Summary
Overview
Work History
Education
Skills
Accomplishments
Professional Recognition
Timeline
Generic
JOANNA V. MASON

JOANNA V. MASON

Haymarket,USA

Summary

Accomplished marketing executive with over a decade of experience in event marketing, brand consulting, strategic partnerships, sponsorships, philanthropy, and grant management. Visionary leader merging culture, brands, and consumers to craft award-winning marketing strategies for global companies. Recognized for pioneering groundbreaking solutions and flawlessly executing them through meticulous planning. Collaborative professional dedicated to delivering customer-centric experiences that boost brand loyalty and affinity, launching omni-channel marketing campaigns across diverse industries with a strong emphasis on innovation and measurable results.

Overview

21
21
years of professional experience

Work History

Senior Regional Marketing Executive

TD Bank
08.2023 - Current
  • Increased brand awareness by developing and implementing innovative marketing campaigns.
  • Planned and executed events and marketing programs to increase qualified leads.
  • Planned and executed marketing campaigns to target groups, areas and wider community.
  • Completed and submitted monthly and yearly reports to support executive decision making.
  • Analyzed market trends to identify new opportunities for growth, driving the expansion into untapped markets.
  • Worked with communications team to drive internal promotion of company programs, initiatives, guiding principles and mission.

Sr Regional Marketing & Philanthropic Manager, VP

Metro Midsouth
03.2014 - 08.2023
  • 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, 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 the 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 multi-cultural communities within Metro DC and DE and Central Florida during marquee festivals through authentic activations in our local banking centers customers to build trust and relevancy with our customers and prospects. Over a 5 years period and growing results from our engagements have seen steady ROI by 10% in Metro DC, 40% in DE and Orlando coming in at 15% increase. Similar focused strategies built around Veterans Banking within the regional footprint with customized campaigns and partnerships to bring awareness and resources to support Veteran owned businesses and reach the veterans population within the marketplace.
  • Managed the philanthropic portfolio and budget for a Metro Market, executed grants to non for profits whose programs aligned with corporate framework. Overseeing of due diligence to ensure that the grants were fulfilling the programmatic responsibilities to the community.
  • 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 $2.5MM 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.
  • Cultivated strong relationships with key stakeholders, including customers, vendors, regulators, and community leaders to promote collaboration and long-term success.
  • Led cross-functional teams for the successful completion of major projects, resulting in increased efficiency and client satisfaction.
  • Demonstrated proficient leadership skills to motivate employees and build competent teams.
  • Collaborated with senior management to develop strategic initiatives and long term goals.
  • Negotiated high-value contracts that maximized profitability while mitigating risks for the organization.
  • Managed a diverse portfolio of donors, fostering long-term relationships and promoting continued giving.
  • Developed strategic fundraising initiatives for maximizing charitable contributions and achieving annual goals.
  • Implemented data-driven strategies for identifying new potential donors and expanding the organization''s reach within the community.
  • Established effective communication channels between the organization and its supporters, enhancing transparency and trust.
  • Provided exceptional stewardship to major gift donors through timely acknowledgment letters, progress reports, and impact updates.

Store Manager, Assistant Vice President

TD Bank, N.A
02.2012 - 03.2014
  • 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.
  • Managed daily operations to ensure smooth functioning of the store, maintaining a clean, safe environment for customers and employees.
  • Managed inventory control, cash control, and store opening and closing procedures.
  • Addressed customer complaints promptly and professionally, resolving issues to maintain positive relationships with clientele.
  • Managed store employees successfully in fast-paced environment through proactive communication and positive feedback.
  • Assisted with hiring, training and mentoring new staff members.

Branch Manager/Senior Business Development Officer

Signal Financial FCU
02.2011 - 02.2012
  • Employed as a Branch Manager at Signal Financial Federal Credit Union my duties included Commercial Business Development, daily Branch operations and Consumer Lending. Responsible for the growth and success of the branch and intimately involved in civic and community outreach with the goal of bringing new business to the Credit Union. Served on the Board of Directors as the Treasurer for the Columbia Heights Business Association. Within nine months as branch manager I was successful in developing $3.5 MM commercial loan pipeline for the Credit Union.
  • Continuously monitored branch performance against key performance indicators, taking corrective actions as needed to ensure objectives were met or exceeded.
  • Maintained friendly and professional customer interactions.
  • Improved customer satisfaction ratings by enhancing service quality and resolving client issues promptly.
  • Oversaw daily operations for streamlined efficiency, ensuring timely execution of tasks and optimal resource allocation.
  • Implemented effective sales strategies to achieve branch targets and exceed expectations consistently.
  • Evaluated employee performance regularly through appraisals and feedback sessions to facilitate continuous development of skills and knowledge base within the team.

Senior Loan Portfolio Manager

Simmons First National Bank aka Southwest Community Bank
03.2009 - 12.2010
  • Served as the Commercial Business Development Officer and successfully managed the loan origination process for 1 to 4 family residential projects up to 5 million dollars and commercial construction projects up to 40 million dollars. Served as the lynch pin in securing and maintaining key loan portfolios. In charge of cash management and new bids for the commercial lending department. My secondary duties included the overseeing of the professional needs of a number of bank personnel to include financial sales representatives and tellers.
  • Established a high-performance culture within the team by setting clear expectations and providing regular feedback on individual performance contributions.
  • Collaborated closely with executive leadership to align department goals with overall company objectives, resulting in stronger organizational cohesion.
  • Managed a diverse portfolio of projects, ensuring that each project met established quality standards and delivered expected results on time and within budget.
  • Enhanced collaboration between team members by implementing innovative communication tools and fostering an open dialogue culture.
  • Implemented data-driven decision-making processes, leading to more informed strategic choices and improved overall performance metrics.

