Lead credit union marketing efforts, including brand strategy, vision, and direction; develop and implement marketing campaigns and promotions to increase product penetration among members; track and analyze marketing campaign results; oversee and drive sales and marketing for financial services and third party insurance programs; develop, mentor, and coach financial services team.

Develop and implement brand and communication strategies for various product lines and lines of business; oversee member segmentation initiatives; manage ancillary products and services, such as member P&C, homeowners, AD&D, and life insurance; and develop strategies to increase product penetration, non-interest income, and profitability.

Lead and execute the strategic direction for Qualstar Financial Services (QFS). Creating and implementing standards, policies, productivity measures and metrics, tracking, and reporting to assess overall success.Expanded and relaunched QFS by formalizing program strategy; hiring and coaching registered representatives; creating and implementing a strategic branding, marketing, and communications plan; developing a client referral program for credit union staff; and facilitating the legal and compliance approval of all sales and marketing materials.*Qualstar Credit Union and Qualstar Financial Services are not registered broker/dealers and are not affiliated with LPL Financial. Securities offered through LPL Financial, member FINRA/SIPC. For hyperlinks to FINRA and SIPC, please refer to ‘See Contact Info’ section above.Third party posts found on this profile do not reflect the views of LPL Financial and have not been reviewed by LPL Financial as to accuracy or completeness. For a list of states in which we are registered to do business, please visit www.QualstarFinancial.com Investment products are: Not NCUA Insured | No Credit Union Guarantee | May Lose Value

Direct the development of member acquisition and product marketing strategies for community chartered credit union. Initiate and execute strategies to build brand awareness, engagement and consideration. Manage member research initiatives, analyze consumer insights, and develop market segmentation strategies. Oversee successful tactical execution of marketing campaigns against revenue and member goals, including advertising, social media, direct mail, web content, email, and digital marketing.Develop and launch new products, including rewards checking account and home equity line of credit.

Drive the strategy and production of product marketing collateral, sales tools, web content, direct mail and email for all products distributed through Symetra’s retirement division. Develop and manage division marketing activities, including integrated campaigns, email production, sales tools, local and national events, webinars and new-partner launches.Create, manage and deploy training and education tools, including product suitability training, PowerPoint presentations and sales ideas.

Developed nationwide product-line marketing strategy. Acted as product expert for marketing collateral development and enhancements. Planned and implemented national marketing campaign for 2,000 retail branches. Through integrated merchandising, printed and electronic collateral, customer incentives and CRM tools, drove sales and generated a return on investment of 3.8%, for $740,000 in net profit.Completed comprehensive customer behavioral targeting and segmentation project for annual marketing plan. Document included business line positioning, product differentiation, competitive analysis, value proposition and customer profiling. Launched a centralized, web-based advertising, collateral and direct mail delivery system that enabled 500-member sales force to customize, print and mail turnkey marketing programs.

Accountable and responsible for developing product marketing and sales strategies for four business-to-business sales channels. Managed field support team and served as primary marketing resource for Division Executives, Regional Managers and Sales Managers.Directed and oversaw new brand and marketing strategy for Wholesale Lending. By streamlining collateral and initiating client email marketing program, reduced printing and warehousing by 50%. Developed strategy and managed project execution for an innovative national marketing campaign supporting the launch of client portal website. Through effective project management, collateral development, communication and training program design, achieved a 97% adoption rate by 10,000 clients within six months of website launch. Initiated strategies for national and regional events and trade shows, including sponsorships, networking events, guerrilla marketing, public relations, merchandising and pre- and post-event direct marketing. Recognized by executives for outstanding project management, teamwork and innovative marketing strategies for the 2007 NAMB Conference.

Managed cross-functional pricing, legal, compliance and communication project teams to develop, enhance, and launch WaMu products and programs.Conducted and executed extensive competitor product research initiatives and recommended solutions for streamlining and simplifying products, providing the basis for annual product enhancements.

Designed and executed the most successful customer acquisition promotion in company history, netting record member growth of 5% over a four-month period. Integrated campaign leveraged advertising, direct mail, street teams and employee and customer incentives.Achieved a response rate of greater than 9% for a checking account direct mail campaign by using MCIF (customer/business CRM intelligence system) to perform direct mail modeling, product and pricing modeling, member profiling, product penetration reports, and potential member modeling. Exceeded new account goal by 200% by managing a comprehensive branding and image enhancement initiative from conception to implementation. Credit Union Executives Society (CUES) Diamond Award recognized outstanding brand strategy, campaign planning and collateral development.Managed the communications, media and community outreach functions. Wrote and designed quarterly newsletters, online content, member communications and press releases.