Amy Nelson

Principal, Marketing Operations at Patelco Credit Union
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Contact Information
us****@****om
(386) 825-5501
Location
Dublin, California, United States, US

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Robin Boyle

It was great to have Amy on my team. She is professional, organized and gets things done. Her approach allows her to be effective in working with various teams in the organization. She exhibits strong communication skills. It’s just a pleasure to work with Amy.

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Credentials

  • Visual Storytelling in PowerPoint
    LinkedIn
    May, 2022
    - Nov, 2024
  • Marketing During a Crisis
    LinkedIn
    May, 2020
    - Nov, 2024
  • Content Marketing Foundations
    LinkedIn
    Feb, 2020
    - Nov, 2024
  • Employer Branding on Linkedin
    LinkedIn
    Feb, 2020
    - Nov, 2024
  • Advertising on Facebook
    LinkedIn
    Jan, 2020
    - Nov, 2024
  • Social Media Marketing with Facebook and Twitter
    LinkedIn
    Jan, 2020
    - Nov, 2024
  • Social Media Marketing: Managing Online Communities
    LinkedIn
    Jan, 2020
    - Nov, 2024
  • Content Marketing: Staying Relevant
    LinkedIn
    Dec, 2019
    - Nov, 2024
  • SEO: Keyword Strategy
    LinkedIn
    Dec, 2019
    - Nov, 2024
  • SEO Foundations
    LinkedIn
    Oct, 2019
    - Nov, 2024
  • Coaching Employees through Difficult Situations
    LinkedIn
    Sep, 2019
    - Nov, 2024
  • AdWords and Analytics: Remarketing
    LinkedIn
    Aug, 2019
    - Nov, 2024
  • Content Marketing: Blogs
    LinkedIn
    Aug, 2019
    - Nov, 2024
  • Mobile Marketing Foundations
    LinkedIn
    Aug, 2019
    - Nov, 2024
  • Content Marketing Foundations
    LinkedIn
    Jul, 2019
    - Nov, 2024
  • Google Ads (AdWords) Essential Training (2018)
    LinkedIn
    Jul, 2019
    - Nov, 2024
  • Online Marketing Foundations
    LinkedIn
    Jul, 2019
    - Nov, 2024
  • Google Analytics Essential Training
    LinkedIn
    Mar, 2019
    - Nov, 2024
  • Transitioning from Individual Contributor to Manager
    LinkedIn
    Feb, 2019
    - Nov, 2024
  • New Manager Foundations
    LinkedIn
    Jan, 2019
    - Nov, 2024

Experience

    • United States
    • Banking
    • 700 & Above Employee
    • Principal, Marketing Operations
      • Oct 2022 - Present

    • Senior Product Marketing Manager
      • Aug 2017 - Oct 2022

      Provide oversight in executing marketing strategy, positioning and campaign execution for all lending products, including personal loans, credit cards, and direct and indirect auto loans. Demonstrated mastery in promoting brand messaging and positioning across the financial industry while utilizing marketing budgets and data analytics for segmenting target markets. • Excelled in determining key opportunities for growth and propelled innovative initiatives to support business goals and… Show more Provide oversight in executing marketing strategy, positioning and campaign execution for all lending products, including personal loans, credit cards, and direct and indirect auto loans. Demonstrated mastery in promoting brand messaging and positioning across the financial industry while utilizing marketing budgets and data analytics for segmenting target markets. • Excelled in determining key opportunities for growth and propelled innovative initiatives to support business goals and objectives • Exceeded expectations in steering the initiation of a third party software applications • Generated a 20% increase in new credit card acquisition and also maintained optimal balance growth through marketing initiatives as well as launching and coordinating a credit card pre-approval program • Championed successful product launches for personal loans involving the developing and disseminating relevant, compelling and accurate information on the branded product on the website. • Defined and strategized plans to implement and execute automated marketing journey communication programs that drive product adoption, utilization, loyalty and retention.

