CHRISTINE E WILEY
Director of Marketing
Louisville,KY
Summary
Proactive and achievement-oriented Marketing Director with solid record of accomplishment in overseeing marketing departments, strategies and key projects. Experienced in managing all stages of campaigns, deepening partnerships and boosting sales with creative and proactive approaches. Expertise includes market research, plan optimization and viral content development.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Director of Marketing
TRANSCEND CREDIT UNION
LOUISVILLE, KENTUCKY
09.2013 - Current
- Align organizational objectives with company mission, increasing revenue, profit and business growth by collaboratively developing integrated strategies to boost long-term profitability.
- Manage regional and local marketing, advertising and new product development.
- Identify plans and resources required to meet project goals and objectives.
- Drive company branding efforts to increase market presence and brand recognition.
- Support business development efforts and coordinate with C-Suite level staff on special campaigns.
- Manage marketing team comprised of graphic artist, CRM administrator, and social media specialist.
- Analyze ratings and features of competitors to evaluate effectiveness of marketing strategies.
- Compile product, market and customer data to generate informed sales and profit projections.
- Led rebranding of 80 -year old Credit Union from inception to final unveiling. The new, contemporary brand created cross-generational appeal resulting in 35% new membership within first 12 months of launch and $20m deposit growth within 3 months post launch.
- Write engaging and successful marketing, advertising and website copy.
- Improve and boosted brand image by implementing focused marketing campaigns and engaging in professional networking to support outreach.
- Develop high-impact creative videos, commercials and promotional content for company campaigns from concept to completion.
- Generate product development profiles for new products and line extensions.
- Liaise with internal and external parties on procurement of new product formulations, international requirements and regulatory changes.
- Capture new customers by optimizing business strategies and launching products to diversify offerings.
Marketing and Communications
AMERICAN RED CROSS
LOUISVILLE, KENTUCKY
05.2007 - 12.2012
- Developed, implemented, and maintained public relations/communication plans and events to raise awareness of the Red Cross mission.
- Produced media tracking training system adopted by American Red Cross Headquarters in Washington, D.C and subsequently regional divisions nationwide.
- Executed targeted community and media promotions through press releases, community events, and all media platforms to solidify blood drive partnerships.
- Maximized advertising efforts by developing content for media relations, corporate communications and social media posts.
- Worked within budget parameters to develop and implement marketing strategies by analyzing key blood donation data and demographics which resulted in an increase of blood drive participation 10-15% yearly.
Regulatory/Risk Management Specialist
AMERICAN RED CROSS
LOUISVILLE, KENTUCKY
01.2000 - 05.2007
- Regional coordination and distribution of ARC policies and procedures to appropriate departmental staff to ensure implementation.
- Compliance Officer to monitor changes in Standard Operating Procedures (SOP) or regulations and communicate those changes to relevant staff within organization.
- Contributed in implementation of audit processes to ensure compliance with federal and state statutes and regulations.
- Liaised with risk management, internal audit and employee services departments to direct compliance issues to appropriate channels for investigation and resolution.
- Reviewed company forms, marketing materials and communication procedures for compliance with applicable laws and guidelines.
- Monitored data export from internal and external systems, identifying and reporting potential risks.
- Kept operations in compliance with OSHA, state and federal regulations through regular safety inspections and hazards management strategies.
- Supported 12-member risk management team with multifaceted administrative assistance such as organizing and transmittance of records.
Education
Associate of Arts - Merchandising and Buying Operations
THE AMERICAN COLLEGE
London, United Kingdom Skills
- Strategic Marketing
- Cross-departmental Alignment
- Marketing Strategy Development
- Strategic Planning and Alignment
- Brand Development
- Brand Messaging
Certification
- Strategic Management, The Wharton School, University of Pennsylvania - in progress
- Google Analytics- Google Analytics Academy, March 2022
Languages
Spanish
Limited Working
Timeline
Director of Marketing
TRANSCEND CREDIT UNION
09.2013 - Current
Marketing and Communications
AMERICAN RED CROSS
05.2007 - 12.2012
Regulatory/Risk Management Specialist
AMERICAN RED CROSS
01.2000 - 05.2007
Associate of Arts - Merchandising and Buying Operations
THE AMERICAN COLLEGE
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