Robert Fulcher Email & Phone Number

Houston, Texas, Us

• Corporate Strategy: Defined and executed the overall product strategy to license multiple best-in-class white-label digital providers to transform the agency into a full-suite broker platform• Client Sales & Strategy: Providing individual clients with go-to-market plans; regional sales development, and creative direction and content creation for clients’ needs

Tuscaloosa, Alabama, Us

• Dual role: Strategy and hands-on creative writer/creative director• Converted legacy marketing to robust in-house capabilities for digital marketing• Rebuilt the internal team with stronger technical skills and augmented Martech stack• External vendor, agency, and research management• Focused on metrics, analytics, and data to market a full suite of banking products, B2C, B2B• Transformed from a one-size-fits-all strategy to a segmented approach for 8 focus markets in 2022; Results: 12.7M impressions, 46.8k clicks, and 0.37% CTR overall, 2x conversionProven campaign metrics:• 2022: Doubled the number of major integrated campaigns to 8, increasing revenue streams• 2Q Campaign: 59% YOY increase loan$; 43% YOY increase # of loans; 1 yr. ROI 170%; 5 yr. ROI 959%• 2Q Digital: 5M impressions; CTR, 0.29%; highest monthly CTR, 0.47%; SEM CTR, 34.43%• 3Q Campaign: 5.57% YOY increase in loan$; 1 yr. ROI 159%; 3 yr. ROI 429%• 3Q Digital: 3.1M impressions; CTR, 0.52%; highest monthly CTR, 1.18%; SEM CTR, 31.75%• 1Q23-2Q23: 83% increase YOY in the number of campaigns, increasing revenue streams

Atlanta, Ga, Us

• Dual Role: Individual Financial Producer and Industry Specific Marketing Cosultant• Licensed rep (FINRA Series 6 and 63, Life Licensed in AL, GA, PA) selling a full suite of investment and insurance products to individuals and SMB owners, including independent auto dealers in six states.• Created and designed marketing messaging hierarchy, POS material, sales scripts, and email communications and sales coach for a B2B team with nationwide sales

Content, content strategy, branding, and consulting for marketing. Educational consulting for schools.

Birmingham, Alabama, Us

• Defined marketing strategy and directed execution for two Brokerage General Agent (BGA) distribution companies for independent agents, bank producers, and Edward Jones advisors• Transitioned internal marketing team, integrating into corporate’s new shared services model• Player/coach driving creative direction, content & design, production, and managing freelancers

Newark, New Jersey, Us

• Transformation: Transformed the Editorial Team from print-oriented “rote order takers” into a digitally capable, innovative, and strategic-focused asset for the entire insurance business unit (ILI). • Team members are being leveraged across special projects and initiatives impacting the enterprise• • Creative: Directed marketing content for digital, social, and collateral platforms; wrote material; managed editorial team of staff and freelance writers; worked with the internal ad agency and outside vendors• Digital marketing: Created and served as architect and SEO lead for new award-winning ILI consumer website; part of Agile team to rebuild a 200+ page award-winning B2B/Advisor site; partnered with analytics team on stronger targeting and Martech team to introduce automated email campaigns and interactive digital content• Strategy: Architect of department’s first campaigns, created go-to-market campaigns for new products, created a new structure for messaging architecture across campaigns• Marketing ops: Adapted Agile methodology, designed and implemented better intake process• Brand strategy: Led the Marketing brand integration of Hartford Life acquisition, created and implemented new editorial brand guidelines for ILI• Value Prop: Led the process for internal and external companies to define their strategy and provided frameworks to capitalize on their strengths to reach their goals

Radnor, Pa, Us

• Strategy: Set strategic direction and insight for campaigns, special projects, product development, value props, and product naming and positioning• Creative: Directed and wrote copy for products, services, and SaaS software• Value Prop: Helped internal companies and teams define their strategy and provided frameworks to capitalize on their strengths to reach their goals• Contract Negotiations: Freelance contracts and resolved hard-stop conflicts on critical enterprise contracts

Radnor, Pa, Us

Oversaw marketing for the Brokerage Channel Relationship Management, including Lincoln’s largest clients. Created marketing campaigns, provided strategic direction and project management for material, and responded to stakeholders needs quickly and effectively for channel firms.

Radnor, Pa, Us

Provided strategic direction and insight for campaigns, special projects, product development, value props, and product naming and positioning. Directed and wrote copy.

Radnor, Pa, Us

• Strategy: Provided strategic direction and insight, including product development, strategic messaging and value propositions, and product naming and positioning; Helped define the strategic identity of the entire enterprise during the Retirement Income Security initiative• Directed copy and creative for all product lines, unifying the voice and standardizing the sales approach• Brand Architect: A key architect and leader in the brand identity overhaul of a Fortune 500 company. Managed editorial rebranding of JeffersonPilot acquisition• Built, resourced, and managed a multi-level team of 18 writers, proofreaders, and managers in an internal transformation of siloed marketing teams• Contract Negotiations: Freelance contracts

• Built and managed a team of writers and analysts from zero stage to fully operational that created major marketing campaigns across product lines• Part of the primary creative team, B2B and B2C• Created the most popular, award-winning collateral, in use ten+ years later with millions of copies printed• Key leader in redefining the creative process that improved quality, effectiveness, and turnaround time

Graduate School, English/Medieval Rhetoric

Ba, English