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John M

Marketing Director - 15 Years of Experience - Near 95062

Occupation:

Director

Location:

Santa Cruz, CA

Education Level:

Bachelor

Will Relocate:

YES

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Areas of expertise * Market and competitive analysis * Product positioning and messaging development * Needs assessment and requirements definition * Customer research and product strategy * Program planning and project management * Mobile and web wire framing, and rapid proto-typing * Buyer personas and journey mapping * Thought leadership and advisory content development * User-Centered Design and usability testing Summary of Qualifications * Strong project management and leadership skills with 10+ years of experience managing teams and budgets, and collaborating cross-functionally to drive program success. * Strong knowledge of affluent product positioning, messaging, product and channel delivery with 7+ years of experience defining product/solution requirements and cross-channel roadmaps. * Strong organizational collaborator and influencer with the ability to build consensus and partner commitments with excellent verbal, written, and interpersonal communication skills. Summary of Experience Silicon Valley Bank, Santa Clara, CA Jan 2012 - Mar. 2017 Director, Marketing Strategy (5 years, 3 months) Directed marketing planning and execution for SVB's U.S. Affluent Consumer and Small Business Banking divisions (Private Banking, Wealth Advisory and Early Stage Founder Banking). Developed and managed segment business analysis, channel strategy, and integrated marketing plans to achieve SVB's growth goals for a broad portfolio of financial products and services, including: * Home Mortgage * Financial Planning * Stock-based Lending * Business Credit Card * Personal Lines and Loans * Investment Strategy * Investment Management * Foreign Exchange Services * Consumer Deposits and Debit Cards * Retirement Planning * Small Business Deposit Accounts * Global Merchant Services * SVB WorldElite MasterCard * Trusts and Estate Planning * Small Business Credit * Domestic mobile and e-payment solutions Major Responsibilities: * Led the execution of the segment marketing strategy across SVB in collaboration with Multi-Channel Marketing, Field Marketing, Product Support, PR, Social Media, Brand, Product Management, Sales, Service, and others * Collaborated with business and sales leadership, marketing leads, and program partners to define and execute an integrated marketing plan that includes positioning, go-to-market, lead generation, customer engagement, cross-sell/upsell, and customer lifecycle management * Worked closely with business leads and channel managers to develop influential messaging, content, and client profiles to inform client engagement and loyalty campaigns * Developed customer journey maps to identify opportunities for improved customer acquisition, product adoption, and satisfaction * Defined segment marketing goals and metrics and created segment marketing dashboards for program reporting and campaign management using Microsoft Dynamics and Marketo Key Accomplishments: * Led brand marketing strategy, positioning and messaging for SVB Private Banking and Wealth Advisory including new brand guidelines and templates, marketing and service communications. * Led the integrated marketing launch of SVB Private Banking and Wealth Advisory including PR, event marketing, partner referral marketing, new sales collateral, 160+ slide pitchbook library, advisor training, and tools. * Developed the Private Bank Sales toolkit, including brochures and sales sheets launched K-12 Stepping Stones to Success (Everfi financial education portal) and relaunched The SVB Private Bank WorldElite (Black) MasterCard. * Developed digital channel strategy for SVB Private Banking and Wealth Management and represented needs of affluent founders in SVB commercial online strategy * Launched and managed SVB Market Perspectives - a monthly market analysis and advisory blog / e-newsletter with 50% open rates, less than .1% unsubscribe rates and 30% YOY growth in tagline author Twitter followers. Blue Shield of CA - San Francisco, CA Oct 2010 - Dec. 2011 Senior Manager, Business Online Services (1 year, 3 months) Scrum product owner of BSCA's Employer Portal on blueshieldca.com - providing online health plan administration, health data reporting, electronic payments, and enterprise wellness solutions to 25,000+ companies in California. Key Accomplishments: * Defined the Product Vision, Themes, and Epics for a 12-member agile development team managed two (2) full-time Product Managers and led story development, backlog grooming, and sprint planning. * Defined and launched Self-Service Suite for HR Administrators, including new group online registration, member open enrollment and benefit renewal, and group online invoicing and bill payment capabilities. * Managed two large enterprise vendor relationships, insuring adherence to contract terms, conditions, and SLAs, and optimization of product marketing, operations, and customer service.

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