Showcase & Discover Creative Work

Lee Barr

VP, Marketing Planning at TD Bank | MBA Candidate at Drexel University

Mount Laurel, NJ, USA
Seasoned interactive and marketing professional with a key focus on digital and emerging media. Track record of achieving—and exceeding—targeted goals

Passionate about brand building and a customer focused approach to marketing as well as developing solid teams to drive revenue and share growth

Responsible for agency management and leading effective acquisition and integrated marketing campaigns worth talking about for national, regional and local clients

A combat military veteran who proudly served our country overseas

SPECIALTIES:
Marketing Strategy & Implementation, Strategic Planning, Agency Management, Digital Strategy, Online Media, User Experience Design, Paid Media, Creative Strategy, Campaign Management
Work Experience
Mount Laurel, NJ, USA
Present
VP, Marketing Planning Direct Channels
Lead strategic planning and execution of marketing initiatives that are aligned to business goals and brand requirements to drive brand awareness and consideration resulting in customer acquisition and retention for
TD Bank Direct Channels to include (Online Banking, Mobile, ATM and Phone)

Utilize data, insights and recommend media to develop innovative and disruptive strategies that advance Brand visibility and business acquisition

Develop and champion annual Marketing plan and roadmap; Manage marketing budget

Negotiate and collaborate with partners (Brand, Marketing Communications, Digital, Social Media, Experiential, Public Relations, Direct Marketing, Research, Legal & Compliance) in matrix organization to deliver programs based on insights, research, analytics and budget to create comprehensive, customer-focused, measurable plans, keeping customer experience top of mind
PA, USA
Sep 2010Sep 2013
New Media Product Marketing Manager
Lead core positioning, marketing communications and customer segmentation for 4 small business product lines to include (Yellowbook.com, Yellowbook Websites, WebReach SEM, and ChatterHub), by optimizing brand presence across online and social media channels to generate increased page-views and enhance engagement for brands product landing pages

Selected specifically by executive leadership team to manage multiple creative brainstorm sessions resulting in the design and creation of innovative solutions to enhance the company brand to include the re-design of the current group buying platform “Weforia.com”, a dynamic client interface dashboard to view current 3rd party online campaign metrics across the Yellowbook Ad Network, and the “Yellowbook360 Beyond Yellow” direct mail and print campaign

Directed production, copywriting, creative brief development and implementation of multi-channel marketing programs including advertising, direct mail, digital, sales promotion/collateral, and communications

Developed the communication strategy and selling proposition of New Media products for all markets focused on generating qualified leads for the sales organization by creating marketing collateral, sales training presentations, customer presentations, solution guides and product demos

Worked cross-functionally with product management, marketing teams and User Experience to develop and deliver demand generation initiatives to achieve a consistent customer experience and drive overall demand for Yellowbook online products
PA, USA
Jun 2008Sep 2010
Marketing & Interactive Media Coordinator
Lead the user experience design for one of the company’s most successful multi-market integrated sales promotions that consisted of 3.5 million online display impressions and over 3,000 custom on-air spots resulting in 10,000 entries and the client’s increased total brand awareness of 158% Convenience

Collaborated with Eastern division local/regional sales teams to develop web strategies to increase and maximize the online advertising revenue across all Comcast owned online network of websites and interactive product offerings to include Comcast.net, Fandango.com, Vehix.com and Comcast Entertainment Network while exceeding interactive budget goals

Successfully managed all online display marketing efforts and fulfillment of online display campaigns for the Eastern Divisions largest DMA’s to include New York, Philadelphia, and Wilkes-Barre/Scranton regions

Ensured accurate tracking and placement for each advertiser online display campaign for Comcast owned network of sites by working with corporate traffic team to troubleshoot and or optimize campaign performance

Developed and managed custom Comcast.net homepage take-over skins, html newsletters, print ads, landing pages, web banners, and micro sites for promotions from inception to completion for company, local advertisers and national brands
PA, USA
Apr 2007Jun 2008
Online Sales Coordinator
Exceeded interactive sales budget by achieving $2 million in online revenue for 5 #1 ranked Philadelphia based radio stations and developed integrated sales and marketing programs for regional radio stations web portals

Supported the interactive sales teams with weekly online campaign analysis while, working directly with the Online Director of Sales in fulfillment of department’s overall goal to provide marketing and promotional opportunities to generate new and incremental online revenue

Designed custom micro-sites and online banner ads, collaborated with interactive sales to develop integrated web campaigns for local and regional clients

Managed the online newsletter for 5 radio stations, online inventory and generated key reports that provided insight into various client performance metrics
PA, USA
Jan 2007Apr 2007
Intern- Web Analytics
Assisted the Vice President of Web Analytics by, supporting in the request for proposal (RFP) process and negotiations of online advertising media plans for assigned clients

Maintained a strong relationship with online 3rd party media vendors while, conducting extensive reporting and market research utilizing industry tools and other resources. Assisted with the general reporting & tracking of ad placements
West Chester, PA, USA
Jan 1997Mar 2004
Infantryman/Supply *(Honorably Discharged)
Primary duties included: Tactical readiness. Perform as a member of a fire team during training and combat missions. Order and administer government property & materials
Malvern, PA, USA
Jun 2000Sep 2000
Drexel University Co-op: Accrual Analyst (DB)
Assist the Define Benefit Group Manager in maintaining the financial integrity of servicing portfolio. Implement regularly scheduled daily assignments. Collect data from employee database to render client information. Work with clients, assisting them in retirement plan design and in analyzing their plans

Education
Philadelphia, PA, USA
Sep 2014Present
Drexel University
Master of Business Administration (M.B.A.), Marketing
MBA Candidate 2014 – 2016 (expected)
Philadelphia, PA, USA
Dec 2005
Bachelor of Science in Business and Administration
5 yr. Concentration: Major: Marketing
Media, PA, USA
Jun 2006
Web Development, Certificate of Competency Program
Languages
 
English (Native)
Skills
 
Adobe Dreamweaver, Adobe Flash, Adobe Suite, Advertising Design, ComScore, Excel, HTML, Microsoft Office, Microsoft Powerpoint, Microsoft Word, Product Marketing
Awards
2009
Achievement in Regional & National Spot Cable
2009
Finalist | Achievement in Local Retail (Over 500,000 Subscribers)
2009
Nominee | Media Plan of the Year