JUDY HOFFSTEIN

183 Park Street Montclair, NJ 07042

Office: 973-233-9694 Cell: 973-464-7010 judy.hoffstein@j2partnersinc.com

EXECUTIVE SUMMARY
Strategic and visionary results-oriented CMO level executive with a general management/COO orientation and strong technology
skills. Seasoned pro in product marketing, branding/positioning, customer acquisition and consumer insights. Experienced in
launching and scaling new functions within a larger organization, as well as startups. Proven ability to build organic growth and
launch successful new products/services, via consistent focus on the customer experience and strong project/P&L management, as
well as outstanding team leadership, collaboration and communication skills. Known for achieving results through partnership,
and inspiring confidence in colleagues at all levels.

PROFESSIONAL EXPERIENCE
J2 PARTNERS INC., Montclair, NJ 2008-Present
J2 Partners (formerly JHI Inc.), DBA Business & People Aligned, is a boutique consulting group (and 2003-2005)
focused on business and strategy consulting. Specialties include strategy development, product and
strategic marketing, consumer research, team building and executive coaching. Representative recent engagements include:
Strategic Marketing and Consumer Insights Leadership:
Acting COO/CMO/Product Lead for mobile app startup, Close.By (launched by PlaceCodes, Inc.). Developed business plan
and design concept. Actively managed marketing, tech team and financials, ensuring appropriate prioritization of initiatives.
Led marketing/product strategy and consumer research for The OptComm Groups new business incubation projects.
Business advisor to C-suite leaders at multiple startups.
Developed and led a senior marketers digital leadership group (as part of the Collaborative Gain Councils).
Led strategic planning, leadership coaching and team building initiatives for clients such as CSC, Digitas, AKC, Scholastic.
Program and Audience Development, May 2013 Womens Leadership Conference for The Conference Board
Strategic planning, value proposition development, strategic financial reporting, and goal setting lead for a clients complex
business expansion strategy; growth rate increased 25% the following year, after having plateaued for several years.

CITIGROUP, INC., GLOBAL CONSUMER GROUP, New York, NY 2006-2008

Citigroup, Inc., a multibank holding company, provides various financial services to customers in the
United States and internationally. The companys Global Consumer Segment offers banking and lending services.
Head of Innovation Enablement (2006-2007); Head of Marketing, Global Direct Banking (2007-2008)
Led marketing initiatives for Citis newly launched Global Direct Banking (Web 2.0) strategy group, including branding/
positioning; market research; knowledge management; product strategies and media/advertising launch plans.

JULIP MARKETING, INC. (DBA Q10 MARKETING), Englewood, NJ 2005-2006

Partner/Owner of a qualitative research facility providing high quality recruiting, consulting support and on-site servicing.
Clients included Grey Advertising, Saatchi & Saatchi, Draft, Unilever, LG Electronics, Club Mom, etc.
Chief Operating Officer: Responsible for business development, technology, finance, vendor management, marketing, etc. .
Dramatically increased sales after acquiring the company through rebuilding existing and developing new client relationships.

AMERICAN EXPRESS COMPANY, New York, NY 1985-2003

Fortune 100 company, engaged in the business of providing travel-related services (charge cards, credit cards,
lending products, travelers checks, corporate and consumer travel services), and international banking services worldwide.
SVP and General Manager, U.S. Consumer Charge Cards (2001-2003)
Drove strategic direction and significantly improved P&L of the U.S. Charge Card business (the flagship brand), which accounted
for a significant percentage of corporate profits. Responsibilities included pricing, brand positioning, product and marketing
strategy, new product/service development and card acquisition/usage/retention. Cross-functional team included advertising, risk,
finance, technology and operations.
Strategic focus on branding, customer satisfaction, new products, pricing, reengineering, and card usage/retention led to
positive impact across all KPIs, and the reversal of a multi-year decline in the growth and profitability of this core American
Express business unit. Specific positive metrics included strong growth in overall Card spending, increased enrollment in
optional lending products, reduced attrition and growth of the membership base, despite continuous competitive pressure.
Launched 8 new Charge Card products during first 12 months in role, the largest Charge Card product launch since the
1980s, with extensive direct mail and media support. Included significant new card features, benefits and successfully
introduced higher fees. Results propelled the card into years of renewed growth and increased profitability.
Bottom line impact of above initiatives was in excess of $60 million incremental profit in year one alone.
JUDY HOFFSTEIN
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AMERICAN EXPRESS COMPANY, continued

