Mutual funds were new to Asia in the late 90s, and many people in rural areas had no information about this method of investing. As Citibank developed a world-class investment services franchise in the Asian markets, I worked with the regional marketing team on the following:
Developed timely and topical sales force communications;
Brand management throughout region;
Expanded the menu of fund offerings by assessing new concepts and creating product programs for new fund launches;
Committee member, global website project.
After two years with Citibank, their investment products tripled in sales which included higher cross-sell rates of investment products to bank clients, and increased retention rates. The marketing program was a success.
McGraw Hill Construction
McGraw Hill Construction launched The Network, an online service which caters to the construction industry, I created an investment case and roll-out plan for the launch of a loyalty program.
Initial research included bench marking four different industry companies and applying best practices to those companies’ programs:
Stated a case for a loyalty marketing program while defining all issues and challenges;
Created a value proposition while defining a strategy including schedule/budget;
Performed a cost analysis of the investment needed to start and maintain a program.
I developed a loyalty program which fostered a philosophical shift in customer thinking from price sensitive to value-proposition centric, while deepening customer relationships and retention rates.
As a start-up manufacturer of pneumatic tube systems, Quick Tube Systems needed to enhance their brand and marketing communications positioning to reflect their next step as a newly-emerging company.
To better position Quick Tube Systems in their industry, I completed the following:
Re-branded Marketing Communications Materials;
Designed, built and managed their website & social media marketing strategy.
This emerging company has a foundation in place to increase sales, deepen existing relationships, and cross-sell other products to existing and future clients.