Jacob Brown
Product Marketing Director
Summary
Results-oriented Strategic Product Marketing Director with over 10 years of experience in the FinTech industry. Possessing exceptional analytical skills and a track record of effective cross-functional leadership, I have consistently delivered impactful marketing strategies driven by data to maximize product adoption, enhance customer engagement, drive exponential growth, and generate substantial revenue. Experienced Senior Director of Product Marketing with a strong background in driving successful product launches, amplifying acquisition, and accelerating revenue. Skilled in developing effective marketing strategies and managing cross-functional teams.
Overview
11
11
years of professional experience
4
4
Certifications
Work History
Product Lead
Millennium Trust Company
01.2023 - Current
- Developing, leading, and executing strategic product enhancements to improve the customer experience, elevate engagement, and unlock revenue.
- Generated +45% revenue increase in 3 months. Led cross-functional strategic initiative to digitize new customer onboarding, resulting in improved customer satisfaction scores, streamlined onboarding, and a substantial increase in revenue among new customers.
- Improved customer satisfaction scores +85% in 6 months. Directed and led cross-functional customer journey mapping project to improve customer experience. Identified key opportunities throughout the customer journey and implemented strategic solutions to drive increased engagement, retention, and revenue.
- Amplified product adoption +65%. Utilized comprehensive data analysis to extract critical insights from large datasets, informing strategic enhancements in product roadmap. Implemented product enhancements to drive +25% increase in revenue among dormant users.
- Generated $868K in annual savings through strategic product enhancements. Orchestrated the development and rollout of an actionable product enhancement roadmap, managing stakeholder relationships and leading cross-functionally to introduce key features that improved reduce customer churn, decreased call volumes, and increased revenue.
Senior Director, Product Marketing
Voyager Digital
01.2021 - 01.2022
- Developed, executed, and optimized marketing strategies to accelerate product adoption, growth, engagement, and revenue.
- Scaled customer base +7,400%. Championed customer-centric innovation to drive product adoption and revenue, deploying a diverse array of growth, lifecycle, engagement, retention and product marketing tactics across a robust channel mix, such as social media, email marketing, mobile, content, SEO optimization, loyalty and referral programs, sponsorships and partnerships and agile growth marketing tactics.
- Amplified product adoption +4,600%. Spearheaded comprehensive GTM strategy from research through execution. Collaborated with product teams, led rigorous beta testing, and utilized customer feedback to enhance product development and marketing strategy. Championed the voice of the customer throughout the creative development process, bringing new products to life actionable, compelling value propositions through email, mobile, content marketing, social media, and digital advertising channels.
- Elevated CSAT scores +15% QoQ. Implemented new data analytics tools and customer satisfaction tools such as Qualtrics, MixPanel, and FullStory integration to unearth unprecedented product and target audience insights. Spearheaded a new CSAT program, leveraging customer insights to inform product development.
- Increased engagement +65% QoQ. Leveraged Tableau and database querying tools to develop and implement a new segmentation model. Implemented company-wide to reduce cost-per acquisition, increase engagement, and enhance the customer experience through personalized marketing strategies.
VP, Marketing Strategy
E*TRADE | Morgan Stanley
01.2019 - 01.2022
- Amplified product adoption +225%. Orchestrated dynamic marketing initiatives amplifying acquisition, engagement, and product adoption across both web and mobile apps. Integrated analytics, strategy, segmentation, and automation, multiple channels such as email, social media, content marketing, digital marketing, direct response, SEO, education, events, partnerships, and mobile marketing to accelerate product adoption, engagement, acquisition, and revenue growth.
- Increased mobile app downloads +650%. Creatively implemented new channels and touchpoints. Revolutionized E*TRADE's ability to connect with customers, while amplifying engagement, retention, revenue, education, and product adoption. Partnered with mobile app developers to design, build, and launch E*TRADE's first mobile push notification. Collaborated with web developers and external stakeholders to develop and implement E*TRADE's first web-to-mobile app QR code, setting record mobile app installations.
- Boosted new user engagement +55%. Leveraged Tableau and Salesforce to identify and capitalize on untapped engagement opportunities. Analyzed the customer onboarding experience and identified four critical improvement areas: Content, Segmentation, Timing, and Re-Activation. Revamped the customer onboarding experience based on these four pillars, resulting in a fully automated, behavioral-based, personalized onboarding stream.
