Self-employed entrepreneur/consultantConsult with homeowners (target market: home values $1 million+) to create a prioritized list of renovations and updates necessary to sell the property quickly and maximize return on investment.

Marketing and product strategy that drives results in a B2B SAAS start-up. Uses market segmentation, marketing execution, and sales enablement across the full acquisition funnel and product lifecycle to execute meaningful growth initiatives. • Market & Competitive Intelligence – understand the target audience, competitors as well as general innovation relevant to our industry • Product Positioning – define and document product hierarchy, messaging, core market differentiation and create messaging for solutions and feature sets within the payments product • Sales Enablement – deliver high-quality product marketing materials (brochures, sales decks, website copy, datasheets, battle cards, demo videos, etc.), as well as thought leadership materials in the form of blog articles, whitepapers, eBooks, videos, web pages, to support demand generation campaigns, sales cycles and product and features adoption for Payments • GTM Strategy & Product Launches – own and manage GTM strategy for the payment product portfolio, including new product launches and major product releases • Demand Generation – support and work with an extended marketing team on lead generation activities, with messaging, collateral and ensure sales has appropriate follow up materials and enablement tools to execute on leads

Marketing strategy, leadership, and team development in an agile environment for B2C and B2B; planning, research, and project implementation; internal client liaison; go-to-market across multiple channels; budget and progress to plan.• Developed and deployed short- and long-term marketing plans that enhanced and expanded the Gesa brand.• Created and implemented initiatives and projects that increased Gesa market share and share of wallet utilizing demographics, psychographics, personas, and buyers’ journeys. • Provided leadership for the following teams: product marketing, campaign management, project management, and research.• Analyzed, recommended, and led the implementation of multiple projects including new products, campaigns, and Marketing Automation (Salesforce Marketing Cloud, Interaction Studio, and Datorama). • Liaised with internal clients to assess needs, created go-to-market plans, implemented, and revised marketing calendars, and tracked results on an ongoing basis to continually improve processes and outcomes. Key Accomplishments• Developed and executed strategic marketing plans and allocated budgets of $8+ million, resulting in strong net growth of members (exceeding goal by over 25%) and asset growth (20% over goal).• Directed marketing activities that brought in over 10,000 new members, 53,000 new loans with over $2 billion in balances, and over 2,100 first mortgages in 2021. • Managed content creation and User Acceptance Testing (UAT) for a ground-up redesign of the corporate website consisting of over 175 pages. Collaborated with agencies and vendors to improve SEO and increase site traffic by over 50% in under 3 months.• Conceptualized and implemented merger communication plans for the largest credit union merger in the history of the state, generating net attrition rates of less than 2% over the first six months.

Responsible for the effective management of the marketing, advertising, and promotional activities of the organization. Oversaw the overall direction, coordination and completion of marketing projects ensuring consistency with the credit union strategy, marketing plan, commitments, goals and budget. • Directed promotional campaigns, point of purchase, direct mail, advertising, community events, and online marketing efforts; while analyzing performance of actual results against goals.• Led advertising planning and oversaw advertising placement.• Managed marketing programs and materials such as promotions, direct mail, advertising, and event support.• Facilitated the marketing plan implementation and budget plan performance tracking.• Managed, coordinated and oversaw all aspects of projects for the Marketing Department within established time frames, budget, and quality.• Managed cost-effective third party vendor relationships. Ensured alternate vendor sources were identified and utilized as needed.• Responsible for project details, deliverables, considerations, risks and issues, budgets, and results.• Led cross-functional/cross-departmental teams to ensure projects were executed on time and according to strategic objectives.• Contributed market and competitor research data to build competitive products corresponding to market needs.• Oversaw database (MCIF) research including standard reports, generation of marketing lists, segmentation, campaign planning and ROI analysis.Key Accomplishments• Instrumental in hiring, developing, and training one of the highest performing departments in the organization. Improved our team’s employee engagement scores from among the lowest in the company to the 99th percentile nationally on the Gallup Employee Engagement Survey’s national norms.• Tracked, tested, and optimized multi-channel digital campaigns to reduce cost per application initiation by 56%.

Honed skills in all B2B and B2C marketing functions including leadership, branding, strategic planning, product development, annual budgeting, and delivering effective marketing programs. • Ensured optimized profit growth and expansion of products and services by developing, executing, and communicating marketing plans, strategies, and programs. • Led campaign roll-outs that drove integration of marketing communication across multiple levels of the organization.• Created product and campaign messages promoting product features and benefits that aligned with broader campaigns and overall branding goals.• Forecasted results and monitored ROI for all marketing programs and promotions to take corrective action ensuring objectives were achieved within designated targets. • Ensured compliance with all applicable laws and regulations within the delivery system. • Coordinated with advertising agencies on various campaigns. Worked with writers and artists and oversaw copywriting, design, layout and production of promotional materials and website, ensuring messages are aligned with communication vehicles.• Managed promotions including broadcast, out of home, print, electronic, direct mail, and public relations.• Evaluated market reactions to ensure the timely adjustment of campaign strategy to meet changing market and competitive conditions.• Hired, evaluated performance, trained, motivated, and disciplined staff. • Analyzed marketing database to determine demographic factors relating to product, pricing, and media mix decisions.• Prepared marketing reports for senior management and Board of Directors, including trends, environmental scans, campaign strategies, and results of product and service usage.

• Assisted in development and execution of annual marketing plan, ensuring the profitable growth and expansion of credit union’s products and services.• Monitored marketing results and took corrective action to ensure that marketing objectives were achieved within designated budget. • Evaluated market reactions to advertising programs, merchandising policy, and product packaging and formulation to ensure the timely adjustment of marketing strategy to meet changing market and competitive conditions.• Worked with writers and artists and oversaw copy writing, design, layout, paste-up, and production of promotional materials and website. Communicated with advertising agencies on on-going campaigns.• Researched, analyzed, and monitored financial, technological, and demographic factors to capitalize on market opportunities and make product, pricing, and delivery systems recommendations.• Prepared marketing activity reports for management, including marketing trends, environmental scans, new member campaigns, and tracking member behavior related to product usage and new services.

• Determined need for, designed, and conducted internal and external research studies.• Created target market specifications for 5 separate divisions.• Determined positioning strategy and created content for all outgoing marketing materials.• Designed and implemented direct mail marketing campaigns.• Developed and secured placement of advertising in external publications.

• Developed qualitative and quantitative research proposals.• Designed moderator outlines and survey questionnaires.• Determined appropriate sampling frames and coordinated with IT Department to reach target markets.• Provided univariate and multivariate analysis for quantitative research.• Analyzed data and composed final reports for qualitative and quantitative research projects.• Managed projects to meet client needs, budget specifications and deadlines.