Lisa Kummer

Background

About Lisa Kummer

Strategic, analytical marketing leader with proven history of developing and implementing marketing plans and large-scale initiatives that impact business goals and customer experience. Thrives in a fast-paced environment and embraces new challenges with proven success of driving innovation through leading teams, guiding the use of data, and maximizing marketing technology capabilities. Strong collaboration skills and demonstrated success in influencing and leading teams across matrixed, highly regulated organizations. Specific experience in financial and service industries, in both a corporate and agency environment. Ability to make complex situations simple for internal teams and customers by leveraging storytelling skills. Areas of expertise: • Trust-based leader with experience building teams from scratch and leading through dynamic change • Strategic approach to developing and implementing multichannel marketing plans and large initiatives • Go-to-market strategy, planning and implementation • Targeted acquisition planning and optimization • Omnichannel campaign planning leveraging all forms of digital and print channels • Segmentation strategy, lifecycle marketing journey mapping and content planning • B2C, B2B and B2B2C experience • Expert in financial, service and retail industries • Experience leveraging Salesforce, Salesforce Marketing Cloud, Pardot, Sitecore, Google Analytics Major accomplishments: • Built the Product Marketing, Marketing Automation, Targeted Marketing and Content Marketing teams at TCF which worked together to plan and execute strategic, omnichannel campaigns. Provided strategic direction to ensure team alignment and the relentless pursuit of a positive customer experience, while staying focused on exceeding business goals. • Supported the launch of TCF Mortgage and Personal Loans lines of business, along with several new products and digital features, by creating go-to-marketing plans, key messaging, marketing materials, launch campaigns and ongoing campaign strategy. • Planned and optimized omnichannel campaigns that included email, social, paid search, SEO, media, direct mail, print materials, website, videos, outbound calling, sales team enablement tools and more. • Led the practice of leveraging data and technology to personalize content. Identified data needs and determined how to use behavior data, propensity models and purchased data to create over 40 triggered campaigns, direct response campaigns and personalization on dotcom. These efforts aided in increasing acquisition, retention and engagement.