Ted Wilkins Email & Phone Number

San Diego, California, US

• Advising variety of clients on strategies to drive growth and optimize marketing. Representative engagements:
• ZipRecruiter: Developed strategies that increased B2B direct mail volume 350% to 42MM, generating $39MM incremental LTV
• Cetera Financial Services/Merkle: Led strategy development for financial advisor recruitment project that featured audience targeting, persona development, journey mapping, and an omni-channel marketing plan (part of.
• HealthIQ: Re-launched direct mail program and created a data-driven foundation for growth.
• C2 Education: Served as Interim VP Marketing and led a digital marketing turnaround, optimized multi-channel media mix, and developed sales promotions

Torrance, California, US

• Managing credit pre-screen acquisitions program that leverages direct mail, email, and social media channels and generates over $450MM in annual loan volume. Relentlessly focused on testing, analytics, and ROI.
• Increased annual loan volume & revenue by 73%; accomplished by executing more campaigns, developing break-through creative, and expanding primary email population
• Testing variety of new initiatives focused on targeting (credit-based triggers and non-credit data) and channel expansion (shared mail and third-party email)
• Instituted broad range of best practices, managed cross-functional team, and trained and mentored junior staff

Santa Ana, CA, US

• Reported to CMO and managed $110MM budget, 35-member team and 10+ agencies/vendors. Responsible for broad array of functions including digital and direct mail lead generation (2.4MM annual leads), the optimization of 7.
• Generated 50K new students and $500MM in annual revenue by optimizing $110MM budget across the SEO, PPC, affiliate, social media, retargeting, display, email and direct mail channels. In FY14, held cost per acquisition.
• Improved Everest flagship website conversion rate by 5% by launching new site and optimizing via continual testing.
• Turned around PPC channel ($24MM annual spend) by hiring new agency and instituting disciplined channel management approach. Increased spending by 20% and reduced reliance on higher cost & risk affiliate channel.
• Reduced affiliate channel cost per lead by 7% ($75M annual spend). Accomplished via close management of internal buy team, ongoing vendor negotiations & improved operational efficiencies.
• Profitably launched programmatic display channel on Facebook and the Real Time Bidding (RTB) exchange.

Boston, MA, US

• Co-founded and drove the growth of new direct response agency business (Kessler Direct Solutions) within company. Managed team of 6 and responsible for day-to-day operations. Optimized programs that generated over.
• Corinthian Colleges: Turned around DM lead generation channel and launched TM – decreased cost per start by 51% while increasing budget
• Nationwide Bank: Developed and launched new pre-approved credit card program – decreased cost per new account by 40% over first year of program
• Amica Insurance: Optimized direct mail program - decreased cost per new policy by 15%
• Chase, GM Card, HSBC & GMAC Insurance: Led or participated in consulting engagements

Boston, MA, US

• Responsible for maximizing revenues from previous customers via targeting and creative initiatives. Managed staff of 3 and $110MM customer profit plan.
• Developed new 36 segment customer profit plan for over 100 products in 4 divisions
• Managed catalog circulation marketing for $65MM profit River & Ocean Cruise divisions

Hartford, CT, US

• Reported to CMO of the $1B Personal Lines group. Responsible for developing and managing marketing programs for auto and home insurance. Managed $2.5MM budget and staff of 4.
• Developed innovative direct mail marketing program that acquired new customers on behalf of independent agents. Generated $20MM new premiums in 2004
• Increased effectiveness and reduced costs of marketing programs that agents used directly

Wilmington, Delaware, US

• Responsible for optimizing a wide variety of retention and acquisitions marketing programs using product, pricing, creative and channel levers. Managed $35MM annual budget, staff of 8 and broad multi-functional teams.
• Acquired 1.2MM new accounts via new multiple account program - $30MM pre-tax profit
• Generated over $10MM pre-tax profit with new customer direct mail check program
• Reactivated 500K inactive accounts via new card reissue program - $4MM pre-tax profit
• Earned $8MM in fee income by cross-selling products provided by third-party vendors
• Developed innovative new products: “Platinum Connect”, “Money Manager” and “First Visa”

Mba, Marketing

Ba, International Relations