SVP, Card Technology Strategy, U.S. Consumer & Small Business Services Group (2000-2001)
Formulated the first-ever strategic plan for the technology infrastructure of the U.S. Card businesses. Managed extensive multi-
vendor RFP process in partnership with operations, marketing, procurement, compliance, risk and technologies team.
SVP, Global Human Resource Development & Diversity, Corporate Human Resources (1997-2000)
Built the overall effectiveness of American Express around the world through leadership training, organization effectiveness
consulting, performance management and diversity initiatives. Responsibilities included curriculum development; registration
and effectiveness tracking; mentoring and Diversity/Work-Life programs. Member of the American Express Global HR Executive
Team and led a team of over 125 HRD professionals on 5 continents.
Launched new U.S.-wide Work-Life benefits, including elder care and emergency childcare benefits, with existing funding.
Led project teams that earned a Catalyst Award and recognition on the Best Companies for Working Mothers list.
Increased efficiency of training development and delivery, enabling the installation of the first automated, global training
registration and tracking system within existing budgets.
Vice President, New Product Development, U.S. Consumer Card Services Group (1995-1997)
Established a new function for the U.S. Card business. Developed overall strategy, process and managed implementation for all
charge card and lending product launches including testing, launch and post-launch assessment. Managed cross-functional team
including marketing, risk, technology, operations and finance.
Designed and ran the first formal new product development function in the U.S. Card business.
Developed strategy and criteria for new product development, and initiated and led a cross-business prioritization process to
effectively manage scarce technology and operations resources across divisions.
Reduced product development cycle time by 50% while launching 21 new products in first year in role (more than in all
of the prior U.S. Card history, all aligned with business strategy).
Vice President, Inside Sales & Account Management, U.S. Establishment Services Group (1993-1995)
Created new B2B function designed to improve signings and activation rate for small merchants via direct marketing channels.
Success contributed to a significant reengineering effort of the U.S. Sales force. Directly and indirectly managed over 150
telemarketing representatives in 3 centers.
Hired and trained new team to start-up department. Created first-ever exempt telephone sales team at American Express.
Planned and implemented new services for small merchants to improve perceptions of the value of accepting the Card.
More than doubled historical signings rates among small merchants; significantly exceeded annual goals 3 years in a row,
resulting in more than 350,000 incremental merchant location signings.
Improved all performance metrics (suppression, merchant satisfaction, attitude towards Amex).
VP, Cardmember Acquisition & VP, Gold Card Loyalty, U.S. Consumer Card Group (1990-1993)
Director, Card Marketing, and Manager, Card Marketing, U.S. Consumer Card Group (1985-1990)

HOME BOX OFFICE INC., New York, NY, Manager of Market Analysis & Planning 1982-1985

BOARD POSITIONS
Board of Advisors, PlaceCodes, Inc. 2014-Present
Board of Trustees, Vice Chair, and former Chair, New York Gilbert & Sullivan Players 2001-Present

EDUCATION
MBA, Major in Marketing (Concentration in Accounting), THE WHARTON SCHOOL
UNIVERSITY OF PENNSYLVANIA, Philadelphia, PA; Record of High Academic Achievement; Grader.

BA, Major in Psychology, College of Arts and Sciences, CORNELL UNIVERSITY, Ithaca, NY;
Graduated with Distinction in All Subjects; College Scholar; Deans List, 5 terms; Teaching Assistant; N.Y.S. Regents
Scholarship.

The Bronx High School of Science: Top 2% class ranking