Senior Performance Marketing Strategist III • Zions Bancorporation • 2019 - 2024
Zions Bancorporation comprises six prominent regional banks: Amegy Bank of Texas, California Bank & Trust, National Bank of Arizona, Nevada State Bank, Vectra Bank of Colorado, and Zions Bank of Utah.
- Promoted to the Enterprise Digital Marketing (EDM) team to lead centralized paid media initiatives, contributing to an annual cost reduction of $5 million in administrative fees previously spent on advertising agencies.
- Updated standard operating procedures (SOPs) to optimize workflows by creating detailed design and copy templates, leading to a 30% reduction in campaign turnaround and ensuring consistent messaging, brand, and data integrity.
- Developed a cybersecurity content strategy to raise awareness about fraud protection features among business banking leads through automated email initiatives, resulting in a 30% increase in new account openings.
- Performed 100 A/B testing for a certificate of deposit campaign, decreasing acquisition costs by 22%, averaging ROAS of $0.75 per $1,000 deposited.
- Coordinated over 250 paid media campaigns simultaneously, significantly enhancing return on ad spend (ROAS) through analytical reporting tools, enabling data-driven decision-making.
Digital Marketing Manager • National Bank of Arizona
Zions Bancorporation's affiliate, National Bank of Arizona, establishes itself as a leader in business banking for small—and medium-sized businesses (SMBs).
- Developed a paid media strategy for the Paycheck Protection Program (PPP) that contributed to 33% of the program's success, generating over $250 million in loans for eligible small businesses.
- Targeted small businesses with tailored messaging based on credit card search trends. This approach achieved a 20% click-through rate and reduced pay-per-click (PPC) costs via Google Ads by 35%.
- Executed SEO strategy for a diverse lending program featuring personalized messaging aimed at female, veteran, and minority business owners, generating a 50% increase in organic traffic and a 30% improvement in search engine rankings.
- Increased paid social media advertising acquisitions by 65% by utilizing first-party data from CRM to replicate existing client attributes.
- Collaborated with developers and system integration teams to establish universal tracking, pixel, and tag manager protocols across various demand-side platforms (DSPs) to systematically account for various conversion events, achieving a 25% reduction in return on ad spend (ROAS).
Digital Marketing Director • Epic Productions (2015 - 2019)
An award-winning advertising agency specializing in video production, also providing customized solutions for paid media (SEM) and search engine optimization (SEO).
- Identified recruitment challenges in the government sector, proposing targeted lead-generating strategies that secured contracts with five Northern California police departments and led to a 200% revenue increase.
- Crafted a robust content strategy that harnessed the power of email marketing to nurture leads and bridge three critical gaps in market positioning, achieving a remarkable 35% reduction in client acquisition costs.
- Designed and delivered impactful omnichannel strategies encompassing precise result forecasting, strategic budget allocations, and in-depth competitive analysis to onboard clients and drive their success.
- Increased YouTube engagement by 150% through expert optimization of videos and the channel, utilizing innovative content marketing strategies and leveraging search trends with extensive keyword research.
- Maintained a 90% client retention rate over five consecutive years, reflecting a commitment to exceptional service and client satisfaction.
Digital Marketing Manager
- Spearheaded a brand awareness initiative by implementing an omnichannel strategy for a Super Bowl campaign that featured local football legend Kurt Warner, which increased branded search queries by 40% and boosted organic traffic by 60% for Arizona Federal Credit Union.
- Maintained a portfolio of 25 high-growth clients, ensuring consistent brand delivery across platforms and extending brand awareness by 20% MoM.
- Increased email marketing subscriptions by 40% and improved open rates by 25%, resulting in an additional $250,000 in monthly revenue.
- Achieved a 25% increase in organic traffic by improving SEO through link building and content optimization based on user analytics.
- Managed a portfolio of over 50 successful paid media campaigns across various industries while skillfully handling substantial monthly budgets.
