Joe Kirk Email & Phone Number

- Optimizing wsfsbank.com and transforming bmt.com and cashconnect.com

Philadelphia, Pennsylvania, United States

• Monetized the martech stack by analyzing customer data to create highly effective cross-sell marketing campaigns with 6M emails, 200k texts, and 1.1M direct mailings resulting in 3,600 new accounts and a total of >$5.6M in revenue (fiscal year 2023).• Led and managed product marketing initiatives to support the bank’s strategic plan, notable highlight: increased credit card activation rate from 92% to 99%, average monthly usage by 24%, and stemmed silent attrition by re-engaging 16% of… Show more • Monetized the martech stack by analyzing customer data to create highly effective cross-sell marketing campaigns with 6M emails, 200k texts, and 1.1M direct mailings resulting in 3,600 new accounts and a total of >$5.6M in revenue (fiscal year 2023).• Led and managed product marketing initiatives to support the bank’s strategic plan, notable highlight: increased credit card activation rate from 92% to 99%, average monthly usage by 24%, and stemmed silent attrition by re-engaging 16% of customers who stopped using their credit card through the implementation of personalization in customer touchpoints.• Supported customer retention by creating the communication plan for customers of a recently acquired bank, including the creation of personalized onboarding videos resulting in 81% engagement and a retention rate of 69%. • Acquired new customers through prospecting campaigns by identifying opportunities and deploying omni-channel marketing journeys, notable highlight: developed the go-to market plan for a mortgage grant program and implemented a digital campaign to increase awareness with >1MM impressions and generate marketing qualified leads at <$1.35 CPC.• Led an internal team of 6, external design team of 4, and external development team of 7 to redesign and transform the website experience for wsfsbank.com, resulting in a promotion to VP Website & Digital Marketing Manager.• Team lead of the enterprise DEI steering committee representing Data (April 2022 - present). Show less

Wilmington, Delaware, United States

• Led a cross-functional team to re-design the Bank's website and user experience while increasing SEO value. The website redesign increased organic search clicks by 83% (360 Checking product page) and 105% (MONEY Teen Checking product page).• Managed the revitalization of locations.capitalone.com with a dedicated engineering team, resulting in a cost savings of 97%, time savings of 45 monthly hours across 3 teams and a 20% capacity increase for engineering. These improvements… Show more • Led a cross-functional team to re-design the Bank's website and user experience while increasing SEO value. The website redesign increased organic search clicks by 83% (360 Checking product page) and 105% (MONEY Teen Checking product page).• Managed the revitalization of locations.capitalone.com with a dedicated engineering team, resulting in a cost savings of 97%, time savings of 45 monthly hours across 3 teams and a 20% capacity increase for engineering. These improvements allowed our external location’s data to be updated in real time across 465M+ pages annually.• Developed a strategic marketing plan for Capital One Bank’s website (50M+ annual visits) and a rigorous testing agenda with the Enterprise team, including A/B, multi-variant and multi-armed bandit testing.• Successfully executed 152 site requests over 40+ well-managed content releases. This included 15 landing page builds, /local cafe pages, disclosures updates, bank pages and support center updates.• Migrated 175+ Bank article pages (1M+ annual page views) from a legacy content management system to the new Enterprise-wide CMS within a three month period - securing Bank’s position as the LOB-leader in the migration effort.• Developed the Bank’s website response to the COVID-19 crisis by facilitating communication to customers on the site and standing up a new process allowing location updates (temporary closures) to our customers, associates and third parties in real time. Show less

• Overhauled the company’s under performing digital marketing campaigns which accounted for minimal revenue. Grew digital marketing efforts to 20%+ of total company revenue while monetizing a $500k+ annual advertising budget.• Transformed an inherited $95+ cost per lead by lowering costs 90% while setting a company record for the lowest cost per lead of $3 via paid campaigns.• Managed research and business development to identify new market opportunities including… Show more • Overhauled the company’s under performing digital marketing campaigns which accounted for minimal revenue. Grew digital marketing efforts to 20%+ of total company revenue while monetizing a $500k+ annual advertising budget.• Transformed an inherited $95+ cost per lead by lowering costs 90% while setting a company record for the lowest cost per lead of $3 via paid campaigns.• Managed research and business development to identify new market opportunities including facilitating a profitable business partnership, which resulted in Chaikin Analytics winning the 2017 Global Fintech Awards and blossomed into a $500,000 + relationship.• Strategized, executed and optimized strategic marketing plans for new product launches, releases and enhancements. Grew the lowest purchased product's customer base from 0 to 50,000+ subscribers in less than 1 year. Show less

• Built and energized a 4 person marketing team to conquer marketing objectives and deliver excellent results for clients while monetizing budgets at 102% ROI.• Developed, managed and enhanced campaign reporting dashboards, to analyze effectiveness of campaigns and ensure results met within budget and before deadline. Optimizations improved workflow by reducing 25% time spent by senior executives reviewing KPI data.• Managed community and business outreach at industry… Show more • Built and energized a 4 person marketing team to conquer marketing objectives and deliver excellent results for clients while monetizing budgets at 102% ROI.• Developed, managed and enhanced campaign reporting dashboards, to analyze effectiveness of campaigns and ensure results met within budget and before deadline. Optimizations improved workflow by reducing 25% time spent by senior executives reviewing KPI data.• Managed community and business outreach at industry events, conferences and sponsorships on behalf of clients and the company. Volunteered company's marketing services to local, nonprofitcrisis center to raise $100k+ via sponsors for their marathon walk.• Developed skills in all areas of digital marketing while working closely with clients on a small team. Show less

• Created unique, Geographic Information Systems Target MarketingTool, which increased sales by $1 million in 2014 for Southern New Jersey Region. Invited to present the tool to the executive marketing team, including CMO.• Increased the branch's profitable relationships by $3.7 million in 2014 while managing over portfolio of 100's of business and personal accounts, valued at $40 million.• Created, improved and implemented new projects and frontline marketing campaigns;… Show more • Created unique, Geographic Information Systems Target MarketingTool, which increased sales by $1 million in 2014 for Southern New Jersey Region. Invited to present the tool to the executive marketing team, including CMO.• Increased the branch's profitable relationships by $3.7 million in 2014 while managing over portfolio of 100's of business and personal accounts, valued at $40 million.• Created, improved and implemented new projects and frontline marketing campaigns; developed data analysisreports to streamline success of corporate marketing objectives at the branch level. Show less

• Developed highly profitable customer relationships by promoting products and services to fit customers' needs.

Mba, Marketing (Mercadeo), Summa Cum Laude

Ba, Geography, Magna Cum Laude

Minors in GIS & Economics