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Brianne Howell

Product and Lifecycle Marketing Professional

San Francisco, CA

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About

Experienced product marketing manager specializing in translating complex concepts into compelling narratives. Cross-functional project management leader with a collaborative mindset to ensure optimization and alignment of business objectives. Proven ability to execute on deadlines, navigate obstacles, formalize processes, and deliver results. I work to gain a deep knowledge of products to position messaging in a precise, creative, and enduring manner. Partnering with business leaders, I act as the liaison between sales and investments to execute a comprehensive marketing strategy that identifies customer needs to provide the right solutions and communicate them persuasively. I strive to bring stakeholder alignment across business segments to produce high-quality content that promotes client engagement, business growth, and brand awareness. I am a strong believer in establishing a brand design and voice to communicate effectively and consistently as well as drive client engagement and trust. Highly Efficient • Organized • Detail Oriented • Collaborative • Strategic • Resourceful • Positive • Collaborative

Ask me about
Salesforce Marketing Cloud
Alternative Investing
Interval Funds
Lifecycle Marketing
Product Marketing
Mortgage
Private Equity Secondary Market
Mutual Funds
SEC Compliance
Customer Journey Map
HubSpot Marketing Hub
Work experience

Nov 2020 - Jul 2021

Director, Lifecycle Marketing

Established the lifecycle marketing program to deliver a best-in-class and comprehensive B2C customer experience. Collaborated across departments to oversee all customer touchpoints, drive the success of repeat and cross-sell business, and launch initiatives, such as new products, channels, and company IPO. Owned the end-to-end journey across multiple communication channels to understand client needs, establish audience segmentation, create an exceptional customer experience, optimize email and mobile app campaigns, and drive adoption, recapture, education, and engagement. • Created and coordinated multi-channel content cross-functionally, working in multiple systems to drive outreach, define positioning, enhance customer experience, and fuel adoption, education, engagement, and originations. • Developed a full lifecycle map to document and build out the customer journey, streamline interdepartmental execution, personalize campaigns, drive the pipeline, and refine strategy. • Designed and implemented an automated onboarding program for new customers with messaging tailored by audience segments to introduce them to the company and provide comprehensive information and instructions. • Worked closely with business intelligence, leveraging complex data sets from marketing campaigns and customer surveys to track performance, analyze and report on results, and implement data-driven targeted content. • Delivered well-articulated strategies and roadmaps for improving the customer experience, educating customers on complex topics, increasing conversion, and optimizing customer loyalty.

Apr 2019 - Apr 2020

Product Marketing Manager, SP100 Fund

Leader of marketing initiatives for all investment products. Coordinated strategies for branding, communications, positioning, strategic messaging, digital, print, and video content, social media, and thought leadership. Designed and executed a comprehensive marketing strategy to provide a clear narrative for complex financial concepts in order to engage clients and prospects. Aligned stakeholders through effective communication to produce targeted B2B content. • Defined value propositions, drove integrated marketing campaigns, and developed thought leadership strategy, collaborating directly with C-level executives, sales team, social media team, analysts, and compliance attorneys. • Built product roadmap and established clear goals to increase client engagement, enable sales, and drive acquisition. • Analyzed industry trends and competition, refined audience segments, crafted messaging and brand voice, and partnered with wholesale team to capitalize on leads through targeted communications and events. • Launched and cultivated an educational thought leadership web page containing original blog posts, videos, webinars, and white papers as well as a specialized website to educate financial advisors and help them build their business. • Restructured and implemented a thorough compliance review program with Chief Compliance Officer in accordance with industry best practices.

Jan 2019 - Apr 2019

Product Marketing Manager

• Crafted the vision, strategic direction, and distribution plan for the newly launched institutional group to provide innovative solutions and optimize client adoption and engagement for a cryptocurrency trading platform. • Established and shaped institutional branding, core pillars, and key differentiators, including developing the firm’s first institutional collateral, partnering with senior management, the creative team, and product managers. • Researched and analyzed the competitive landscape, the cryptoeconomy, and market trends in order to construct effective positioning to establish a go-to-market plan, support sales enablement, and build the brand with the target audience. • Defined and directed compliance processes in an emerging industry, including providing guidance for a broker/dealer review process. • Collaborated with international cross-functional teams to understand customer base, provide client solutions, and launch new initiatives including fiat currency trading, stablecoin offering, institutional tiered-pricing structure, and referral agreements.

