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John G.

4 Lane New York, NY 10033 (123)456-7890 LinkedIn:

Director of Customer Acquisition

Successfully Increasing Users, Loyalty, Conversion Rates, Revenues and Margins while Launching Online Campaigns that Merge Deep Analytics with Creative Brand Marketing
LEADERSHIP SPECIALTIES Team Oversight Budget Review P&L Responsibility Planning Forecasting Cost Reductions Hiring Training MARKETING SKILLS Online, Direct and Email Marketing Campaigns Customer Segmentation, Acquisition, Loyalty & Retention CRM, CPL, CPA, CPM and PPC Marketing SEO and SEM Management Brand Management Event Planning, Thought Leadership Public Relations Promotions TECHNOLOGY & TOOLS ComScore Omniture Usability Research Studies Hitwise Google Analytics Multivariate Testing Remarketing Turn MediaMath Senior Vice President, Direct to Consumer Acquisition 2011 - Present Vice President, Marketing and Digital Strategy 2006 - 2008 Bank of Bank Stamford, CT Leading customer acquisition strategy across digital and mobile channels, with significant successes including reducing app abandonment rate by > 30%, cutting average CPA by >50%, and growing the direct-to-consumer business from $100M in 2010 to $1.7B in 2011, using only a $20M budget. Selected Accomplishments: Heading a high-performing team of 4 marketing experts specializing in leveraging the internet as a customer acquisition channel and using PPC, CPL, CPA and CPM ad networks and exchanges to increase audiences. Re-built and re-launched website in less than 45 days, developing a comprehensive e-commerce strategy that grew customer loyalty and generated an additional $1B in mortgage originations. Developed partnership and content relationships with Zillow, McClatchy Interactive and driving relevant traffic to website. Launched real-time Lead Management as well as site enhancements such as the Short App and Quick Rate quote forms that significantly improved lead acquisition and conversion rate. Grew natural search rankings and increased traffic by utilizing performance oriented search, display (including behavioral and re-marketing) and email marketing while consistently optimizing. Produced direct and online media strategies, executing the plans to deliver an ambitious CPA, a high, customer value and higher NPS scores. Designed segmentation strategy that will leverage age, income, LTV and FICO and created a comprehensive personalization engine, with back-end content management and eSignature capability.

Executive Vice President, Digital Marketing and Innovations 2009 2011 Carrafiello, Diehl and Associates Irvington, NY Built and launched a new digital practice evolving the 360 experience and multi-channel growth for Sunny Delight BC, Siemens, Kaz, and Prestige Brands (Comet, Clear Eyes, Little Remedies). Improved traffic, return visits, lead capture and off-line customer acquisition for major CPG brands and retailers revamping sites, accurately targeting users, adding social and building engaged communities. Sample successes include increasing Sunny Ds traffic from 20k monthly uniques to over 200K and launching online coupons that were redeemed at a higher rate than FSI's while growing overall consumption. Page 1 of 2

John G. Doe
(123)456-7890 Marketing Director 2004 2006 Mortgage Bank Parsippany, NJ Increased contribution margin to $80M and funded volume to $1.6B (a 40% YoY increase) while spending $4.1M under budget managing a team of 3 marketing specialists. Planned and directed a $40M cross-platform media campaign that optimized media for consistent customer funneling, leading to increased lead sell through and improved customer experience. Created innovative source-matching program using click-to-call to send web-prospects to mortgage consultants who specialized in the particular customers needs, drastically upping overall conversion rates. Vice President, Director of Marketing 2002 2004 Party Place New York, NY Achieved triple digit growth by crafting custom marketing initiatives and earning new programs worth $200k-$500k with clients including MasterCard, Rodale Magazines, Girl Scouts of America and the NYSE. Launched strategic business development unit aimed at delivering planning, SWOT analysis, strategic and market environment assessments for F1000 clients. Vice President, Marketing 1999 - 2002 Website New York, NY Drove high value marketing success including delivering a 500% increase in traffic and a 10X increase in site registrations, eventually earning a 1M uniques month with 215,000 registered users. Launched positioning strategies, integrated marketing programs, new product development and segmented message points for traditional and online acquisition. Senior Group Marketing Communications Manager 1998 - 1999 Company Mountain View, CA Pioneered innovative integrated marketing programs that delivered $17MM in new revenue, sold 135,000 incremental units , doubled site registrations decreased acquisition costs and increased site traffic 200%. Supervised 5 direct reports and a team of 10 marketing specialists.

Washington University, St. Louis, MO. Bachelor of Arts Cornell University, Ithaca, NY Marketing Strategy at the Johnson Graduate School

Member of AMA and ANA, Advertising Management Committee Speaker at Ad:tech SF and at Net.Finance Member, Washington University Varsity Basketball and Tennis Teams Page 2 of 2