Amy Fabo
Moraga,CA
Summary
Results driven, multi-channel marketer seeking a dynamic opportunity leveraging my experience in direct/digital marketing, team development and cross-functional collaboration to develop smarter ways of engaging customers
Overview
22
22
years of professional experience
Work History
Senior Lead Business Consultant, Service Communications
Wells Fargo & Co.
Concord, CA
02.2024 - Current
- Led year-long research project with an outside agency to determine critical customer preferences for service communications (brand perception +42%, call likelihood -27%); used data driven results to set up internal research platform for ongoing learnings
- Writes, publishes and owns control procedures to mitigate the identified risk of a direct mail execution process requiring ongoing audits and sustainability for internal risk assessment
- Oversees the Direct Mail process, owning the relationship of a third-party vendor and several control functions, to better optimize efficiencies between print and digital opportunities
- Consultant for discovery of large dollar amount operational efficiency opportunities, such as debit fraud claims (recognized $8M savings/year)
Marketing Director
Wells Fargo & Co.
Concord, CA
07.2013 - 02.2024
- Manages oversight of strategic development, execution and post-analysis of multi-channel marketing programs designed to increase digital engagement (5bpts improvement YOY)
- Cultivated relationships with key stakeholders to align marketing efforts with organizational goals and objectives
- Owns customer facing marketing strategy for large platform redesigns (WF app, wellsfargo.com) and product launches in addition to critical customer communications (Fargo, COVID, government stimulus programs)
- Collaborates across multiple lines of business to create onboarding materials to increase early digital adoption and loyalty (90% of new to checking customers achieve digital primacy)
- Results driven during economic uncertainty- always has a “parachute plan” for expansion or reduction of marketing efforts and investment
- Develops and manages team of five to ten direct reports by giving appropriate feedback, continually offering new challenges and creating individually tailored development plans to ensure success in current role and beyond
Marketing Director
Williams-Sonoma, Inc.
San Francisco, CA
02.2004 - 06.2013
- Responsible for allocating, forecasting and measuring spend across all DTC channels (direct mail, eMail, paid search, affiliates, display ads, partnerships) to maximize the potential of each marketing dollar
- Effectively argues for marketing channel optimization practices using marketing driven data and analysis (attribution)
- Designs and implements complex digital campaign testing strategies, providing recommendations and final analysis
- Communicates upside or risk to inventory, e-commerce and finance managers on a weekly basis to ensure inventory levels, product placement and promotional messaging are in line with sales trends
- Fosters relationships with brand partners to achieve overall brand sales through multiple channels while controlling costs
- Represents various brands (Pottery Barn Kids, PB teen, PB Dorm, Williams-Sonoma, Williams-Sonoma Home) throughout career progression including four promotions during tenure
Education
Master of Business Administration (M.B.A.) - Marketing
San Francisco State University
San Francisco, CABachelor of Science (B.S.) - Retail Marketing
Miami University
Oxford, OHSkills
- Marketing program oversight
- Integrated marketing campaigns
- Performance metrics analysis
- Strategic planning and execution
- Team development
- Risk assessment and mitigation
- Development of retention initiatives
- Contact strategy optimization
- Partnership and collaboration
- Vendor relationship management
Timeline
Senior Lead Business Consultant, Service Communications
Wells Fargo & Co.
02.2024 - Current
Marketing Director
Wells Fargo & Co.
07.2013 - 02.2024
Marketing Director
Williams-Sonoma, Inc.
02.2004 - 06.2013
Bachelor of Science (B.S.) - Retail Marketing
Miami University
Master of Business Administration (M.B.A.) - Marketing
San Francisco State University