JoAnna Mason
Haymarket,VA
Overview
13
13
years of professional experience
Work History
Vice President, Sr. Regional Marketing & Philanthropic Lead
Metro Midsouth
01.2015 - 01.2024
- Implemented comprehensive local strategic marketing plans across retail, small business, wealth, and commercial lines of business, aligning with business objectives and market goals for 465 store locations
- Executed impactful marketing campaigns, grand openings, sponsorships, community partnerships, events, and sales promotions to enhance engagement for both employees and clients
- Led efforts in new acquisition business prospecting, cross-sales activities, deposit retention, and referral initiatives
- Directed a team of 4 national managers, fostering collaboration and excellence to include regional pod managers
- Demonstrated strong influence and negotiation skills, particularly in evaluating marketing sponsorships and community partnerships, resulting in reduced budgetary expenditure through favorable contract negotiations
- Successfully developed and executed Unexpectedly Human brand customer activations
- Managed executive relationships across business functions, overseeing budgets of up to $2 million
- Inherited and expanded a 6-state Legacy Midsouth region following, implementing the Field Marketing model
- Recruited and onboarded four Field Marketing Managers (FMMs) to align with company growth objectives
- Provided ongoing training and brand leadership to 465 Metros Midsouth and Florida banking centers
- Successfully developed and executed targeted consumer and small business Merger & Acquisition (M&A) plans by utilizing community sponsorships, direct mail, and blitzing efforts for prospecting and acquiring new business
- Within 6 months, the region generated 4200 new accounts and executed 45 engaging community events and activations
- TD Bank aimed to enhance its brand by emphasizing its environmental leadership as a unique selling point while involving customers and employees across North America
- The dual objectives were to significantly reduce paper usage, saving millions of dollars, and expand the area of protected forests
- The overall goal was to minimize the operational footprint, promote green products and services, showcase responsible financing practices, and foster engagement with employees and communities
- The impact of the campaign resulted in these statistics: YouTube Video and Advertising: 194.7 million impressions, resulting in more than 345.7 thousand visits to YouTube and 37,366 full video views
- Paperless Transit Shelter Ads: Achieved 10 million impressions over four weeks
- Cinema Advertising: Generated 1 million impressions over four weeks
- Interactive window display and viewfinders: Recorded 45,872 interactions over four weeks
- Built marketing strategies to engage heavy Asian and South Asian communities in Metro DC and DE and Orlando during Lunar New Year and Diwali Festivals by facilitating the support for local store by activating 27,000 custom-branded red pocket envelopes and Diwali money envelopes distributed to customers, along with 3,000 custom-branded wall calendars for small business 'calling campaigns.' The Lunar New Year in-store decorations and Lion Dances contributed to a 15% increase in walk-in foot traffic
- The Diwali engagement resulted in 40% of DE South Asian small business owners becoming TD clients over 5 years period and growing
- The similar results are been in in DC showing 10% increase and Orlando coming in at 15% increase
- Successfully demonstrated and executed TD Bank’s Ready Commitment Pillars through Philanthropic grants focused on Financial Literacy, Better Health, Vibrant Planet and Connected Communities
- Managed a $1.5MM grant portfolio for the Metro Market (DE – VA) and worked with market executives and committee to ensure that grant recipients receive grants based on programs that align with the TD Ready Commitment
- Have been directly involved in evaluating grant submissions for 'Housing for Everyone' campaigns and executed activations around Grant Winners for the campaign to include the Ready Challenge Winner for $1MM CAD winner to stand up our 'Unexpectedly Human' brand narrative
- Recognized with the CMO Award for Teams of Distinction for the TD Forests initiative and the TD Bank Small Business Campaign Award for Marketing Campaigns of the Year
- Recognized as a Marketing quarterly WoW Star in 2016 and 2018
- Awarded a prestigious award 1 per Metro Market within TD Bank as the 'Legendary Leader' Award in 2022 for the success of a new store opening resulting in 400% over goal due to hyper local marketing activation executions.
Sr. Regional Marketing Manager
TD Bank
01.2023 - Current
Sr. Regional Sponsorship & Activation Lead
TD Bank
01.2020 - 01.2023
Sr. Field Marketing and Philanthropic Lead
TD Bank
01.2014 - 01.2019
Store Manager lll, Assistant Vice President
TD Bank, N.A
Alexandria
01.2012 - 01.2014
- Considerable background in the development and delivery of structured, targeted customer service and relationship management strategies and programs effective in expanding deposit base and lending portfolios of branch banking institutions, growing core deposits by $18MM in branch management capacity
- Conducted detailed analysis of existing market landscape and competitive product/service offerings, assessing client requirements, economic conditions, business trends, institutional profile, and other factors impacting potential market success
- Responsible for rolling out campaigns for the fiscal year for the VA region and tracking results
- Conducting weekly calls and reporting the sales numbers to Senior Management while coaching and developing new Store Managers to uncover opportunities in their respective markets
- Developed and implemented strategic marketing plans for the accomplishment of established objectives, guiding operations which consistently exceeded annual closed-loan, fee revenue, and booked deposit objectives..
- Planned, coordinated, and implemented market initiatives targeting segments across a broad array of industries, soliciting banking relationships with a broad range of areas business enterprises, educational institutions, not-for-profit and community organizations, and other major clients..
- Planned and coordinated diversified customer and community relations events and other initiatives elevating institutional exposure and contributing to competitive advantage and business growth
- Evaluated and identified revenue opportunities, conducting presentations and elevating sales-consciousness among branch-level and commercial relationship management staffs..
- Created and maintained proactive customer service cultures, promoting goodwill, achieving business retention objectives, and contributing to competitive advantage and revenue growth
- Led store to be the highest in 'money out' production of $40MM for 1st Quarter 2013
- Diversified experience in directing and coordinating a broad range of branch banking programs, projects, operations, and personnel, applying effective planning, coordination, facilitation, training, and leadership skills
- Analyzed and organized operations, including leadership of efforts to develop staff and supervisory procedures, establish performance benchmarks, create workflows, educate personnel, enforce management accountability, ensure regulatory compliance, promote business development, and direct personnel
- Orchestrated introduction and managed institutional products and services, creating and administering strategies and action plans to assist in meeting established sales and productivity objectives
- Organized and conducted training and staff development programs, conducting training needs analysis and creating programs effective in elevating performance levels
- Cooperated with human resources department in the recruitment, selection, assignment, supervision, motivation, and evaluation of staff and subordinate management personnel
- Managed and reported institutional information, applying knowledge of commercial and industry-specific applications in the recording, transmission, and timely reporting of branch information.
Timeline
Sr. Regional Marketing Manager
TD Bank
01.2023 - Current
Sr. Regional Sponsorship & Activation Lead
TD Bank
01.2020 - 01.2023
Vice President, Sr. Regional Marketing & Philanthropic Lead
Metro Midsouth
01.2015 - 01.2024
Sr. Field Marketing and Philanthropic Lead
TD Bank
01.2014 - 01.2019
Store Manager lll, Assistant Vice President
TD Bank, N.A
01.2012 - 01.2014