Zach Ratcheson
Marietta
Summary
Dynamic, senior leader with diverse multi-channel experience and proven track record of high quality customer acquisition and relationship deepening across banking, payments, retail and wireless industries. Recognized for delivering and maintaining outstanding client account generation, growth, enhancing customer experiences, and leveraging voice of the customer data and consumer insights to develop and implement measurable and meaningful products and campaigns.
Strong focus on fostering team collaboration and adapting to changing business needs.
Overview
25
25
years of professional experience
Work History
Senior Director, Growth & Engagement
Synovus Bank
10.2018 - Current
- Develop and execute strategies to deliver consumer and small business customer acquisition and account deepening. Produce key financial performance and customer satisfaction metrics including deposit balance growth, account cross-sell, net promoter score, and expense management.
- Successfully produced and deployed numerous, varied multi-channel acquisition campaigns to deliver over $1 Billion in new deposit balances
- Partner regularly with market leaders across the bank to ensure the growth of multiple lines of business, including Private Wealth, Mortgage and lending.
- Create, analyze, implement and oversees short-term and long-term strategic business processes and plans, including rebranding of multiple lines of business and products, to increase operational efficiency, meet strategic vision and achieve financial goals.
- Develops, presents and implements business case recommendations and tactical/operational strategies based on analysis of global and industry trends, company objectives and key stakeholders.
Director, Customer Engagement
TSYS
05.2013 - 10.2018
- Led key business development activities for our client strategy advisory practice related to all marketing aspects of the credit cardholder lifecycle, including acquisition, spend, redemption and win-back initiatives, across 35 super regional and global financial institutions credit card portfolios, totaling $900 billion in annual spend.
- Revitalized and cultivated relationship with key client, resulting in multi-year contract extension and more than $3M in incremental revenue generated following renewal.
- Designed, targeted and evaluated results from multiple customized cardholder spend campaigns, resulting in as much as a 16% increase in cardholder spend.
- Produced a 60% increase in online conversion through analyzing voice of the customer data and web trend analytics enabling more meaningful insights into customer journeys and behaviors.
- Delivered a 40% lift in web visits, 15% lift in cardholder redemptions and increased marketing revenue 50% Y-O-Y through a variety of digital and print initiatives.
Lead Online Marketing Manager, AT&T.com
AT&T
07.2011 - 05.2013
- Developed and led end-to-end creation and implementation of online marketing strategies and campaigns, capturing over two million weekly visitors for AT&T.com.
- Received Service Excellence Award for developing and executing strategy around launch of new Mobile Share plan offerings, exceeding forecasted adoption by 3%.
- Led development of strategy and execution of all Holiday marketing campaigns, including Black Friday, resulting in 2% ($3 million) year-over-year sales online sales growth.
- Leveraged Voice of the Customer data and market research to create personas and drive website enhancements to improve the customer experience and increase Net Promoter Score.
- Drove brand, segment, sponsorship, and product marketing initiatives designed to expand att.com wireless sales.
Senior Merchant, Mobile Online Experience
BEST BUY CORPORATION
05.2007 - 07.2011
- Responsible for numerous elements involved in multimillion-dollar development, launch, and overall sales performance of Best Buy Mobile’s transactional website.
- Developed merchandising and marketing plans, managed inventory, and negotiated supplier support funding resulting in 2% increase in market share for Best Buy Mobile wireless sales.
- Delivered 236% increase in unit sales year-over-year and $11 million in incremental gross margin in FY’11.
- Negotiated and finalized mobile industry’s first online contract between retailer and wireless carriers (Verizon, AT&T, Sprint, and T-Mobile) where terms were equal for online and brick and mortar operations.
- Managed two direct reports and ten indirect reports responsible for ongoing merchandising operations.
Merchant, Mobile Phones
BEST BUY CORPORATION
01.2007 - 01.2009
- Spearheaded $80 million in sales and business development for Verizon, Sprint, and T-Mobile, while rolling out Best Buy Mobile across 1,100 locations.
- Fostered cross-functional relationships with Inventory Management, Accounts Receivable, and Marketing teams to evaluate contract agreements, decrease financial roadblocks, and create customized marketing and sales initiatives.
- Identified and drove emerging mobile broadband category. Generated $3 million in incremental gross margin through increasing ad rotation and consumer awareness, while establishing internal partnerships with computers department.
- Drove 280% increase in smartphone unit sales by negotiating incremental supplier support and industry’s first pre-sale event.
- Led and facilitated internal feedback discussions with peers and leaders to improve culture within team.
Business Consultant
TARGET CORPORATION
09.2001 - 05.2007
- Championed multiple systematic and IT initiatives designed to improve supply chain efficiencies and increased overall direct import penetration.
- Led implementation of new online ordering system for Target.
- Managed fifteen-person team, serving as link between IT and business teams. Results include 23,000 hours saved in workload, resulting in $4 million reduction in supply chain inefficiencies and additional $90 million projected savings within the first five years.
- Developed strategy to reengineer product ordering systems to account for full import container shipments. Reduced manual workload by 75% and saved $22 million over the next five years.
- Led division in creation and facilitation of professional development strategy that fostered ongoing education of team members.
Senior Business Analyst, Office Electronics
TARGET CORPORATION
01.2003 - 01.2005
- Orchestrated strategic business plans designed to drive over $500 million in sales while growing market share through tactical product assortment decisions, ad planning, managing and developing relationships with key vendors, and lean inventory management.
- Drove 11.1% increase in sales for mobile and cordless phones, prepaid calling cards, and cellular accessory categories.
- Received Director’s Award for delivering 8.1% year-over-year comp and gaining 10 percentage points of market share for key businesses during “Back to School” season.
- Created product launch strategy and internal marketing plan for Firefly Mobile phone and accessories. Negotiated $3 million reduction in unnecessary inventory and collaborated with support teams for in-store signage and team member training.
- Managed department forecast process delivering sales $17.2 million better than plan inventory, $13.4 million better than plan, and gross margin $11 million better than plan.
Assistant Product Manager, Target Sourcing Services
TARGET CORPORATION
01.2001 - 01.2003
- Managed daily operations including sales analysis, inventory forecasting, shipping, and qualitative assurance for over 20 unique programs and 200+ skus worth over $200 million.
- Exceeded plan dollars in 2003 by 40% ($35 million), by strengthening vendor relationships, evaluating industry trends, and performing detailed sales analysis.
Education
Bachelor of Arts - Marketing
University of St. Thomas
Saint Paul, MNSkills
- Cross-functional Team Leadership
- Multi-channel Marketing
- Competitive Analysis
- Regulatory & Compliance Knowledge
- Strategic Planning
- Customer Analytics & Insights
- Team management
Timeline
Senior Director, Growth & Engagement
Synovus Bank
10.2018 - Current
Director, Customer Engagement
TSYS
05.2013 - 10.2018
Lead Online Marketing Manager, AT&T.com
AT&T
07.2011 - 05.2013
Senior Merchant, Mobile Online Experience
BEST BUY CORPORATION
05.2007 - 07.2011
Merchant, Mobile Phones
BEST BUY CORPORATION
01.2007 - 01.2009
Senior Business Analyst, Office Electronics
TARGET CORPORATION
01.2003 - 01.2005
Business Consultant
TARGET CORPORATION
09.2001 - 05.2007
Assistant Product Manager, Target Sourcing Services
TARGET CORPORATION
01.2001 - 01.2003
Bachelor of Arts - Marketing
University of St. Thomas