Summary
Overview
Work History
Education
Skills
Quote
Timeline
Hi, I’m

Kate Wonsul

Marketing & Advertising
Dearborn,MI
Kate Wonsul

Summary

B2C CRM expert and leader for multinational, Fortune 500 company.

22+ years customer lifecycle marketing. Unique and diverse background that combines data, analytics, strategy, research, planning and management. Adept leader across all marketing channels with expertise in Digital Marketing, CRM/CLM, and personalized, audience-based 1:1 marketing. Possesses drive, leadership, and the ability to cultivate a high degree of cross- functional collaboration and communication.

Overview

22
years of professional experience

Work History

General Motors, Loyalty

Business Planning Manager
2024.01 - Current (8 months)

Job overview

  • Chief of Staff to Vice President of Loyalty. Develop, cultivate and oversee the creation and execution of the strategic vision, mission and go to market plan for transformational step change in Loyalty at GM - including bank partner transition, platform transition and program financial and val prop transformation
  • Establish successful partnerships with internal and external organizations, expanding business opportunities and resources available to the Loyalty team
  • Championed employee development programs, promoting personal growth and career advancement within the organization
  • Improved internal processes through thorough review, resulting in a reduction of wasted time and resources
  • Managed cross-functional teams to ensure smooth collaboration and completion of high-priority projects
  • Optimized organizational structures, leading to increased efficiency and better resource allocation
  • Aligned departmental goals with overall company vision, ensuring cohesive progress towards shared objectives. Developed impact assessment for individual contributors and teams to align to team and corporate goals
  • Oversaw change management initiatives, minimizing disruption while maximizing positive outcomes during periods of transition.
  • Encouraged coordination and cooperation among departments and continuous review of interdepartmental processes to support quality control and improvement
  • Developed analytical frameworks, data models and relevant insights to support prioritization, scoping and effective decision-making throughout organization
  • Performed financial and managerial analyses to evaluate data and make recommendations, prepare financial reports and projections and conduct presentations for both Long Term Planning and Annual Planning
  • Hired, managed, developed and trained staff, established and monitored goals for staff

General Motors, Cadillac

CRM, Audience & Personalization Manager
2019.05 - 2023.12 (4 years & 7 months)

Job overview

  • Lead for all Cadillac brand email, SMS, App and Site personalization
  • Champion 1st and 3rd party data cultivation and use across marketing channels and tiers to optimize performance across marketing ecosystem including CRM, CLM, Paid Search, Paid Social, OLA, OLV, TV
  • Lead strategic development and analysis of high value, high performance audiences to drive increased reach, managed frequency, and performance based outcomes for Cadillac; driving sales lift up to 30%
  • Lead development of Cadillac.com always-on, dynamic, personalized, data-driven site experience unique to each visitor improving performance up to
  • Support enterprise development of technical architecture for identity resolution, centralized data management, and omni channel activation
  • Global Marketing Representative and Key Contributor to Enterprise initiatives designed to advance data governance and AI/ML

General Motors, Performance Driven Marketing (PDM)

Advanced Audience Marketing Manager
2018.03 - 2019.05 (1 year & 2 months)

Job overview

  • Spearheaded adoption and advancement of people-based marketing at GM; recruited team of 5 direct reports
  • Responsible for roadmap and framework for using customer data, insights, and segmentation to improve marketing efficiency, effectiveness and personalization in Digital Marketing and CRM
  • Design and execute programs for audience development activities including key audience targets, segments and procurement of new audiences across marketing channels based on business goals

General Motors, Buick

Analytics Manager
2016.03 - 2018.03 (2 years)

Job overview

  • Manage and operationalize behavioral analytics across all channels and tiers including CRM, site, national/in-market/retail paid media, dealer web, paid search, experiential events, and social
  • Align business objectives with measurement planning and reporting to allow data-driven marketing decisions

Team Detroit, Global Advanced Product Marketing

Senior Strategist
2013.05 - 2016.03 (2 years & 10 months)

Job overview

  • Manage advanced product strategy and future global product portfolio for Ford Motor Company
  • Responsible for development and strategic application of consumer insights and macro trends to inform customer targeting and product positioning
  • Develop customer target profiles using first party research and syndicated industry data

Team Detroit, Digital Enterprise

Account Director
2012.08 - 2013.05 (9 months)

Job overview

  • Manage Ford and Lincoln owner sites
  • Lead migration to enterprise platform utilizing latest technologies in content management and responsive-adaptive design
  • Responsible for strategy, design and development of first-in-class digital shopping assistant for Lincoln.com

Team Detroit, Ford Customer Service Division

Digital Management Supervisor
2011.06 - 2012.08 (1 year & 2 months)

Job overview

  • Manage teams responsible for design and maintenance of FordOwner.com and LincolnOwner.com including social media, behavioral and attitudinal analytics, SEO, SEM, and content management with 3 direct reports
  • Lead creative design and analytics insights for mobile launch
  • Lead owner CRM and CLM strategy including design and launch of all-new early ownership curriculum

Mullen/Campbell-Ewald, GM CRM Owner Lifecycle

Digital Account Supervisor
2008.11 - 2011.06 (2 years & 7 months)

