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Head of North America Institutional Marketing Resume Example

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HEAD OF NORTH AMERICA INSTITUTIONAL MARKETING
Summary

A top-6 firm Marketing leader with sales experience and deep product knowledge and global proficiency working in complex local and international regulatory environments across countries, channels and investment disciplines. Exposure to proprietary (top-6) and multi-boutique (top-7) firm models with successes delivering in large, complex environments with robust budget and resources, as well as smaller decentralized, resource-constrained environments. A recognized strategic thinker and integrated marketer with a proven track record in developing impactful marketing blueprints from scratch and building and executing at pace.

Skills
  • Acquisitions, Sales
  • Approach, Sat
  • Asset Management, Strategy
  • Brand Strategy, Strategic
  • Branding, Vision
  • Com, Web- site
  • Competitive, Website
  • Conferences
  • Consultant
  • Content
  • Council
  • Clients
  • Client
  • Database
  • Databases
  • DC
  • Driving
  • Due diligence
  • Finance
  • Fixed Income
  • Focus
  • Functional
  • Insurance
  • Investments
  • Leadership
  • Marketing strategy
  • Marketing plans
  • Marketing
  • Market
  • Marketing Communications
  • Marketing and Communications
  • Marketing materials
  • DB
  • Positioning
  • PR
  • Publication
  • Record-Keeping
  • Reporting
  • Retail
  • RFP
Experience
Head of North America Institutional MarketingINVESCO | Houston, New York | April 2017 - Current
  • NA RFP & Global Consultant Databases Lead North American Institutional Marketing, RFP & Global Consultant Databases for Invesco, a $950B Atlanta-based global asset manager.
  • With the global institutional business identified as the firm's top strategic priority and growth driver, mandated to expand the institutional marketing function and capabilities to support business priorities of driving brand penetration, enhancing Invesco's Institutional reputation, and establishing a leadership position for the firm's DC franchise through shaping, communicating and amplifying Invesco's institutional brand strategy and value proposition.
  • Expanding team from 4 to 20 channel, insights and events program marketers located in Atlanta, Houston, Toronto and New York, and a team of 23 RFP and Consultant Database Specialists across Atlanta, New York and London.
  • Implementing a multi-year roadmap to activate a highly functioning marketing organization, shifting the expectation from a reactive sales-enablement function to a strategic partner and differentiator that helps drive client demand and revenue.
  • Leveraging data, insights and metrics to govern execution and creating a nimble, iterating cross-functional operating model in partnership with specialized marketing groups/centers of excellence to improve speed to market, support marketing and business priorities and objectives.
  • Shifting organization mindset from one of content distribution, to pulling clients through a journey with Invesco.
  • Partnering with Head of Institutional business to develop and implement our shared vision of a highly consultative, client-oriented go-to-market strategy and sales approach, supported by integrated marketing programs, tools and paid and earned media initiatives across North American DB, DC (Institutional and Intermediary-Sold), Insurance, Global Liquidity, OCIO and Consultant Relations channels.
Managing DirectorBNY MELLON INVESTMENT MANAGEMENT | New York, NY | August 2014 - March 2017
  • Head of U.S.
  • Intermediary, Retail Direct, Global Institutional & Retirement Marketing & Insights Lead U.S.
  • Intermediary, U.S.
  • Retail Direct, Global Institutional & Retirement Marketing for BNY Mellon, a $1.6T New York-based multi-boutique global asset and wealth manager.
  • Joined as the firm's first Head of Institutional & Retirement Marketing & Insights, with subsequent expanded responsibilities to include U.S Retail and Retail Direct, reporting to the Global Chief Marketing Officer.
  • Coordinate marketing activities across 14 independent investment boutiques.
  • Brand Strategy: Partnering with CMO and Business Heads, led strategic review and competitive positioning analysis; development, articulation and activation of an integrated and unifying value proposition, differentiated capabilities narrative, brand architecture framework and taxonomy to build presence, relevance, differentiation and reputation across channels.