    • Banking
    • 100 - 200 Employee
    • Marketing Director
      • Jan 2017 - Aug 2017

      Tasked with strategizing and launching marketing plans and initiatives in coordination with the team while also maintaining an open line of communication for members and marketing collateral delivered across all channels. Orchestrated the process of defining and developing a brand voice and style guide and also analyzed and published reports detailing marketing campaign results. Fostered and strengthened solid relationships with vendors, including those with external marketing agencies and… Show more Tasked with strategizing and launching marketing plans and initiatives in coordination with the team while also maintaining an open line of communication for members and marketing collateral delivered across all channels. Orchestrated the process of defining and developing a brand voice and style guide and also analyzed and published reports detailing marketing campaign results. Fostered and strengthened solid relationships with vendors, including those with external marketing agencies and production houses. Assigned to plan, manage and allocate marketing budget across departments • Masterminded and led efforts to define the market position and messaging for the Alumni Rewards Credit Card • Launched a multi-channel campaign that steered maximum results for new product acquisition that doubled and tripled the average prior to the campaign • Succeeded in hiring and on-boarding new marketing team members, including a Digital Marketing Specialist and Graphic Design Specialist • Established and implemented employee training materials for credit and debit card operations utilized for delivering courses to member-facing retail, contact center, and e-branch staff. Show less Tasked with strategizing and launching marketing plans and initiatives in coordination with the team while also maintaining an open line of communication for members and marketing collateral delivered across all channels. Orchestrated the process of defining and developing a brand voice and style guide and also analyzed and published reports detailing marketing campaign results. Fostered and strengthened solid relationships with vendors, including those with external marketing agencies and… Show more Tasked with strategizing and launching marketing plans and initiatives in coordination with the team while also maintaining an open line of communication for members and marketing collateral delivered across all channels. Orchestrated the process of defining and developing a brand voice and style guide and also analyzed and published reports detailing marketing campaign results. Fostered and strengthened solid relationships with vendors, including those with external marketing agencies and production houses. Assigned to plan, manage and allocate marketing budget across departments • Masterminded and led efforts to define the market position and messaging for the Alumni Rewards Credit Card • Launched a multi-channel campaign that steered maximum results for new product acquisition that doubled and tripled the average prior to the campaign • Succeeded in hiring and on-boarding new marketing team members, including a Digital Marketing Specialist and Graphic Design Specialist • Established and implemented employee training materials for credit and debit card operations utilized for delivering courses to member-facing retail, contact center, and e-branch staff. Show less

    • United States
    • Financial Services
    • 700 & Above Employee
    • Senior Marketing Manager
      • Sep 2004 - Jan 2017

      Tasked with establishing strategic, integrated multi-channel marketing plans that drive engagement, action and loyalty with both existing and prospective members. Cultivated and strengthened solid relationships and communication with relevant parties involved in marketing programs while also promoting growth in driving programs using automated marketing skills and content marketing strategies as principle guides. Propelled national and regional marketing and brand campaigns focused consumer… Show more Tasked with establishing strategic, integrated multi-channel marketing plans that drive engagement, action and loyalty with both existing and prospective members. Cultivated and strengthened solid relationships and communication with relevant parties involved in marketing programs while also promoting growth in driving programs using automated marketing skills and content marketing strategies as principle guides. Propelled national and regional marketing and brand campaigns focused consumer loans, and credit card, investments, and savings products to meet and exceed all sales objectives. • Outperformed objectives in lancing multiple business development tools designed to maximize revenue growth and also maintained consistency in driving memorable brand experiences in executing various community events. • Boosted product sales record through the efficient management and dissemination of quality marketing collateral • Piloted the process of steering key credit card product conversion, brand change, and deployment while leading the Communications Task Force team • Appointed to lead marketing and communication efforts involving the development and execution of external communication plan while overseeing cross-functional alignment between internal and external communications, employee development and sales tool roll-out and support • Accelerated the process of meeting all business goals defined by a readiness to go to market, product activation and adoption, as well as Net Promoter Score (satisfaction) rating among users • Pioneered initiatives focused on driving exponential deposit product growth through launching a full-scale, integrated marketing campaign and also employed the use of effective tracking and analytics tools across channels such as online paid media, sponsored social media, email, and print collateral • Earned management recognition for establishing and implementing community marketing plans for +50 community/philanthropic-focused events annually Show less Tasked with establishing strategic, integrated multi-channel marketing plans that drive engagement, action and loyalty with both existing and prospective members. Cultivated and strengthened solid relationships and communication with relevant parties involved in marketing programs while also promoting growth in driving programs using automated marketing skills and content marketing strategies as principle guides. Propelled national and regional marketing and brand campaigns focused consumer… Show more Tasked with establishing strategic, integrated multi-channel marketing plans that drive engagement, action and loyalty with both existing and prospective members. Cultivated and strengthened solid relationships and communication with relevant parties involved in marketing programs while also promoting growth in driving programs using automated marketing skills and content marketing strategies as principle guides. Propelled national and regional marketing and brand campaigns focused consumer loans, and credit card, investments, and savings products to meet and exceed all sales objectives. • Outperformed objectives in lancing multiple business development tools designed to maximize revenue growth and also maintained consistency in driving memorable brand experiences in executing various community events. • Boosted product sales record through the efficient management and dissemination of quality marketing collateral • Piloted the process of steering key credit card product conversion, brand change, and deployment while leading the Communications Task Force team • Appointed to lead marketing and communication efforts involving the development and execution of external communication plan while overseeing cross-functional alignment between internal and external communications, employee development and sales tool roll-out and support • Accelerated the process of meeting all business goals defined by a readiness to go to market, product activation and adoption, as well as Net Promoter Score (satisfaction) rating among users • Pioneered initiatives focused on driving exponential deposit product growth through launching a full-scale, integrated marketing campaign and also employed the use of effective tracking and analytics tools across channels such as online paid media, sponsored social media, email, and print collateral • Earned management recognition for establishing and implementing community marketing plans for +50 community/philanthropic-focused events annually Show less

