Yyyyyy x. yyyyyy

Experienced Marketing and Brand Management Professional

Accomplished w Client Centered w Detail Driven w Leader w Mentor w Innovative w Highly Effective

      Proven executive leadership in marketing and brand awareness with solid experience in building communication programs for new product launches, product enhancements, and new branding platforms.

      Excellent communicator with demonstrated ability to collaborate with staff, management, business partners and others at all organizational levels.

      Outstanding blend of organization, prioritization, leadership and interpersonal skills.

      Proven ability to lead and supervise team members, manage a wide range of duties simultaneously and coordinate multi-level directives. Deliver simultaneous projects on time and on budget.

      Skilled in advertising, media planning, new product launches, Internet strategies, direct mail, digital marketing and branding.

      Direct cross-functional teams across all projects and organizational initiatives.

      Provide sound consultative advice to executive-level teams.

      Mentor and lead teams by example and with integrity to deliver service excellence.

Key Strengths

Selected Key Achievements

         Developed Here You re First campaign which won regional advertising awards for 2011 2014 including Hatch and Davies.

         Received 2011 Silver and Bronze awards for commercial direct mail dimensional campaign from the New England Direct Marketing Association.

         Created comprehensive television, radio, billboard, print, and digital campaigns resulting in achieving the highest recorded unaided brand awareness in company history.

Eastern Bank, Boston, MA, 2000 2017

Full-service commercial bank with 91 retail branches and more than $7 billion in assets

Vice President, Retail Brand Marketing (2015 2017)

         Provided executive direction for all retail marketing and brand awareness activities and initiatives; served as the assistant compliance administrator for the marketing department.

         Created corporate brand guidelines, ensuring brand consistency across all commercial and consumer applications. Uniformity and cohesion spanned a broad range of internal and external items and tools including debit card, ATM kiosk, brochure architecture, corporate stationery and even PowerPoint templates.

         Led a team to research and create a new logo design, followed by rebranding the new logo. Worked closely with a branding agency to design, conduct and assess efficient market research to determine public perception of the new logo design.

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Professional Experience, continued

         Developed and launched Asset Management Portal (AMP) for retail branches and corporate offices. Led a team in purchasing and deploying online AMP branch dashboard for retail branch access, enhancing compliance, technology, retail, marketing and security. Instructed branches in campaign signage placement, streamlined processes involving the AMP, enhancing efficiency through reducing service calls to branches for repairs.

         Developed the new prototype branch of the future, created approved kit of parts for future brand builds and remodels to support consistent branding and customer experience.

Vice President, Advertising Brand Manager (2006 2015)

         Proficiently managed the Eastern Bank brand through visual brand identity, customer experience, and marketing communications. Further developed brand through internal brand communications.

         Managed $4 million advertising, media and creative budget. Developed advertising scope of work document and negotiated advertising contracts. Designed and implemented the first brand review in the bank s history.

         Developed television, radio, billboard, print, and digital campaigns resulting in increasing checking accounts 17% and flex equity 20%. Achieved the highest recorded unaided brand awareness in the bank s history.

         Directed creative and branding executions for all advertising and customer communications.

         Created comprehensive communications plans for banking, investment and insurance products including new product launches, merger communications and product migration instructions.

         Developed Here You re First campaign to make customers aware of customer experience commitment and initiative. Won regional advertising awards for 2011 2014 including Hatch and Davies.

         Received 2011 Silver and Bronze awards for commercial direct mail dimensional campaign from the New England Direct Marketing Association.

         Managed relationships with agency of record as well as boutique agencies; managed relationship with major network sponsor, NESN.

         Managed and oversaw the merchandising system for more than 90 retail locations. Directed the branch merchandising installation team for all bank mergers and acquisitions. Further developed brand enhancements including digital media, environmental graphics and customer engagement.

         Identified appropriate vendors, negotiated contract terms, secured vendors and ensured accountability.

         Effectively managed trademarks through internal and external legal advisory council.

         Brought outsourced automated trademark search back in-house, significantly decreasing legal fees and registration costs by using Reuters trademark watch services.

         Created corporate policies and procedures to establish and maintain communication protocol. Received highest score from FDIC exam on all advertising and communication materials.

Vice President, Marketing Manager (2005 2006)

         Devised and developed marketing plans supporting business line strategies for consumer lending, wealth management, and insurance. Employed business objects CRM to produce product stratification reporting, profitability analysis, and internal cross-sell opportunities.

         Guided advertising agency relationship; assessed mid- campaign metrics and analysis to maximize media budget and placement.

         Oversaw production of direct mailing and call lists for selected business lines using profiling methods and incorporating demographic and psychographic appended data.

Assistant Vice President Marketing (2000 2005)

         Oversaw expansion of digital presence and customer experience initiatives. Developed new website, navigation, and content to enhance brand and customer experience; migrated online banking customers to new platform with expanded features including mobile deposit.

         Developed online banking, mobile banking, Flexequity, chip card and Apple Pay product launch strategies and campaigns. Introduced digital platform content and strategy in the retail branches.

         Successfully reduced photography costs by 10% with custom photo shoots in creating unique branded media components.

         Increased point of sale revenue through developing a merchandising system.

         Created and introduced a communications calendar to ensure gaining greatest benefit of consistent and timely messages across multiple electronic delivery channels and brand advertising campaigns.

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Professional Experience, continued

Earlier Professional Experience

         Senior Marketing Communications Specialist, BankBoston, Waltham, MA

         Marketing Communications Specialist, BayBank Systems Inc., Waltham, MA

         International Marketing Assistant, International Marketing Coordinator and Inside Sales Representative, Saucony, Inc., Peabody, MA

Master of Business Administration, Babson College, Wellesley MA

Bachelor of Science in Business Administration (Marketing major), Western New England College, Springfield, MA

Volunteerism and Community Involvement

         Actively support high school fundraising and hockey, baseball and football sports programs

         Volunteer in church events