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Patrick CYRILLE-VAUGHAN

Multinational Marketing Manager

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Patrick CYRILLE-VAUGHAN
Madrid (28015) Spain
Contact me
Professional Status
Employed
Available
About Me
➡A results-orientated, strategic
marketer with proven success in the
planning and delivery of multichannel
communication campaigns (B2C),
effective digital (SEO,ORM,.),
marketing strategy, partnership
marketing, Branding, Customer
Service Delivery within the financial
industry (UK, French & Spanish
Regulatory framework expert)

.➡ Managed International B2B & B2C
projects ( €500k - €30M)
.
➡Fluent in French, Spanish & Italian.
Resume created on DoYouBuzz
Experiences
  • 2008 :Product Marketing Manager (Current Accounts & International)
    Empowered to lead strategic and tactical implementation of marketing, communications and Internet solutions for B2C
    clients, overseeing a $3M budget and 2-member team (direct report). Developed new innovative digital, results-orientated
    programs to improve customer retention, top-line growth, customer satisfaction, and external & internal brand awareness
    Worked with senior management to conduct a needs analysis into training requirements, transforming sales teams
    into highly charged, productive resources (cross & up selling)
    • Training courses based on highly specialized contents (e.g. Managerial skills) grew by 40%
    • New inflows from new and existing customers increased by 11% (2012)

    Supervising in-house & outside agency creative staff in developing e-mail acquisition marketing
    • Customer Retention Analysis implemented with regional field marketers and the market insights team
    • Consistent multi-channel delivery increased Revenue Generation Efficiency by 7% and Profitability by 20% (2009-12)
  • 2006 :Moved to the Insurance & Investment products Dept. to develop product propositions (e.g. Endowment)
    Identified & established a defined process for measuring the bank relationship and customer satisfaction rates.
    Interaction with Sales to enhance customer relationships.
    • Developed, used & analyzed a survey program (“Usage and Attitudes”) to identify investment behavior
    during the PIAS (UK´s ISA) season to determine how those related to search engine keyword usage.
    .
  • 2004 Identified & analyzed the highly competitive Debit Card area (customer surveys /demographic analyses)
    Performed ongoing customer/market research and demographic profiling to identify and capitalize on
    unmet market needs ahead of the curve
    • Launched Maestro 6000 card through branch campaigns and direct mail
    • Worked on the EMV migration project for the introduction of chip cards
  • Other Responsibilities included :
    Development and launch of integrated multi-channel print, web and direct marketing campaign campaigns :
    • Expanded client base by 20% in 3 years (to 76,815 clients) and ensured a better customer experience
    (up 7% on satisfaction index).
    • Text messages sent to customers (e.g. alerts for ATM withdrawals) is up by 10%
Detailed Description
  • 2013: Developed & Implemented the Mobility Road Map towards the contactless cards (NFC) with Telefonica (Q3)
    • 2012: Social Media initiatives resulted in Facebook and Twitter launches & made mobile use grow by 120%
    • 2010: Commercial Initiative with Charitable project : 1 new account → 1 month schooling in Haiti
    • 2009: New Current Accounts product launches (Unica & Freedom). Current Average Asset balance: €115,000
  • 2006 - 2008 ; Revamped Telemarketing campaigns.
    Initiated & coordinated the new website design which resulted in a 30% increase (customer navigation satisfaction)
    • Increased closing ratios to records high and retention rate (up to 80%).
Company website
www.mediolanum.com
  • Promoted to lead cross-functional team & agencies in developing branding and event planning activities aimed at
    building new relationships and servicing existing HNW individuals. Coordinated all branding/positioning activities
    to strategically brand the firm as a leading wealth manager.
    Collaborated the Sales teams, and kept sales abreast of product updates & changes in regulation.
    Created materials, presentations for internal and external use.
    Researched and analyzed marketplace, assessing industry trends and conducting competitive analyses to
    ensure proper positioning of products and services.
Detailed Description
  • Managed a € multi million budget, P&L activities and a staff of 5 in the design and execution of global & local (France/Spain) marketing strategies within the European Team.

    Alliances with JPMorgan A.M, Franklin Templeton, Morgan Stanley broadened and deepened the offerings of
    products to customers across Spain • Launch of new products (UK´s ISA equivalent)
    • Co-developed with partners (AXA, SGAM, Carmignac) both national and regional trade shows.
Company website
www.unicreditgroup.eu
  • Recruited to manage €1M budget & a small team for the planning, communication and marketing programs and
    growth initiatives to support the Capitalia´s sales force.
    Implemented survey pilot program and categorized satisfaction rates. Used survey results analysis to develop follow-up
    protocols and trained staff on cross-selling, problem resolution, referral leverage & relationship development techniques
    .
Detailed Description
  • • Co-developed with partners (AXA, SGAM, Carmignac) regional & national trade shows.
    • Referral initiatives generated €2.6 m+ in sales on the newly products launch (UCIT/FCP,ISA)
    • Promoted to the role of Product Manager in Madrid as a result of high performance.
  • Orchestrated the Southern Europe launch of HAAGEN DAZS (Spain & Portugal)
    Identified future growth opportunities (new consumer insights, Innovation pipeline) together with Consumer insight,
    R&D for the Spanish & Portuguese markets. Built the brand positioning and implemented the marketing mix.
    Conducted targeted international consumer research projects
    Analyzed and shared Marketing Best practices to HAAGEN DAZS markets
    Provided inspiration and support to local marketing teams on both strategies and activation plans
    Developed & implemented promotional, sponsorships, & community relation events.
    Focused on ATL & BTL promotions through major grocery store and chains (trade shows)
Detailed Description
  • Collaborated with partners on planning for initial regional tests markets for the “Dedicated to pleasure” Advertising Campaign. Established solid & effective rapport with franchisee community (new consumer engagement thinking)
    • Campaign generated €1m+ in free PR
Company website
www.generalmills.com
  • Assumed a lead role in pitch team meetings and helped close major accounts (€ 500K to €1m+)
    Achievements ; Attained a 70 % close rate on the agency´s domestic & international accounts portfolio.
Detailed Description
  • Responsible for a portfolio of domestic & international accounts within the agency.
    Directed comprehensive multilingual and advertising projects to support clients expanding into international markets
    Accounts: BAHAMAS TO, SONY, HAAGEN DASZ SPILLERS, BODDINGTONS
Company website
www.worldwriters.com
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Resume created on DoYouBuzz