    • Channel Marketing Manager
      • Mar 1999 - Jun 2004

      Effectively managed retail promotions and merchandising programs for education and productivity software lines encompassing brands such as Reader Rabbit, Mavis Beacon, Carmen Sandiego, Oregon Trail, The PrintShop, and PrintMaster among others. Joined efforts with cross-functional teams in a cooperative manner that resulted in meeting all initiatives for brand building. Coordinated the required facets associated with successfully launching and introducing new products into the market. Devised… Show more Effectively managed retail promotions and merchandising programs for education and productivity software lines encompassing brands such as Reader Rabbit, Mavis Beacon, Carmen Sandiego, Oregon Trail, The PrintShop, and PrintMaster among others. Joined efforts with cross-functional teams in a cooperative manner that resulted in meeting all initiatives for brand building. Coordinated the required facets associated with successfully launching and introducing new products into the market. Devised creative briefs, sales collateral and brand presentations in active support of contributing to achieving sales goals. Led the development of promotional collateral and retail displays. Utilized internal and external resources to accurately track sales and distribution, and measure overall product performance. Actively monitored consumer and industry trends in order to keep abreast of changes in the industry, and to modify programs as necessary. Executed strategic planning, budgeting, forecasting and P&L management endeavors. Gained solid experience and exposure to the workings of marketing channels and methods of distribution used within the industry; mass merchant, club stores, and online. Key Achievements • Presided over the successful execution of a nationwide retail promotional display program • Developed and instituted promotional programs that attained 100% of sales goals and achieved high margins for Reader Rabbit and The PrintShop product launches Show less Effectively managed retail promotions and merchandising programs for education and productivity software lines encompassing brands such as Reader Rabbit, Mavis Beacon, Carmen Sandiego, Oregon Trail, The PrintShop, and PrintMaster among others. Joined efforts with cross-functional teams in a cooperative manner that resulted in meeting all initiatives for brand building. Coordinated the required facets associated with successfully launching and introducing new products into the market. Devised… Show more Effectively managed retail promotions and merchandising programs for education and productivity software lines encompassing brands such as Reader Rabbit, Mavis Beacon, Carmen Sandiego, Oregon Trail, The PrintShop, and PrintMaster among others. Joined efforts with cross-functional teams in a cooperative manner that resulted in meeting all initiatives for brand building. Coordinated the required facets associated with successfully launching and introducing new products into the market. Devised creative briefs, sales collateral and brand presentations in active support of contributing to achieving sales goals. Led the development of promotional collateral and retail displays. Utilized internal and external resources to accurately track sales and distribution, and measure overall product performance. Actively monitored consumer and industry trends in order to keep abreast of changes in the industry, and to modify programs as necessary. Executed strategic planning, budgeting, forecasting and P&L management endeavors. Gained solid experience and exposure to the workings of marketing channels and methods of distribution used within the industry; mass merchant, club stores, and online. Key Achievements • Presided over the successful execution of a nationwide retail promotional display program • Developed and instituted promotional programs that attained 100% of sales goals and achieved high margins for Reader Rabbit and The PrintShop product launches Show less

    • Administrative Assistant
      • 1998 - 1999

Education

  • Santa Clara University
    Bachelor of Science (BSc), Marketing
    1993 - 1997

Community

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