Katie McCarthy

Experience

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  JPMorgan Chase & Co.

  Aug 2007 - Mar 2011

  Senior Marketing Associate

  • Assisted in maximizing profitability of existing products over seven different segments to achieve 60% overall company growth in 2009• Created and managed marketing collateral and sales tools • Managed custom product requests• Tracked and responded to competitive industry threats and opportunities• Determined trade show strategy, coordinated trade show selection and managed logistics and follow-up• End-to-end project management of all projects associated with strategic marketing campaigns, including:o Internal Communications and Sales Support Materialso Collaborated and directed various internal and external partners, including Public Relations, Creative Agencies and Fulfillment Management vendorso Oversaw B2B and B2C direct mail and email campaigns o Assisted in developing marketing strategies and launch of new B2C and B2B products Show less

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  New York Life Insurance Company

  Apr 2011 - Nov 2021

  • Strategically develop new and improve upon existing customer marketing programs that focus on upselling and crossing selling a suite of life insurance products to AARP members while managing costs, allowables and efficiencies for 2MM+ customers• Create program efficiencies to reduce costs and improve overall customer LTV and marginal VNB• Manage the development of strategic plans to achieve sales, program scalability and growth objectives• Lead projects in a transparent and productive way while managing handoffs within project team and across channels• Develop test and learn initiatives to acquire new market segments while growing the current audience base • Effectively communicate project expectations to team members and stakeholders in a timely and clear fashion, including regular team updates on project execution• Analysis performance metrics to make informed and savvy decisions that align with overall business objectives• Marketing lead in product development workstreams that provide performance projections to help inform business decisions and go-to-market strategies • Implement new products that drive increased sales opportunities across multiple online and offline marketing programs• Collaborate with creative, production and forecasting partners to ensure channel accuracy and overall program success• Effectively manage stakeholders by evaluating and understanding business needs and priorities Show less • Execute and enhance the Broad Market Direct Mail channel that meets or exceeds a yearly projected sales goal while managing marketing costs, allowables, efficiencies and a circulation of 25MM+ • Develop test and learn initiatives to acquire new market segments while growing the current audience base • Manage the monthly strategy and campaign execution including list ordering, campaign set up, data segmentation and targeting for the Broad Market Direct Mail channel• Drive strategic control and test initiatives, including creative test design, targeting strategies and re-marketing efforts to meet/exceed sales goals while managing to allotted marketing costs (MC) • Analyze weekly reporting metrics and communicate performance updates and recommendations to enhance the Broad Market Direct Mail program• Manage Broad Market Direct Mail product launches that included detailed set up, data quality assurance and vendor communication across multiple internal and external operational units• Manage invoice processing and budget allocations that equates to 25MM+ in circulation and $10.5MM in production costs across acquisition, customer program and digital marketing channels• Oversee analytic design strategy, development and implementation of the new response model • Manage data vendor relationship ensuring accurate communication of project requests, prioritization and timely deliverables• Overall responsibility for planning, directing and coordinating Broad Market activities pertaining to various projects and strategic initiatives. Ensuring projects are delivered on time, within budget and meeting business objectives Show less • Managed, enhanced and expanded the Juvenile Direct Mail channel which contributed $1.8 million dollars in paidpremium to the NYL/AARP Direct business• Collaborated with internal and external data vendors, production and creative teams to develop direct mailstrategies, creative kits and enhance data to drive key metrics and sales• Assisted in forecasting efforts to reduce costs and increase program efficiencies while managing to an MC/Tthreshold• Managed the Acxiom data vendor relationship and facilitated on going projects that included database enhancementacross multiple AARP and NYIO business lines• Increased product awareness across multi marketing channels, including digital, allowing for product expansion andgrowth• Performed in depth data analysis on campaign performance metrics which allowed deeper Model penetration andprovided an 18% incremental sales lift• Assisted with large project management initiatives, including Source Code CARE and Source Code Reservation rollout that enhanced the source coding process across all AARP/NYIO channels.o Included in this project was the implementation of the internal reporting (Tableau) tool to help providedeeper data segmentation for increased targeted marketing efforts Show less -Manage weekly direct mail lead generation campaign to help increase premium sales for New York Life Agents-Develop strategies for unique cultural market one off direct mail campaigns-Analyze reports and testing strategies for multiple direct mail campaigns-Develop email direct marketing creative’s to increase market awareness among prospect markets-Manage a B2B online marketing platform for prospect marketing that is utilized by over 12,000 New York Life Agents and 500 Managers to assist in developing and executing marketing campaigns -Implement communication strategies, best practices and creative development to help increase agent enrollment in prospect marketing campaigns Show less

  • Senior Strategy Manager- Customer Marketing

    Aug 2017 - Nov 2021

  • Senior Marketing Manager and Product Lead

    Sept 2013 - Aug 2017

  • Marketing Channel and Vendor Manager

    Sept 2013 - Apr 2015

  • Prospect Marketing Channel Manager - Agency Marketing

    Apr 2011 - Sept 2013
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  Principal Financial Group

  Nov 2021 - Mar 2025

  -Develop and implement the framework for Principal Financial Groups Direct to Consumer experience across all marketing mediums.-Optimize multi channel marketing journeys using performance data and insights to maximize key KPI’s which include engagement metrics, conversion rates and ROI.-Improve consumer experiences through integrating Behavioral Science techniques into marketing content, implementing predictive models and leveraging real time industry insights. -Educate and provide financial well-ness options for pre-retirees, retires and job changers with a focus on rolling over individual 401K’s to a Principal IRA.-Create omni channel marketing campaigns to increase customer engagement and retention.-Lead IRA customer retention through thoughtful content development utilizing Lapse models and personalized experiences.-Lead high performing teams who support Principal’s telesales BU by implementing lead generation strategies and developing strategies to support IRA owner retention efforts.-Partner with business stakeholders to create and deploy marketing strategies that support customers needs to and through retirement. Show less

  • Director of Participant Marketing

    Mar 2025 - Mar 2025

  • Assistant Director of Marketing & Communication

    Nov 2021 - Mar 2025