Product Marketing Manager @ MEDIOLANUM Banking Group

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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%).

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Patrick CYRILLE-VAUGHAN

Multinational Marketing Manager

Product Marketing Manager