Capable contributor to organizational structure and culture with the ability develop multi-functional teams in multiple locations. Experienced in organization rightsizing to maintain business health. Contributor to successful acquisition events for private ventures. Deep understanding of higher education enrollment, financial aid and student lending industry needs and policy.
B2B and B2C expertise
Vice President of Marketing01/2009 to Current Cegment Inc
Innovative technology and marketing solutions provider working directly with college financial aid and enrollment teams to communicate cost, value and affordability of their institution's education programs to prospective students in support of improving enrollment metrics.
Serving 330+ clients with net price calculator and award letter services in a SaaS model.
Organization Development - Recruit, develop and manage nine-member client service team in support of multiple product offerings.
Ensure successful fulfillment of contract obligations including implementation and ongoing client service for 330+ college and university clients.
Facilitate key account reviews and analysis to identify growth opportunities and secure contract renewal.
Foster relationships with key clients and provide resolution support.
Workforce Optimization - Manage, track and analyze team productivity to maximize resources through process engineering and systems development.
Safeguard product onboarding quality and profitability.
Install redundancy for key functions.
Increased efficiency and reduced staff by 50%.
Product Development - Influence the strategic direction of new and existing product lines to address customer and market need, create competitive advantages and revenue growth opportunities.
Participate in technical specification development and testing in an agile software development environment.
Drive new products from prototype to rollout and prioritize the development roadmap in support of strategic goals.
Product Marketing - Develop the go-to-market strategy for new and enhanced product offerings.
Establish audience targets and manage Salesforce CRM.
Direct collateral development, positioning and pricing.
Supported the roll out of two key product lines taking the business from three to 330+ clients.
Sales Enablement - Collaborate with business development team to create market position, messaging, collateral and marketing programs to facilitate new and renewal client sales.
Utilize a network of tools including direct mail, email, data sheets, client case studies, and PR.
Implemented an online on-demand collateral ordering system for remote salesforce.
Contributed to 92%+ retention rate and achievement of new business revenue goal in 2016.
Brand Development - Plan and execute lead generation and brand awareness marketing programs, thought leadership, PR, web and social media to help the organization achieve sales goals.
Manage company's identity at industry tradeshows.
Executed full corporate rebranding/rename effort in 2015 including internal/external communication, website, multi-tier outreach, PR and conference rollout.
Christina Kline Professional Experience contd.
Vice President of Marketing01/2007 to 01/2015 Rezolve Group Inc
Direct to consumer financial aid advisory firm assisting consumers with completing complex financial aid applications and providing comprehensive college financial planning information both online and via phone.
Demand Generation - Managed a multi-pronged marketing strategy to drive web traffic and inbound call center volume.
Increased web traffic from less than 1 million to 15 million + unique visitors annually producing more than 300,000 inbound sales.
Utilized direct and digital strategies including multi-million dollar SEM program, digital advertising, direct mail, print advertising, radio, email, outbound auto calling, and SMS.
Established affiliate partner/third-party lead channels.
Secured agency partners.
Drove revenue up by 200% and increased at peak.
Online/Offline Conversion - Maximized user experience to reduce time to complete, encourage persistence and improve cart abandonment metrics.
Tested to optimize landing pages, checkout pages and timing of outreach channels using user-behavior analytics.
Created call center scripting, pricing strategies and customer escalation processes.
Provided technical direction for user interface development, modifications and testing strategies.
Established consumer feedback loop that produced 98% satisfaction ratings from 500,000+ plus clients as well as nearly 20,000 written positive consumer comments.
Vendor Sourcing/Management - Evaluate, secure and oversee external vendor/contract/agency resources necessary to execute client and corporate marketing programs including SEM, SEO, web analytics, digital marketing, automated calling, email and direct mail, creative and writing.
Vice President Partnership Marketing01/2004 to 01/2007 JP Morgan Chase Collegiate Funding Services
Provider of private student loan and loan consolidation products to consumers.
The Affinity Marketing division was responsible for driving loan volume utilizing affinity partnerships.
Affinity Marketing - Planned and executed direct mail and e-mail marketing programs for more than 200 college/university and professional association partnerships, which produced more than $500 million in loan volume annually for the organization.
Marketing Automation - Designed and implemented a proprietary marketing campaign management system to improve direct mail response tracking and budget planning.
Automated the use of 20 unique data points and images for each partner for use in marketing outreach channels.
Increased the speed to market and reduced spend while doubling response rates.
Database Management -Managed a marketing database of more than 10 million prospects for more than 200 partners and directed all list segmentation in support direct marketing campaigns.
Project managed a database conversion from in house to outside vendor.
Implementation concluded on time and error free.
A Wilde Company - Marketing Services
Director: Account Management and Data Processing.
01/1997 to 01/2003
Outstanding Achievement award in the field of Sales/Marketing/Customer Service - 1994.
Consumer Marketing Employee of the Month award - July 2006.
Outstanding Team Achievement for company-wide project impact - 2013.
Outstanding Technical Achievement for client solution implementation - 2013.
Silver for Direct Mail B2C Campaign by New England Direct Marketing Assoc.
Bronze for Direct Mail B2C Lead/Order Generation - New England Direct Marketing Assoc.
Studies in Management Certificate Program
*Bentley College - Direct Marketing for Technical CompaniesStonehill College
What I believe: Family is #1. Laughter is the best medicine. Every day is a gift.
*What I enjoy: Cooking, gardening, being near the ocean, listening to music and watching NFL.