Successfully led marketing and creative strategy for Deposit products, resulting in 12% incremental account growth among 3 targeted segments: Getting Established, Established Optimizers, and Loyal Retirees.• Spearheaded the strategic development and execution of creative marketing campaigns for Checking, Savings, and Certificates of Deposit, elevating brand awareness, loyalty, and satisfaction as reflected in NPS scores and delivering the target of 110,000 gross incremental CD account acquisitions.• Orchestrated multi-channel marketing efforts, including digital, social, email, and traditional media, resulting in a 15% increase in average CD account balances.• Collaborated with product and strategy leaders to define target audiences, messaging, and KPIs, driving alignment on retention and acquisition goals.• Actively tracked performance metrics; delivered insightful reports to senior management and guided data-driven decision making.• Led an agency team of 20 cross-functional partners and coordinated with over 5 internal business partners including legal, compliance, strategy, product, and analytics to ensure cohesive campaign execution across all business lines.• Responsible for creative operations and agency management. • Managed multi-million-dollar budgets; provided regular financial reports to senior leadership.• Ensured compliance with all regulatory standards and brand governance, leading to a more cohesive customer experience.

Directed brand initiatives and successfully overhauled and rebranded a rewards program for a VC-backed, industry-leading car warranty company. These efforts resulted in a 23% increase in retention and bolstered program enrollment by 18%.• Directed brand strategy and content creation for both General and Hispanic markets, enhancing PMC’s market leadership and driving significant growth. I am fully bilingual.• Served as the strategic communications advisor to sales and internal teams, optimizing messaging and content to significantly enhance brand awareness, drive website traffic, and enable sales.• Revamped company blogs and digital advertising efforts, improving SEO rankings. This resulted in appearance in the top 8 results on the Search Engine Results Page (SERP). • Authored a brand compliance checklist that became the standard for all marketing initiatives, leading to a more cohesive customer experience and increasing customer satisfaction ratings.

Independent consultant to global companies and marketing and advertising agencies.• Spearheaded consumer research initiatives and developed integrated in-store marketing strategies for global clients in highly regulated sectors, resulting in a 13% increase in customer engagement.• Managed comprehensive brand marketing projects from inception to execution, achieving 90% of clients’ objectives through effective cross-functional collaboration.• Directed the creative development of multi-channel, multi-lingual content, boosting brand image overseas and bolstering Duty-Free sales by 35%.

Directed a comprehensive marketing and brand strategy across multiple business units—including Card, Retail Bank, Home, Investing, and Small Business Bank—resulting in double-digit account growth across business lines.• Managed a team of 45+ geographically dispersed professionals, fostering talent development and providing mentorship.• Cultivated strong relationships with senior leaders and internal business partners.• Introduced Agile methodologies, resulting in 25% cost savings and 50% reduction in production cycle times, enhancing efficiency and effectiveness.• Guided teams to enhance the brand's visual identity and reputation while ensuring alignment with corporate branding objectives.• Strengthened the corporate brand by clearly illustrating brand identity, market positioning, and value proposition, consistently delivering strong growth across verticals.• Drove brand collaboration by partnering with teams in marketing, content, operations, product, and digital, which streamlined processes and increased project efficiency by 25%.• Implemented a robust test-and-learn approach to refine brand evaluation and revamp strategy, resulting in actionable plans for 25% projected growth in the following year.• Continuously revamped the brand style guide, ensuring consistency and enhancing overall brand cohesion across all channels.

Drove strategy and creative development for Partnerships and New Business teams, leading 26 local and remote associates to achieve a 32% increase in campaign effectiveness.• Developed and executed innovative multi-channel campaigns for partnerships and new business initiatives, resulting in a 25% growth in partner engagement within six months.• Successfully led and integrated the HSBC Retail Partnerships Group, managing organizational change, and overseeing brand and marketing transformation programs that improved team performance metrics by 15%.• Identified and evaluated potential partners, crafting and delivering customized, data-driven pitches that secured 10 new strategic partnerships in one year.• Implemented Agile methodologies, streamlining processes that led to a 20% reduction in operational costs and a 15% improvement in project turnaround times, earning a promotion to Director from senior leadership.

Provided marketing counsel to the Doubletree Hotel, W. Shore in Tampa, FL as they looked to improve REVPAR for the 489-room hotel. Established dual marketing strategy for different audiences (frequent business travelers and destination travelers). Collaborated with management, catering, beverage, and convention managers to review performance and gain feedback on strengths and opportunities. Developed targeted marketing campaigns for newly defined customer segments. Evolved departmental teams and staff - through training and positioning - from “hotel staffers” to “hoteliers”.

Led strategy and creative development for direct response and acquisition marketing efforts for automotive insurance products. Directed three advertising agencies in the development of creative concepts for integrated awareness and acquisition campaigns. Developed and ensured compliance with brand standards and business objectives in close collaboration with the CMO and CEO. Established and cultivated productive partnerships across multiple internal departments and external marketing agencies. Expertly navigated a matrix organizational structure across corporate offices on both coasts. Forecasted, planned, and managed a $7 million production budget. Guided the company through two rebrands following acquisitions of two companies. Worked with internal and external partners to define, develop, and champion a company rebrand, including brand strategy, architecture, identity development, experience, and communication.