Experience

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  Adair Marketing Group, L.L.C.

  • Washington DC-Baltimore Area

  • Strategy Director

    • 2023 - Present
    • Washington DC-Baltimore Area

    Trusted advisor to C-suite clients on providing unique processes and initiatives to move companies to a more consumer focused, digitally engage set of integrated marketing strategies. We provide clients with strategic services including objective setting, annual marketing plans, lead generation, data analyses, compiled and credit bureau list optimization, and omni-channel campaign management, execution and measurement. We create and analyze consumer and business databases for the applications of establishing, substantiating or changing financial services public policies.Accomplishments:• Optimizing the BtoB customer journeys for one of the top three banks in the nation. Reviewed social sentiment of CFOs, determined marketing communications of top competitors, interviewed 15 commercial banking relationship managers and isolated 12 recommendations to improve sales funnel which client is implementing.• Analyzed targeting and results of prospect acquisition campaigns for a leading regional consumer finance company. Isolated targeting model plans to improve performance, and restructured tracking reports to improve result analyses. Devised segmentation scheme which increased book rates by 31% with no change to turn down ratio.• Performed a lifecycle analyses of donor engagement and gifts for a national non-profit across all their marketing communication channels. Created benchmarks and goals for each donor lifecycle as well as recommended improvements to appeal programs. Identified key geographic, user engagement, and donor affinity factors for segmentation to increase effectiveness of appeal campaigns.

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  Amsive

  • VP, Financial Services Strategy

    • 2016 - 2022

    Responsible for successfully analyzing, planning and implementing omnichannel marketing strategies to meet client objectives. Conceive, and implement the agency's go-to-market Financial Services products and services. Leverage Amsive’s Oracle DMP to isolate buyer intent throughout the marketing funnel stimulating buyer engagement before their final purchase decision.Accomplishments:• Transitioned a single product lending company to an omni channel finance company through interviewing key stakeholders, isolating gaps in current infrastructure, and creating a transition marketing plan which resulted in a first year client's return on investment of over 160%. • Created a cross-channel acquisition plan for a regional bank to enhance segmentation, customer engagement and targeting performance. Partnered with agency, analytical and client team members to improve targeting performance, incorporate digital strategies through onboarding modeled lists into our DMP and enhance consumer buying journeys resulting in an increase of over 40% in account sales compared to prior campaigns.

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  Harte Hanks

  • VP Strategy

    • 2006 - 2016

    Led the thought leadership and client strategic planning for a leading engagement agency which specializes in servicing the CRM needs of Fortune 100 companies. Optimized client’s customer experience programs through a strategic process of conducting gaps analyses, creating transformational journey maps and improvement plans, architecting multi-channel and cross-channel campaigns, and presenting results to key decision makers. Accomplishments:• Conducted path-to-purchase consulting engagements for one of the top five banks and investment services companies in the nation. Analyzed customer journeys across seven channels isolating real time trigger events and potential sales through market automations tools. Prioritized market segments for development of personalized conversations. Isolated 28 different recommendations to improve customer engagement and sales. Conducted pilot which resulted in 97% increase in incremental account activity at 49% reduction in cost per incremental account.• Installed omni-channel customer engagement solution for a regional bank optimizing acquisition, nurturing, onboarding and retention of high value customers across over twelve marketing channels resulting in a first year MROI of over 303%• Developed multi-channel plan which optimized DRTV, FSI, Direct Mail, and Paid Search budgets resulting in a 3 month campaign budget increasing from $350,000 to $1.7MM. Substantiated and supervised the development of segmentation models for contact and creative messaging management. Client achieved over 200% of the new plan’s goal. • Managed lead generation program to three distinct consumer segments for one of the nation’s largest internet mortgage lenders. Substantiated and monitored the performance of credit prescreen and ITA campaigns resulting in consistently producing customers 10-20% below client’s desired acquisition costs.