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Reviews for Strategic-Marketing-Communications-Director-in-Dallas-Ft-Worth-TX-Resume-Diana-LaRocca
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Date Created: 12/22/15
Diana G. LaRocca Dynamic Senior Marketer turning opportunities into profits __________________________________________________________________________ (972)658-2148 (cell) Plano, Texas 75025 firstname.lastname@example.org Accomplished marketing professional with unusual depth and breadth in marketing, sales, and communications. Consistently successful at both strategic and tactical levels. Proven ability to predict trends in adoption and sales. Delivering marketing that produces tangible results Concepted and launched unique marketing campaigns that generated a 55% lift in leads and 35% lift in sales. Overhauled existing marketing/sales/communications methods, resulting in sales 25% over plan. Built strategic sponsorships with the Texas Rangers, Dallas Cowboys, Dallas Arboretum, and other properties, significantly increasing brand awareness, positive brand association, and community engagement. Reduced PR expense over 50% by renegotiating and more effectively leveraging advertising relationships/expenditures. Effectively positioned key leaders as subject matter experts in targeted publications. Leadership Competencies that Drive Success ∙ Results-focused ∙ Effective communicator ∙ Strategic influencer · Creative innovator ∙ Passionate people mgr. ∙ Fast-moving problem solver · Skilled negotiator ∙ Accomplished facilitator ∙ Cross-functional collaborator Building Superior Teams That Build Brands Capital One – Plano Texas 8/06 – 7/12 Plano, Texas Public Company; 10,001+ employees; COF; Financial Services industry Director, Regional Marketing High levels of credit card advertising led prospects to associate the fun-loving credit card brand image with the bank. Eroding bank awareness and trust levels dictated the need for targeted plans for each of the regions across the US. Strategically built and orchestrated regional campaigns, events and sponsorships, re-defining the bank brand, building long-term relationships with regional community partners, and increasing ROI. Developed and executed regional marketing strategies across a national footprint, driving increases of 20-30% in branch traffic, and increasing both new customer acquisition and cross-sell of current clients. Successfully tested and implemented numerous local marketing activities and events, garnering positive brand awareness, gaining local media coverage, and increasing branch traffic and sales. Utilized digital and social media to extend the reach of traditional campaign channels and engage communities around cross promotions with sponsorship partners. Director, Product Marketing Following the acquisition of Hibernia Bank, Capital One needed to establish itself as a formidable player. As a credit card company, there was a lack of experience/expertise in the banking space. Led a team responsible for creating integrated marketing campaigns that efficiently built the bank brand for the newly acquired bank branch network. Diana R. LaRocca Page 2 of 3 Created promotional marketing plans, leveraging all channels and touch points to raise awareness and drive traffic, consistently surpassing acquisition and revenue targets. Led team through major organizational changes, leveraging budget reductions to identify efficient marketing methodologies and developing team members to take on new roles. Realigned and tightened interaction model with consumer, small business and commercial sales teams, ensuring that short and long-term marketing strategies remained in sync with sales goals and business needs. Legacy Texas Bank - Plano, Texas 11/99 - 3/06 Privately Held Company; 400+ employees; Financial Services industry SVP, Director of Marketing Following a bank reorganization and 50% staff reduction in the marketing area, the new CEO wanted to re-brand the bank and its three affiliate entities. Successfully re-branded a bank, insurance agency, mortgage company, and title company, including design and construction of a new website, building signage, and collateral for all entities. Retained the history and culture of the bank while effectively positioning for future expansion. After thorough research, repositioned the brand from “high tech” to “high touch”, reflecting the bank’s long-standing commitment to personalized service, supported by efficient technology. Concepted and launched new advertising campaigns that drove the highest new sales lifts in the history of the organization, while simultaneously surpassing customer retention targets. VP, Marketing Manager Legacy Bank had invested heavily in new technology, but had not invested in effectively telling that story externally or internally. Overhauled the existing programs, introducing formalized brand and product-focused campaigns, comprehensive associate training, and a robust tracking/reporting system. Created a new pricing model that resulted in a 28% reduction in negotiated rates, while simultaneously increasing customer satisfaction levels Implemented a new customer-centric business development model that increased sales, improved customer service, and increased associate retention levels. Comerica Bank , Dallas, Texas 10/94 - 11/99 Public Company; 5,000+ employees; CMA; Financial Services industry VP, Retail Product Management AVP, Product Manager Known as the “Business Bank of Choice”, Comerica needed to promote and expand its consumer banking and produce a more substantial revenue stream in the Texas and California markets. Established new programs, practices and partnerships from Deposit Pricing Committee to integrated campaigns that produced tangible lifts in both new business and current customer portfolios. Directed the strategic product planning, pricing, and promotion of retail and small business products and services for Texas and California, exceeding campaign goals by an average of 22%. Effectively utilized marketing information database to restructure NSF and OD fees, surpassing short-term income targets, while maintaining long-term continuity of revenue stream and increasing customer satisfaction. Diana R. LaRocca Page 3 of 3 Banking Officer, Online Banking Manager Comerica needed to launch its first online banking and bill payment programs in an era where consumers and businesses were unfamiliar with and skeptical of the new technology. Leveraging my retail banking and training experience, launched online banking and bill payment systems, collaborating with leaders from sales, operations, and compliance, as well as external vendors. Built and launched online banking and bill payment systems; comprehensive communications and training plan resulted in adoption rates of 32% over planned targets. Served as primary media contact, translating new technology innovations into easy-to- understand terms for consumers and businesses of all sizes. Guaranty Bank , Dallas, Texas 7/91 - 10/94 Acquired by BBVA Compass in 2009; Former Guaranty Bank - 1 ,000+ employees; Financial Services industry. Training Manager Regional Trainer Guaranty Bank had doubled in size, but its training program had not yet expanded to meet the needs of the larger institution. Pent up demand for training was causing low morale. Re-engineered and expanded the branch training program, tripling the number of classes facilitated and reducing a 12-month backlog to zero within five months. Effectively managed a team responsible for training branch associates throughout the state of Texas. Rebuilt training programs to invest in key areas, increasing both associate retention and customer satisfaction through a new “face of the bank” approach. Created and implemented a branch associate continuing education program that significantly improved product knowledge, engaged branch associates, and decreased errors by 20%. Branch Management/Acquisition Team In addition to managing branch sales portfolios, help was needed to mentor managers and train associates following a number of bank acquisitions. Selected as a member of the acquisition team, traveling to acquired institutions to provide training and mentoring to acquired branch personnel. Consistently surpassed acquisition and retention goals, winning a number of sales awards and campaign sales challenges. Ranked as one of the most effective mentors based on branch accuracy and team morale. Education University of San Francisco, San Francisco, CA Master’s Certification - Online, Digital and Social Media Stephen F. Austin State University, Nacogdoches, Texas Bachelor of Science in Marketing and Fashion Merchandising Distinguished graduate, summa cum laude Kilgore College, Kilgore Texas Associate of Arts, honor graduate
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