Director of Interactive Marketing

SEM management, strategy, ads and content development, site response tracking and ROI
reporting. Lead Program accounts for 26% of the business.
•	SEO and Local SEO strategy, execution and management. Including partners like Yelp and Google My Business.


•   SEO on page and off page strategies to improve ranking and visibility of loan products pages
ranking into first page position.
•   Digital tools experience with SEMrush, Screaming Frog, Unbounce, VWO, google analytics, google tag manager, Moz Local.
•   Successfully launched new corporate website and managed execution and performance
without dropping SEO ranking.
•   PPC campaign management, creative development and performance review.
•   Developed and optimized landing pages for PPC or online advertising campaigns.
•   CRO management of web sites, text ads, banners and content management to improve click
thru rates and conversation rates.
•   Manage $1+ million digital marketing budget and responsible for ROI metrics to profitability.
•   Data driven decision to increase strategy, targeting, operations, CRM lead management, online applications, automation, and lead nurturing.
•   Manage digital agency to performance KPI's, budget and new strategic execution along with contract negotiations.
•   Support servicing center with digital strategy to recapture and serve up new offers to existing
customers on site and ultimately lower attrition from portfolio.
•   Track and report KPI's from multiple channels such as direct mail, social media, phone, web
and emails for ROI metrics and KPI's plus budget management.
•   Collaborate with sales divisional presidents to analyze lead performance, applications and collect sales feedback for new marketing opportunities.
•   Radio scripts development and tracking (unique phone numbers, vanity numbers, custom URL
tracking and lead handling analysis.
•   Manage multiple vendors such as data consultants, call centers (inbound/outbound), web
developers, designers, agencies, CRM support and call tracking systems.
•   Responsible for key performance indicators for ROI metrics such as cost per leads, cost per
PQL, cost per application, cost per funded loan, customer retention rates, and profitability.

Develop and implement strategic B2C marketing acquisition and retention programs for Retail
and Call Center business units.
•   SEM management, strategy, content development, response tracking and ROI reporting.
•   SEO strategy development for new products by keyword research, on page and off page
optimization, link building, and rich data structure.
•   PPC campaign management, creative development and performance review.
•   Manage digital agency for performance KPI's, budget and new strategic execution along with contract negotiations.
•   Database marketing to drive direct mail pieces targeted at existing portfolio to lower attrition
levels. Also, target new lead sources via existing mortgage loan data.
•   Manage $2+ million marketing budget, monthly allocation cost accruals, P&L, invoice review
and payment approvals.
•   Track, report, analyze performance and optimize for growth and efficiencies across direct
mail, online, emails, telemarketing, social, retargeting and strategic partnerships.
•   Data driven decision making to increase production through changes in operations, CRM
lead management, automation, and lead follow up.
•   CRO management of web traffic, text ads, landing pages, banners and content
management to improve click thru rates and conversation rates.
•   Track responses across multiple channels such as direct mail, social media, phone, web and emails for ROI metrics and KPI's.

•   Collaborate with sales divisional presidents to analyze lead performance and collect sales
feedback for new marketing opportunities.
•   Email creative development, production, segmentation tracking and performance (Open
rates, CTR, Leads).
•   Radio scripts and TV creative, campaign management and analysis.
•   Collaborate with multiple groups such as Compliance, Legal, Finance, IT, Analytics and Vendor Procurement to review, create and implement new marketing initiatives.
•   Manage multiple vendors such as print shops, data consultants, call centers
(inbound/outbound), web developers, designers, agencies, CRM support and call tracking.
•   Responsible for key performance indicators for ROI metrics such as cost per leads, cost per
PQL, cost per application, cost per funded loan, customer retention rates, and profitability.

