Summary
Overview
Work History
Education
Skills
Timeline
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Heidi Cupec

Heidi Cupec

Gordonsville,VA

Summary

Performance-driven individual with 27 years of experience in the financial industry aligning digital platforms with business requirements, policies and regulatory requirements. Passionate about applying excellent organization and communication skills to manage and lead teams. Results-oriented individual well-versed in interfacing and consulting on business processes to drive results based on sound overall business judgment. Willingness to take on added responsibilities to meet team goals. Detail-oriented team player with strong organizational skills. Ability to handle multiple projects simultaneously with a high degree of accuracy.

Overview

28
28
years of professional experience

Work History

First Vice President/Senior Segment Manager

JP Morgan Chase
01.2007 - 01.2008
  • Managed and implemented acquisition strategies across all channels with a heavy e-commerce focus.
  • Accomplished multiple tasks within established timeframes.
  • Monitored and analyzed business performance to identify areas of improvement and make necessary adjustments by acquiring highly profitable small business owners and professional customers through low cost channels.
  • Drove market expansion through effective design packaging and messaging for predefined populations.
  • Developed relationships with the Acquisition Channel Managers to build and execute Business Card Strategies with more of a digital focus.

Vice President, Marketing Manager

JP Morgan Chase
01.2007 - 01.2008
  • Owned, managed and implemented marketing strategies for the low engaged and inactive existing customers via all media channels.
  • Drove profitable PTP along with incremental activation.
  • Responsible for building and managing the strategies via outbound, inbound, direct mail and online channels.
  • Developed and implemented an outbound servicing initiative to re-engage inactive customers by asking what the customer is looking for to move our products to top of their wallet.
  • Increased company growth through collaboration with marketing and analytic teams to develop and refine strategies through better targeting and creative messaging.

Channel Strategy & Optimization Vice President

Barclays US
08.2020 - 10.2023
  • Demonstrate proficient leadership skills to motivate employees and build competent team.
  • Hired and managed employees to maximize productivity while training staff on best practices and protocols for digital channels (email and SMS).
  • Established performance goals for channel managers and outlined processes for achievement.
  • Identified opportunities to improve business process flows and productivity.
  • Collaborated with cross-functional teams to develop strategic initiatives to deliver companies long term goals.
  • Delivered flawless digital messaging to different lines of business through email and SMS channels.

Loyalty Marketing Lead

Barclays US
06.2016 - 08.2020
  • Improved product marketing objectives by constructing communication initiatives and branding strategies to increase customer engagement.
  • Boosted brand awareness while managing internal and external marketing campaigns and programs.
  • Managed key partner loyalty strategies and rewards liability.
  • Managed multiple suppliers who provided key product benefits to our customers.
  • Consulted with product development teams to enhance products based on customer interest data.
  • Worked closely with cross-functional teams to create and maintain marketing materials.
  • Streamlined partner reward rules with legal and compliance input to reduce time to market.

Digital Engagement Lead

Barclays US
05.2010 - 06.2016
  • Built and developed key strategic marketing campaigns through the email channel.
  • Oversaw the building, implementation and management of the email channel.
  • Launched all our transactional notifications to the newly built email platform and then converted/launched over all our marketing email campaigns.
  • Renegotiated Email Service Providers contract, implemented processes and controls to reduce risks of marketers deploying email campaigns incorrectly.
  • Assisted marketers in developing communications that follow best practices and make improvements to their email templates as coding moved from mobile optimized to responsive design.
  • Managed communication strategies to drive consistent language, mobile app downloads and mobile app engagement.
  • Worked with a cross-functional team in 2015 to launch Barclays SMS channel for our servicing notifications.
  • Managed and maintain Digital and Social budgets along with updating all digital engagement, email channel and opt out control standards, procedures and process mappings.

Marketing Manager, Revenue Products

Barclays US
05.2008 - 05.2010
  • Devised marketing plans using digital strategies, print advertising, and word of mouth tactics.
  • Created content and promotional materials to drive engagement and conversions with optional revenue products.
  • Deployed well-coordinated campaigns, events and public relations strategies to promote debt cancellation.
  • Developed and implemented successful marketing strategies to increase customers awareness on the benefits of enrolling into debt cancellation products.
  • Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.

Vice President, Disney Segment Manager

JPMorgan Chase
05.2005 - 03.2007
  • Demonstrated proficient leadership skills to drive profit to our Disney P&L.
  • Established and maintained strong relationships with partner to understand their needs and objectives while leveraging existing bank programs across all marketing channels.
  • Streamlined the Disney Bonus Offer process by offering solutions that worked leveraging the Disney brand.
  • Replaced low-end business unit offers with education and awareness collateral.
  • Launched new card designs for Disney portfolio.
  • Identified opportunities to improve business process flows and productivity through call centers to meet Disney service level agreements..

Assistant Vice President/marketing Lead

JPMorgan Chase
08.1999 - 05.2005
  • Managed and executed insurance products to our portfolios via direct mail and outbound calling.
  • Reviewed, identified and prioritized strategic initiatives targeted to high spend segments.
  • Managed the strategy and execution of marketing campaigns to drive deeper engagement and increase profitability.

Account Manager, Marketing

GE Financial Assurance
01.1996 - 05.1999
  • Educated clients on new products and services to increase customer engagement with brand.
  • Grew financial institutions with insurance with insurance products to checking, credit and mortgage portfolios.
  • Built training materials to educated employees on new and existing products and services to enhance their customers loyalty.

Education

Bankcard Management

Bankcard Management School
Ohio
2004

Bachelor of Science - Marketing

Indiana University of Pennsylvania
Indiana, PA
05.1991

Skills

  • Staff Development
  • Contract Negotiation
  • Process Improvement
  • Forecasting
  • Client Relationship Building
  • Industry Best Practices in Email and SMS
  • Team Leadership
  • Budget Oversight
  • Staff Training

Timeline

Channel Strategy & Optimization Vice President

Barclays US
08.2020 - 10.2023

Loyalty Marketing Lead

Barclays US
06.2016 - 08.2020

Digital Engagement Lead

Barclays US
05.2010 - 06.2016

Marketing Manager, Revenue Products

Barclays US
05.2008 - 05.2010

First Vice President/Senior Segment Manager

JP Morgan Chase
01.2007 - 01.2008

Vice President, Marketing Manager

JP Morgan Chase
01.2007 - 01.2008

Vice President, Disney Segment Manager

JPMorgan Chase
05.2005 - 03.2007

Assistant Vice President/marketing Lead

JPMorgan Chase
08.1999 - 05.2005

Account Manager, Marketing

GE Financial Assurance
01.1996 - 05.1999

Bankcard Management

Bankcard Management School

Bachelor of Science - Marketing

Indiana University of Pennsylvania

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