call and appointment levels to current goals.Expanded campaign into Spanish while holding cost per call and appointment levelsWestern Dental is one of the oldest and most experienced dental and oral health organizations. They are considered the first to offer "credit dentistry," offering low cost care and credit terms to people who could not afford the high fees that were typically associated with quality dental care.

Managed 48-school integrated marketing strategies and campaign across the country. Utilized direct response digital, broadcast, print and email channels to drive leads. Managed a national OOH campaign. Created annual budgets to lower cost-per-leads, and increase student enrollments. Accomplishments: Analyzed metrics, including cost per lead and cost per enrollment to optimize strategies and alter plans. Worked with in-house media buying team and staff of Account Executives and Account Coordinators.Brought the media buying team back in-house after analyzing current media partner and cost inefficiencies. Increased budgeted spending with 5-8% CPL decrease.Met lead goal in 95% of markets during the 2nd and 3rd months after coming on board.Studeo Advertising is a performance-based direct response agency focused on unlocking demand for product and services, creating relationships and conversations that evoke response.

Directed strategy and execution of a multi-national advertising campaign for more than 100 schools throughout the US and Canada. Led DRTV, print, creative, online, and direct mail agencies to increase lead growth and brand awareness. Obtained convertible leads at below budgeted cost-per-lead and cost-per-start-goals while increasing student enrollments. Oversaw direct response agencies and led team in creating marketing plans and strategies. Analyzed all results, buys and strategies to increase lead flow. Obtained convertible leads at below budgeted cost-per-lead and cost-per-start-goals while increasing student enrollments. Created annual budgets and monthly forecasts.CSI Division: Oversaw P&L of a $50M multi-channel, direct response marketing budget for 45 schools. Created lead generating television, print, and collateral materials. Participated in research studies and focus groups. Coordinated planning for schools’ name changes to one name to incorporate a national cable DRTV strategy, resulting in $100K in savings.CDI Division: Managed marketing budget and headed DRTV, digital, print, creative, and direct mail campaigns. Managed divesture processes of 12 schools. Implemented a $15M national television advertising program. Partnered with agencies and stakeholders to maximize ROI. Accomplishments:Introduced a global plan that increased leads and lowered cost per lead for television by 10-20%; exceeded lead goals by approximately 10% within the first 8 months of program’s execution.Met 100% of the budgeted lead goal while spending 91% of budgeted dollars.Came in below CPL goal by 9% year over year; came in below CPS goal by 2% year over year.Corinthian Colleges, Inc. was a large for-profit post-secondary education company in North America and Canada.

Built and launched Marketing Department from the ground floor. Assumed P&L responsibilities and managed a direct response marketing budget of $140M. Oversaw all aspects of strategy, planning, media analysis, creative direction, implementation, and executions of multi-tactic campaigns, including print, broadcast, radio, Out-of-Home, direct mail, and Internet media. Arranged events and promotions. Oversaw customer referral and retention programs. Accomplishments:Launched new product, California mortgage brand, CalDirect Home Loans. Played a key role in the implementation of the $395 Flat Fee Product and Best Rate and Fee Guarantee - within the first month, this was the #1 requested product by callers.Executed the national “Ultimate Racing Room” contest, tying in with a NASCAR sponsorship; received 150,000 entries and 1,000 additional applications.Ditech.com is a mortgage lender helping Americans realize home ownership. Ditech.com offers low rates on purchases and refinances without the stress.

Marketing leader for the department. I oversaw the marketing functions while directing and mentoring the team. Supervised graphic designer, trade show and event coordinator and two marketing assistants during my tenure. Collaborating as a team, we created a broker portal for brokers to access materials and information. I developed "Net Ready" broker seminars for mortgage brokers throughout the country; providing information and tactics to help them sell New Century products. I also coordinated and directed the three-day sales conferences for the sales team utilizing all marketing staff to coordinate outside speakers, events, and parties, while working with outside vendors and hotel staff. Accomplishments: Met 100% of sales goals during tenure at company.Managed all wholesale events, sales meetings and trade shows including pre-show and booth promotion, shipping, setup, teardown, and staffing for local, regional and national showsCreated the "Net Ready" broker seminars for mortgage brokers throughout the country collaborating with VP of Marketing and President. Collaborated and maintained successful partnerships with Executive Management team, Regional Sales Managers and other departments.Wrote/edited The Non-Conformist, the wholesale department monthly newsletter, and the New Century Focus, the company quarterly newsletter distributed to broker clients and internal employees. New Century Financial Corporation was a real estate investment trust that originated mortgage loans in the United States through its operating subsidiaries, New Century Mortgage Corporation.

Independently built and launched the wholesale marketing department from ground for the first six months as the company began to grow. I produced all collateral materials, flyers, and brochures for Account Executives to utilize with brokers. I managed all trade show coordination, including, pre-show and booth promotion, shipping, setup, teardown, and staffing for local, regional and national shows. Planned and managed sales contest and winners’ trip. At 6 months I began hiring staff.Accomplishments:Built department from ground floor Began hiring on staff at six months, resulting in five additional team members, including two marketing assistants, graphic designer, trade show coordinator, and web/broker desk specialist.Developed successful relationship with Wholesale President and Regional Sales Managers across the country.Wrote/edited The Non-Conformist, the wholesale department monthly newsletter, and the New Century Focus, the company quarterly newsletter distributed to broker clients and internal employees.