ANGELA PERKINS
Sioux Falls,SD
Summary
Results-driven Lead Marketing Consultant with extensive experience in strategic leadership and operational excellence. Proven track record of driving growth, optimizing processes, and fostering team collaboration underscores a commitment to achieving high-impact results. Exceptional skills in strategic planning, financial management, and stakeholder engagement enhance the ability to navigate complex challenges effectively. Adaptability and reliability ensure consistent success in dynamic environments, positioning as a valuable asset to any organization.
Overview
14
14
years of professional experience
Work History
Vice President Lead Marketing Consultant
Wells Fargo Home Mortgage
01.2022 - 10.2025
- Designed and delivered targeted recurring direct marketing mortgage campaigns across multiple channels (email, print, inbound/outbound) via Aprimo, Salesforce Marketing Cloud, and JIRA to increase retention rates by 25.3%.
- Spearheaded launch of the Personalized Refinance Retention program, managing cross-functional teams, streamlining production timelines by 6 days, and ensuring 100% compliance with Reg Z disclosure requirements.
- Led champion/challenger testing for cash-out and affluent messaging, achieving a 10% lift in response rates through personalized equity content.
- Integrated dynamic content into creatives to personalize offers for second homes and investment properties, improving customer experience and campaign relevance.
- Collaborated with Print Production and vendors to identify USPS discount opportunities and automation enhancements, resulting in substantial cost savings for direct mail campaigns.
- Created and delivered training on new Content Workflow processes, improving team adoption and reducing execution errors.
- Represented all Campaign Managers at the Enterprise Change Management table, influencing process improvements and advocating for scalable, risk-aware solutions.
- Served as SME for Aprimo Content Workflow transformation, proactively identifying risks and coordinating audit responses across campaign teams.
- Managed quarterly Steady Stream releases, expanding marketable populations, optimizing targeting models, and integrating new channels such as Mortgage Servicing and Inbound Banker.
- Developed visual models and documentation for campaign planning and intake, supporting transformation efforts and simplifying execution workflows.
Marketing Program Manager
Wells Fargo Home Mortgage
12.2019 - 01.2022
- Led execution of the complex Steady Stream Retention campaign, integrating direct mail and outbound telemarketing across five weekly mail drops—reducing lead delivery lag from 3 weeks to 9 days.
- Served as Home Lending Change Champion, translating enterprise-wide updates into actionable guidance and leading bi-weekly meetings to address process concerns and mitigate risk.
- Piloted new customer segmentation strategies to personalize outreach for refinance and purchase opportunities, enabling more precise lead routing and enhancing the overall customer experience.
- Provided daily support on Aprimo workflows, including list execution, change control, and project setup—becoming the team’s go-to resource for offline channel execution.
- Adapted to agile workflows using JIRA to manage tasks and contribute to scaled routines, ensuring transparency and timely execution across cross-functional teams.
Marketing Consultant 3
Wells Fargo Home Mortgage
12.2014 - 12.2019
- Led strategy and execution for over 70 campaigns achieving 100% audit accuracy and zero compliance issues.
- Consolidated two ECPR campaigns into one streamlined initiative, reducing operational complexity and improving delivery timelines by 15%.
- Designed and piloted a new campaign matrix to improve execution accuracy, resulting in faster approvals and fewer delays.
- Led Horizon file format transition for centralized retail campaigns, replacing legacy systems and improving data clarity across all campaigns.
- Created and implemented the Campaign Exclusion Matrix, aligning targeting logic across acquisition and retention campaigns and uncovering new lead opportunities.
- Initiated quarterly planning meetings with Retail and META partners, enabling proactive testing discussions and reducing campaign rework by 20%.
Direct Marketing Program Manager 2
Wells Fargo Home Mortgage
09.2013 - 12.2014
- Supported execution of 86 multi-channel campaigns, including 16 direct mail, 39 statement marketing, 30 ECRP, and 1 ATM initiative, ensuring timely delivery and compliance across diverse formats.
- Collaborated with creative teams to ensure timely delivery and 100% compliance with disclosure requirements.
- Negotiated a $6,000 cost reduction in statement marketing fees by securing a one-time $1,500 creative change charge across HARP statement marketing.
- Collaborated with production manager to secure a 25% vendor cost reduction for corrected production.
- Extended creative and targeting approval duration from 90 to 120 days, streamlining campaign workflows and reducing re-approval cycles for recurring criteria and assets.
Marketing Consultant 2
Wells Fargo
07.2011 - 09.2013
- Managed the referral program of fee-based products by aligning with multiple business lines on targeted marketing strategies.
- Drove 94–153% increase in sales by launching and monitoring high-impact referral program promotions.
- Achieved 67–191% uplift in referrals by conducting on-site visits, enhancing product knowledge, and promoting team-driven referral efforts.
- Maintained premium service standards by overseeing third-party vendor performance for the Credit Defense Platinum program.
Education
Bachelor of Science (BS) - Criminal Justice
University of South Dakota
Vermillion, SDSkills
- Microsoft Office
- Acrobat Adobe Pro
- Agile
- Aprimo
- Salesforce Marketing Cloud
- JIRA
- Team leadership
- Relationship building
- Decision-making
- Complex Problem-solving
- Critical thinking
- Coaching and mentoring
CORE COMPETENCIES
- Strategic Campaign Leadership
- Integrated Marketing Campaigns
- Email & Direct Mail Marketing
- Customer Segmentation & Targeting
- Segmentation & Predictive Modeling
- Cost Reduction Initiatives
- Transformation & Workflow Optimization
- Project & Program Management
- Aprimo DAM & Content Workflow
- Process Optimization & Efficiency
- Risk & Compliance Expertise
- Audit Response Coordination
- Marketing Automation & Control
- Change Management Representation
- Cross-Functional Collaboration
- Stakeholder Engagement
- Cross-Functional Team Leadership
Timeline
Vice President Lead Marketing Consultant
Wells Fargo Home Mortgage
01.2022 - 10.2025
Marketing Program Manager
Wells Fargo Home Mortgage
12.2019 - 01.2022
Marketing Consultant 3
Wells Fargo Home Mortgage
12.2014 - 12.2019
Direct Marketing Program Manager 2
Wells Fargo Home Mortgage
09.2013 - 12.2014
Marketing Consultant 2
Wells Fargo
07.2011 - 09.2013
Bachelor of Science (BS) - Criminal Justice
University of South Dakota