MEGAN CANTWELL
Golf,IL
Summary
Accomplished and passionate marketing and communication leader bringing just under 15 years of experience leading B2C and B2B global marketing campaigns and events. Highly effective at managing and collaborating with cross-functional teams and executive leadership to drive sales through a data-driven, performance-oriented, customer-centric approach.
Overview
17
17
years of professional experience
Work History
Director, North American Marketing
BMO Harris Bank (HQ In Toronto)
Chicago , IL
01.2019 - Current
- Promoted to build and lead a team of 10 Marketing Managers and four Digital Marketing Managers supporting Personal & Business Banking
- Set marketing strategy to maximize sales and revenue of product portfolio and regional markets
- Direct media and creative agencies on multi-channel marketing strategy
- Accountable for team execution of multi-channel marketing campaigns focused on product marketing, customer growth and acquisition
- Partner with sales leadership to design and implement market specific salesforce plans
- Launched U.S. affiliate strategy and affiliate partner management vendor
- Tasked with rebuilding a new retail customer lifecycle marketing program inclusive of onboarding, cross-sell and retention
- Marketing lead on a newly formed agile team responsible for launching digital-only products; requiring active partnership with product/business leads, digital and front-line sales, merchandising, technology, web personalization, UX/UI and analytics
Sr. Manager, Marketing & Customer Communication
BMO Harris (HQ In Toronto)
Chicago, IL
03.2018 - 01.2019
- Led team of eight Marketing Managers responsible for multi-channel marketing campaigns, across the Retail product portfolio, ranging from store-front, direct mail, social, web, email, digital, print, TV and OOH
- Managed team of two writers responsible for content development of external customer communication related to customer experience, feedback and product/account changes
- Drove creative, content and media strategy to deliver on customer acquisition and engagement with focus on 'test, optimize and scale'
- Marketing lead in launching BMO's first digital Savings products and online application in core and growth markets, targeted to support overall portfolio revenue growth of 4x by 2022
- Key partner in media, content and creative agency RFP and selection
- FY18 Campaign highlights: Lending campaign drove 6% increase in applications YOY while market was down 12% YOY; Savings Campaign drove account balances at 115% of goal; Launched mobile banking through Checking campaign
Senior Manager, Brand Advertising & Sponsorship
BMO Harris (HQ In Toronto)
Chicago, IL
01.2017 - 03.2018
- Overseeing a team of four advertising managers, led the development and execution of brand, retail and commercial banking advertising and sponsorship campaigns
- Pushed brand campaigns to integrate influencers and media partners, leveraging cultural lens and a focus to reach new audiences
- Led BMO's first B2B North American advertising campaign
- Partnered with market research team to build and implement customer segmentation strategy across the retail portfolio
- Managed team tracking and analysis of campaign performance with an emphasis on campaign optimization using bottom-up fractional attribution, testing multiple strategies to connect online investment to offline conversion
- FY17 Campaign Highlights: Home Lending applications increased 18% YOY; Launched a new checking product and drove record customer acquisition at 132% of goal; Savings digital campaign 46% more efficient YOY; Launched B2B expansion market campaign for six new Commercial Bank markets and 23 industry verticals
Manager, International Marketing
United Airlines
Chicago, IL
09.2014 - 12.2016
- Head a new team to develop marketing strategy and plans for key growth markets outside of the U.S (APAC, EMEIA and America's)
- Led United's first international consumer brand tracker resulting in ability to garner an incremental $20MM marketing budget
- Marketing lead on enterprise-wide China growth initiative, tasked with leading market share among U.S. carriers by 2018; strategy development inclusive of five-phase consumer research, resulted in board approval of incremental $22MM marketing budget
- Oversaw the development and execution of on-going international route launch marketing campaigns, successfully driving positive first-year revenue premium through partnership with Network Planning and Revenue Management teams
- Oversaw the launch of social media capabilities in Japan, UK, Brazil, Australia and WeChat account in China
- Successfully led consolidation of all international marketing production into one agency resource, based in Buenos Aires, for global consistency, efficiency and cost reduction, resulting in $2MM+ savings
- Consistently traveled to meet with stakeholders in-market to develop marketing plans to support local customer, market and business needs
