Carrie Lory
Linkedin.com/in/ Carrie-lory-17735a14
Summary
Experienced Director of Direct Marketing with over 25 years of dedicated expertise in the field, including extensive knowledge of direct-response media, marketing strategy, and team leadership. Currently leading a high-performing team at TruStage, specializing in crafting and executing effective marketing strategies and media plans across diverse channels and audiences. Facilitate alignment with cross-functional partners to ensure coherence with commercialization plans and benefit expectations. Proficient in leveraging marketplace insights and data-driven decision-making to optimize and grow direct-response media efforts, delivering profitable results and fostering innovation. Passionate about advancing direct marketing practices and enabling team achievement.
Overview
24
24
years of professional experience
Work History
Marketing Director
TruStage
11.2017 - Current
- Developed and executed direct-response media strategies, resulting in significant revenue growth and ROI for a 200M+ media program.
- Led consumer and competitive research projects, applying insights to drive marketing strategy and innovation.
- Provided leadership to 11 team members, fostering culture of accountability and continuous improvement.
- Collaborated with cross-functional teams and partners to prioritize initiatives and meet financial objectives.
- Created and managed 130M marketing budget, ensuring maximized ROI.
- KPI Development: Develop and implement KPI frameworks to bring structure and focus to organization, facilitating informed decision-making and goal achievement.
Senior Manager - Commercialization
TruStage
01.2015 - 11.2017
- Led conception and creation of cutting-edge term life product, leveraging consumer insights and feedback to ensure relevance and resonance in market.
- Developed and executed comprehensive marketing strategy, from initial ideation to implementation, to drive product adoption and achieve measurable results.
- Facilitated alignment and collaboration among diverse stakeholders across product development and marketing teams, fostering synergy and driving collective success.
- Demonstrated proficiency in project planning, budgeting, and forecasting, ensuring efficient resource allocation and timely project delivery.
Senior Manager Lead Generation and Digital Marketing
TruStage
10.2013 - 01.2015
- Developed, launched, and operationalized comprehensive Direct-to-Consumer Digital Marketing Strategy, including hiring and onboarding digital marketing agency.
- Successfully launched paid search and offline retargeting programs, driving increased brand visibility and customer engagement.
- Initiated and led education efforts on digital marketing within organization, empowering team members to leverage digital channels effectively.
- Built and led high-performing team to execute digital marketing efforts, overseeing budget management and analyzing ROI to optimize campaign performance.
Senior Marketing Manager - Emerging Concepts
TruStage
09.2012 - 10.2013
- Led marketing team in executing successful testing launch of annuity product directly to consumers, overseeing strategy development across multiple channels including direct mail, web, and call center.
- Spearheaded new digital marketing initiatives for TruStage Brand, with focus on leveraging innovative strategies to reach credit unions and their members.
- Developed and implemented marketing email campaigns tailored for credit unions, aimed at enhancing engagement and promoting product offerings effectively.
Senior Marketing Manager
TruStage
08.2010 - 09.2012
- Developed and executed a comprehensive strategic marketing plan for the Auto & Home Product Line, resulting in a notable increase of leads by 30%.
- Successfully managed underwriting risk and marketing expense management, surpassing annual business plan targets consistently year over year.
- Played key role in leading and participating in cross-functional teams that spearheaded successful launch of new consumer brand, ensuring alignment with organizational objectives and market demands.
- Demonstrated strong relationship management skills by effectively collaborating with external partners to oversee and optimize overall marketing program, fostering mutually beneficial partnerships and driving program success.
Manager, Data Mining
TruStage
09.2009 - 08.2010
- Led strategic initiatives focused on data-driven insights for segmentation, scorecard development, and targeting analysis.
- Provided guidance and oversight for development of analytical models to enhance decision-making processes.
- Collaborated with cross-functional teams to ensure alignment with organizational objectives and priorities.
- Utilized consumer information to derive member-level insights for product development and decision-making.
- Employed analytical techniques to extract actionable insights from complex datasets.
- Played pivotal role in optimizing business processes and driving sustained growth and success.
Manager, Direct Marketing Analytics
TruStage
09.2004 - 09.2009
- Led strategic initiatives in marketing and circulation management, collaborating with cross-functional teams for operational efficiency and alignment with organizational goals.
- Managed distribution of 25 million mailing pieces annually, implementing innovative strategies to optimize circulation and enhance campaign effectiveness.
- Designed and executed campaigns aligning with organizational objectives and target audience preferences, driving positive outcomes.
- Conducted data analysis to identify trends, assess performance, and provide insights for informed decision-making.
- Forecasted marketing results accurately, optimizing budgets and resource allocation for business growth.
Manager, Marketing Analysis
TruStage
05.2000 - 09.2004
- Prioritized analysis projects, ensuring timely delivery by managing workloads and implementing efficient workflows.
- Led diverse initiatives including database research, marketing campaigns, and customer management analysis.
- Provided mentorship, fostering team growth, and creating collaborative environment.
- Directed fulfillment of marketing analysis projects, extracting actionable insights for informed decision-making.
Education
MBA - Marketing
University of Wisconsin
Whitewater, WIBachelor of Science - Psychology
University of Wisconsin
Platteville, WISkills
- Benchmarking & Direct Response Testing Strategy
- Campaign Development & Optimization
- Go-To-Market Strategy Development
- Growth Forecasting & Execution
- Team Leadership & Development
- Marketing Analytics & Data Driven Decision Making
- Marketing Operations Campaign Execution
Timeline
Marketing Director
TruStage
11.2017 - Current
Senior Manager - Commercialization
TruStage
01.2015 - 11.2017
Senior Manager Lead Generation and Digital Marketing
TruStage
10.2013 - 01.2015
Senior Marketing Manager - Emerging Concepts
TruStage
09.2012 - 10.2013
Senior Marketing Manager
TruStage
08.2010 - 09.2012
Manager, Data Mining
TruStage
09.2009 - 08.2010
Manager, Direct Marketing Analytics
TruStage
09.2004 - 09.2009
Manager, Marketing Analysis
TruStage
05.2000 - 09.2004
MBA - Marketing
University of Wisconsin
Bachelor of Science - Psychology
University of Wisconsin
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