  • Post-restructure, given ownership of brand with focus on validating and refreshing value proposition, branding and visual identity across N.A.
  • Lines of business.
  • Integrated Distribution: Developed integrated, synchronized marketing plans across business channels to drive create awareness & drive impactful sales engagement and impact through programmatic marketing initiatives, underpinned by compelling thought-leadershi; coupled with top-down Digital, Social Media, PR and Paid Media initiatives to reinforce brand differentiators.
  • Applied an analytical, data-driven framework to develop segmented contact strategies and client acquisitions journeys.
  • Creating Relevance – Signature Programs: Built institutional, retirement and retail marketing blueprints from scratch.
  • Conceived, developed and launched award winning Planet DC subscription publication.
  • Ran brokerage due diligence roadshows, boutique CIO insight roundtables, institutional client advisory boards, investment conferences,.
  • Marketing Leadership: Built from scratch world-class channel marketing teams across Institutional, Retail and Retirement.
  • Invigorated thought leadership strength by building a small but effective Retirement & Investment Marketing Insights team that delivered best-in-class, multi-award winning Defined Contribution and Personal Retirement insights programs.
  • Built from scratch Cross-Channel Marketing Communications and Content teams.
  • Led Crownpeak/Marketo/Seismic implementation in collaboration with Marketing Operations, Technology and Sales partners.
  • Conceived, developed & implemented the firm's Digital Forward marketing reorientation strategy and tasked by CEO to lead global website transformation initiative.
  • Developed and implemented integrated social media program.
  • Impact Highlights: Annual US retail gross sales grew from $15.6B to $17B (2012 vs.
  • 2015), US retail net new flow advanced from 28th to 8th (as of Q1'16), 485% single year increase in gross sales globally across top three focus product franchises (Standish Global Fixed Income, Mellon Capital Dynamic Total Return, Newton Global Real Return 2014 vs.
  • 2015), NA marketing drove $1.7B in direct advisor sales (FY 2015).
  • MCM Dynamic Total Return 4th ranked product on top 7-industry distribution platform (as of 2Q16).
  • US advisor client satisfaction with marketing materials and web- site lifted from bottom decile to above peer median (Market Metrics as of Q1'16), global institutional brand awareness/penetration/consideration and favorability shifted from bottom to top quartile (Cogent as of Q2'16).
  • DC programs influenced over $200M in revenue (May '15-June '16).
Executive DirectorJ.P. MORGAN ASSET MANAGEMENT | New York, NY | July 2006 - August 2014
  • Head of DC Investment Marketing & Cross-Channel Retirement Communication Strategy Led Retirement Channel Marketing and Communications for J.P.
  • Morgan Asset Management, a $1.7T New York –based proprietary asset and wealth manager.
  • Reported to Head of Retirement Marketing and CMO and sat on Retirement Leadership Council.
  • Responsible for aligning DC marketing strategy with overall retirement strategy and building and amplifying J.P.
  • Morgan's brand presence, awareness and preference in the DC-IO, Bundled Record-Keeping and Individual Retirement distribution lines of business; responsible for integrated programs, communication & digital strategy execution across all Retirement organization business channels and audience types.
Education and Training
ROTCH GROUP | | London, United Kingdom | | 2006
2003
MARKETING CONSULTANT | | Princeton, USA | | 2002
Bachelor of Commerce (B.Com): Economics & FinanceFAIRHEADS INT. TRUST & ASSET MANAGEMENT, University of South Africa | | Cape Town, South Africa | | 2000investec asset management, Cape Town, South Africa 1995-1998 bdo spencer steward, Chartered Accountants Cape Town, South Africa 1990-1995 education Honors B.Com, Finance & Investments (Post-graduate degree in Advanced Finance
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Resume Overview

Companies Worked For:

  • INVESCO
  • BNY MELLON INVESTMENT MANAGEMENT
  • J.P. MORGAN ASSET MANAGEMENT

School Attended

  • ROTCH GROUP
  • MARKETING CONSULTANT
  • FAIRHEADS INT. TRUST & ASSET MANAGEMENT, University of South Africa

Job Titles Held:

  • Head of North America Institutional Marketing
  • Managing Director
  • Executive Director

Degrees

  • Bachelor of Commerce (B.Com) : Economics & Finance

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