Hi, I’m
Patricia Severo
Penfield,NY
Summary
MARKETING STRATEGY DIRECTOR
Results-driven professional with 20+ years of experience implementing strategic marketing and revenue expansion initiatives. Uniquely qualified with experience at all stages of the funnel and comprehensive knowledge of creative design, production and marketing operations. Possesses project management expertise and demonstrated ability in cultivating relationships from an approachable yet accountable leadership style that promotes collaboration, drives performance and delivers results.
Overview
24
years of professional experience
Work History
Above Lending
Director of Acquisition Marketing
01.2022 - 01.2023
Job overview
- Managed Bank partnerships through collaboration with finance, legal, compliance, and risk management leaders to implement strategic initiatives and ensure adherence to program obligations
- Owned marketing P&L and forecast for DTC channels
- Enhanced customer engagement through integrated marketing across direct mail, email, SMS and interactive web messaging
- Improved response 19% by introducing email marketing for incremental contact with recipients of prescreened direct mail
- Allocated marketing spend and resources through careful coordination of campaign schedules, timing, frequency, cadence and channel capacity
- Analyzed campaign results, developed testing strategies and optimized performance for alignment with business goals
- Promoted team collaboration, delegated tasks and ensured timely completion of deliverables through effective project planning and cross- communication of progress, roadblocks, requirements and next steps
- Created internal procedures to manage direct marketing programs, ensure compliance with legal and regulatory requirements and support flawless campaign execution
- Interpreted competitive research to provide product development and marketing strategy recommendations based on market trends
Discover Student Loans
Senior Manager
03.2019 - 01.2022
Job overview
- Promoted into this position as result of outstanding performance and team leadership
- Managed annual marketing budget of $28MM and met profitability targets for all channels YoY
- Recommended and implemented successful strategies based on program performance analytics to maximize revenue
- Coordinated multiple, concurrent direct marketing programs and ensured campaigns were completed on time and within budget
- Drove 21% YoY growth in loan originations through strategic advertising, renegotiated contracts and price testing in paid advertising channels
- Revamped process for managing content for affiliate partner advertising, which increased efficiency for legal review and copy approval, and established continuous monitoring of site content to promptly detect any changes to published content
- Developed process for vendor selection and performance monitoring with standards by which to assess approved vendors
- Cultivated partnerships to drive collaboration, maximize productivity and deliver consistent, high-quality results
- Received special recognition for proactive effort to identify process gaps and advocate for enhanced business practices to mitigate UDAAP, Fair Lending and other compliance risks
Discover Student Loans
Manager
02.2010 - 03.2019
Job overview
- Led strategy design and execution of integrated marketing campaigns to acquire new student loan customers
- Managed direct response marketing campaigns and tracked performance against KPI targets
- Oversaw program management resources to implement internal processes and infrastructure necessary for prescreened marketing launch
- Defined targeting criteria and marketing-compliant strategy leveraging consumer credit bureau data to perform prescreened direct mail
- Partnered with cross-functional teams to develop product positioning and creative messaging to launch Parent loan product and High School Reward for Good Grades product benefit
- Leveraged customer research and personas to implement lifecycle marketing strategies that build brand loyalty and drive product value throughout customer journey
- Ensured brand and design standards were followed for all marketing communications
- Implemented continuous creative testing in DTC channels to maintain best-in-class value proposition
- Supervised 1-2 direct reports responsible for lead generation, email channel delivery and performance reporting
Discover Student Loans
Senior Vice President
11.2006 - 02.2010
Job overview
- Led product integration and rebranded marketing collateral following acquisition of The Student Loan Corporation by Discover Financial Services in 2010
- Led development of strategic cross-marketing plans to drive product enrollment across affiliate lines of business, including credit card, mortgage, retail and banking
- Exceeded annual business target by securing all available affiliate marketing channel placements to advertise student lending products
- Identified revenue-generating opportunity and drove $200K in expansion revenue by marketing relevant third-party products to existing student loan borrowers and cosigners
- Executed B2B marketing strategy by designing brochures, sell sheets and digital content for Sales team interactions with colleges/universities
- Developed marketing campaigns featuring educational content and coordinated delivery to high school guidance counselors, students and families through live hosted and pre-recorded webinars
- Monitored industry trends, keeping current on latest changes and competition in industry
Morgan Stanley
Director of Marketing Communications
08.2005 - 11.2006
Job overview
- Developed print and digital marketing strategies while ensuring alignment with key initiatives from leadership
- Consulted with product specialists, private client advisors, legal and other subject matter experts to develop product brochures and promotional mailers
- Designed customizable newsletter providing sophisticated content for private client advisors to engage with clients
- Provided copywriting for articles and website content
Deutsche Bank
Assistant Vice President
11.1998 - 08.2005
Job overview
- Provided event planning services, venue selection, cost negotiation and contracting, guest management, vendor oversight and on-site logistics
- Organized large-scale client entertainment events, including wine tastings, golf outings and sailing regattas
- Supported new product launches by coordinating and hosting investor roundtable luncheons, product seminars and offsite training venues
Education
The Pennsylvania State UniversityUniversity Park, PA
Bachelor of Arts from Administration of Justice
01.1994
Skills
- B2B Marketing
- Business Development
- Project Leadership
- DTC Campaigns
- Product Marketing
- Affiliate Partnerships
- Performance Marketing
- Budgeting and P&L
Timeline
Director of Acquisition Marketing
Above Lending
01.2022 - 01.2023
Senior Manager
Discover Student Loans
03.2019 - 01.2022
Manager
Discover Student Loans
02.2010 - 03.2019
Senior Vice President
Discover Student Loans
11.2006 - 02.2010
Director of Marketing Communications
Morgan Stanley
08.2005 - 11.2006
Assistant Vice President
Deutsche Bank
11.1998 - 08.2005
The Pennsylvania State University
Bachelor of Arts from Administration of Justice
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