Lyle Starr Email & Phone Number

Oakville, On, Ca

Toronto, Ontario, Canada

Canada

As a visionary in Product Marketing & Journey Management, I expertly crafted and synchronized omni-channel strategies, surpassing business KPIs while elevating client experiences. Notable achievements include:1. Client Growth & Conversion: Orchestrated strategies that led to a remarkable 56% surge in new client acquisition, an 11% boost in funnel conversion, and a monthly deposit growth of $200 million. Additionally, spearheaded a 218% increase in card spend while reducing the cost-per-acquisition (CPA) by an impressive 41%.2. Engagement & Upsell Initiatives: Pioneered the New Client Communication Engagement Journey (EMOB), resulting in cross-selling 113k products year-to-date. Furthermore, orchestrated cross-sell and upsell campaigns that achieved a 54% YoY increase in products opened, surpassing the deposits target by a substantial $2 billion.3. Strategic Program Leadership: Led the 2023 Registered Season (RSP) program, delivering a monumental 477% surge in Assets Under Management ($AUM). Additionally, spearheaded impactful launches for Bike Share Toronto, BIXI Montreal, and Sonnet Insurance partnerships, including the 'Get a Free Raptors Jersey' campaign amplifying Tangerine's collaboration with the Toronto Raptors NBA team.4. Thought Leadership & Client Well-Being Initiatives: Initiated the Financial Well-Being Program, infusing thought leadership content into Tangerine's offerings, enriching client experiences.5. Fraud & Security Strategies: Executed a potent fraud & security marketing strategy, achieving an 82% activation rate for 2-Factor Authentication, surpassing set targets.6. Effective Budget Management: Successfully managed a $5 million annual marketing budget, implementing cost-efficiencies and generating substantial savings.7. Change Management & Organizational Evolution: Pioneered the transformation of Marketers into client-first Product Marketing Journey Managers, driving significant organizational evolution.

3389 Steeles Ave East, Toronto, Ontario, M2H0A1

Crafted targeted, end-to-end marketing strategies tailored to distinct customer segments, driving a substantial increase in sales. Led the development of comprehensive campaigns and content, optimizing the customer journey from acquisition to early-month-on-book stages. Proficiently utilized customer insights to drive data-driven decisions, resulting in maximized engagement levels with notable achievements: 1. Pioneered the Refer-A-Friend (RAF) program, securing an annual acquisition of 2,000 new clients, significantly bolstering the customer base.2. Spearheaded the launch of a TikTok-based strategy, successfully attracting and onboarding 800 new student/next-gen clients, tapping into a vibrant and untapped market segment.3. These initiatives contributed significantly to expanding the client base and enhancing brand visibility, aligning marketing efforts with organizational growth objectives.

Toronto, Ontario, Canada

Developed comprehensive marketing strategies aimed at boosting new acquisition, product penetration, retention, and revenue generation for Everyday Banking & Deposit Products. Utilized data-driven insights to craft end-to-end communication journeys, campaigns, and both offer and non-offer tactics, consistently surpassing key performance indicators (KPIs). Notable achievements include:1. Orchestrated highly effective acquisition programs, contributing a remarkable 52% to the annual influx of new clients, significantly bolstering the customer base.2. Directed monthly deposit balance growth and retention campaigns, resulting in an outstanding $2 billion deposit growth, surpassing targets, and maintaining an impressive 80% balance retention rate.3. Led a highly successful VISA-Debit go-to-market launch, facilitating the distribution of 500,000 cards within the inaugural year, establishing a strong market presence.4. Executed Chequing cross-sell strategies, surpassing the target by an exceptional 120%, enhancing product penetration and diversification.5. Elevated NPS (Net Promoter Score) by implementing monthly goodwill gestures focused on 'Brand Love,' enriching client appreciation experiences and boosting brand loyalty.6. Managed marketing communication assets for Accessibility, ensuring strict compliance with regulatory standards, maintaining brand integrity, and accessibility for all customers.These initiatives drove substantial growth across acquisition, retention, and product penetration, aligning marketing efforts with organizational objectives and exceeding anticipated outcomes.

