BOB D. EUBANK
Frisco,TX
Summary
Dynamic Senior Marketing and Sales Executive with a proven track record of delivering comprehensive B2C and B2B go-to-market brand and product strategies that drive measurable growth and achieve P&L objectives. Expertise in identifying new opportunities, fostering collaboration, and instilling accountability within cross-functional marketing teams to surpass established goals. Skilled in crafting integrated consumer and business marketing strategies, with a strong emphasis on digital and direct marketing lead generation across paid, owned, and earned media channels to enhance awareness, engagement, and conversion rates. Committed to leveraging innovative approaches that align with organizational vision and market demands.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Vice President, Director of Marketing
TEXAS CAPITAL
03.2023 - Current
- Responsible for leading a team of marketing strategists, analysts, program managers, internal and external creative, content and media teams in delivering vertical GTM acquisition strategies, driving strategic initiatives in account-based marketing (ABM) and audience-driven content to accelerate growth.
- Managed multi-million-dollar budgets overseeing product performance marketing, content development and paid and organic digital campaigns to strengthen Texas Capital's market position and to drive marketing qualified leads (MQLs).
- Developed and executed omni-channel marketing strategies that increased brand awareness by 20% and lead volume by 15%, boosting audience engagement and accelerating pipeline growth.
- Expanded paid digital media, achieving a 20% YoY increase in lead generation while improving conversion velocity at a 33% lower cost per acquisition.
- Cultivated relationships with key stakeholders, sales leaders and channel teams to launch Texas Capital's employee advocacy program, training 200+ employees and generating 1.5M+ brand impressions in the first 12 months.
- Led expansion of total addressable prospect audience and adoption of segmentation strategies that drove improved AUM, loan and fee growth, product penetration and lifetime value.
- Directed sales enablement and content teams in creating audience-driven content and data-driven campaigns using Salesforce Marketing Cloud journeys and ABM to optimize targeting and drive measurable ROI.
- Led Analytic partners in the development of Google Analytics and Business Intelligence dashboards that track KPIs, measure channel performance, and deliver actionable insights for continual improvement.
Senior Vice President, Director of Corporate Marketing
BOK FINANCIAL
04.2020 - 12.2022
- Responsible for directing an $8 million marketing budget and leading a team of marketing and product strategists, program managers, internal and external creative and delivery teams, and analysts in support of the firm's Consumer, Mortgage and Commercial Banking operations across seven-states.
- Developed and directed annual marketing plans, product launches, and promotional / event calendars based on the bank's strategic growth objectives. Specific marketing channels supported, included paid, owned digital and social media, PPC, targeted direct mail and Eloqua email, sales collateral, and merchandising.
- Orchestrated a digital transformation, including a major website overhaul, to improve customer experience, streamline navigation, and enhance engagement, reinforcing the company's unique value proposition.
- Directed the bank's brand refresh and performance media launch, which generated a 20% improvement in new consumer and business account conversions.
- Built business client insights and consumer personas to better inform client experiences and to deliver GTM strategies and omni-channel campaigns that drove actionable MQLs to business and mortgage teams.
- Led the creation and adoption of strategic briefs and partnered with internal creative and content teams and agency partners to deliver multi-channel marketing process improvements that accelerated go-to-market timelines and overall efficiency.
Senior Vice President, Home Loan & Investment Strategic Marketing
BANK OF AMERICA | MERRILL
12.2011 - 03.2020
- Responsible for directing a $45 million strategic marketing budget and leading a cross-product marketing team that supported the acquisition, deepening and retention efforts of Bank of America's Consumer Lending and launch of its Merrill Self Directed and Advisory Center Investment platforms.
- Developed and directed annual integrated marketing strategies, channel plans and learning agendas designed to drive new account acquisition and optimization of direct marketing results. Specific product areas of focus include mortgage and home equity lending, cash management accounts and consumer and small business retirement solutions.
- Led a cross-functional team of analytic, modeling, segment, channel and creative agency partners to drive relevant, repeatable campaign results to maximize marketing return on investment.
- Reduced new mortgage account acquisition cost by 47% through optimization of direct mail channel and expansion of bank-owned digital and Salesforce Marketing Cloud channels.
- Led development and launch of new Bank of America and Merrill brand and visual identity guidelines, bank-brokerage integration, and messaging articulation across all direct response platforms.
- Exceeded Merrill new account plans and return on investment targets in 2012-2019 and launched the new Merrill Guided Investing brand and platform which has over $30 billion in assets under management.
Senior Vice President, Home Loan & Insurance Strategic Marketing
BANK OF AMERICA
04.2006 - 12.2011
- Developed and directed a $35 million strategic marketing plan that supported the acquisition, cross-sell, retention, and recapture efforts of Bank of America's Home Loan and Insurance lines of business.
- Generated over 80,000 funded mortgage loans resulting in $18.5 billion in new mortgage originations for centralized sales and distributive retail operations in 2011.
- Optimized marketing channel spend resulting in a 30% improvement in acquisition and recapture costs.
Vice President, Consumer Direct Marketing
FIRST HORIZON NATIONAL CORPORATION
09.2004 - 03.2006
- Developed and directed a $10 million strategic marketing plan that supported the acquisition, cross-sell, utilization, and retention efforts of this leading national mortgage & home equity lender.
- Generated over 40,000 customer cross-sell leads for three centralized lending centers in 2005.
- Improved customer cross-sell response rates by 400% and reduced acquisition costs by 30%.
- Acknowledged by senior management for exceptional staff development, motivation, and team building.
Education
Bachelor of Science - Management & Marketing
The University of Texas At Dallas
Richardson, TXSkills
- Marketing Strategy and Brand Positioning
- Campaign Development and Execution
- Customer Insights and Market Research
- Customer Acquisition, Retention and Growth
- Sales Enablement
- Customer Experience Management / UX
- Paid Media and Performance Marketing
- Go-to-Market (GTM) Strategy
- Talent Development and Team Leadership
- Financial Acumen and Budget Management
- Relationship Building
- Decision-making
Previous Experience
- Vice President, Director of Business Development , HARTE HANKS, 09/2000 - 09/2004
- Vice President, Marketing Director , FARM BUREAU BANK FSB, 09/1998 - 11/2000
- Vice President, Marketing and Business Development , FIRST USA, INCORPORATED, 10/1996 - 08/1998
Certification
FINRA SIE
Timeline
Vice President, Director of Marketing
TEXAS CAPITAL
03.2023 - Current
Senior Vice President, Director of Corporate Marketing
BOK FINANCIAL
04.2020 - 12.2022
Senior Vice President, Home Loan & Investment Strategic Marketing
BANK OF AMERICA | MERRILL
12.2011 - 03.2020
Senior Vice President, Home Loan & Insurance Strategic Marketing
BANK OF AMERICA
04.2006 - 12.2011
Vice President, Consumer Direct Marketing
FIRST HORIZON NATIONAL CORPORATION
09.2004 - 03.2006
Bachelor of Science - Management & Marketing
The University of Texas At Dallas
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