+ Years of professional experience
Alanna Morgan
Atlanta,GA
Summary
Financial Services professional with experience across established and emerging brands including launching a US mobility services program and FS for an EV startup. Documented strengths in building and maintaining relationships with a diverse range of stakeholders in dynamic, fast-paced settings. Collaborative leader with a proven record of success in building high-performing teams. Successfully deployed digital customer journeys with a focus on loyalty and retention. Launched industry-leading mobility pilots, delivering brand expansion in support of dealer and customer engagement. Excellent communication skills combined with an innate ability to distill complex topics in a succinct and digestible message.
Overview
20
20
5
5
years of post-secondary education
Work History
Senior Manager, Financial Services
VinFast Auto US
10.2022 - Current
- Managed numerous large-scale projects in a fast-paced environment to support the initial launch of VinFast, a start-up electric vehicle brand
- Negotiated complex agreements with lenders to cultivate favorable terms for VinFast, supporting a direct-to-consumer sales model
- Built and deepened productive relationships with multiple third-party lenders, and vendors to drive sustained growth
- Product Owner for financial services digital customer journey
- Drove UAT and UI/UX sessions to inform current product features and ensure robust future roadmap development
- Initiated strategic design and user-experience decisions related to core, and new, functions and features
- Developed and delivered presentations to equip sales staff with financial services training and support for 9 store locations and 75+ staff
Department Manager, Customer Lifecycle Marketing
Mercedes-Benz Financial Services
04.2021 - 10.2022
- Head of all consumer-facing marketing communications and brand standards for MBFS, serving a portfolio of over 700k lease and loan customers
- Led team using Agile methodology to oversee strategy for customer lifecycle campaigns, CRM, and POS materials
- Data-driven integration with MBUSA including Customer Data Management, app strategy alignment, and digital dealer tools featuring MBFS brochures and video content
- Automation of lease-end customer journey, reducing direct mail by 45% and increasing overall engagement via email while lowering costs
- Development of reporting, dashboards, and KPIs to ensure data-informed decision-making in support of loyalty and retention goals
- Improved website performance and visibility through the development and implementation of SEO audits and strategies
- Regular coordination with international markets and HQ to ensure global alignment and share best practices
Department Manager, Sales, Marketing & Mobility
Mercedes-Benz Financial Services
02.2017 - 04.2021
- Head of program development team with focus on new sales programs, customer retention and increasing loyalty rates to over 60%
- Direct overall facets of monthly APR and lease program design and launch for over 375+ US MB Dealers
- Secured alignment and growth in scope of ecommerce and digital marketing initiatives across MBFS and MBUSA, including digital shopping experience on MBUSA.com and CRM via Salesforce marketing cloud to strengthen online marketing channels
- Built and led new Mobility as Service team (MaaS) to ensure successful launch of MB Collection – a benchmark vehicle subscription pilot, in three major US Markets
- Established North American Shared Mobility Alliance to develop pipeline of projects across multiple business units
- Selected as one of five US candidates for Global DFS Business School and completed studies in Germany, US, and China
Department Manager, Sales & Marketing
Mercedes-Benz Financial Services
01.2014 - 01.2017
- Achieved portfolio growth by 40% through successful expansion of affiliate sales channel with Mercedes-Benz
- Head of operational team of 25 specialists and contractors responsible for delivering employee leases and company cars within US Daimler network
- Managed successful development of incentive programs and launched effective and timely communications to all 375+ US MB Dealers and smart dealers in line with sales support team
- Generated sales leads for Dealers every month from maturing lease portfolio through process optimization
- Increased brand visibility through marketing integration across multiple stakeholders
- Introduced integrated marketing campaigns onto billing statements for 200K customers
- Identified risk factors and communicated areas of exposure in acquisition process, assessing and mitigating impact of risk
- Enhanced operational efficiency and streamlined processes by reducing past due payments and conducting regular on-site visits with affiliates,
- Delivered exceptional services as Leadership 2020 Ambassador and actively represented US in Frankfurt, Germany
National Manager, Corp. Communications & Strategy
Mercedes-Benz Financial Services
03.2012 - 10.2014
- Provided executive support to President and CEO of MBFS Canada and served as member of Canadian Leadership Committee
- Developed internal employee communication calendar and delivered messages in voice of CEO including speech writing, emails, and quotes for articles and press release support
- Crafted presentations to summarize business results and share strategy and operational updates for employees and executive audiences
- Lead planning and execution of numerous company-wide events for 120+ employees
- Coordinated and executed preparation for Chinese Delegations to Canada MOFCOM (Ministry of Commerce).
Education
MBA -
Quantic School of Business And Technology
Atlanta 10.2022 - 12.2022
Hons. B. Commerce - Finance, MIS
University of Windsor
Windsor, Ontario, Canada 09.1996 - 05.2000
Skills
- Strategic Planning & Execution
- Team Building & Leadership
- Communication Across Levels
- Program/Project Governance
- Data-Driven Decision Making
- Cross-Functional Teams
- Talent Acquisition & Development
- New Product Launch
- Relationship Building
- Customer Loyalty & Retention
- Strategic Partnerships
- Process Improvement Initiatives
Quote
I find that the harder I work, the more luck I seem to have.
Thomas Jefferson
Timeline
MBA -
Quantic School of Business And Technology
10.2022 - 12.2022
Senior Manager, Financial Services
VinFast Auto US
10.2022 - Current
Department Manager, Customer Lifecycle Marketing
Mercedes-Benz Financial Services
04.2021 - 10.2022
Department Manager, Sales, Marketing & Mobility
Mercedes-Benz Financial Services
02.2017 - 04.2021
Department Manager, Sales & Marketing
Mercedes-Benz Financial Services
01.2014 - 01.2017
National Manager, Corp. Communications & Strategy
Mercedes-Benz Financial Services
03.2012 - 10.2014
Hons. B. Commerce - Finance, MIS
University of Windsor
09.1996 - 05.2000