Professional Experience
2021 - 2024
Marketing Channels and Operations
Marketing Channels and Operations
- Crafted a go to market strategy by creating an account segmentation and analyzing customer life stages. Matching those to strategic goals led to increasing ROI by 120% and driving $180M in referred revenue
- Recruited and managed a high-performing team to drive the adoption of an omnichannel marketing approach for both acquisition and retention campaigns
- Led effort to pivot to an outsourced model of execution resulting in 50% reduction in fixed costs and providing greater flexibility
- Aligned Marketing and Sales around common goals, KPI's, process and technology that resulted in a Sales Acceptance Lead rate of 65% and a positive internal NPS
2020 - 2021
Global Marketing Technology Strategy Director
Global Marketing Technology Strategy Director
- Delivered omnichannel commercial transformation and Go-To-Market strategy that aligned to business goals and drivers. Projected impact: revenue increase of $100M over 3 years, $7.6M in cost savings, and an ROI of 132%
- Formulated and executed strategy to simplify and scale digital customer touch points in unprecedented time frames. Key capabilities include digital lead management, web redesign, sales enablement, webinar and LMS, eCommerce, identity access management, product and customer data masters, and analytics
2015 - 2020
Global Digital Marketing Director
Responsible for all digital marketing activities globally including marketing automation, sales enablement, digital channel optimization, campaign management. I was tasked with a complete overhaul of the company”s digital marketing strategy and aligning an org structure to that strategy. By tying together customer, product, sales and field service data, my team created a highly differentiated customer experience wing to wing.
Global Digital Marketing Director
Responsible for all digital marketing activities globally including marketing automation, sales enablement, digital channel optimization, campaign management. I was tasked with a complete overhaul of the company”s digital marketing strategy and aligning an org structure to that strategy. By tying together customer, product, sales and field service data, my team created a highly differentiated customer experience wing to wing.
- Key achievements:
- Crafted strategy for first in industry digital ecosystem tying customers, sales and service under common infrastructure. Launched globally in over 38 markets and 18 languages that resulted in 35% growth in prequalified leads and over 10,000 customer enrollments in a new secure portal.
- Launched content marketing platform within the company to publish over 500 articles and influencing a pipeline of over $7.2B USD
- Initiated and staffed offshore digital marketing shared service in Bangalore, india for integrated campaign execution, web development and content publishing that quadrupled work output at same cost
Philleo Consulting
2013 - 2015
Providing strategic digital marketing services to combine in-depth customer insights with practical expertise in operations and business models to help clients create sustainable, organic growth.
Clients:
US Bancorp – Designed digital roadmap for home mortgage and home equity lines of business centered around mortgage broker network emphasizing geotargeted SEO and scalable broker web presence.
Globalteq – Focused startup team from 4 different strategies to prioritize partnership with existing retail in person payment providers.
Heartland Tire - Identified eCommerce as primary area of incremental revenue and built plan to pilot
2013 - 2015
Providing strategic digital marketing services to combine in-depth customer insights with practical expertise in operations and business models to help clients create sustainable, organic growth.
Clients:
US Bancorp – Designed digital roadmap for home mortgage and home equity lines of business centered around mortgage broker network emphasizing geotargeted SEO and scalable broker web presence.
Globalteq – Focused startup team from 4 different strategies to prioritize partnership with existing retail in person payment providers.
Heartland Tire - Identified eCommerce as primary area of incremental revenue and built plan to pilot
2005 - 2013
One of the world’s leading financing companies with 2011 net income of $6.5B, assets of $553B, Operations in 50+ countries, 1MM commercial customers, 80+ MM consumer customers, and 50,000+ employees.
GLOBAL NEW MEDIA LEADER, INSURANCE • 2009 – 2013 • London, UK
Following two-year engagement as Internet Leader for Western Europe, brought into GE Capital HQ reporting to the Global Marketing Director of Insurance to lead initiative to expand sales of insurance through new media channels globally, craft a cohesive strategy across more than 30 countries with multiple platforms and improve the customer service value proposition by integrating digital tools. Within 3 years doubled net income from new media channels to $50MM, expanded online products from a single product to nine products, and rolled out online claims, tracking and evidence upload capability
across eight markets. Subsequently expanded role to include all marketing channels for insurance (outbound TM, Service to Sales and Branches), as well as, customer and market research for NPI.
