Pete D'Aleo Email & Phone Number

New York, New York, Us

New York, New York, Us

New York, New York, Us

• Managed strategy and execution of ThankYou Rewards marketing initiatives reaching existing customers (Branded Cards, Retail Bank, Retail Cards). Drove engagement in the ThankYou Rewards program while encouraging continued spend/usage.• Expanded the breadth of marketing touch points and communications to our customers, overseeing 39 campaigns in 2021, up 26% from 2019. Built new communications in 2021 and 2022 to support new products (Custom Cash, Double Cash TY, AT&T), new partnerships (AA Points Transfer, Shop with Points at CVS, Walgreens, Dollar General, and AT&T), and new experiences (native ThankYou redemption via Citi Mobile and Citi.com).• Oversaw a marketing stream that elicits and encourages strong redemption and spend behavior from highly engaged customers; 2020 ThankYou marketing initiatives delivered $2.02B in incremental sales and $35.3MM in incremental revenue in-year.

• Developed and implemented marketing and sales plans to grow client base and nurture existing client relationships. Drove new client relationships to achieve brand awareness and adoption of new marketing services (multi-variant creative testing, mobile marketing strategy and optimization, web-based chat functionality, real-time marketing insights, etc.)• Advised business on the perceived needs of leads and existing clients to drive research and development of new products and services.

Newark, New Jersey, Us

• Formulated prospect acquisition marketing strategy to drive lead capture, conversion, and engagement, utilizing display, social, paid and organic search, email, on-site, content, and phones. Enhanced media efficiency across lead generation, retargeting, and prospect marketing tactics with robust marketing analytics and reporting.• Conducted tests and defined prospect segmentation roadmaps to reform acquisition marketing.• Optimized Pru.com and various properties (life insurance quote, acquisition/onboarding experiences) with multi-variant A/B testing that delivered higher click through and response rates.• Accelerated the professional development of one direct report through strategic coaching and performance management.

New York, New York, Us

• Spearheaded paid media acquisition marketing for all Citi card products across a number of display publishers, native advertising partners, and social platforms (Facebook, Instagram, Twitter).• Constructed robust test and learn strategy across new capabilities and platforms (geo-targeting, DMP and DBM data segment testing, Facebook interest segment testing, pre-screened offer testing).• Directed all mobile acquisition marketing initiatives, including building and testing new experiences designed to encourage engagement and response. Championed testing into new web capabilities with HTML5 to deliver best-in-class mobile experiences.

New York, New York, Us

• Coordinated digital acquisition marketing efforts for Citi’s ThankYou credit card portfolio across acquisition channels (citicards.com, display, affiliates, search, phones).• Deployed Decline Counter Offer functionality, providing instantly-declined applications with alternate credit offers.• Steered mobile optimization task force in championing acquisition across device types through strategic mobile marketing initiatives; improved mobile user experience, interface, and website load times while establishing standards for offer presentment, font families, website breakpoints, etc.

New York, New York, Us

• Organized and executed digital acquisition marketing plans for Citi’s Simplicity and Diamond Preferred credit cards across acquisition channels (citicards.com, display, affiliates, search, phones).• Built a robust test plan that resulted in increased response and acquisition rates; testing included split introductory durations, messaging, responsive design, landing page design, etc.• Piloted Drive to Web initiatives, enabling digital acquisitions from direct mail marketing.

• Pioneered a mobile-first credit card affiliate marketplace, open to all Issuers; delivered a redefined credit shopping experience from end-to-end while reducing Citi’s reliance on external affiliates, achieving significant cost savings while generating an incremental revenue stream from non-Citi acquisitions.• Secured $140K in Citi Ventures funding through internal incubator; one of three startups supported through numerous proposals before Citi’s Board of Directors.• Forged and nurtured partnerships with American Express, Bank of America, Barclaycard, and Capital One.• Facilitated two rounds of moderated user testing, validating customer pain points and informing solution design.• Identified a $100M one-year business opportunity projection via marketing sizing and financial modeling, as well as developed go-to-market and growth strategy for full rollout at launch.

Us

• Architected cross-channel digital marketing strategies (email, display, mobile, social, web) for Aldo, Lego, LL.Bean, Hotwire, Rosetta Stone, and TransUnion.• Drove an increase in prospect and existing customer engagement, purchase behavior, and total revenue from sales.• Advised clients on opportunities related to mobile commerce, mobile payment solutions, digital wallets, and mobile app marketing strategy as a mobile marketing lead.

New York, New York, Us

• Overhauled and developed cross-channel marketing strategy for Citi’s digital services with refreshed creative and messaging, new channel expansion, and relevant targeting. Initiatives drove 215% increase in Citi Mobile active users and 333% increase in Citi Tablet active users.• Headed below-the-line marketing for Citi’s Google Wallet partnership, including building Citi’s Google Wallet landing page.• Developed marketing strategies for expansion in emerging platforms (Apple Passbook, Google Wallet).• Ranked among top 10% across Citigroup globally. Selected as a quarterly Quality Excellence award winner. Selected as a 2012 Leadership in Excellence award winner; one of 475 selected from the North America Consumer Bank.

Oakland, Ca, Us

• Formed social entrepreneurship programs to provide modern banking services and business education to Angolan, Congolese, Rwandan, and Sudanese refugees.• Served 1K+ refugees and invested $40K in refugee-run businesses while maintaining 92% loan repayment; refugees saw income rise by 100% to 1300%.• Drastically increased economic activity in the settlement while reducing poverty rates, increasing food security, and alleviating dependence from United Nations Refugee Agency (UNHCR).

Bachelor Of Business Administration (Bba), Finance

Education record