Senior Vice President, Direct Response Marketing
CurrentResponsible for a $15MM budget leading direct response teams across Home Equity Acquisition, Home Equity Balance Stimulation, First Mortgage Acquisition and New Purchase efforts. Develop channel strategy (volume, cadence, budget and forecast expected return). Coordinated tightly with sales leadership to manage to capacity fluctuations and ensure demand gen levels are aligned. Assess campaign performance and test results to drive optimization through offer, creative, targeting and cadence. Recent Key Accomplishments:Generated 25K new loan accounts worth an estimated $46MM in revenueProduced over $2.4B in booked linesImproved Return on Investment target by 70%Launched new online customer-behavior trigger campaign for self-identified prospectsVetted and implemented third-party purchase behavior lead sourceReduced under-performing population targeting and negotiated improved data source pricing netting $500K in reduced expensesLed transition to new print production platform expected to save $1.24MM
