Kerrie Lepage Email & Phone Number

Wilmington, Massachusetts, United States

Wilmington, Massachusetts, United States

Waltham, Ma

Combined passion for creating best-in-class customer experience with strong analytical skills to develop cost-effective creative, integrated, multi-channel marketing campaigns that build brand awareness and reputation. Leads 4 internal team members and outside agencies in the execution of promotions, digital marketing, email marketing, PPC and lead generation campaigns. Challenged to establish clear and measurable benchmarks/KPIs as well as regular data reporting structure for stakeholder; devised targeted messaging to fuel acquisition and retention from direct, channel and partner markets.Key Accomplishments:● Led the customer relationship management (CRM) strategy, nurturing inquiries to unprecedented levels (scoring, email, A/B testing, landing pages, new features). Increased conversion rate by more than 3% and increased CTR from 1.75% to 8%.● Played a pivotal role in mission critical cross-functional initiatives, guiding the development of a new customer-facing online ordering platform; increased order completion (conversion) by more than 3% in the first 6 months.● Conducted influential industry and market analysis; secured funding for automated email marketing campaign with affinity messaging, increasing customer participation by more than 5% over 3 months.● Implemented SEO and content marketing strategy, using Wordstream to identify keywords; grew website traffic by more than 36%.● Overhauled corporate blog and took ownership for content creation; received Content Marketing Award (CMA) for best corporate blog in 2019. Increased subscribers by more than 10%.

Beverly, Ma

Selected based on prior success to develop and execute fully integrated marketing campaigns for customer acquisition, retention and overall brand awareness for 3 unique brands. Tasked with creating a centralized marketing function, collaborated with product and sales teams, building shared vision in alignment with the strategic direction of the business. Oversaw advertising strategies for both the direct to consumer and B2B (travel partner) channels. Evaluated digital customer journey from inquiry to conversion to optimize the experience and achieve aggressive goals. Managed $1M marketing budget.Key Accomplishments:● Built marketing team from the ground up, directing and coaching team of 3 to on time / on budget execution of digital campaigns that increased lead volume by 25% and conversion rates by more than 5%.● Streamlined acquisition process through launch of software system; reduced time to contact by 50%, increased appointments by more than 30% and achieved 15% revenue gains. ● Analyzed direct mail campaigns and performance to identify areas for improvement, adjusting tactics to meet and exceed goals. ● Partner with Director of Sales to cultivate new travel partners and other brand relationships; propelling brand awareness among industry trade leaders and partners.

Provided marketing leadership, innovative solutions, and new customer acquisition strategies for the Consumer Banking and Commercial Lending Divisions. Architected creative, integrated, multi-channel marketing campaigns to build brand awareness and reputation, providing a steady flow of new business prospects. Managed $500K marketing budget and monitored return on marketing program investments, leveraging analytical capabilities to provide data driven insights.Key Accomplishments:● Evolved Marketing Customer Information File into an efficient customer relationship management (CRM) tool, adding marketing automation capabilities to enhance customer communication, growth and retention.● Anchored marketing analytics to strategy by launching a dynamically generated household level report; earned praise for providing Executive Leadership and the Board of Directors with superior benchmarking capabilities.● Initiated first-ever integrated marketing campaign (direct mail, promotions, and outbound calling) focused on the consumer loan business, driving a 26% increase in revenue.

Maintained and operated the Marketing Customer Information File (MCIF) for the support of 48 banking offices. Executed program enhancements, changes and additions to interfaces, for the MCIF system. Coordinated the implementation of branch specific direct mail programs in support of various business lines within the Consumer Banking Division. Monitored outside list buys to ensure legal provisions were adhered to. Conducted data mining, analysis and reports related to direct marketing programs and customer relationship management (CRM). Developed highly targeted prospect lists for all direct marketing efforts. Composed copy for direct mail pieces and coordinated production of all external communications relative to Marketing. Performed post-campaign response analysis each month for all direct marketing efforts. Coordinated and executed monthly/quarterly matrix mail segments for bank-wide programs. Conducted various competitive market and customer research projects and analyses. Selected Contributions:Developed a bank-wide marketing program to assist banking offices with direct mail and telemarketing efforts. This program produced an increase in the average number of accounts opened and/or cross-sold per household.Drove up target-market product sales through designing and launching new marketing strategies for our Consumer Loan division.Increased new-product revenue by spearheading creation and implementation of highly effective marketing direct mail program for our new free checking product.

Worked within a team environment to carry out a full range of marketing database functions. Assisted with various competitive, market and customer research projects and analyses. Assisted with in-branch promotions and communicating marketing plans. Developed creative print and direct mail marketing collateral. Provided direct support to Database Marketing Officer and Marketing Communications Officer.Selected Contribution:Contributed campaign theme ideas that proved effective in delivering overall message.