Carrie A. Hadden
Chicago,Illinois
Summary
Growth-focused marketing leader with extensive experience in B2C and B2B environments, specializing in customer acquisition and engagement. Successfully drove $3.4B in annual sales and optimized online funnels through data-driven strategies, enhancing user experience and increasing conversions.
Overview
25
25
years of professional experience
Work History
Partner Marketing
Citibank
Schaumburg, IL
06.2020 - Current
- Drove acquisition and revenue growth for the The Home Depot Private Label Credit Card portfolio, contributing to $3.4B in annual sales (+11% YoY) and 3.6M new accounts
- Executed performance-driven digital campaigns delivering $72MM above plan (+6%) and $192MM YoY growth (+17%)
- Owned optimization of the online acquisition funnel across hd.com, improving conversion through UX enhancements, targeting, and real-time decisioning
- Led high-impact growth initiatives including Inline Prequalification, Application ‘Save For Later’, Re-targeting, reducing friction and increasing application starts and approvals
- Increased applications by 120% and sales by 16% through data-driven optimization of credit messaging, placement strategy, and customer experience
- Drove increased sales and engagement among existing cardmembers by leading targeted projects and optimizing customer lifecycle strategies
- Partnered with analytics teams to define KPIs, run A/B tests, and continuously optimize CAC, conversion rate, and ROI across channels
Business Operations
Citibank
Schaumburg, IL
08.2017 - 06.2020
- Supported strategic initiatives that drove $2B+ in sales and portfolio growth for The Home Depot credit program by collaborating with marketing, risk, and decision management teams
- Led execution of acquisition initiatives, launching digital acquisition offers and optimizing pre-screen direct mail through modeling enhancements with Acxiom to increase customer engagement
- Enhanced campaign scalability and efficiency by developing marketing automation best practices and ensuring compliant, on-time, error-free delivery in a regulated environment
- Credit Retail Services - Business Operations
Benefits & Services
Discover Financial Services
Riverwoods, IL
01.2010 - 01.2017
- Led marketing strategy and execution for cardholder benefits (shopping, travel, digital tools), enhancing customer engagement and overall product value proposition
- Improved customer experience and partner performance through oversight of third-party vendors and optimization of benefit delivery
- Established risk controls and governance processes to ensure compliant, scalable marketing operations
- Benefits & Services
Balance Transfer
Discover Financial Services
Riverwoods, IL
01.2005 - 01.2010
- Managed multi-channel balance transfer campaigns targeting existing customers, driving incremental revenue and portfolio profitability
- Partnered with Legal & Compliance to ensure adherence to Credit CARD Act of 2009 requirements across all marketing initiatives
- Collaborated with risk and analytics teams to design and execute test-and-learn strategies, optimizing offer structure and targeting
- Balance Transfer
Activation & Sales
Discover Financial Services
Riverwoods, IL
09.2001 - 01.2005
- Developed innovative solutions that enhanced program performance and outcomes.
- Led cross-functional team to identify and implement opportunities for program effectiveness improvements.
- Created and maintained inventory of key messaging across channels to ensure brand alignment.
- Achieved promotions to Staff Associate in 2002, Associate in 2003, and Sr. Associate in 2004, demonstrating consistent performance.
Education
BACHELOR OF SCIENCE - Business Administration
Roosevelt University
Skills
- Digital marketing strategies
- Customer journey optimization
- Omni-channel execution
- Partner relationship management
- Salesforce marketing automation
- Aprimo management
- Adobe Analytics insights
- Data decision-making
- Jira project tracking
- Confluence collaboration
- Regulatory compliance
Timeline
Partner Marketing
Citibank
06.2020 - Current
Business Operations
Citibank
08.2017 - 06.2020
Benefits & Services
Discover Financial Services
01.2010 - 01.2017
Balance Transfer
Discover Financial Services
01.2005 - 01.2010
Activation & Sales
Discover Financial Services
09.2001 - 01.2005
BACHELOR OF SCIENCE - Business Administration
Roosevelt University