Job overview

  • Lead GM's next generation digital owner experience including competitive analysis, content strategy, user experience/requirements and analytics strategy
  • Manage GM owner web sites for 9 GM divisions including analytics, content management and web service/data source management
  • Lead industry-first initiative to incorporate private offer data into owner center
  • Manage high-complexity dynamic CLM email campaigns targeted to GM owners deploying monthly; 1 direct report
  • Lead email template redesign based on best-practices resulting in30%+ increase in click through rate

Wunderman, Ford Customer Service/Ford Credit

Account Supervisor
2007.08 - 2008.10 (1 year & 2 months)

Job overview

  • Manage Ford, Lincoln and Mercury owner web site user-interface redesign and back-end platform commonization including information architecture, analytics, usability testing, and content management
  • Lead strategic planning and launch of Web-based owner rewards program including contract negotiations and management, web page development, and marketing channel integration (direct, point-of-sale, contact centers)
  • Project Management support for contact centers including scorecards and cycle planning

J. Walter Thompson, Ford SUV National Brand

Senior Account Executive
2007.03 - 2007.08 (5 months)

Job overview

  • Plan, manage and evaluate national print and broadcast advertising; coordinate CRM and digital advertising for 2008 Ford Escape launch
  • Lead all 2008 Ford Escape Hybrid launch initiatives including public relations, events and alliances, celebrity activation, web development and maintenance, and charitable donations
  • Situation analysis, competitive review and competitive spend analysis
  • Account Executive
  • Young & Rubicam Brands, Ford Credit
  • Manage CRM and CLM programs (lease-end, pre-approval offers, dealer communications, special offers) for Ford Motor Credit Company automotive finance brands
  • Plan, manage and evaluate consumer and dealer print advertising and collateral; dealer support materials, promotional items and launch materials
  • Lead targeted brand building campaigns (multicultural, first time buyer, credit education, dealer web portal) to help diversify and broaden marketing efforts and increase client ROI

Young & Rubicam Brands, Ford Credit

Account Executive
2004.10 - 2007.03 (2 years & 5 months)

Job overview

  • Manage CRM and CLM programs (lease-end, pre-approval offers, dealer communications, special offers) for Ford Motor Credit Company automotive
    finance brands
  • Plan, manage and evaluate consumer and dealer print advertising and
    collateral; dealer support materials, promotional items and launch materials
  • Lead targeted brand building campaigns (multicultural, first time buyer, credit education, dealer web portal) to help diversify and broaden marketing efforts and increase client ROI

Harris Marketing Group, Diversified

Account Associate
2003.03 - 2004.10 (1 year & 7 months)

Job overview

  • New business pitch and RFP development including: product/category research, trend analysis, development of opportunities and agency recommendations
  • Account and PR management for Lifeway Foods, Paramount Bank and

Absolute

Advertising and Marketing Coordinator
2002.10 - 2004.03 (1 year & 5 months)

Job overview

  • Create cohesive brand identity consistent across all divisions of Absolute industrial supply company
  • Conceptualize, develop, and execute effective, creative, solution-based advertising campaigns
  • Customer incentive development, relationship building, and sales promotion

Education

Michigan State University East Lansing, MI

Bachelor of Arts from Advertising
2003.01 - 2005.10 (2 years & 9 months)

University Overview

Dean's List; Highest Honors

Skills

Data-Driven Marketingundefined

Quote

Whatever you can do or dream you can, begin it; Boldness has genius, power, and magic in it.
Goethe

Timeline

Business Planning Manager
General Motors, Loyalty
2024.01 - Current (8 months)
CRM, Audience & Personalization Manager
General Motors, Cadillac
2019.05 - 2023.12 (4 years & 7 months)
Advanced Audience Marketing Manager
General Motors, Performance Driven Marketing (PDM)
2018.03 - 2019.05 (1 year & 2 months)
Analytics Manager
General Motors, Buick
2016.03 - 2018.03 (2 years)
Senior Strategist
Team Detroit, Global Advanced Product Marketing
2013.05 - 2016.03 (2 years & 10 months)
Account Director
Team Detroit, Digital Enterprise
2012.08 - 2013.05 (9 months)
Digital Management Supervisor
Team Detroit, Ford Customer Service Division
2011.06 - 2012.08 (1 year & 2 months)
Digital Account Supervisor
Mullen/Campbell-Ewald, GM CRM Owner Lifecycle
2008.11 - 2011.06 (2 years & 7 months)
Account Supervisor
Wunderman, Ford Customer Service/Ford Credit
2007.08 - 2008.10 (1 year & 2 months)
Senior Account Executive
J. Walter Thompson, Ford SUV National Brand
2007.03 - 2007.08 (5 months)
Account Executive
Young & Rubicam Brands, Ford Credit
2004.10 - 2007.03 (2 years & 5 months)
Account Associate
Harris Marketing Group, Diversified
2003.03 - 2004.10 (1 year & 7 months)
Michigan State University
Bachelor of Arts from Advertising
2003.01 - 2005.10 (2 years & 9 months)
Advertising and Marketing Coordinator
Absolute
2002.10 - 2004.03 (1 year & 5 months)

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Kate WonsulMarketing & Advertising