Lead Digital Marketing Team core capabilities and Search SEO/SEM. Responsibilities include large integrated campaigns using data and insights. Complex targeting and real time models. Use business, industry and marketing insights to develop marketing business plans aligned to strategic priorities. Ability to influence across channels, agency partners and internal stake holders.

I position the Home Lending segment to achieve business initiatives through strategic branding, marketing, public relations, technology infrastructure and communications that operate within company’s risk and regulatory framework. I lead a 12-member team of Integrated Marketing Managers to design, build, test and execute on innovative, multi-channel, traditional and digital marketing campaigns. I also foster matrixed, crossfunctional collaboration and utilize Agile methodology and structure. Together we build positive team culture that isfocused on problem solving, creativity, support and consultancy. I drive audience growth, demand generation and consumer visibility while partnering with business leaders, Sales, Product and Service teams to successfully launch new products.During my tenure, I have: Engaged strong executive influence and resource alignment skills to achieve common goals and to build interest in helping with future endeavors.  Created a cross-channel, audience-first messaging strategy that adjusts to customer reactions, enables highly targeted approaches and provides efficient marketing. I’ve effectively led across TV, video, audio, display, social, search, native, digital owned, in-branch, ATM, email and direct mail channels.  Managed multiple vendor, resource and agency relationships, including internal, external, media, multicultural and digital engagements.  Generated 185% ROI in Q1 2020 by leveraging our TV spend (linear, connected and addressable) to target upper funnel channels. I’ve traced the ROI of each channel and realigned our efforts monthly.  Identified and capitalized on key consumer insights (pulled from both internal and external data sources, models and systems). I discovered pet ownership’s impact on home purchasing and developed a pet-focused campaign that led to recognition with the 2018 Golden Spoke Award (for being a Top 2% performer) and 2019 Performance Excellence designation.

I led a 20+ member team and Digital Marketing function for the Mortgage, Home Equity and Auto Lending lines of business of this $90 billion, publicly traded company. I operated within an Agile environment, promoting teamwork, critical thinking and inspirational leadership. I actively partnered with IT, User Experience (UX), multiple departments and creative agencies. I developed marketing assets and engaging content for all of the company’s digital channels, including web, mobile, onsite, email, landing pages, paid search, SEO, organic search, social platforms and third-party affiliate relationships and placements. I leveraged the Data Management platform for retargeting and to deliver maximum return on spend. I also defined and measured program expectations.Most notably, I:• Motivated and managed a diverse team comprised of contractors, indirect reports and direct reports.• Streamlined company web pages, prioritizing content through data, reducing educational material and increasing customer clarity. I significantly improved engagement and reduced the site maintenance burden. I developed the business cases for featured products, determined the audience and demonstrated ROI. • Initiated personalized campaigns based on customer information that spoke directly to customers’ interests and needs. I facilitated comprehensive collection and utilization of data, insights, analytics and feedback.• Launched a proprietary CRM, deployed Salesforce and integrated platforms into our marketing activities. I ensured an optimal build out for all stakeholders and the customer journey. I also enabled the tracking of marketing data across the customer experience and elevated accountability for the Sales team.

I reported to the CEO of this nonprofit, reciprocal inter-insurance exchange and developed the function’s strategic plan, sales forecasts and execution on consumer and commercial products and services. I oversaw product, contracts, requests for proposal (RFPs), credit card deposits, purchasing cards and foreign exchange (FX). I managed the P&L, ensuring department revenue exceeded expenses. I also drove a strong Net Promoter Score (NPS) for company branded financial services products, both offline and online. Additionally, I managed vendor relationships and led negotiation teams. I also represented the company in Financial Services Industry Groups.Most notably, I:• Was promoted from Director to Managing Director (over peers) within 1 year based on performance and leadership skills.• Influenced the Board to better understand and capitalize on our product value. We connected financial service offerings to our core benefits of membership (automotive), which increased club participation interest and customer satisfaction.

Marketing professional leading a team of associates to develop innovative marketing programs and sales engagement/enablement for home loans business.

Manage team responsible for agency and vendor management to create and deliver marketing programs for over 6.100 retail locations.

Program manager responsible for developing integrated customer and associate marketing to introduce credit card brand into retail bank (MBNA transition). Included rebranding and categorizing over 300 legacy card products.

Led segment marketing team supporting Hispanic, Asian, Military and disability segments.