Mar 2018 - Jan 2019

Senior Product Manager

Product specialist in global alternative strategies, providing skilled knowledge and support to sales and marketing efforts. • Defined, developed, and executed comprehensive strategic marketing plans that included materials, analyses, and integrated campaigns for a global investment product set to support asset growth and retention goals. • Cultivated a deep understanding of real asset and global alternative investment products, their competitive landscape, and the prospective audience to successfully position them in the market and launch new products. • Created compelling content, drove product strategy, refined brand voice, analyzed industry trends, and improved client experience, partnering with investment teams, sales teams, compliance, and marketing peers. Responsibilities included: -- Built relationships and collaborated with portfolio managers, sales people, and marketing teams to promote products, ensure consistency in messaging, and produce materials that support customer acquisition, retention, and asset growth goals. -- Provided product-specific expertise to sales and marketing teams, including portfolio and market updates, sales ideas, competitive analysis, and marketing materials. -- Developed, managed, and maintained a wide range of marketing materials and programs supporting the strategies targeted at both financial advisors and the general public, including print and digital content. -- Oversaw implementation of engagement activities including email, events, calls, and webcasts, creating content, materials, and promotions for events and ensuring logistical details, timelines, and quality control. -- Coordinated product specific and educational thought leadership themes. -- Developed a comprehensive understanding of compliance regulations to implement in a variety of channels.

Aug 2012 - Mar 2018

Product Marketing Manager

• Specialist in marketing material creation, development, and management targeted at both financial advisors and general public, including print and digital. • Knowledge of global investing, including developed, emerging, and frontier markets. • Build and execute comprehensive marketing projects, campaigns and analyses. • Skills and abilities include communication, collaboration, efficiency, project management, public presentation. • Driven, collaborative, leader, efficient, thorough, detail-oriented, analytical, innovative Responsibilities include: • Product marketing specialist for multiple strategies in global, international, emerging, and frontier markets. -- Build relationships and collaborate with portfolio managers, sales teams, and marketing peers to produce materials that support customer acquisition, retention, and asset growth goals. -- Provide product-specific support to sales team, including portfolio updates, media releases, and sales ideas. -- Develop, manage, and maintain a wide range of marketing materials supporting the strategies. • Develop and execute marketing projects and programs targeted at financial advisors and general public. • Oversee implementation of engagement activities including email, events, calls, and webcasts. -- Create and develop content, materials, and promotions for events. -- Ensure logistical details, timelines, and quality control. -- Product specific and educational thought leadership themes. • Comprehensive understanding and implementation of compliance regulations. -- Develop and maintain marketing materials with firm-specific guidelines in a variety of channels.

May 2010 - Aug 2012

Salient (formerly Forward)

Marketing Associate

• Strategized and developed content to support the firm objectives and products in collaboration with sales, product marketing, events, graphics, compliance, and investment management. • Executed logistics and generated content for events, webcasts, and conference calls. • Improved department procedures and established documentation for processes to improve efficiencies including conference calls, material updates, and filing. • Awarded “Marketing All-Star” at annual sales awards.

Jan 2009 - Apr 2010

Salient (formerly Forward)

Administrative Assistant

• Supported multiple departments and executive staff to complete projects under strict deadlines. • Formalized processes and improved organizational efficiencies during expansion from 30 employees to over 100. • Prepared and coordinated logistics, provided phone coverage, managed calendars, and organized meetings.

Jul 2008 - Sep 2008

Sonoma Avenue Church of Christ

Youth Minister

Coordinated and mentored a group of students in educational, volunteer, and entertainment activities. • Developed relationships, built support networks, handled conflict, counseled students, organized activities and volunteer projects, and fostered a community environment. • Created lesson plans, coordinated group learning opportunities, and led engaging discussions.

Jun 2007 - Jun 2008

Associated Students, Inc., Cal Poly San Luis Obispo

Classroom Assistant

Worked within a multidisciplinary team in a educational program to enrich the development of children from infancy through age four • Prepared daily learning environments and planned activities to challenge development, increase understanding, build life skills, and form relationships

Education

2004 - 2008

California Polytechnic State University-San Luis Obispo

Bachelor of Science, Psychology

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