Ann Silva
Greenbrae,CA
Summary
Product Marketing Manager with 20+ years of experience developing and executing go-to-market plans for products and services. Consistently delivers messaging highlighting differentiated value propositions in sales collateral, conducts knowledge transfer and training and contributes core messaging for fulfillment of marketing tactics.
Overview
32
32
years of professional experience
Work History
Sr. Product Marketing Manager, Digital Services
Charles Schwab
01.2019 - Current
- Passionate marketing lead, focused on increasing Account Opens, driving NNA
- Deliver digital experiences and enhancements via marketing tactics to clients in their channel of choice, while fueling growth of the firm
- Enhancing digital journey and educate clients to self-serve through digital platforms.
- Created product positioning and messaging to differentiate products in market and expand visibility.
- Led staff and external agencies to develop products and promotions, analyze sales, manage trade shows, purchase media, provide creative services and conduct PR.
- Oversaw product development, marketing, and launches.
- Performed thorough market research and competitive analysis to understand and effectively communicate product value proposition.
- Improved product marketing objectives by constructing communication initiatives and branding strategies to increase client outreach.
- Launched successful digital marketing campaigns that achieved goals for increased website traffic.
Lending
Charles Schwab
01.2017 - 01.2019
- Marketing lead for Lending at Schwab and promotion of new Pledged Asset Line of Credit; responsible for developing positioning and messaging increase awareness & usage and educate clients about lending at Schwab.
Credit Card
Charles Schwab
01.2014 - 01.2017
- Demonstrated leadership skills in managing product launch of co-branded Schwab and American Express credit cards
- Conducted quantitative research to determine most compelling credit card benefits to promote....
- Develop and execute multi-channel programs that aligned to business goals; implement value messaging through digital, email (SFMC), and SEO channels
- Quarterly emails and monthly banners help increase site traffic approx. 15-20K per month
- Develop complex marketing email campaigns to promote offer to clients, track open-rates, click-thrus, page visits, account opens and NNA.
Sr. Managing Editor, On Investing Magazine
Charles Schwab
01.2007 - 01.2014
- Responsible for planning and developing content to support advice communications in print and digital channels, including On Investing (OI) Magazine (quarterly)
- Collaborated with Schwab subject-matter experts, product, and compliance partners for strategic editorial development
- Managed publisher in producing multiple print publications, including website, and tablet versions
- Managed RFP process, on-boarded new agency and oversaw 2012 editorial and visual redesign of OI Magazine.
Account Director
TMP Worldwide, Inc.
01.2006 - 01.2007
- Managed advertising programs for Financial and Healthcare clients at TMP Worldwide, formerly part of Monster.com
- Turned around weak client relationship, saving $4 million account
- Led team to partner with Account Services and Creative teams on project execution.
Engagement Manager
Organic, Inc.
01.2004 - 01.2006
- Online Advertising Account Manager for Sprint
- Responsible for integration of media planners, data analysts, creative designers, and relationship building
- Developed creative message testing recommendations and research proposals
- Built interactive online creative campaigns to run in national markets.
Executive Producer
TMP Worldwide, Inc.
01.1999 - 01.2004
- Produced comprehensive campaign materials, including customer case studies, career sites and product demos, working closely with internal agency and business teams on execution
- Clients included Kaiser Permanente, Boeing, AOL Time Warner and PG&E Corporation.
Lead Interactive Project Manager
01.1995 - 01.1999
- Developed interactive recruitment strategies for Charles Schwab, Sun Microsystems and Remedy Software, translating client and user requirements into site features and functionality
- Promoted to Executive Producer.
Account Executive
TMP Worldwide
01.1992 - 01.1995
- Built strategic marketing plans, coordinating creative design and production processes, media buying, and achieving interactive and collateral sales goals.
Education
Bachelor of Arts - Sociology
University of Arizona
Skills
- Data Analytics
- Strategic Planning and Alignment
- Creative and Innovative
- Customer Relationship Management (CRM)
- Brand Awareness
- Customer Segmentation
Awards
- Schwab Business Excellence Award (2008, 2009, 2010, 2011, 2012, 2013)
- Schwab Marketing Excellence Award (2010, 2013, 2015 & 2016)
References
available upon request
Timeline
Sr. Product Marketing Manager, Digital Services
Charles Schwab
01.2019 - Current
Lending
Charles Schwab
01.2017 - 01.2019
Credit Card
Charles Schwab
01.2014 - 01.2017
Sr. Managing Editor, On Investing Magazine
Charles Schwab
01.2007 - 01.2014
Account Director
TMP Worldwide, Inc.
01.2006 - 01.2007
Engagement Manager
Organic, Inc.
01.2004 - 01.2006
Executive Producer
TMP Worldwide, Inc.
01.1999 - 01.2004
Lead Interactive Project Manager
01.1995 - 01.1999
Account Executive
TMP Worldwide
01.1992 - 01.1995
Bachelor of Arts - Sociology
University of Arizona