Mary Gustafson

Senior Marketing Strategist
Aug 2021 – Present

- Development and drive of the strategy for key credit union products, including market analysis, positioning, messaging, channel strategy, and sales motivational tactics. (Main focus - Member acquisition, Deepening relationships, Payments, Commercial Services, and Events)
- Lead product marketing campaign development and coordination, driving targeted strategies and messaging across audiences, channels, and cross-functional teams, using predictive analytics, newest engagement tactics, and neuromarketing techniques.
- Creation of highly-engaging marketing campaigns, which not only trigger product acquisition, but also increase overall member satisfaction (Member Appreciation Marathon in 2021 which included interactive 'Growing Together Trivia' tripled usual member engagement and led to increased NPS scores among those members)
- Management of the special membership pushes & events, which bring 2-3x time better results comparing to the average performance
- Established completely automated lead generation processes for customer nurturing through their buyer journey (quizzes, chatbots, elaborated workflows etc)

- Serving as Hubspot CRM Administrator, increased Conversion Rates by 20%, Email Click Rates by 420% and reduced unsubscription rate by 16%.
- Created completely new experience for members when they couldn't come to the branches during pandemic: Virtual Pop-Up Branch with the Live Chat option, which proved to be extremely effective way to communicate with members and shift the focus to a certain product for a limited time period
- Created marketing automations for various credit union services and products, deepening relationships with members which brought additional leads and conversions regularly
- Managed fin. assistance campaigns, focused on helping members during pandemic. Plus, introduced targeted special 'Local Heroes' campaign for first-responders providing additional incentives
- Managed and led new 'My First Account' process for younger members, which included development of the 'My First Account Kit' (which was so well received by social media)

- Increased conversion rates by 198%, Email open rates by 77%, and email CTA clicks by 127% compared to year before.
- Developed innovative new lead generation processes such as Mortgage Chat Bot (helping members select the right mortgage type and directing them to right resources, generating leads and apps), Checking Selection Tool (choosing the right checking account type for member based on their behavior. Generated leads and new accounts on weekly basis), Checking Chat Bot.
- Introduced and managed a new Pop-Up Branch concept which proved its success during the year. We've popped this branch at different high traffic areas during special events partnering with communities in Clay and Duval county.
- Managed membership and business events in Jax, increasing awareness and bringing additional accounts
- Improved engagement with the frontline employees by introducing consistent communication, new placement for marketing resources, and various motivational internal contests.

• Development (design and content) of marketing collaterals / presentations / posters and flyers / banners / special offers.
• E-mail marketing: Launch of new campaigns. Planning, design and creation of e-mail templates in ConstantContact. Follow-ups and regular analysis. Stable e-mail strategy led to improvement of email open rates from 13% to over 50%.
• Web-development: Totally new web-site was created (design, text and visual content, WordPress settings and plugins.)
• Maintenance of company’s web-site: updating content and keeping it qualitative, dynamic, and vibrant.
• Coordination of marketing events / shows / holidays / activities / charity.
• Maintenance of customer / leads databases using Excel, ConstantContact, and HubSpot.
• Building and managing the company’s social media profiles and presence, including Facebook, LinkedIn, Instagram, and Twitter.
• Continuous marketing research for trends, market data and innovations in industry.
• Performing in-depth marketing analysis of company’s sales data.
• Development of marketing plans, new strategies and campaigns.
• Inventory control of all marketing materials and supplies.

• Development of marketing and advertising campaigns, strategies, and plans.
• Planning and implementation of all promotional campaigns.
• Creation of all marketing and advertising materials (video, banners, posters, web ads.)
• Management of lead generation campaigns.
• Web-development of company’s landing pages (incl. coding, design, and launch.)
• Maintenance of company’s web-pages: text and visual content, SEO.
• Development of special offers and proposals for clients, meetings with them.
• Social Media Marketing: creating content, managing accounts, promotion
• Competitor analysis and price formation for company’s services.
• Management of clients databases and email marketing
• Design and print of all necessary products for events ( cards, decorations, gift-boxes, banners, catalogue, flyers etc.)

• Marketing internship for bachelor’s degree. Responsible for one of the agency’s clients (company was launching new Lemonade trademark “LimCo”.)
• Creation of full marketing plan on introducing new product to the market.
• Estimation of full marketing campaign budget.
• Design of all advertising and POS materials for the launch.
• This work was later used and led to successful launch of the product.

• Development of presentations, offers and other marketing materials.
• Assistance in creating company’s mission, statement, objectives, and plans.
• Processing invoices for sales transactions.
• Organization and management of marketing events and exhibitions.
• Configuration of e-mail marketing strategy.
• Design of company’s brand identity package.

• SMM: managing content, communication and promotion.
• Creation of seasonal promo campaign and all graphic materials.
• Market analysis and research.
• Management and organization of promo events.
• As a result of marketing activities, fitness club had 30% more new clients in summer 2013 than a year before.