Summary
Overview
Work History
Education
Skills
Affiliations
Timeline
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RAE HAMM

Columbia,MD

Summary

Skilled in evaluating and analyzing business and marketing strategy, analytics, and marketing campaign results from various sources to adjust tactics while ensuring executional excellence for go-to-market integrated, brand, acquisition, and lifecycle marketing campaigns. Experience in both leading and managing creative processes, working with creative teams and agencies, and writing effective creative briefs. Collaborative work style, partnering with both internal and external senior stakeholders to lead the development and execution of full funnel end-to-end brand marketing plans and campaigns. Passion for learning and developing while championing the voices of other team members to intentionally drive impact and serve as a results-driven effective leader.

Overview

10
10
years of professional experience

Work History

Assistant Vice President, Digital Retail Marketing

Synchrony Financial
05.2023 - Current
  • Client relationship owner for two Digital Retail clients generating ~$6M in annual sales. Responsible for collaborating daily with internal and external partners, planning, executing, optimizing, and reporting on credit go-to-market strategic marketing relationships for two clients.
  • Develop data informed marketing strategies aligned with business objectives, leveraging customer segmentation, competitive analysis, and KPIs to drive acquisition and lifecycle growth across multiple financial products and clients.
  • Manage end-to-end campaign development for acquisition, lifecycle, and early month on book campaigns that increased new accounts booked by 2% and first day active spend by 5%.
  • Partnered closely with Product leadership to shape multi-quarter roadmaps across multiple credit and lifecycle products, incorporating customer insights and competitive intelligence that drove prioritization of key features, accelerating user adoption by 15%.
  • Develop multi-channel CRM/lifecycle go-to-market strategy and execution calendars and campaigns while meeting or exceeding campaign goals and contributing to business targets.
  • Launched yearly Cardholder Exclusive lifecycle event during a new month that led to a 3% year-over-year increase of the portfolio Penetration Rate.
  • Lead end-to-end strategy and implementation of Synchrony Buy Now Pay Later (BNPL) products on client website and marketing literature.
  • Develop and refine new value propositions for two clients that led to a 10% increase in conversions.
  • Partner with Analytics, Finance, Credit, and Research to analyze portfolio data and performance while converting data into recommendations for the client C-Suite during business reviews.

Principal Integrated Marketing Strategist

Capital One Financial
01.2022 - 05.2024
  • Identify, grow, and nurture key audience segments through engaging content, analytics, strategic partnerships, and a seamless execution across multiple formats and points of distribution, ensuring that content meets the audience.
  • Deliver and lead go-to-market plans for new product launches for Capital One Bank while identifying areas to increase accounts booked through omni-channel lifecycle integrated marketing plans.
  • Incorporate Capital One Bank’s key business objectives and strategic vision to create a yearly marketing calendar and integrated roadmap to enhance the end-to-end customer experience.
  • Analyze business and technical requirements, marketplace trends and consumer insights for test and learn plans and product value propositions for new product launches and API-driven servicing experiences within the Capital One Banking digital app.
  • Partnered closely with Product and Research teams to identify unmet customer needs and influence digital roadmap priorities, resulting in the rollout of new servicing features in Capital One’s mobile banking app.
  • Leverage and track market, competitive, creative, and customer intelligence analytics to develop an understanding of market opportunities, customer behavior and business drivers to implement go-to-market marketing strategies for Bank products and peer-to-peer (P2P) payment partnerships.
  • Accomplishment: Led end-to-end lifecycle campaign through product positioning and marketing integration for Capital One’s “No Overdraft Fees” marketing campaign and holistic positioning that helped to make money more accessible for over 40,000 Capital One consumers.
  • Accomplishment: Supported the development and execution of the top performing large-scale national “Easiest Decision” campaign that led to an effective increase of brand recall from 44% to 53% through strategically building a consistent key message and eliminating multiple messages in advertising.

Senior Associate Marketing Strategist

Capital One Financial
10.2019 - 01.2021
  • Led the creative development, execution, and optimization of marketing campaigns while working closely with world-class creative agencies and business analysts through utilizing a mix of channel marketing expertise, comprehensive knowledge of our product portfolio, and marketing analytics.
  • Created and designed holistic go-to-market marketing plans for the Capital One Arena and national partners to ensure campaign consistency through full-funnel online, mobile app, and local marketing plans.
  • Analyzed business results, industry trends and consumer insights to recommend marketing hypotheses and optimizations for new national advertising campaigns and testing.
  • Led and owned the creative development, go-to-market strategy, and execution process for non-television tactical assets; online social and digital (Webpage, Email, Meta, Google, Snapchat, and TikTok).
  • Partnered with Acquisition, Data Analyst, Product, and Enterprise Digital team to launch seven integrated incentive campaigns for Capital One Banking Products and services.
  • Collaborate to utilize learnings for Capital One Bank marketing campaigns through data such as brand health, new accounts booked, attrition, and content engagements.
  • Accomplishment: Led the creation of a new target persona segmentation through analysis of research and analytics to determine how to appropriately sub-segment the customer base to deliver relevant, insight-driven marketing. This target persona is still used today.
  • Accomplishment: Mentored and coached junior marketers on product marketing best practices fostering a collaborative culture that increased team productivity by 20%.

Marketing Specialist

Truth Initiative
06.2016 - 09.2019

Marketing Coordinator

Eyemagination Inc.
09.2015 - 05.2016

Education

Global Manager in Europe Certification -

ESSEC Business School

Master of Business Administration - Strategy and Consulting

University of North Carolina at Chapel Hill

Bachelor of Business Administration - Marketing

Kent State University

Skills

  • Agency & Vendor Management
  • Campaign Development
  • Product & Growth Marketing (GTM)
  • Experiential & Sponsorship Marketing
  • Product Forecasts & Budgeting
  • Project Management
  • Client Relations & Management
  • Marketing Evaluation & Research
  • Adobe Creative Suite
  • Workfront
  • Google Drive
  • MS Office Suite

Affiliations

  • Black Experiences+ Member and Women’s Network+ Member, Synchrony Financial Diversity Network
  • Alumni Member, Beta Gamma Sigma Honor Society

Timeline

Assistant Vice President, Digital Retail Marketing

Synchrony Financial
05.2023 - Current

Principal Integrated Marketing Strategist

Capital One Financial
01.2022 - 05.2024

Senior Associate Marketing Strategist

Capital One Financial
10.2019 - 01.2021

Marketing Specialist

Truth Initiative
06.2016 - 09.2019

Marketing Coordinator

Eyemagination Inc.
09.2015 - 05.2016

Master of Business Administration - Strategy and Consulting

University of North Carolina at Chapel Hill

Bachelor of Business Administration - Marketing

Kent State University

Global Manager in Europe Certification -

ESSEC Business School

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RAE HAMM