Toronto, Canada Area

Focused on the growth and retention of at-risk Deposit balances by employing Agile methodology to develop and implement targeted retention programs that effectively safeguarded balances while propelling deposit growth. Notable achievments include:1. Pioneered five innovative retention constructs, resulting in the retention of $2.1 billion in balances, driving $250 million in balance growth, generating $1 million in revenue, and saving $1.5 million in interest costs through the implementation of opt-in functionality.2. Optimized campaign deployment, slashing the timeline from 20 days to a mere 5 days, enhancing agility and responsiveness in addressing at-risk balances.3. Spearheaded the design and implementation of advanced propensity models such as Deposits Attrition Prediction, Deposits Price Sensitivity, GIC Attrition Prediction, and New Client Attrition, bolstering proactive strategies for retention.4. Successfully negotiated fund transfer pricing (FTP) with Scotiabank Treasury, securing preferential promotional interest rates for retention campaigns, optimizing cost-effective measures for balance retention and growth.These initiatives significantly fortified balance retention, fostered deposit growth, and established efficient models for predictive analysis, aligning efforts with organizational objectives while achieving substantial cost savings and revenue generation.

Toronto, Ontario, Canada

Responsible for crafting and executing the annual deposits growth roadmap, utilizing Year-over-Year (YoY) reporting and data analysis to develop comprehensive campaign and non-offer strategies, surpassing deposits growth Key Performance Indicators (KPIs). Notable achievements include:1. Delivered exceptional results, achieving a remarkable $4.2 billion in deposit growth, surpassing the target by $1.2 billion, establishing a robust foundation for financial expansion.2. Spearheaded the implementation of the High Value Client service model, contributing significantly to an annual revenue increase of $29 million, amplifying the organization's financial standing.3. Provided strategic direction to the Outbound Contact Centre Sales Channel, fostering a remarkable $500 million incremental deposit growth while retaining $1 billion, fortifying customer relationships and financial stability.4. Successfully implemented Dialer Software for the Contact Centre, enhancing call efficiency by an impressive 18%, optimizing operational processes and customer interactions.These accomplishments underscore a commitment to strategic planning, data-driven decision-making, and innovative implementations, resulting in substantial deposit growth, revenue generation, and operational efficiency enhancements.

Johannesburg Area, South Africa

Responsible for developing, implementing, and refining tailored value propositions for Private Banking and Ultra High Net Worth (UHNW) Clients across South Africa and eight subsidiary African countries. Additionally, tasked with spearheading Business Banking propositions for the eight African nations.My contribution includes strategically crafted and executed value propositions and marketing strategies that yielded an exceptional 18% increase in revenue and an outstanding 140% growth in sales. Notable achievements include:1. Designed and launched the highly successful Signet Ultra High Net Worth value proposition, securing over 120 UHNW Clients annually, including six out of the top 10 wealthiest families in South Africa, significantly bolstering the client base.2. Conceptualized and launched the Spousal value proposition, achieving a remarkable 155% above-target performance, facilitating auto-approved upgrades to Private Banking, and automating credit facilities, resulting in a substantial 25% increase over the target for unsecured loans and credit cards.3. Pioneered the introduction of Private Banking account opening within branches, generating 8,000 new accounts annually, surpassing the target by 33% and earning commendation from CEO Eric Enslin.4. Innovatively designed and executed an end-to-end client acquisition and onboarding flow, leveraging facial recognition and pin-location software, enabling instant KYC verification and immediate card issuance, enhancing client experience and efficiency.5. Managed the Training Department for the FNB Core Banking Product House, delivering training to 600 Branches, 120 Private Bankers, and 200 Contact Center Agents, ensuring comprehensive understanding and proficiency in product offerings.

Johannesburg Area, South Africa

Tasked with overseeing four Private Banking Suites across three provinces to drive client acquisition, increase product penetration, and enhance overall client experience. I led high-performing specialists, including Private Bankers, Structured Lending, Wealth Managers, Stockbrokers, Portfolio Managers, and Fiduciary Specialists, in introducing new service models, fostering referral relationships, optimizing product origination systems, and leveraging marketing and communications to expand in-province market share. Notable achievements include:1. Executed a digital adoption strategy, resulting in a significant 20% reduction in face-to-face costs, optimizing operational efficiency.2. Designed and implemented the successful Rural/Non-Metro Private Banking model, surpassing deposit growth targets by an impressive 25% and acquiring 2,000 Clients annually, expanding market reach.3. Implemented a streamlined single-property residential mortgage fulfillment system, slashing mortgage application turn-around times by an impressive 38%, enhancing client experience and service efficiency.These initiatives underline a commitment to innovation, strategic planning, and operational excellence, resulting in cost savings, substantial growth in client acquisition, and enhanced service delivery.

Johannesburg Area, South Africa

Acquired new qualifying clients while maintaining an existing portfolio of clients while driving digital adoption for product take up and service related matters. Notable achievements include:1. Grew the loan utilization for my portfolio by 250% and exceeded annual targets. 2. Achieved 100% Client satisfaction ratings. 3. Member of the FirstRand Bank Limited Young Entrepreneurs Forum, RMB Private Bank Junior Board and an RMB Private Bank Fair Director.