ASSOCIATED BANK
Regional bank holding company providing retail banking, commercial banking, commercial real estate lending, private banking, specialized financial services, and insurance services. It is headquartered in Green Bay, Wisconsin and is the largest bank (by asset size) headquartered in Wisconsin.
SVP, SR. MARKETING MANAGER
I was hired to lead all marketing aspects of Associated Bank’s fee-based commercial product lines-of-businesses, which included the development of numerous integrated marketing strategies for client acquisition, retention, cross-sell and product launches.
During my tenure, I served as the primary liaison to the organization’s executive leadership team, internal department heads, and sales force.
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Collaborated with the organization’s executive leadership team, internal department heads, and frontline commercial sales force to identify market opportunities, problem solve challenges and regulatory risks, implement business optimization technologies, and deploy enhancements to the client experience.
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Led multiple cross-functional teams including marketing, sales, and regulatory staff, in the development of marketing plans and content strategies designed to expand and acquire new business relationships, which captured 20% of the target audience and increased annual revenue by 9%.
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Utilized analytical market research to evaluate program performance within specific market areas/ segments and uncover opportunities to optimize tactical prioritization of client channel strategies, resulting in the doubling of sales qualified leads.
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Launched new product automation technologies to expand service offerings designed to strengthen fee business model, mitigate revenue gaps, and expand cross-sell opportunities for B2B to the B2C client base, resulting in 20% conversion rates within the first year.
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Guided the brand identity update of traditional and digital advertising, promotional collateral, and in-branch merchandising, creating a unified voice across multiple marketing channels.
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Implemented the upgrade of the sales enablement system and modernized digital content delivery through the use of third-party software, resulting in the reduction of time to service clients, expanded analytics, and real-time response capabilities.
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Curated content marketing library and editorial calendar to align content messaging throughout digital, social media, and traditional outlets, resulting in a 15% year-over-year increase of marketing qualified leads.
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Mentored and led team members to help enhance the core capabilities of the marketing department by integrating sales training, client journey mapping, and customer-centric product alignment, resulting in 135% of targets production goals.
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Managed marketing operations budgets, vendor relationships, and interdepartmental marketing support teams (analytics, creative services, PR, digital and social media, and legal/ compliance).