Paralender/Chief of Staff

Regions Bank
01.2007 - 01.2009
  • Served as the Business Development officer and assisted the Senior Commercial Real Estate Lender with the loan origination process through ordering Appraisals, Title work, Environmental and UCC-1 to perfecting collateral after the loan closed. Processed all loan payments and booked loans. In charge of all construction draws and inspections, analyzed building budgets for ongoing construction projects. Trained all new loan Assistants. Planned civic and community events. Nominated for Most Successful Women Banking Professionals under 40.
  • Coordinated travel arrangements by booking airfare, hotel, and ground transportation.
  • Anticipated potential challenges in daily operations and devised appropriate solutions to maintain uninterrupted workflow in the executive office.
  • Organized and coordinated conferences and monthly meetings.
  • Created expense reports, budgets, and filing systems for management team.
  • Contributed to smooth business operations by planning and organizing meetings and conferences.
  • Optimized scheduling efficiency by coordinating meetings, appointments, and travel arrangements for the CEO.
  • Attended meetings to make informed business decisions, provide administrative support and evaluate progress toward goals and objectives.
  • Maintained and enhanced partnerships with key stakeholders.
  • Improved overall efficiency with streamlined scheduling processes, reducing time spent on administrative tasks.
  • Facilitated effective collaboration between internal teams while maintaining clear lines of communication throughout the organization.
  • Oversaw budgeting and financial planning, optimizing resource allocation and expenditure control.
  • Supervised and led office employees to meet team and individual goals.
  • Mediated conflicts between departments or individuals, fostering a positive workplace culture focused on teamwork and respect.

Loan Admin/Sr System Administrator

Southern Bank
01.2004 - 01.2007
  • Assisted Commercial Lenders and managed their loan portfolios. Responsible for monitoring rate changes for Commercial Real Estate Department.
  • Assistant Department Head for Loan Administration. Trained new loan processors and was responsible for annual performance evaluations. Reviewed loan documents for accuracy and compliance. In charge of funding new commercial loans as well as clearing exceptions.
  • Simplified troubleshooting processes by creating detailed documentation for system configurations, procedures, and best practices.
  • Implemented robust data backup solutions, ensuring business continuity in the event of data loss or system failure.
  • Managed vendor relationships for procurement of hardware and software, negotiating favorable terms and cost savings.
  • Designed scalable infrastructure to support organizational growth while minimizing costs and maintaining performance standards.
  • Deployed cloud-based solutions to increase flexibility, scalability, and resiliency within the organization''s technology infrastructure.
  • Maximized resource utilization by consolidating servers using virtualization technologies such as VMware or HyperV.

Education

Bachelors - Economic Science and International Trade

ST. XAVIER’S COLLEGE, aka CALCUTTA UNIVERSITY
01.1991

Skills

  • Team Leadership & Development
  • Philanthropy and Grant Management
  • Creative Development
  • Sponsorship & Event Marketing
  • Integrated Marketing
  • Cause Marketing
  • Branded Content
  • Strategic Planning
  • Production
  • Agency & Vendor Management
  • Project Management
  • Budget & Expense Control
  • Customer Experience
  • Marketing & Brand Building/Protection
  • New Business Generation
  • Branding
  • Sales promotions
  • Presentations
  • Strong time management
  • Customer Service-oriented
  • Social media
  • Sales strategies

Accomplishments

  • Designing cause marketing efforts to help build Brand affinity with local communities by fundraising for non for profits.
  • Built Go To Market strategies for new North Carolina markets in 2022 - 2024 resulting in over performance against five year investment Pro forma.

Professional Recognition

  • Awarded 2013, 2016 and 2018 Quarterly Wow Star . These nominations are performance based and voted upon executive team committee .
  • Awarded a prestigious award 1 per Metro Market within TD Bank as the “Legendary Leader” Award in 2022 for the success of a new banking center opening in Washington DC resulting in 400% over goal due to hyper local marketing activation executions.


Timeline

Senior Regional Marketing Executive

TD Bank
08.2023 - Current

Sr Regional Marketing & Philanthropic Manager, VP

Metro Midsouth
03.2014 - 08.2023

Store Manager, Assistant Vice President

TD Bank, N.A
02.2012 - 03.2014

Branch Manager/Senior Business Development Officer

Signal Financial FCU
02.2011 - 02.2012

Senior Loan Portfolio Manager

Simmons First National Bank aka Southwest Community Bank
03.2009 - 12.2010

Paralender/Chief of Staff

Regions Bank
01.2007 - 01.2009

Loan Admin/Sr System Administrator

Southern Bank
01.2004 - 01.2007

Bachelors - Economic Science and International Trade

ST. XAVIER’S COLLEGE, aka CALCUTTA UNIVERSITY

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