As a subject matter expert, led task force to craft social media strategy globally that resulted in social listening capability and alignment of social platforms to corporate guidelines.
Currently piloting a Lean Start-up approach to drive down iteration cycle times and reduce costs of NPI launches. In addition, developing digital sales aids to increase sales force conversion and subsequently deepen client relationships.
INTERNET LEADER, WESTERN EUROPE • 2007-2009 • Paris, France
Promoted to Internet Leader for Western Europe (France, Switzerland, Italy, Spain, Portugal, Denmark, Sweden, Finland and Norway) representing over $300M in annual credit sales owing to proven track record of delivering digital growth. Responsibilities included country performance metrics, budget validation, strategic planning, staff planning, best practice sharing and global stakeholder liaison. Led 8 person ‘Center of Excellence’ local team and functionally managed an additional 25 Western Europe digital resources. Key achievements included:
ONLINE PLATFORM LEADER, eBAY/PAYPAL PORTFOLIO, RETAIL FINANCE DIVISION OF GE CAPITAL •2005-2007 • San Jose, CA USA
Recruited from industry leader in digital financial services, Wells Fargo, as a founding member of the eBay/PayPal client team. In that capacity, grew the portfolio to more than 1M credit accounts and net income of over $7M per year. Responsible for CRM, web, secure application and online servicing platforms. Broad mandate to increase account volume and utilization, as well as, reduce cost of servicing. Key achievements included:
One of the world’s leading financing companies with 2011 net income of $6.5B, assets of $553B, Operations in 50+ countries, 1MM commercial customers, 80+ MM consumer customers, and 50,000+ employees.
GLOBAL NEW MEDIA LEADER, INSURANCE • 2009 – 2013 • London, UK
Following two-year engagement as Internet Leader for Western Europe, brought into GE Capital HQ reporting to the Global Marketing Director of Insurance to lead initiative to expand sales of insurance through new media channels globally, craft a cohesive strategy across more than 30 countries with multiple platforms and improve the customer service value proposition by integrating digital tools. Within 3 years doubled net income from new media channels to $50MM, expanded online products from a single product to nine products, and rolled out online claims, tracking and evidence upload capability
across eight markets. Subsequently expanded role to include all marketing channels for insurance (outbound TM, Service to Sales and Branches), as well as, customer and market research for NPI.
As a subject matter expert, led task force to craft social media strategy globally that resulted in social listening capability and alignment of social platforms to corporate guidelines.
Currently piloting a Lean Start-up approach to drive down iteration cycle times and reduce costs of NPI launches. In addition, developing digital sales aids to increase sales force conversion and subsequently deepen client relationships.
INTERNET LEADER, WESTERN EUROPE • 2007-2009 • Paris, France
Promoted to Internet Leader for Western Europe (France, Switzerland, Italy, Spain, Portugal, Denmark, Sweden, Finland and Norway) representing over $300M in annual credit sales owing to proven track record of delivering digital growth. Responsibilities included country performance metrics, budget validation, strategic planning, staff planning, best practice sharing and global stakeholder liaison. Led 8 person ‘Center of Excellence’ local team and functionally managed an additional 25 Western Europe digital resources. Key achievements included:
- Delivered contingency plan in response to credit crisis, leveraging the internet channel to maximize collection efforts, increase existing customer value and reduce acquisition and servicing costs. This resulted in a 25% cost reduction due to marketing spend and sales pipeline efficiency.
- Led the restructuring of Internet organization across the Western European region through the delivery of a centralized service organization,
- resulting in $1M of annual savings through efficiency gains.
- Conducted consumer research resulting in high-efficiency online fulfillment process with immediate impact of 30% profit increase in pilot country ($2M/yr).
- Developed three year strategic growth plan with estimated impact of incremental $1Bn in credit sales.
- Centralized SEO efforts across Spain, Portugal, Italy and France.
