CHRISTINE CONTRERAS
Kansas City,MO
Summary
Passionate, forward-thinking marketing leader with proven success delivering creative strategies that support brand and drive conversion opportunities. Life-long learner, with a love for digging into data and analytics. I am well-versed in marketing technologies and best practices that lead to better outcomes. I have a strong desire for continually testing, learning and optimizing. Possess experience in the Consumer-Packaged Products (CPG), eCommerce, and financial sectors. Differentiated by my leadership, communication skills, relationship building and strategic focus, which enables me to deliver best in class results. Specialties: Roadmaps/Media Flowcharting, Campaign Analysis, Marketing technology integrations, B2B lead generation strategies, integrated marketing campaigns and execution, enterprise social media strategy, email marketing for demand generation (Pardot), efficient process and project management, marketing/product/sales alignment, content marketing/theme strategies for digital, Coaching & Mentoring, and Presenting.
Overview
11
11
years of professional experience
Work History
Thompson, Assistant Director
Wunderman
02.2023
- Lead a team of strategist through the planning and ideation process across various top brands
- As a Strategy leader, I work to understand my clients’ unique challenges and goals to then bring the agency’s strategic approach to the forefront, through a multi-pronged approach that is rooted in creative strategy, performance marketing strategy, customer research, and industry insights to their inform what’s next
- We aim to understand the big picture while distilling recommendations down to meet the client where they in their marketing journey
- Develop and lead clients and executive leadership presentations
- Connects internal and externals networks to deliver against one operating model in a complex agency makeup
- Lead teams in the briefing process to create innovative experience strategies from initiation to implementation from a strategic perspective
- Work with creative teams to translate client challenges into expressive POVs, ensuring strategy research and insights, creative recommendation and client ask all align
- Work with analytics to build insights analysis that uncover relevant information that information’s the business and drives measurable impact
- Develop strategic briefs, inclusive of media, creative, and UX
- Develop meaningful audience insights through comprehensive research and insights tools that inform media, SEO, web design and communication recommendations
- Serve as an advocate and mentor to junior strategists and team members
- Clients: MD Anderson, Schellman, Fresenius and IDEMIA.
Assistant Vice President, Paid Media Strategies Manager
Commerce Bank
01.2021 - 01.2023
- Present Lead in-house team of media buyers and strategists focused on brand and portfolio growth for the Commercial segment
- We deliver digital and traditional brand and growth strategies through creative, thoughtful, and customized campaigns that drive awareness, engagement, and conversion opportunities for sales
- In addition, we’ve led the implementation and ongoing evolution of the Commercial Marketing’s single source of truth for media analytics and reporting
- Develop, socialize, and evolve paid media strategies for the Commerce Bank brand and its sub-brands, CommercePayments and CommerceHealthcare
- Own each brand’s paid media investment
- Responsible for media efficacy, efficiency and alignment to SPU strategies and goals
- O Develop media programs that cover the full marketing funnel, including brand, growth and nurture engagements to drive marketing qualified leads further through the sales qualification process
- Leverage media channels to build synergies between media, sales enablement and sales driven by business goals
- Identify, define and evolve targeting and retargeting messaging and strategies for the Commercial segment
- O Lead development of nurture series for paid programs
- Increase lead generation YoY for the Commercial segment through targeted, customized campaigns – using CRM, data layering and tailored channels for quality of results
- Commercial Marketing’s SME for (media) data aggregation and performance reporting
- Campaign tracking and evolution
- Alignment of KPIs for success and definition, and
- Reporting on return of investment of marketing paid engagements.
Senior Strategist, Assistant Vice President
Commerce Bank, Media & Analytics
04.2017 - 07.2021
- Accountable for innovation, strategy development and tactical execution for the B2B sector, including Commercial, Payments and Small Business portfolios
- Lead internal and external partners in the development of business strategy and marketing plans that deliver on business goals
- Managed media partners and contracts
- Responsible for $1.2M paid media budget, including print, native, social, email, web and display
- In 2018, delivered the highest performing program to-date, with 228% lift in lead generation and 145% lift in site engagement
- Responsible for performance and optimization of the media mix across various channels, plus engagement of lead generation, with Marketing Automation and Sales Enablement
- Procured, developed, and managed the implementation of Commerce Bank’s first media analytics engagement center that informs marketing strategies, allows for real-time performance-based optimizations across all marketing channels and opened the door for long-term predictive-modeling.
