Accomplished Marketing Manager with a vast understanding of the banking sector including brand and project management.
Excellent project management skills with ability to manage complex projects within a matrix environment
Financial Services experience including Mortgage, Consumer Lending, Wealth Management and Retirement
Compliance regulatory and internal audits
Marketing on Demand portal
Over 15+ years of Banking and marketing experience with demonstrated leadership and management experience.
Consumer direct sales management and database/direct marketing experience.Proven experience creating and implementing integrated direct marketing programs using both online and offline channels.
Strong strategic skills and highly analytical; utilizing and interpreting data and analytics to quantify and improve sales and marketing results.
Proven partner relationship management, influencing, collaboration, and negotiating skills with senior business managers to create and manage strong relationships, gain commitment and accomplish shared goals.
Demonstrated effective verbal/written communication skills to communicate at a senior executive level.
Nominated to Bank of the West's Diversity & Inclusion Council - 2014.
VP, Marketing Brand Manager March 2007 to CurrentBank of the West － San Ramon, CA
Execute Mortgage and Consumer Lending quarterly campaigns, including writing the marketing brief in collaboration with the line of business (LOB).
Strategize with LOB to develop combined business/marketing plans to increase accounts and sales production
Collaborate with internal creative services team and external advertising agencies to develop marketing collateral including, brochures, sales tools, mortgage banker bios, personalized and evergreen email, branch flyers, digital assets such as banner ads, landing page, mobile ads.
Implemented and introduced Marketing on Demand (MOD) portal to the mortgage bankers. consistent branding and control the marketing messages. The Sales staff received easy to use campaign and lead management tools so that they can minimize the time spent on launching a sales campaign and focus on their sales efforts.
Successfully lead cross-functional teams while building relationships, and manage marketing programs from development of a creative brief through implementation.
Manage various projects for Consumer, Commercial and Business campaigns including collaborating with Division Executives, Creative Services and Advertising Agency.
Support the Commercial Banking Divisions to develop and create campaign and sales materials such as product sheets, print ads, radio and cable ads, tradeshow displays, vinyl wrapped kiosks, etc.
all materials is developed in collaboration with an internal creative service team and external advertising agency.
Responsible for coordinating branch merchandising for best brand positioning including managing logistics and placement of posters, counter cards, brochure racks and Point-of-Purchase merchandising including providing clear and concise branch merchandising instructions to the field.
Responsible for conducting competitor research intelligence and developing market research matrices.
Successfully lead cross-functional teams while building relationships, and manage marketing programs from development of the business case through implementation.
Must possess the ability to think strategically and creatively, and to analyze/interpret data to identify and recommend key business opportunities.
Project & Loan Services Manager January 2005 to March 2007Irwin Home Equity － San Ramon, CA
Responsible for managing the Customer Service Research and Taxes & Insurance Units.
Manage team of 11 Loan Servicing Specialists.
Managed staff to respond to borrower's written disputes and telephone inquiries including account research, payoff demands, missing payment issues, credit bureau inquiries and managing customer database.
Created and developed customer retention marketing programs including employee and customer incentive program.
Responsible for adhering to and administering authorized agencies of specific rules or regulations, under governing law, for the conduct and structure of banking.
Manage vendor management database in the areas of risk management and oversight duties to ensure appropriate control of organization's vendor activities.
Managed and compiled accurate corporate data quarterly and semi-annual questionnaires administered by leading global rating agencies.
Marketing Manager April 1999 to August 2004Washington Mutual － Pasadena, CA
Developed, implemented and presented comprehensive and tactical marketing plans to novice and seasoned mortgage consultants in various settings including one-on-one meetings, classroom training, on-site loan center visits and telephone conference calls.
Marketing strategies included lead-generating direct mail, collateral development, customized newsletters, cross-sell inserts, website banner ads, print advertisements, billboards, bench ads, mobile ads, radio and cable television.
Ensured branding and marketing content was effective, accurate and in alignment with corporate marketing strategies.
Managed grand openings and open house events for 98 new and 70 relocated home loan centers throughout the United States while managing a $1.5MM budget.
Coordinated marketing schedules prior to the opening of a home loan center to the finale of the grand opening event.
Collaborated with events planners and internal cross-functional business partners including real estate development, public relations, compliance, market research, legal and creative services to ensure a successful entry into new, existing and merging markets.
Supported bank-wide initiative in collaboration with the Magic Johnson Corporation in opening Home Loan Centers in multicultural and underserved communities
Associate Marketing Manager May 1996 to August 1998World Savings － Oakland, CA
Managed direct mail and checking insert statement programs for bank's savings acquisition and retention division targeting both existing and new customers.
Developed marketing materials for ATM Debit Card program and collaborated with creative team consisting of copywriters, graphic designers, production managers, and traffic managers to develop and deliver marketing materials in an timely and effective manner.
Managed grand openings of new bank branches (DeNovos).
Responsibilities included branch merchandising, sweepstakes, direct mail and print advertising.
Tracked account openings to determine ROI for campaigns, sweepstakes programs, advertisements, and grand opening events
Bachelor of Science : Business Administration MarketingSan Francisco State University － San Francisco, CA
Associate of Arts : MerchandisingFashion Institute of Design and Merchandising － San Francisco, CA
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Companies Worked For:
Bank of the West
Irwin Home Equity
San Francisco State University
Fashion Institute of Design and Merchandising
Job Titles Held:
VP, Marketing Brand Manager
Project & Loan Services Manager
Associate Marketing Manager
Bachelor of Science : Business Administration Marketing Associate of Arts : Merchandising
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