Eileen McCarthy Cakouros
Milton,MA
Summary
A seasoned leader whose specialty is delivering integrated marketing strategies and executing creative initiatives while consistently increasing revenue and decreasing costs. Extensive experience in strategic planning and execution, direct marketing, events planning, and direct sales and digital banking. Innovative professional skilled in creating and implementing marketing strategies, executing budgeting plans and utilizing market research to identify customer needs. Demonstrated ability in increasing brand visibility and market share. Possesses excellent communication and customer service skills.
Overview
31
31
years of professional experience
Work History
Vice President, Sr. Direct Marketing Manager
Santander Bank
07.2019 - Current
- Built strong relationships with vendors, negotiating favorable terms for printing, mailing, and list rental services.
- Developed and executed data-driven marketing strategies for improved customer acquisition.
- Implemented testing methodologies to refine targeting approaches and increase response rates.
- Expanded client base through targeted prospecting efforts that utilized both traditional mailings and digital channels.
- Optimized marketing budgets ($25M) by analyzing campaign performance and adjusting strategies accordingly.
- Leverage digital channels, social media and web communications for integrated campaigns.
Vice President, Marketing Lifecycle Manager
Citizens Bank
07.2015 - 07.2019
- Implemented retention strategies through 1:1 channels
- Set campaign strategy with key stakeholders for direct marketing acquisition and cross-sell campaigns
- Collaborated across marketing to deliver 9 strategic tests, ongoing targeting and creative development that resulted in $1.5B incremental deposit dollars
- Managed program and department budget
- Deferred contract management of 3 vendors (Merkle, Kessler & Epic) to develop direct mail and SEM programs for checking, credit card, HELOC, ERL, PERL
- Implemented standardized process to request funding from Kessler for HELOC, Checking and Credit Card
- Developed an inventory of existing contracts, strike prices, term/expiration and value
- Analyzed and reviewed existing contracts to identify opportunities to renegotiate and save money
- Supported contract negotiation for HELOC, Checking, Credit Card, PERL and Student.
Vice President, Online and Mobile Product Sales Manager
Citizens Bank
07.2013 - 07.2015
- Cross-functional role to drive increase usage of Citizens Bank online and mobile banking solutions by collaborating with marketing, training and distribution
- Increased mobile banking penetration 20% YOY, online banking penetration 3% YOY, and use of self-service channels 90% YOY
- Coordinated cross channel experience to drive optimal acquisition and retention
- Responsible for the 3 - 5 year growth strategy
- Manage features and functionality of online and mobile products.
Vice President, Program Management Marketing Manager
Citizens Bank
02.2008 - 07.2013
- Leadership role on Marketing Operations & Planning Campaign Management team
- Project managed cross-functional practice groups executing fully integrated, multi-channel campaigns supporting both brand and product marketing objectives
- Responsibilities include program management of high profile initiatives for Citizen’s Everyday Banking, Credit Card and Commercial products and quarterly campaigns
- Created processes to improve operating efficiency and mitigate risk.
Assistant Vice President, Home Borrowing Product Marketing Manager
Citizens Bank
07.2007 - 02.2008
- Developed and implemented integrated marketing campaigns in support of Home Lending
- Maintained communication with management to ensure marketing activities aligned with business goals.
Communications Specialist
Citizens Bank
11.2006 - 07.2007
- Responsible for all customer communication related to bank acquisition.
Marketing Communications Manager
Navic Networks
01.2006 - 11.2006
Advertising/Circulation Manager
Milton Times
01.2002 - 01.2004
Marketing Manager
Yantra Corporation
01.1999 - 01.2001
Sr. Product Marketing Manager
Filemark Corporation
01.1998 - 01.1999
Field Sales Administration Manager
Cisco Systems Inc.
01.1995 - 01.1998
Manager/Operations Officer
The Boston Company/Mellon Bank
01.1993 - 01.1995
- Managed 10 security processors
- Responsible for moving physical and electronic stock certificates in and out of the bank.
Education
MBA -
Boston University
Boston, MA05.1997
BA, Psychology -
University of Rochester
Rochester, NYProject Management Certification -
Bryant College
Medford, MA01.2008
Skills
- Cross-functional marketing (Direct, Digital, Social, Retail Distribution)
- Product Knowledge (Deposits, Checking, Home Lending, Student Lending, Online and Mobile Banking)
- Project Management
- Excellent verbal & written communication
- Critical thinking
- Familiarity with Agile methodology
- Aprimo knowledgeable
- Partnership Development
- Marketing Analytics
- Creative Direction
- Content Strategy
- Mobile marketing
References
References are available upon request.
Timeline
Vice President, Sr. Direct Marketing Manager
Santander Bank
07.2019 - Current
Vice President, Marketing Lifecycle Manager
Citizens Bank
07.2015 - 07.2019
Vice President, Online and Mobile Product Sales Manager
Citizens Bank
07.2013 - 07.2015
Vice President, Program Management Marketing Manager
Citizens Bank
02.2008 - 07.2013
Assistant Vice President, Home Borrowing Product Marketing Manager
Citizens Bank
07.2007 - 02.2008
Communications Specialist
Citizens Bank
11.2006 - 07.2007
Marketing Communications Manager
Navic Networks
01.2006 - 11.2006
Advertising/Circulation Manager
Milton Times
01.2002 - 01.2004
Marketing Manager
Yantra Corporation
01.1999 - 01.2001
Sr. Product Marketing Manager
Filemark Corporation
01.1998 - 01.1999
Field Sales Administration Manager
Cisco Systems Inc.
01.1995 - 01.1998
Manager/Operations Officer
The Boston Company/Mellon Bank
01.1993 - 01.1995
MBA -
Boston University
BA, Psychology -
University of Rochester
Project Management Certification -
Bryant College
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