Marketing Director

I strategically developed direct marketing initiatives for both retention and acquisition
audiences in both general market and Hispanic audiences.
•   Creative brief writing experience which provides a road map and understanding of the creative and goals of all new projects.
•   Each program had target goals to increase response and retention through creative, eye
catching, Hispanic culturally relevant and cost effective campaigns.
•   Managed strategy, content, and creative development along with full project leadership and management.
•   Develop bilingual or solely Spanish direct mail pieces from concepts to final production for clients such as Verizon Wireless, Mercury Insurance, Sage Software, and AIGdirect.com.
•   Creative freedom to introduce and create new direct mail package components (letter, buck slips, envelopes) that can impact the bottom line.
•   Collaborated with multiple teams including creative directors, graphic designers, account
managers, production managers and accounting teams to complete a job.
•   Managed delivery of creative to client and print shop to successfully print mail and managed
mailing calendar.
•   Overall understanding of corporate brand, guidelines and procedures when it comes to marketing programs and objectives.
•   Knowledge of Hispanic Marketing and culturally relevant messaging that turns results.
•   Review and approve final billing from all vendors such as designers, translators, and proofreaders.
•   Ability to effectively prioritize workload, managed multiple projects and deadlines, and work
successfully in a team environment and managed direct support staff.

Creative Strategy Manager

I managed the direct mail program which was responsible for generating leads to over 100
financial banking centers across the United States.
•   Responsible for marketing goals to increase lead production, applications, bank accounts, and mortgage transactions.
•   I implemented new guidelines and procedures which streamlined and improved the effectiveness of the program across cost cutting, data exchange, lead delivery and vendor
management.


•   Analyzed campaign results and tracked marketing dollars to a cost per lead, cost per
application and new business. Reported total sales generated from each campaign and per
channels (online, direct mail, affiliates).
•   I managed agency of record which provided marketing support on day to day task, creative
development and data strategy.
•   Responsible for marketing budget, billing and approved all vendors' invoices.

Ass. Vice President, Direct Marketing

•   Responsible for implementing the company's strategic marketing objectives across online and offline marketing programs to drive leads and improve customer retention rates.
•   Planned and helped execute the development of a prospecting database that would store
and track aggregated customer data that could be used to market and identify new
opportunities.
•   Managed the direct mail program which accounted for over 85% of the company's leads.
•   Used a multiple contact strategy to target unused internal responders and customer files -
stale applications, canceled / declined, previous customers. Our most cost effective program which generated response rates 3x higher than control.
•   Managed a telemarketing vendor that provides live transfers and communicates with internal
sales managers. Collaborated in development of script and work flow logic and CRM
automation and lead management.
•   Managed a team of 2 associates internally as well as 4 individuals at the agency level that
helped in the creative and strategic implementation of marketing objectives.
•   Implemented procedures that helped cut costs about $20,000 a month, and optimized
current work processes with current lettershop partner.
•   Maintained marketing budget and allocated costs to marketing campaigns in order to get
ROI. Worked closely with controller and accounts payable.

Marketing Manager

I managed and supported direct to consumer marketing initiatives such as direct mail, online
lead generation and affiliate programs to deliver leads to over 200 branches.
•   Strategic execution of marketing message across direct mail, online marketing, television and internal corporate communication.
•   Collaborated with agency partner in order to develop direct mail for both English and Spanish
campaigns, mailing over 20 million pieces of mail a month.
•   Data segmentation and list priority for mailing universe for portfolio and new customer
acquisition.
•   Helped launched new Spanish marketing campaign that included new creative for direct
mail, company's first Spanish website, television commercials both DR and brand driven, collateral materials, and a national event marketing sweepstake with Latin singer "Luis Miguel" during his U.S. tour.
•   Field marketing training to all new branch managers in order to educate them about
corporate marketing opportunities and support.

Sr. Marketing Coordinator

Find out detailed information about Gustavo Segura, Director of Interactive Marketing in Mission Viejo, CA

Gustavo Segura: Director of Interactive Marketing in Mission Viejo, CA

Gustavo Segura

HomeBridge Financial Services, Inc

Prospect Mortgage, LLC

Rauxa Direct, LLC

Countrywide Financial

Homefield Financial, Inc

Ameriquest Mortgage

California State University