Led a team that targeted businesses with commercial revenues between $10 million and $50 million, and corporations with revenues of $50 million to $500 million, generating 45% of PNC's revenue. Developed full-funnel growth strategies, focused on prospects and existing clients, and integrated with relationship manager sales efforts.
● • Brought together a team of future-focused leaders across commercial, corporate, technology, and marketing, with a unified goal to improve C&IB's digital go-to-market capabilities and execution. Built a business plan with a 12-month, 150% ROI.
• Developed a digital strategy and technology road map, which integrated Salesforce CRM, the Salesforce marketing cloud, Adobe, and other business analytics systems. Focused on speed to market, real-time analytics, and faster optimization.
• Led the effort to overhaul C&IB.com from outdated, non-performing content to one focused on North Star business objectives, SEO performance, lead generation, and enhanced tec

Oversaw marketing strategies that supported LOBs through traditional and digital plans. Launched and implemented behavioral economics throughout the company.
● • Partnered with LOB and channel leaders in the development of marketing strategies, product launches, and digital experiences. Integrated all of these with branding and customer experiences throughout the journey.
• Completed behavioral economics training in Europe with the London School of Economics.
• Built Behavioral Economics (BE) discipline and educated U.S. teams, created awareness, and implemented successful integration of BE in digital, LOB, and marketing efforts.
• Generated $8 million in incremental annual revenue with measurable tests. Supported global BE community, which reviewed and collaborated on behavioral economics efforts.
• Liaised with the global marketing BE organization to strategically align pilot programs with potential use in other countries and ensure consistent branding.
• Led the UX design team

Managed end-to-end digital sales journeys, including digital advertising, UX design, agile teams, analytics, public website, online origination platform (OAO), and targeted customer marketing through owned properties.
● • Led a team of 45 people through Agile adoption and developed models and processes to integrate workflow between teams.
• Directed the website team responsible for all design, content, and development of 2,500 pages. Led the website to be the first within BBVA global countries to rebrand and migrate to best-in-class AEM platform without losing SEO rank.
• Aligned the strategic product road map annually with business priorities and development plans. Oversaw the capital investment and online account origination platform strategy.
● ADDITIONAL EXPERIENCE

omnichannel (online, mobile, ATM, and call center) strategies, investments, and teams. Partnered closely with consumer, small business, and commercial areas to ensure alignment with company objectives, focusing on awareness, consideration, and conversion. Managed $20 million in capital, building new experiences and products for customers. Built team and processes responsible for channel strategy, innovation, business justification, and development of software platforms. Managed a public website team responsible for 2,000 pages, utilizing Agile Kanban methodology. Deployed SEO efforts, which increased organic rank 35% in 2013. Built digital analytics team to track online activity and attribution.

digital strategy, and delivery process. Created fundamentals and analytic foundations, driving innovation and testing methodology with ROI targets. Built Agile processes and best practices, bringing together a creative agency, media agency, and team of internal staff behind common goals. Launched online account opening in traditional and online media. Developed plans, which surpassed an annual goal in eight months. Conducted a search for digital resources: digital agency, SEO partner, web analytics, social media monitoring, and dynamic e-mail providers. Managed Regions' reputation management SEO strategy and development.

Managed mass advertising and ROI analysis for 16 states. Strategic prioritization of markets, system-wide media planning/buying, and analysis/optimization.
• Managed $55 million annually toward Consumer, Business & Commercial production.
• Develop Econometric Media Mix Models which improved Cost-Per-Account metrics.
• Annually developed market and segment investment strategies which steadily improved market efficiency and ROI.
• Developed strategy for conversion and Regions brand relaunch.
• Created a Virtual Agency bringing together all agencies for ideation and coordination.

Managed department responsible for all product plans as well as aggressive branch expansion.
• Developed traditional and digital marketing campaigns to drive traffic, grow households and generate production for all lines of business.
• Supported sales with retail merchandising and collateral program in 700+ branches.
• Managed advertising agency, media buying firm, event management firm, retail merchandising firm, and freelance staff.
• Managed Merger communication and branding from AmSouth to Regions Bank. Included aggressive branch conversion of 375 branches and a rebranding campaign across 7 states with integrated multimedia of $50 million.