ONLINE PLATFORM LEADER, eBAY/PAYPAL PORTFOLIO, RETAIL FINANCE DIVISION OF GE CAPITAL •2005-2007 • San Jose, CA USA
Recruited from industry leader in digital financial services, Wells Fargo, as a founding member of the eBay/PayPal client team. In that capacity, grew the portfolio to more than 1M credit accounts and net income of over $7M per year. Responsible for CRM, web, secure application and online servicing platforms. Broad mandate to increase account volume and utilization, as well as, reduce cost of servicing. Key achievements included:
- Founder and lead member of a start-up team that drove 100% year on year net income and asset growth over a two and half year period. Broadened the product offering from a single private label card to 3 unique products.
- Led a fully integrated client strategy that resulted in eBay/PayPal making GE its sole credit provider.
- Created industry leading “1-click” purchase process, resulting in a 65% completion rate.
- Redesigned online servicing site to achieve 80% penetration of active customer base and 100% e-statement penetration.
2001 - 2005
Wells Fargo & Company is a diversified financial services company providing banking, insurance, investments, mortgage, and consumer and commercial finance through more than 9,000 stores $1.4 trillion in assets and 273,000 team members in more than 35 countries.
ONLINE CUSTOMER EXPERIENCE MANAGER, INTERNET PARTNERSHIPS, WELLS FARGO HOME EQUITY • San Francisco, CA
Part of team that vaulted Wells Fargo to the number one home equity lender in the U.S. with over $72 billion in loans and over 2.4 million customers. Responsible for growing market share via the establishment of partnerships and direct online channel. Key achievements included:
Wells Fargo & Company is a diversified financial services company providing banking, insurance, investments, mortgage, and consumer and commercial finance through more than 9,000 stores $1.4 trillion in assets and 273,000 team members in more than 35 countries.
ONLINE CUSTOMER EXPERIENCE MANAGER, INTERNET PARTNERSHIPS, WELLS FARGO HOME EQUITY • San Francisco, CA
Part of team that vaulted Wells Fargo to the number one home equity lender in the U.S. with over $72 billion in loans and over 2.4 million customers. Responsible for growing market share via the establishment of partnerships and direct online channel. Key achievements included:
- Design and launch of online capabilities to optimize acquisition, retention and profitability of home equity and personal loans, which included a complete website redesign, cross-channel application status, four new product launches, online tax information, check imaging, line of credit increase, balance transfer, check stop payment, ACH online, electronic bill pay & presentment service.
- Management of key internet partnership stakeholders (Quicken/ELoan/Lending Tree) to deliver 110% of earnings and profitability targets.
- Developed a series of cross-selling initiatives with internal partners (Insurance, Auto Finance, Business Banking Group) that resulted in an average of 5.2 products/customer.
1997 - 2001
A leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries.
MOBILE BANKING / NEW TECHNOLOGY MANAGER, CITIBANK • 1997– 2001 • San Francisco, CA
E-channel Manager for retail banking unit tasked with leveraging new technology to increase penetration of U.S. households. Core member of “E-Lab” that generated range of innovative customer offerings including Wireless Banking/Alerts, Virtual Investment Kiosks, In-branch Online Banking Services, and full service stand-alone ATM network. Key achievements included:
A leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries.
MOBILE BANKING / NEW TECHNOLOGY MANAGER, CITIBANK • 1997– 2001 • San Francisco, CA
E-channel Manager for retail banking unit tasked with leveraging new technology to increase penetration of U.S. households. Core member of “E-Lab” that generated range of innovative customer offerings including Wireless Banking/Alerts, Virtual Investment Kiosks, In-branch Online Banking Services, and full service stand-alone ATM network. Key achievements included:
- Developed business plans for Citibank Wireless Services, analyzed market and industry trends, business models, strategic positioning, sources of sustainable competitive advantage, market risks, short term tactics and long term strategy, path to profitability.
- Conducted market research to identify customer segments and competitive environment that resulted in a pricing strategy that attracted over $30 million in money market deposits in under six months.
- Created interactive demo for online products and trained 20 person sales force for test market pilot that resulted in 400 percent enrollment
- increase.
- Successfully launched Wireless Alerts with an enrollment rate of 120 new users per day and over 35,000 users over a nine-month period.