TINA DAVIS
Tiburon,CA
Summary
Polished leader with 24 years of experience stewarding strategic projects for expanding brands: Payments Technology (Visa); Financial Services (First Republic, Wells Fargo); Consumer Packaged Goods (Gap).Leader in earning consumer loyalty in highly regulated industries.
Significant achievements in brand strategy, business planning, new product management, consumer facing communications and campaigns, process improvement, organizational design and business operations:
Led Visa as the Brand representative through the multi-year transition from a private company to a publicly traded company, global brand redesign, product innovation initiatives.
Stewarded First Republic through new partnership marketing and co-branding program, client acquisition and loyalty campaigns, marketing regulatory needs, new product launches, and organization redesign during 7-year period of 475% growth.
Overview
24
24
years of professional experience
Work History
Executive Special Projects
FIRST REPUBLIC BANK
11.2015 - 07.2023
- Strategic business partner to spearhead key brand initiatives: partnership marketing, brand strategy, brand management, co-branding, new product development, go-to-market strategy, client acquisition programs, regulatory marketing requirements, annual business planning, leadership learning and development program, organization design, growth and change management.
- Built nimble marketing processes for high-growth environment of 475% increase in assets
- Designed and led first brand management and affiliate marketing licensing system.
- Engineered client acquisition programs as marketing lead on cross-functional task force.
- Created an in-house leadership development program adopted company-wide by the COO
- Modeled highly professional and efficient behaviors in fast-paced and constantly changing environment, effectively handling challenging situations and leading cross-functional colleagues to achieve objectives.
Global Brand Consulting Team Leader
VISA
05.2013 - 10.2015
- Led strategic brand initiatives related to global product expansion, acquisitions, product brand design of prepaid card and gift card expansion, and innovation in payments technology and products.
- Competitive analysis project as key competitor in U.S. market of $4.8 trillion in volume.
- Owned quarterly reviews of brand standards for Visa's six regions with responsibility for identifying areas for improvement and selling in change to executives.
- Promoted culture of continuous improvement by encouraging feedback from all teams (Sales, Product, Legal) and implementing actionable changes accordingly.
Senior Business Leader
VISA
01.2010 - 04.2013
- Awarded Most Influential Marketer 2012 by Visa U.S. CMO
- Brand Management leader on the Task Force that led the globalization of Visa Marketing and the Visa Brand re-design following its IPO.
- Led and managed in-country brand teams worldwide to create brand standards, communication plans, and global training with consistency to global brand strategy yet personalized for local culture and market.
- Accountable for global teams' performance metrics and professional development of eight direct reports.
- Negotiated with clients - U.S. banks issuing Visa cards - to optimize their card programs within Visa brand standards, resulting in long-term relationships and increased business.
- Spearheaded new product launches as brand steward and marketing advocate, coordinating across departments for seamless integration into existing offerings.
Business Leader
VISA
01.2007 - 01.2010
- Project leader to evolve region-specific brand approach to one unified, cohesive global brand for the Visa IPO.
- Created complex communication plans to educate external clients - B2B (client banks) and B2C (consumers) - about Visa Brand Marks, Point of Sale Signage, and payment products.
- Won buy-in from stakeholders to partner with me to facilitate global training for clients and merchants on Visa Brand standards.
- Helped meet changing demands by recommending improvements to business systems or procedures.
Manager
VISA
01.2006 - 01.2007
- Brand steward of emerging product categories such as general prepaid cards, gift cards sold as consumer packaged good in retail store "gift card malls", and mobile payments, ensuring, and mobile payments, ensuring seamless payment experiences for Visa consumers.
- Led market research of new products and services and determined recommendations to executives of best path to increase revenue growth.
Program Manager
VISA
01.2004 - 01.2006
- Relationship manager to U.S. Banks to ensure payment card designs and communications materials were effectively and appropriately portraying the Visa Brand and meeting all regulatory requirements and consumer protection bills.
- Managed multiple strategic projects with 72 U.S. Banks to drive revenue.
Assistant Vice President
WELLS FARGO BANK
02.2002 - 12.2003
- Managed four e-business products through their life-cycle in the early stages o online banking where gaining customer trust was critical.
- Enhanced communication between seven departments in different locations by developing effective collaboration structures and information-sharing platforms.
Analyst
GAP
08.1999 - 02.2002
- Received All-Company Excellence Award, 2000
- Owned performance analysis for Gap Women and Body
- Created & introduced store returns, theft and competitor policy analysis which led to the national Gap Brands store return policy change in 2001, achieving a 24% drop in returns expense, thereby driving higher profits.
- Supported budgeting processes by providing accurate forecasts and timely variance analyses.
Education
Master of Business Administration, Marketing -
California State University Part-Time Executive Program
06.2006
Bachelor of Science - Business, Finance
Cal Poly, San Luis Obispo
06.1999
Timeline
Executive Special Projects
FIRST REPUBLIC BANK
11.2015 - 07.2023
Global Brand Consulting Team Leader
VISA
05.2013 - 10.2015
Senior Business Leader
VISA
01.2010 - 04.2013
Business Leader
VISA
01.2007 - 01.2010
Manager
VISA
01.2006 - 01.2007
Program Manager
VISA
01.2004 - 01.2006
Assistant Vice President
WELLS FARGO BANK
02.2002 - 12.2003
Analyst
GAP
08.1999 - 02.2002
Master of Business Administration, Marketing -
California State University Part-Time Executive Program
Bachelor of Science - Business, Finance
Cal Poly, San Luis Obispo
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