Tara Rajdl
Minneapolis,MN
Summary
Multi-talented senior leader knowledgeable about sales, marketing, digital operations and personnel management serving more than 12 years in the financial services industry. Successful at stepping into diverse positions and making immediate positive contributions. Focused on delivering strategic thought leadership, planning and execution to position and drive digital value to retail customers. Results driven people-leader who builds solid relationships with employees and managers to foster a positive culture with continuous improvement and engagement.
Overview
12
12
years of professional experience
Work History
Assistant Vice President, Digital Marketing Manager
U.S. Bank
12.2022 - Current
- Develop and execute Wealth Management digital campaigns and journeys to drive customer acquisition, deepening relationships, and retention of affluent and high-net-worth clients
- Orchestrate paid media, display advertising, email marketing, SEO/SEM, search and 10+ other digital channels to promote advisor recruiting which boosted visibility and hiring of senior financial advisors
- Track, measure and report on acquisition metrics across all digital platforms including, paid media, email, online, mobile, search, social media and other digital channels
- Lead marketing partners to develop engaging channel specific content and testing plans based on optimization and data performance results
- Execute robust marketing strategies that yield a positive return on investment and optimizes tactics and content as needed
- Collaborates with internal partners including retail marketing, enterprise data and analytics, product groups, digital, content and UX teams to deliver flawless customer centric, multi-channel marketing programs and experiences.
Assistant Vice President, Senior Acquisition Strategy Manager
U.S. Bank
09.2020 - 12.2022
- Generate impactful direct acquisition campaigns through direct mail, digital and email channels, exceeding new account goals while maximizing budget.
- Track, measure and report on acquisition metrics across retail co-brand credit card programs.
- Make data-driven decisions to invest more where we see success and increase testing for learning opportunities.
- Work across partner teams to create successful acquisition strategies.
- Manage campaign finances and spend for each cobrand by prioritizing and sequencing spend & tracking actuals to forecast.
- Builds strategic roadmap to ensure growth of direct mail, email and digital co-brand campaigns are a revenue producing channel.
- Collaborates with product, partner marketing and other areas of the organization to provide regular monthly updates to senior leaders on the health of cobrand direct acquisition channels.
Digital Marketing Program Manager
Wells Fargo
05.2018 - 08.2020
- Consult with business leaders and stakeholders to implement digital marketing strategies and campaigns to drive global growth and brand awareness in the United States and Canada.
- Lead cross-functional teams to execute product marketing campaigns, articulating business goals and maximizing campaign effectiveness.
- Execute numerous digital marketing initiatives while focusing on customer experience enhancements, and risk management efforts.
- Lead full life-cycle marketing program management for digital initiatives, including business planning, development, implementation and KPI's.
- Partner with Insights & Analytics team to measure campaign performance, present results to leadership and stakeholders to optimize programs based on results and business goals.
Marketing Content Manager
Ameriprise Financial
06.2016 - 05.2018
- Drive development of strategic marketing plans among cross-functional teams, work with digital strategy and implementation teams and agency partners to execute a holistic marketing plan.
- Lead cross-functional teams to develop digital marketing strategies that support advisor-client interactions.
- Create omni-channel content for the Ameriprise call-center advisors to drive client engagement.
- Drive personalized content strategy leveraging CSM data and create digital customer journeys.
- Maintain awareness of key corporate messaging to facilitate consistency across all channels.
Senior Marketing Coordinator
RBC Global Asset Management
03.2015 - 06.2016
- Partner with senior leadership to build the RBC Global Asset Management and BlueBay Asset Management brand by developing new digital initiatives and cross-channel communications in the United States, Canada and Europe.
- Lead cross-functional teams to develop digital content, program initiatives and distribute through the appropriate channels.
- Track and report on metrics related to content effectiveness and make recommendations for improvement based on results.
- Strategize, plan, and execute conferences, events, sponsorships and value-add initiatives.
- Serve as an information resource to business and partner teams.
Marketing Consultant
Abbot Downing, A Wells Fargo Business
08.2011 - 03.2015
- Develop digital marketing materials to evolve the brand strategy and further business objectives.
- Execute marketing campaign projects through the full life cycle.
- Manage marketing material inventory across multiple vendors with detailed tracking documents.
- Gather market intelligence and create dashboards to report public website and internal SharePoint statistics.
Education
Bachelor of Arts - Business Administration Emphasis in Marketing
Augsburg College
Minneapolis, MN05.2012
Bachelor of Arts - International Business
Augsburg University
Minneapolis, MN05.2012
Skills
- Business Planning
- Cross-functional Team Leadership
- Data Analysis
- Effective Relationship Building
- Marketing Strategy
- Process Improvement
Timeline
Assistant Vice President, Digital Marketing Manager
U.S. Bank
12.2022 - Current
Assistant Vice President, Senior Acquisition Strategy Manager
U.S. Bank
09.2020 - 12.2022
Digital Marketing Program Manager
Wells Fargo
05.2018 - 08.2020
Marketing Content Manager
Ameriprise Financial
06.2016 - 05.2018
Senior Marketing Coordinator
RBC Global Asset Management
03.2015 - 06.2016
Marketing Consultant
Abbot Downing, A Wells Fargo Business
08.2011 - 03.2015
Bachelor of Arts - Business Administration Emphasis in Marketing
Augsburg College
Bachelor of Arts - International Business
Augsburg University
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