ERIC D. BERKMAN
Midlothian,VA
Summary
Experienced and collaborative marketing director with insurance, financial services and consumer goods experience seeking a new marketing leadership opportunity. Well-versed in developing and implementing a marketing strategy with clearly defined milestones. Proven ability to build and lead a successful marketing organization including people, process, technology, and analytics, while managing multi-million dollar budgets. Efforts have driven over $1.5B in attributable sales.
Overview
25
25
years of professional experience
Work History
Director of Digital Marketing & Analytics
Results, Virginia Credit Union
01.2016 - Current
- Leading all Product Marketing, Demand Generation, Digital Communications, and Analytics for a $5B Credit Union specializing in deposit accounts, loan products and educational services
- Led web generated sales growth from $130M to over $500M run rate, with 50% reduction in CAC
- Led brand re-design to increase awareness (7%), consideration (6%), and NPS (16%)
- Grew team from 3 to 15, and a budget of $250k to $3.2M
- Responsible for all reporting and analytics to support the full $7M marketing budget
- Developed and executed digital roadmap encompassing marketing strategy, technology, process, and analytics
- Overseeing SEO, Search, Display, Social, Email, Direct Mail, and Marketing Technology
- Led CRM and Marketing Automation to create seamless consumer experiences across channels.
Consultant
Self-Employed
01.2012 - Current
- Analyzed user experiences to provide recommendations and solutions.
- Created and executed strategies to drive hundreds of leads in senior care, orthodontic care, insurance, and real estate; leading to over $1M in incremental client revenue.
Director of Digital Marketing
Genworth Financial
01.2010 - 02.2016
- Led U.S. digital revenue generation strategy, CRM enabled marketing operations and digital marketing for Long Term Care Insurance - both B2B and B2C.
- Produced an 800% increase in B2C sales from $1M to $8M annually, and B2B sales growth of 40% to $40M annually
- Integrated Salesforce.com, Eloqua, and content strategy to drive targeted B2B and B2C campaigns
- Reduced overall cost per lead by 450% by focusing on the customer through data-based decisions, testing acquisition sources, and A/B testing
- Grew a team of 4 and a budget from $500k to $2.7M.
- Planned and executed web, SEO, database marketing and social media advertising campaigns.
Senior Marketing Manager
Healthy Directions LLC
05.2009 - 10.2009
- Drove 22% sales increase with a $2M budget with a team of 5 to optimize SEM, SEO, Display, Email, Content, and Web Conversion Optimization.
Assistant Manager
Circuit City Stores, Inc
11.2004 - 01.2009
- Led strategy and execution of new email customer acquisition, segmentation, and new campaign development
- Responsible for analytics to help grow sales from $103M to $150M, and 10X ROI
- Created segmentation model and strategy to drive incremental $28M in email sales YoY.
Business Systems Analyst
SunTrust Mortgage
09.2003 - 10.2004
- Led systems analysis and requirements development for $3M corporate-wide project to merge 4 loan origination systems
- Responsible for project management, business requirements and execution; delivered under budget by 15% and ahead of schedule by 1 month.
Senior Analyst
Freddie Mac
09.2001 - 08.2003
- Responsible for developing streamlined web-based monthly close process for corporate accounting, saving the department a total of 50-man hours each month
- Project management and hands-on analytics projects to identify process improvement opportunities via web-based solutions to save the company $2M annually.
Senior Consultant
Arthur Andersen LLP
08.1998 - 08.2001
- Led various client engagements with a focus on website development, usability studies, survey research initiatives, and financial management
- Led and mentored various teams of 3-15 consultants, and managed work in excess of $2
Education
Master's of Public Administration - Research & Statistics
George Washington University
1998
Bachelor's of Arts - Political Science
Pennsylvania State University
1996
Skills
- Social Media Platforms
- Analytics and Metrics
- Search Engine Optimization Practices
- Team Member Development
- Social Ad Campaigns
- Business Intelligence Data Modeling
- Paid Search
- Landing Page Optimization
- Thought Leadership Content Development
- ROI Analysis
- Brand Development and Marketing
- Market Segmentation
- Administering Social Media Accounts
Timeline
Director of Digital Marketing & Analytics
Results, Virginia Credit Union
01.2016 - Current
Consultant
Self-Employed
01.2012 - Current
Director of Digital Marketing
Genworth Financial
01.2010 - 02.2016
Senior Marketing Manager
Healthy Directions LLC
05.2009 - 10.2009
Assistant Manager
Circuit City Stores, Inc
11.2004 - 01.2009
Business Systems Analyst
SunTrust Mortgage
09.2003 - 10.2004
Senior Analyst
Freddie Mac
09.2001 - 08.2003
Senior Consultant
Arthur Andersen LLP
08.1998 - 08.2001
Master's of Public Administration - Research & Statistics
George Washington University
Bachelor's of Arts - Political Science
Pennsylvania State University
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