- Partnered with key stakeholders across the enterprise to develop and commercialize opportunities that advanced international marketing efforts
- Managed and coached international marketing team of 15; management of agency partners and translations vendor responsible for translated website, internal and external communication
Manger, Global Advertising & Sponsorship
United Airlines
Chicago, IL
03.2012 - 09.2014
- Key member of advertising team that developed new target audience segmentation, brand positioning and advertising campaign post-merger of United and Continental Airlines
- Led key integrated campaigns for London 2012 and Sochi 2014 Olympic Games as The Official Airline of Team USA
- Managed EMEIA marketing activity in support of route launches and response to competitive activity
- Partnered with regional sales leaders to develop custom, integrated communication strategy and advertising efforts
- Developed creative and media briefs for agency partners and managed their development and execution of media and creative deliverables in multiple markets
- Presented final media plans and creative recommendations to senior management
- Identified media partnership opportunities and product placements to provide added global brand and product visibility
Account Executive
Leo Burnett- Kellogg's
Chicago, IL
08.2010 - 03.2012
- Managed annual advertising campaign development, production and execution for Kids RTEC portfolio (Frosted Flakes, Froot Loops, Apple Jacks, Corn Pops and Krave - new Kellogg's brand Q1 2012); deliverables for TV, print, packaging, digital and OOH
- Strategic and tactical portfolio planning with media counterparts to build advertising campaigns that met client's growth and P&L objectives
- Partnered with market research director to build strategy and custom plans for General U.S and Hispanic market as well as build multi-segment strategy for Frosted Flakes, adding 'Dad' as a new key target segment
- Advertising lead on brand product launch (Krave) and brand-specific Olympics initiatives
- Executed event partnerships for Little League World Series and ESPN College Game Day
- Liaison between client and creative team and ensured campaign KPI's were exceeded
Event And Marketing Manager
Crain's Chicago Business
Chicago, IL
03.2008 - 07.2010
- Managed the strategy, operations, contract management and marketing campaigns for 20+ external company events targeting the C-suite audience
- Responsible for annual event revenue (increase of 47% since 2008) and led expansion and strategy for new event practices that increased number of company events by 27% in 2009 and 42% in 2010
- Created individual event sponsorship packages for Fortune 500 and premier-level sponsors with an annual sponsorship goal of $1M
- Initiated, in conjunction with Crain's Publisher, monthly webinar strategy to diversify event portfolio and increase profit margin
- Led cross-functional teams between the business and editorial departments and presented project action plans to department executives
- Collaborated with IT to develop custom digital event management tool and external registration system; managed custom content for event website
- Supervised event volunteer teams and interns
National Meeting Planner
Appraisal Institute & Discovery Chicago
Chicago, IL
07.2005 - 04.2008
Education
Bachelor of Arts - Communication Studies; Interpersonal & Organizational Concentration
Eastern Illinois University
Skills
- Proven ability to lead in a complex, fast-paced, multi-channel and multi-partner environment
- Demonstrated success of driving the business through leadership of global brand and product marketing campaigns
- Proven success interacting with and influencing senior leaders
- Deep experience in digital marketing and customer acquisition
- Skilled in customer relationshp management strategy
- Strong people management experience rooted in a team philosophy: partnership, coaching, development and management
- Thrives on thinking strategically and implementing creative ideas in a fast-paced environment
- Experience leading strategy and execution of media content partners, influencers and brand spokesperson
Timeline
Director, North American Marketing
BMO Harris Bank (HQ In Toronto)
01.2019 - Current
Sr. Manager, Marketing & Customer Communication
BMO Harris (HQ In Toronto)
03.2018 - 01.2019
Senior Manager, Brand Advertising & Sponsorship
BMO Harris (HQ In Toronto)
01.2017 - 03.2018
Manager, International Marketing
United Airlines
09.2014 - 12.2016
Manger, Global Advertising & Sponsorship
United Airlines
03.2012 - 09.2014
Account Executive
Leo Burnett- Kellogg's
08.2010 - 03.2012
Event And Marketing Manager
Crain's Chicago Business
03.2008 - 07.2010
National Meeting Planner
Appraisal Institute & Discovery Chicago
07.2005 - 04.2008
Bachelor of Arts - Communication Studies; Interpersonal & Organizational Concentration
Eastern Illinois University
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