Robert Ruffin Email & Phone Number

San Francisco, Ca, Us

San Francisco Bay Area

Executive-level experience in managing development of innovative marketing and sales platform strategies to deliver enterprise level "end-to-end" marketing solutions/programs for both B2B and B2C segments.

San Francisco Bay Area

Served in a 10-month very senior-level consulting engagement to lead strategic development of "big ideas" in support of the Wells Fargo Works for Small Business enterprise brand initiative. Responsibilities included structuring strategic visioning efforts with broad internal and external (agency) partners to develop new platform for early 2015 launch and serve as a big idea pipeline for the next several years. Constructed strategic plans for both partner and executive level vetting and approval, while establishing and following strict "RACI" guidelines for all major (enterprise level) strategic decisions. Collaborations spanned across all sales/service distribution, integrated marketing, product and digital channel partners, resulting in the development and launch of an innovative online business planning platform (https://wellsfargoworks.com/plan), for which I had significant content, tool, and overall UX/UI design and implementation responsibilities. Heavy emphasis was placed on achieving "measurable end-to-end ROI" across multiple channels. Some highlighted "public" results included:• Since its launch, Wells Fargo Works for Small Business has resulted in strong engagement with small businesses across the country, including more than 840,000 visits to the Business Plan Center, and over 7,000 Business Plan Tool sign-ups, as well as millions of views of our online video series and increased traffic to wellsfargoworks.com.• The Wells Fargo Works Project national contest took place for the second year – where eligible business owners were invited to enter for a chance to win $25,000 and a business mentorship opportunity. The contest received more than 4,300 contest entries (17 percent more than 2013) and the winners were announced in September 2015.

Atlanta, Ga

Led cross-functional team supporting business and marketing strategies for Wholesale Banking – a business unit contributing over $700 million in annual revenue. Designed programs to meet business objectives and drive deposit/credit growth, emphasizing business household acquisition/retention, increased cross-sell, improved customer loyalty measures, and enhanced sales/service productivity. Responsibilities/accomplishments included: • Collaborating across multi-channel teams to drive business development efforts as well as designing and implementing franchise-wide marketing and sales programs in support of revenue and profitability goals. • Leading design and development of multi-channel campaigns, marketing collateral, product offers and banker incentives that create substantial ROI for the company (achieving record-setting business solutions within retail channel). • Working closely with client analytics and channel management teams to design/implement “end-to-end” lead management, with focus on seamless integration into existing/future sales platforms/CRM systems (e.g., Salesforce.com cloud solutions); heavy emphasis on lead nurturing and qualification (“marketing automation” systems) supported via thought leadership platform and content development.• Providing ongoing senior leadership for marketing team at key strategic meetings and forums, reporting up to division heads from across the enterprise.• Recruiting and management of highly engaged, passionate team members, with high performance and satisfaction levels and strong emphasis on professional development and personal recognition; highest team member engagement scores in line of business (Gallup Q12 Survey).• Innovating client and internal measurements to ensure systematic and actionable applications.• Overseeing all management processes, including: planning, tracking and forecasting; compliance (zero findings); records management; HR policies/procedures.

Led cross functional teams in the development of marketing programs and strategies in support of Wells Fargo’s comprehensive suite of business financial services for both the small (< $2MM) and medium (< $20MM) business segments. Spearheaded marketing and product campaigns that helped achieve nation’s number one lender ranking (loans <$100k) for five consecutive years (~$15B annually). Also developed comprehensive offering of online business financial advice tools (wellsfargoworks.com); received national recognition/awards (e.g., the 2010 Barlow’s Online Innovation Award), while positioning Wells as a leader in small business advice/guidance (100,000’s in content views/downloads leading to substantial offline lead generation and online product sales); was a frequent speaker and senior level representative for Wells Fargo at financial seminars and community meetings on a number of small business topics related to access to credit, cash flow management, HR management, and retirement planning.

A.B.

Bachelor's Degree. Concentration in history, literature, cultural, and language studies. Harvard College Scholarship for Academic.

Education record