- Generated +45% revenue increase. Implemented cohesive omnichannel strategies aligned with business objectives, product launches, and target audience. Crafted a data-driven strategic brief encompassing competitive landscape analysis, hyper-targeted user personas, and personalized messaging strategy. Led cross-functional teams to achieve stakeholder alignment, ensuring creative development resonated with marketing vision. Delivered compelling and educational omnichannel creative that drove engagement, leveraging channels like email, social media, content marketing, digital marketing, SEO, and partnerships. Owned pre-campaign planning through post-campaign analysis, securing executive buy-in and managing cross-functional teams.
Senior Strategist, Growth Marketing
TD Ameritrade | Charles Schwab
01.2016 - 01.2019
- Promoted to develop, implement, and optimize the launch, growth, and monetization strategy for TD Ameritrade Network, a fast-paced streaming startup.
- Catapulted +580% growth QoQ and +25M views across all platforms. Devised and executed growth marketing strategies across social and digital channels. Pioneered strategic partnerships to elevate awareness, viewership, engagement, and retention. Implemented full-funnel monetization strategy to increase revenue.
- Achieved +10x increase in cross-functional team efficiency. Managed agile team and implemented process enhancements to streamline workflows, generating a seamless increase in content output capabilities.
- Bolstered +120% revenue increase. Spearheaded strategic partnerships to monetize and expand content distribution, trailblazing streaming partnerships with Apple TV, Amazon Fire, and Roku.
Specialist, Product Marketing
TD Ameritrade | Charles Schwab
01.2013 - 01.2016
- Developed and executed end-to-end marketing campaigns to amplify the acquisition, engagement, and retention. Orchestrated product marketing strategies to accelerate product adoption and revenue.
- Increased mobile app downloads +30% QoQ. Directed robust go-to-market plans for new product launches by meticulously aligning detailed user profiles with product benefits, personalized messaging, A/B creative tests, and actionable creative across a diverse channel mix. Pioneered the development of educational content, promoting meaningful engagement, product adoption, and revenue increment.
- Catapulted new funded account growth +550%. Spearheaded the young investor strategy that unlocked a remarkable 3X YoY growth for three consecutive years. Enhanced brand visibility and provided essential education to emerging investors, which significantly contributed to market expansion, brand awareness, and customer loyalty. Leveraged unique channel mix, tested into new channels, and implemented a new content and education strategy to resonate with new demographic.
- Decreased attrition rate +45% among high net worth customers. Engineered a predictive model to identify potential attrition risks early. Collaborated with sales teams to introduce a real-time outreach protocol and a unique offer strategy aimed at enhancing customer retention.
- Spearheaded +4x international growth. Led international marketing strategy to support expansion into Hong Kong and Singapore. Directed go-to-market planning, conducted extensive market research, led cross-functionally, analyzed and implemented qualitative and quantitative data to ensure marketing strategy, channel mix, messaging, and creative assets resonated with international customers. Deployed strategies through a blend of localized messaging and targeted multi-channel campaigns, significantly elevating brand presence, revenue, and market share in a highly competitive international market.
Education
Bachelor of Science - Business Administration
Creighton University
Omaha, NE 05.2001 -
Certification
Google Analytics
Skills
Marketing
Positioning
Value Propositions
Competitive Intelligence
Marketing Strategy
Campaign Development
Growth Marketing
User Acquisition
Engagement and Retention
Full-funnel Marketing
Personalization
Performance Analysis
SEM / SEO
Content Marketing
Email Marketing
Social Media Marketing
Digital Marketing
Display Advertising
Product management
Market Research
User Personas
Customer Journeymapping
Hubspot
CRM
Salesforce
Tableau
MixPanel
JIRA
Azure Devops
MIRO
SEMRush
Googal Analytics
Google Ads
Hootsuite
Cross-Functional Leadership
Teamwork
Stakeholder Relationships
Communication
Problem Solving
Project Management
Strategic Decision-Making
Timeline
Product Lead
Millennium Trust Company
01.2023 - Current
Senior Director, Product Marketing
Voyager Digital
01.2021 - 01.2022
VP, Marketing Strategy
E*TRADE | Morgan Stanley
01.2019 - 01.2022
Senior Strategist, Growth Marketing
TD Ameritrade | Charles Schwab
01.2016 - 01.2019
Specialist, Product Marketing
TD Ameritrade | Charles Schwab
01.2013 - 01.2016
Bachelor of Science - Business Administration
Creighton University
05.2001 -