• Successful track record of increasing revenue and profits for business units, start-ups and products

  • Proven leader who can deploy full marketing toolkit to rapidly scale opportunities from ideas to execution

  • High level of comfort in environments that require innovation and adaptability (product launches, start-ups, new teams)

  • Pragmatic and unflappable leadership style characterized by listening, collaboration and ability to work well with analytic and creative contributors

  • Global citizen: lived/worked in Europe, Latin America and North America; fluent in German and French

  • Wharton MBA

Senior Financial Services Marketing Executive

CAREER BACKGROUND

CAREER BACKGROUND

  • CMO for largest online-only bank in the US (over 2M accounts, acquiring 300K+/year)

  • Created rewards program unique in the financial services industry

  • Led brand transformation from Higher One (leader in providing financial services to universities)

  • Launched award-winning website dedicated to improving financial literacy among millennials

CAREER BACKGROUND

  • CMO for largest online-only bank in the US (over 2M accounts, acquiring 300K+ new customers per year)

  • Created rewards program unique in the financial services industry

  • Led brand transformation from Higher One (leader in providing financial services to universities)

  • Launched award-winning website dedicated to improving financial literacy among millennials

  • As head of Consumer & Small Business Marketing, built and led team to deepen relationships with US customers (115 million accounts)

  • Introduced loyalty program that significantly improved Net Promoter Score

  • Expanded channels to include online advertising, social media, offline promotions and partnerships

  • As CMO, built and led Marketing organization to turn around 15-year old retailer of pet products

  • Created differentiated consumer strategy culminating in new site featuring extensive personalization and deep integration of commerce and content

  • Developed B2B strategy and launched new site to enable appointment booking with veterinarians

  • As head of Marketing, led and revitalized marketing organization for Personal Lending business

  • Created breakthrough promotions for secured and unsecured loan products to drive cross-sell to WF customer base across all channels (branch network, DM, online)

  • Global management of CitiGold, Citi’s loyalty program for affluent consumers

  • Introduced new products and services in 10 countries

  • Launched and managed first retail branch (and Europe’s largest) in the UK

  • Responsible for P&L of $6.5B credit card portfolio (4.5M consumer)

  • Managed cross-sell programs that increased customer lifetime value

Advocate

Passionate advocate for the customer and the Marketing function

problem Solver

Results-driven and focused conceptual thinker who enjoys solving complex problems drawing on appropriate balance of creativity and analytics to find/implement innovative solutions

Strong listening skills help rapidly synthesize information and insights into strategies and clear action plans

Listener

Team Player

Team player who leaves ego at the door and focuses on doing the right things and getting them done, bringing balance to teams he works with

Marketing Strategy

 - Product Innovation

 - Brand Strategy

 - Insights/Research

Direct Marketing

 - Segmentation

- Analytics

- Acquisition/Engagement

- Online advertising

- Mobile Marketing

- Social Media

Digital Marketing

© 2017 Lutz Braum

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