Kristin Clayton
Atlanta,GA
Summary
Experienced marketing professional with proven ability to drive strategic initiatives, enhance brand presence, and optimize campaign performance. Skilled in digital marketing, market analysis, and cross-functional team leadership. Adaptable to changing needs and focused on collaborative success. Known for delivering measurable results and fostering growth.
Overview
20
20
years of professional experience
Work History
Marketing Director, Merchant Payments
U.S. Bank/Elavon
01.2023 - Current
- Develop and implement lead-generating, comprehensive marketing strategies & campaigns for enterprise and small business merchant service products and solutions that successfully align with overarching business objectives
- Increase brand growth, market presence and ensure a unified and cohesive brand strategy aligned with merchant services and banking products
- Lead marketing strategy for payment solutions across multiple industries to drive revenue growth and increase awareness
- Partner closely with sales and relationship management teams to design targeted marketing strategies, generating new opportunities and supporting aggressive revenue goals
- Develop go-to-market initiatives to drive customer retention and acquisition
- Creation of sales enablement tools necessary for effective client engagement throughout the entire buying process
- Analysis of campaign performance and creation and maintenance of campaign/program analytics dashboards
- Identify new market opportunities and technological trends, resulting in enriched customer value propositions and strategic marketing initiatives
- Drive the development of technology and system solutions to address business needs and manage resources
- Position the company as an industry leader through high-impact in-person and virtual events, engaging target audiences and measuring event ROI
- Build, foster, maintain and manage multi-channel vendors, agency relationships, and related budgets
Vice President, Sr, Marketing Manager
Brookline Bank
01.2015 - 01.2023
- Developed and executed marketing content & creative strategy for print, digital, direct, internal, and external websites, branch merchandising, and social media marketing initiatives for consumer and B2B
- Architected, implemented, optimized and analyzed digital marketing, SEO, paid search, programming, and display programs
- Assessed and interpreted industry trends to identify opportunities and develop plans to seize market advantages
- Developed & analyzed annual multi-million-dollar marketing budget and plans across multiple media channels, including online, print, radio, video, branch merchandise, billboards & multi-channel sponsorships
- Communicated, managed, led and collaborated with internal and external stakeholders for complex projects, product releases, approval of creative deliverables, content creation, usability, and user acceptance testing
- Tracked, monitored, analyzed and presented analytics for all online and offline consumer and business campaigns and initiatives
- Led internal and external teams in developing and executing consumer and business engagement and retention products
- Translated data, customer insights, and campaign performance into business requirements for new/improved digital products
- Established a consistent brand identity across all channels, including print, digital, and social. media platforms.
- Streamlined internal communication processes within the department, improving overall efficiency and project completion times.
- Managed vendor relationships effectively to ensure timely delivery of products/services while maintaining budget constraints.
Vice President, Online & Mobile Payments Product Manager
Citizens Bank
01.2008 - 01.2014
- Developed and executed online/mobile banking and in-branch brand marketing strategies
- Responsible for product management, pricing, increased customer awareness, adoption, usage, sales, and penetration for online and mobile person-to-person payments
- Led cross-functional teams to develop segmented customer programs to meet growth plans
- Team lead for payment products and services and Mastercard credit card loyalty programs & initiatives
- Focused on process improvement and reduction of customer pain points in-branch and online
- Created and executed business cases, risk mitigation plans, and infrastructure build requirements to help develop business line strategy and support the bank's overall sales and service goals
- Recommended and validated information architecture, including site maps, navigation architecture, wireframes, usability testing, and analysis for Consumer, Business, Commercial, and credit card services websites
Manager, User Experience Marketing
Blue Cross Blue Shield of Massachusetts
01.2005 - 01.2008
- Principle web user experience manager who developed and executed strategic online marketing plans, promotional initiatives, and digital communication solutions for member acquisition and retention
- Developed and executed a strategic online branding approach and UX for bluecrossma.com, broker sites, and additional Blue Cross Blue Shield of Massachusetts branded websites and micro-sites
- Delivered online solutions and designed system interactions focused on the target audience's needs and maximization of the user experience
- In partnership with IT, developed and maintained employer microsites and identified and implemented process improvement opportunities
- Developed and deployed web standards and best practices for site content, architecture, design, and usability
Education
Bachelor of Science - Business Management
Lesley University
Cambridge, MACertificate in Web Design -
Bridgewater State University
Bridgewater, MAEffective Communication & Leadership Courses -
Dale Carnegie
Waltham, MASkills
- Integrated Marketing Strategies
- Customer Acquisition Strategies
- Brand Management
- Vendor Management & Negotiation
- Business Growth Strategies
- Payment Processing Expertise
- Financial Budgeting
- User Experience Design
- Data-Driven Financial Analysis
- Online and Mobile Payments
- Market Research Analysis
- Effective Team Leadership
- Strategic Marketing Development
- Lead generation
Computer Application Experience
- Microsoft Suite
- Google Drive
- Application Lifecycle Mgmt. Tools
- Marquis (ExecuTrax)
- HTML
- Multiple SEM/SEO Tools
- Salesforce
- Yext Platform
- Jack Henry Platform Tools
- TeamSite
- WordPress
- Salesforce & Multiple CRM Systems
- Google Ads/Analytics
- Webtrends
- Adobe Suite
- Fiserv Platform Systems
- Google Tag Manager
Timeline
Marketing Director, Merchant Payments
U.S. Bank/Elavon
01.2023 - Current
Vice President, Sr, Marketing Manager
Brookline Bank
01.2015 - 01.2023
Vice President, Online & Mobile Payments Product Manager
Citizens Bank
01.2008 - 01.2014
Manager, User Experience Marketing
Blue Cross Blue Shield of Massachusetts
01.2005 - 01.2008
Bachelor of Science - Business Management
Lesley University
Certificate in Web Design -
Bridgewater State University
Effective Communication & Leadership Courses -
Dale Carnegie
Similar Profiles
Gideon BurrasGideon Burras
Agile Program Manager Intern at U.S. Bank/ElavonAgile Program Manager Intern at U.S. Bank/Elavon
Zerina SlatteryZerina Slattery
Merchant Service Market Manager at U.S. Bank ElavonMerchant Service Market Manager at U.S. Bank Elavon
GARY ALBRIGHTGARY ALBRIGHT
COMMERCIAL BUSINESS DEVELOPMENT REPRESENTATIVE at U.S. BANK - Elavon Merchant ServicesCOMMERCIAL BUSINESS DEVELOPMENT REPRESENTATIVE at U.S. BANK - Elavon Merchant Services