Tom Wennerberg Email & Phone Number

Detroit, MI, US

Detroit Metropolitan Area

Greater Detroit Area

• Marketing, Corporate Communications, Customer Experience and Community Relations leader following the merger of Chemical Bank and TCF Bank in August 2019. Enterprise role supporting consumer, wealth management.
• Developed and launched a unified, connected and purpose-driven brand platform replacing mission and values statements from both legacy banks
• Led marketing, communications, and customer experience merger planning teams. Designed over 4 million customer communications supporting two systems conversions. Led a nationwide search for a new creative partner and.
• Implemented digital marketing strategies (paid search and social media) reducing customer acquisition cost 18% within 6 months in the consumer business (B2C).
• Leveraged digital marketing to target commercial and middle market business promoting recent deals (B2B) and bank capabilities.
• Led communications and community relations strategy maximizing corporate brand reach and exposure. Organized huge “Detroit Block Party” event rebranding TCF Center, engaged community at renaming of the Mall of America.

Cleveland/Akron, Ohio Area

• Marketing and insights leader responsible for revenue growth, building brand, delivering analytic capabilities, and improving employee engagement. Enterprise responsibilities include retail, business banking, middle.
• Influenced executive leadership on new vision and marketing plan and investment delivering increased return on investment 49% and incremental account volume 34% through improved analytics framework and optimization.
• Generated increased sales 150%per FTE, reduced teller expense $38M and increased branch closure savings $42M by building branch analytics and optimization models.
• Optimized digital capabilities driving business volume. Grew unique visitors 181% and SEO unique visits 43% in two years. Grew applications 103% and booked accounts 75%.
• Improved employee engagement from 42% in 2014 to 90% in 2017 with current engagement levels 5 points better than KeyBank average and 4 points better than financial services industry. Identified individual team’s needs.
• Developed consistent measurement framework for client experience adopted by all of KeyBank’s business lines that includes external benchmarks for client satisfaction and net promoter score combined with internal.

Cleveland/Akron, Ohio Area

• Re-developed brand creating differentiation across lines of business and improving brand health.
• Increased brand awareness, non-client favorability, and consideration in priority markets.

Transformed Marketing team improving business processes, accountability, and results. Improved operating efficiencies and invested in Digital Marketing capabilities.

• Managed the Retail Marketing function at PNC with 30+ employees and an annual budget of $110 million. Activities include consumer and small business product advertising, in-store merchandising for 2,500 PNC and.
• Increased National City’s unaided brand awareness from 36% in 2006 to 45% in Q3-2008.
• Grew consumer checking accounts 5% in 2007 and 7% in 2008 with a new campaign and media mix strategy.
• Increased NationalCity.com traffic 36% and consumer checking page traffic 98% in 2007 through integrated online media campaigns and micro-site applications.
• Increased sales for deposit and lending products on Nationalcity.com by 18% in 2007 and 64% in 2008.
• Developed and implemented marketing mix optimization models for the Retail bank that increased ROI 50% for consumer checking and savings products.

• Managed the Customer Relationship Management (CRM) activity for Ford and Lincoln Mercury brands in North America. Responsibilities included direct marketing, online media planning and execution, consumer web site.
• Overhauled Ford’s digital marketing strategy by introducing integrated optimization approaches to online media placement, landing page strategies, and behavioral site metrics.

Dearborn, MI

• Managed direct marketing, branding, dealer advertising, and event/sponsorship activities at Ford Motor Credit.
• Increased incremental profit on direct mail and CRM campaigns from $9 million in 2001 to $209 million in 2004.
• Directed ad agency (Young & Rubicam) to re-launch Ford Credit brand in NA to retailers and consumers.
• Launched new corporate brand consolidating Ford Credit and Primus private label brand into one master brand.
• Managed Ford Credit's Nextel Cup sponsorship of #88 Dale Jarrett team and leveraged NASCAR investment to increase exposure to women's market through sponsorship of Race Fans for a Cure.
• Managed marketing and servicing functions for Ford's Money Market Account and Fixed Rate Note program with 130,000 accounts and over 8 billion in assets.

Horsham, PA

FleetBoston was formed from the merger of Fleet Bank and Bank of Boston in the mid 90’s and acquired Advanta in 1998. Bank of America acquired FleetBoston in 2004. Managed marketing, information technology, and strategic planning 8 years at Advanta, a credit card business with 13 million card members and $15 billion in receivables. Developed and.

Horsham, PA

Director | Decision Systems | Advanta Corp. | 1997 to 1998Designed account level profitability metrics for acquisition and retention campaigns.Chief Information Officer | Advanta Information Services | 1995 to 1997CIO for startup venture in the dating services category. Created an online platform for a video dating service offering.Director | Strategic.

Master Of Business Administration - Mba, Business Administration And Management, General

Bachelor Of Arts - Ba