Client Solutions Team Manager
Alight Analytics
01.2015 - 01.2017
- Served as thought-leader and third-party, media investment agnostic partner for reporting on paid media performance
- Led marketing analytics strategy growth for $1M of Alight’s client portfolio and an additional $2.5M through direct reports
- Oversight of contracts, new business, renewal and negotiations, for client portfolio along with 25% annual organic account growth
- Responsible for strategy and execution across teams and functions that established a marketing analytics practice that drove performance & effectiveness of integrated marketing plans across all business/brand touch points
- Managed and grew partners, such as Hill’s Pet and Vet (global), AMC Theaters, Helzberg Diamonds, and GlynnDevins, through the identification of Key Performance Indicators for campaigns and development of marketing reports and dashboards, collaborating with marketing, agency partners and brand leadership
- Managed and coached five account managers, collaborate with other departments (web analytics, data scientists, and developers), agencies and analytics teams, to ensure common approaches to analytics standards and practices and integration of business insights, and customer intelligence across the organization
- Performed analysis that explained variances to plan, forecasts, and prior periods and made recommendations to C-suite leadership to enhance marketing performance.
Sr. Account Supervisor
KBM Group
01.2012 - 01.2015
- Accountable for $1.8M client relationships, driving strategy and program results for top clients, such as: Michelin, Invisalign, Verizon and Wellmark Blue Cross and Blue Shield
- Programs were focused on CRM-management, with an emphasis on customer segmentation and marketing automation for nurturing and retention efforts
- Managed a team of account managers, agency partners and clients through the development and execution of media campaigns, including targeted lists for direct mail, marketing scoring and nurturing, and preference center development and management
- Served as a strategic partner while providing thought-leadership, guidance and support around quality data solutions
- Created comprehensive campaigns that drove website engagement, customer loyalty, increased database size by 10% in six-months
- Bernstein-Rein Advertising, Account Director 2012 Accountable for SchoolsFirst FCU, the country’s 5th largest credit union and Discover Financial Services marketing program
- Led creative concept development, testing and implementation of digital media programs for direct mail, display, email, and website
- Developed new tradeshow booths and collateral that led to a 15% increase in new relationships
- Developed marketing communications and strategies that increased awareness and generated leads to drive increase revenue
- Portfolio focuses included: Auto, mortgage and checking.
Education
B.S.M - Finance and Marketing Studies
Baker University
Leadership Development Program Certification -
Commerce Bank
Kansas City, MO03.2019
Pragmatic Foundations Course -
Pragmatic Institute
Kansas City2020
Account-Based Marketing Foundations Certification -
Pragmatic Institute
Kansas City2022
Account-Based Marketing Advanced Certification -
Pragmatic Institute
Kansas City, MO2022
Skills
- Strategic Planning
- Research and Data Insights
- Stakeholder Engagement & Reporting
- Team Management
- Training, Development and Mentoring
Timeline
Thompson, Assistant Director
Wunderman
02.2023
Assistant Vice President, Paid Media Strategies Manager
Commerce Bank
01.2021 - 01.2023
Senior Strategist, Assistant Vice President
Commerce Bank, Media & Analytics
04.2017 - 07.2021
Client Solutions Team Manager
Alight Analytics
01.2015 - 01.2017
Sr. Account Supervisor
KBM Group
01.2012 - 01.2015
B.S.M - Finance and Marketing Studies
Baker University
Leadership Development Program Certification -
Commerce Bank
Pragmatic Foundations Course -
Pragmatic Institute
Account-Based Marketing Foundations Certification -
Pragmatic Institute
Account-Based Marketing Advanced Certification -
Pragmatic Institute
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