Beth Rodgers
San Clemente,CA
Summary
A marketing executive with proven success in developing innovative strategies to drive growth and retention, while optimizing financial performance. Areas of expertise include Marketing, Sales, Product Development, Communications, and Strategy Development. Effective in communicating with C-level executives, board members, and staff. Proven performance in member acquisition strategies, leveraging metrics to optimize results, and enhance member experiences. Unique ability to drive positive change in team culture by inspiring a vision, and creating an environment where creativity and results orientation can flourish.
Overview
35
35
years of professional experience
Work History
Chief Marketing Officer
Farmers Insurance Federal Credit Union
Burbank, CA
04.2005 - Current
- Developed the marketing and sales strategy to maximize membership growth, retention, and community awareness. Membership growth resulted in 4-6% growth annually over the last 5 years, despite a 15% reduction in the sponsor company.
- Designed loyalty programs and incentive plans to increase member retention rates. Retention increased by 10% as a result.
- Analyzed marketing performance data to increase performance in future campaigns.
- Created reports on key performance indicators to provide the Board and Executive Leadership with insight into marketing activities and results.
- Developed a new brand to honor the Credit Union's 85 year history with the sponsor company and eliminate confusion in the marketplace.
- Developed go-to-market strategies for attracting non-traditional members.
- Member of ALCO to develop pricing strategies and promotional offers.
- Monitored competitors' activities in order to identify new opportunities or threats in the marketplace.
- Developed and maintained comprehensive scorecard of key performance indicators, tracking KPI progress and continuously testing to optimize results.
- Managed sales team to deliver 80% of sales volume and 50% of deposit volume.
Director of Marketing
Shield HealthCare
Valencia, CA
02.2004 - 03.2005
- Developed a marketing plan to align with allowances from Medicare and Medi-Cal.
- Coordinated budget and staffing for national trade shows.
- Directed public relations plan to create awareness of programs to eligible patients.
- Worked with medical providers to ensure patients were optimizing benefits provided by various insurance companies.
Director of Marketing
National Notary Association (NNA)
Chatsworth, CA
02.2003 - 01.2004
- Developed marketing plan to drive membership growth among notaries across the country.
- Created retention program that increased membership retention by 8% annually.
- Created relationship with National Association of Realtors to leverage the need for notaries nationwide.
Vice President, Marketing
Wescom
Pasadena, CA
01.1999 - 01.2003
- Developed and implemented a comprehensive marketing strategy that increased customer acquisition by 20%.
- Managed relationships with external vendors such as media agencies, creative agencies, research firms.
- Led the development of all marketing materials including product brochures, website content, email campaigns, and promotional collateral.
- Planned and organized public relations and promotional events.
- Managed relationships with external vendors and agencies to ensure timely delivery of marketing services.
- Managed business development team to identify and successfully engage Select Employer Groups (SEGs).
- Developed and executed comprehensive marketing plans to increase brand awareness and generate leads.
Vice President Marketing & Retention
Countrywide Home Loans
Calabasas, CA
05.1995 - 01.1999
- Developed marketing campaigns that encouraged repeat business and referrals.
- Identified problems and implemented solutions to improve the customer experience.
- Utilized traditional methods of communication (direct mail, statement stuffers, telemarketing) to engage customers in the homeownership process.
- Worked with other areas of marketing to ensure alignment across marketing channels.
- Managed $16 million budget.
Marketing Director
Pinkerton Security
Encino, CA
06.1993 - 05.1995
- Coordinated international events such as trade shows and conferences to promote products or services.
- Presented monthly results of all marketing efforts at executive team meetings.
- Designed and produced marketing collateral for product launches and promotions that resonated with target audiences across eight countries and multiple languages.
Vice President, Direct Marketing
California Federal Bank
Los Angeles, CA
09.1990 - 10.1993
- Collaborated with executive team members on company-wide initiatives, including banking, insurance and investment services goals.
- Analyzed market trends to identify opportunities for growth within existing markets or new ones.
- Worked with branch network to develop marketing programs unique to their locations and target audiences
Education
Bachelor of Science - Marketing
California State University, Northridge
Northridge12-1986
Skills
- Marketing & Sales strategies
- Member Acquisition & Retention
- Data analysis
- Product Management & Innovation
- Brand development
- Performance metrics
- Select Employer Group Development
Affiliations
- Puppy Raiser, Guide Dogs of America
- Advisor, Boy Scouts of America
- Participant, Relay for Life
Timeline
Chief Marketing Officer
Farmers Insurance Federal Credit Union
04.2005 - Current
Director of Marketing
Shield HealthCare
02.2004 - 03.2005
Director of Marketing
National Notary Association (NNA)
02.2003 - 01.2004
Vice President, Marketing
Wescom
01.1999 - 01.2003
Vice President Marketing & Retention
Countrywide Home Loans
05.1995 - 01.1999
Marketing Director
Pinkerton Security
06.1993 - 05.1995
Vice President, Direct Marketing
California Federal Bank
09.1990 - 10.1993
Bachelor of Science - Marketing
California State University, Northridge
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