Matthew Labouvie

Devise integrated, omni-channel marketing strategy for driving profitable credit card account growth, utilizing advanced targeting and machine-learning capabilities, with overall budgetary responsibility of $200MM+ Directly lead Affiliate and CRM email acquisitions teams, responsible for >50% new digitally sourced credit card accounts

Lead a team of 8 to drive new cardmember acquisition for SEO, Paid Search, and Affiliate Marketing channels. Develop strategic roadmap for incremental growth opportunities, new capabilities, and best-in-class offer and creative executions. Optimize annual below-the-line marketing budget of $100MM+ to support efficient NPV growth across multiple channel and product lines. Execute 100+ campaigns and tests on annual basis.

Lead team responsible for all forecasting, planning, and control / compliance activities for the US Cards Digital Acquisitions business. Drive development and execution of the digital acquisition strategy. Oversee annual marketing budget of $100MM+ in support of Digital below-the-line marketing channels including Citicards.com, Affiliate Marketing, Direct-Response Display, Paid Search, and Email. Optimize budget in support of account growth for 17 proprietary and co-branded products. Team lead for cross-channel initiative coordination, including development of dynamic digital targeting capabilities, management of Cards-wide coding and hosting vendor, and implementation of critical global changes to ensure marketing adherence to compliance and regulations.

Digital Marketing - served a lead digital marketer for the ThankYou Rewards Product Portfolio, developing best-in-class creative, launching new offers, and rolling out effective marketing strategies. Work with cross-functional team of channel managers to optimize product across various digital channels. Product Refresh - Partnered with the ATL and 360 Marketing teams to ensure successful through-the-line relaunch for the TY Premier and TY Preferred products Channel Pilots - expanded digital footprint with key pilots in Facebook, Amazon, Live Nation, and Gilt

Existing Cardmember Portfolio Management - managed portfolio 2.7MM existing multi-relationship customers (MRCs), implementing new analytical models to track performance and developing the segment’s first fully integrated bottoms-up forecast accurate Process Re-engineering - Developed end-to-end Early Engagement program for MRCs, rolling out initiatives such as banker-led onboarding and integrated email redesign resulting in incremental 1.6% YOY statement activation increase Retail Channel Marketing - Served as marketing lead for the MRC segment, fully managing the ATM channel to deliver 2% incremental purchase activation, and developed creative in support of launch of new card portfolios Highly Rated Performer in 2-year, multi-rotation Management Associate program designed to provide broad exposure to the Global Consumer Group credit cards business.

Guided team of 3 full-time employees to gather business requirements and engage a creative agency for a redesign of Citicards’ 25MM monthly statements to raise Citi net promoter score by 5% by 2012 Implemented federal regulatory changes to bring Citicards’ 92MM card accounts into compliance by 2012

Led marketing communication plan development, utilizing interactive, social media, and traditional print channels, for financial and procurement planning solution for Sears Holding Company to achieve expected cost savings of $1.2MM. Designed and executed change management strategy, produced all communications and delivered 20+ classroom learning sessions for document management system rollout to 300+ users for BP

Conducted product usability study for Microsoft for licensing service portal to enhance customer experience, reduce call center costs, and generate revenue; client bought $300K follow-on work. Devised communications approach; created and coordinated release of all C-level communications to global audience of 7,000 for a Microsoft $65MM back-office systems transformation. Managed cross-functional teams of 10+ developers and subject matter experts in India/UK to successfully deliver online SAP training materials to 25 countries for oil exploration and production business. Formulated onboarding process and mentored new analysts; directly converted 3 offers into successful hires.

Privately started, owned and operated tutoring business. Developed and managed client base of 15-20 concurrent private students for average annual revenue of $35K.

Structured curricula and taught more than 40 elementary students in three classes, developed educational materials. Facilitated relations between Western faculty/Taiwanese parents to improve satisfaction and increase enrollment.

Edited news copy for weekly 60,000 circulation, English language edition of a cultural and political newspaper.