Houston, Texas June 2021 - Present
Started marketing, digital, and growth strategy consulting firm to develop and execute growth strategies across B2B and B2C industries and ensure connection of strategy to frontlines. Act as an extended member of client team to lead and execute digital transformation, marketing, employment management, retention, and client experience initiatives
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- Optimized email and SMS marketing channels for DIFF, a leading eyewear e-commerce retailer, to boost year-over-year revenues in these channels by 30%.
- Designed and executed hyperlocal marketing plan for national mortgage lender using digital and mass media to double origination volume by Q4, 2021.
- Implemented enhanced CRM program for affiliate channel of the above lender, with automated communications and content to double quality application starts.
Curinos Senior Client Executive
Houston, Texas December 2021 - August 2023
Lead major accounts for the leading financial services data, technology and advisory firm. Guide clients to navigate change and drive sustainable, profitable growth. Use data to help financial services organizations transform their digital experiences, maximize their return on marketing investment, optimize their branch networks, more effectively set growth goals, implement pricing and fee strategies and create new banking solutions.
Envoy Mortgage Chief Marketing Officer
Houston, TX 2020 - 2021
Lead marketing, digital, pricing and analytics for the organization. Responsible for boosting Envoy’s brand awareness across 47 states, engaging 130 branch locations, driving the company’s digital growth and leveraging a data strategy to improve conversion rates, reduce cancel and withdrawn rates and increase market share.
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- Launched a successful marketing and PR initiative called Gift of Home to surprise 50 families nationwide with a monthly mortgage payment. Program was featured on the Today Show and has generated over 800 million impressions to date.
- Spearheaded a major SEO initiative to update technical SEO and content across all web-based pages to increase local traffic by over 200%.
- Created a marketing budget and strategic plan to guide the company’s growth (previously the company did not have this marketing discipline).
- Improved CRM marketing efforts to realtors and customers to boost conversion rates (6% improvement rates in the 600+ FICO score segment).
- Rolled out a sales funnel optimization initiative across of all Envoy to improve funnel metrics at a branch/Loan Originator level.
TDECU Chief Digital Experience Officer
Houston, Texas 2019 – 2020
Led the end-to-end digital experience, contact center, and digital sales, developing the roadmap for the online and mobile banking platforms, and leading the digital transformation across the organization. Reported to the CEO.
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- Designed data-driven campaigns to improve client onboarding, cross-sell products, win back members, and retain at-risk customers to grow assets by 10% in 2020.
- Implemented program to cost-effectively expand digital engagement to 75% of newer members and 30% of legacy members with online pay, direct deposit, transfers, and remote check deposit.
- Executed a robust development roadmap on time/budget to upgrade the mobile banking platform with improvements such as fraud controls, UX enhancements, and budgeting tools.
- Developed a holistic digital strategy to build organizational capability, improve processes, focus technology/marketing investments, and improve member experience.
- Cut time to apply for an account across all products to less than 10 minutes and reduced opening to funding time from 40 hours to less than three hours.
BBVA Chief Marketing and Digital Sales Officer
Houston, Texas 2015-2019
Oversaw marketing, branding, design, analytics, and online account origination, managing a team of 70 and a budget of $41 million. Responsible for marketing and digital sales P&L across all lines of business, including retail, small business, wealth, and commercial.
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- Grew digital sales from 4% to 25+% of sales by optimizing the digital sales funnel, implementing new digital platforms and capabilities, and introducing multiple digitally available products, such as unsecured loans, a new checking suite, and a portfolio of credit cards.
- Improved return on marketing investment by shifting more than 50% of marketing spend into digital media, cutting the cost per account opened in half.
- Implemented a multimillion-dollar global rebranding project on time and within budget to align all regional brands under one brand (BBVA). Launched the hyperlocal “Banking on a Brighter Future” brand strategy, an integrated content-rich program supported by a full media mix that generated a 3X return on investment.
- Executed an integrated Super Bowl program that doubled brand consideration scores and drove a 10X return on investment, with 10,000 volunteers wearing company-branded attire, 21 VIP events for clients and prospects, a free concert, and a locally aired Super Bowl spot.
Evite and BuySeasons Chief Marketing Officer
New Berlin, Wisconsin 2013-2014
Oversaw all e-commerce, creative, and marketing for the two sister companies. Reported to the CEO with the goal to position the two companies as leaders in the party and event ecosystem.
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- Revamped Evite’s advertising proposition from “display advertising” to a powerful combination of data, content, and media. Realigned marketing and sales to grow revenues by 25% and more effectively leverage the data associated with 2 billion event creations.
- For BuySeasons, reallocated investment and optimized channel level performance in SEM, SEO, catalog, display, email, and affiliates to increase traffic, acquire new customers, and drive incremental profit to generate a 3:1 marketing return and improve inventory sell-through rates.
Kmart and Sears Chief Marketing Officer - Seasonal and Outdoor Living;Chief Marketing Officer - Sporting Goods/Fitness/Toys;Divisional VP Customer Analytics and Digital Media
Hoffman Estates, Illinois 2009-2013
CMO for a $2 billion business, overseeing marketing across all touch points, including online, in-store, catalog, circular, television, radio, e-commerce, and digital/social marketing. Responsible for developing and executing the e-commerce strategy for multiple divisions of Sears and Kmart, and leveraging data to more effectively acquire new customers and cross-sell existing ones.
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- Built a marketing analytics dashboard to measure ROI across marketing investments and optimize marketing dollar allocation, ensuring investments generated at least a 2:1 return.
- For Outdoor Living, repurposed millions of dollars in TV advertising to digital marketing in order to triple the ROI.
- Created a successful marketing platform for Sears Grills, called “Grilling is Happiness,” which won high-profile awards and also increased online and in-store sales and sell-through by 10%.
Prophet Associate Partner
Chicago, Illinois 2007-2009
Led teams of up to 15 professionals to manage complex, multimillion-dollar brand and marketing strategy, innovation, and customer experience engagements for clients in a variety of fields, including healthcare, pharma, mining, and retail. In one key project led the rollout of a multifaceted growth strategy for a multinational crop nutrition company, which added close to $4 billion in revenue.
Strategos Principal (Senior Consultant)
Chicago, Illinois and Sao Paulo, Brazil 2000-2007
Led creation of innovative business opportunities, strategies, and marketing plans to drive significant growth initiatives for clients in a range of industries. In one key project guided a multinational appliance manufacturer to create and implement global innovation processes to fill the new product pipeline with hundreds of opportunities collectively worth more than $3 billion.
Solutions Founding Partner
Sao Paulo, Brazil 1998 – 2000
Company established to customize and conduct corporate training programs on business topics, including negotiation, customer service, international marketing, and strategy. Recruited dozens of professionals as part of the organizational teaching network. Grew the client roster to include dozens of leading companies in Brazil.
Monitor Group Consultant
Cambridge, Massachusetts 1993 – 1998
Created growth strategies for clients in multiple industries, including telecom, aluminum, tourism, gaming, textiles, etc. In addition to working with corporate clients, consulted in Colombia, Ecuador, Brazil, and Venezuela to apply the thought leadership of Professor Michael Porter in public/private country competitiveness initiatives.
