John L'Heureux

Experience

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  Ameriprise Financial Services, Inc.

  Jan 2004 - Jan 2004

  Financial Advisor

  Financial planning sales professional specializing in comprehensive financial planning sales for high net worth individuals• Acquired clientele from self generated leads and other marketing means.• Μanaged investment and insurance portfolios

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  PNC

  Jan 2005 - Jan 2007

  Licensed Financial Sales Consultant

  Comprehensive financial sales representative for investment lines of business• Consistency in production on all lines of business from a units and revenue metric• Functioned as a key referral source for business banker and senior consultant partners• Key Accomplishment: obtained an encompassing relationship with 90% of investment clients

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  J.P. Morgan

  Jan 2007 - Jan 2011

  Account Officer

  Account Officer Financial Sponsors Group• Single point of contact for the Private Banking client relationship; ownership of client life cycle, as well as day to day performance and firm management• Product, cash, and investment management for top tier private equity firms, hedge funds, and their partners• Effectively played the role of financial advisory to internal and external business units during and throughout the financial crisis

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  Barclaycard

  Oct 2011 - Mar 2016

  Digital Marketing Manager – SEO Content Performance Engineering• Performance management of branded-partner domains, micro-sites, and landing pages• Comprehensive digital channel process-production optimization across paid/earned/owned media• Channel wide “SEO first” development architecture • Experience with all major digital advertising platforms including Google, Bing, Yahoo, all social media channels, and programmatic best practices• Bringing internal eco-systems together through cross-functional relationship building • OBA privacy methodology/on-off site integrationAcquisition• PPC SEM oversight/active management delivering growth, efficiency, and SERP fencing• Offline data bridging to online channels/Audience segmentation and match campaigns• DMP on-boarding, implementation, and campaign delivery• SEO analytics management • Complex delivery of omni-channel media strategy in challenging regulatory environments• Affiliate channel integration/launch/ongoing management/end to end affiliate channel oversightOptimizations• Visual IQ attribution channel alignment and optimization• LP/usability/email optimization experiments and implementation• Procurement of systems and technology to build digital backbone/modernize data stack• Digital vendor/agency oversight and performance management Show less Marketing Manager – Face-to-Face Sales Channel• End-to-End acquisition development and new business set up – timeshare partnerships• Ownership of the in-store sales channels for Sears/Kmart/Williams-Sonoma/BJ’s/Barnes & Noble• Responsible for increasing credit card account generation/profitability targets• Partner/vendor relationship strategy, management, and engagement with respect to sales and marketing innovation• New product/channel start up and re-builds• Creation and execution of compulsory sales force training across channels• Collateral inventory creation, distribution, management across channels• Cost center capital budgeting for ad hoc initiatives and forecasts Show less • Owned Partner commercial card portfolio/supported the relationships with consumer card FI partners• Facilitated/executed marketing operations program reviews• Represented stakeholders across the partner and business to facilitate project prioritization, test execution and production implementation• Complete product and offer re-launch• Served as project manager and business analyst for technology took additional• Elaboration of requirements and functional specifications to ensure proper delivery of solutions Show less

  • Digital Marketing Manager

    Nov 2014 - Mar 2016

  • Marketing Manager

    May 2013 - Nov 2014

  • Partner Delivery US Cards

    Oct 2011 - May 2013
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  PerformLine Inc.

  May 2016 - Nov 2017

  Director of Business Development - Card Payments

  Delivering the most advanced Compliance, Brand Management, and Merchant Monitoring services for leading Issuers, Acquirers, Payment Processors, ISOs, Consumer Finance, and FinTech companies.

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  One Main Financial

  Nov 2017 - Nov 2018

  Digital Acquisitions

  Responsible for multi-channel acquisition performance. Owned MarTech delivery stack (offline | online – online | offline). End to end direct response experience sequencing, optimization, inventory creation, distribution, and management across channels. Developed and implemented proprietary tech to deliver media execution with high precision at scale. Developed and deployed custom digital attribution modeling. Ownership of data continuum test & learn, constant improvement and innovation management.Landing Page Optimization | SEO•Product page optimization - 16% increase in CTR to Apply | 3% Application complete conversion rate increase•Conversion page optimization - 7% increase in CTR to Apply•Application page optimization - disclosure removal resulting in 1% increase in loan funding•Schema rich snippets implemented resulting in capturing ~2,470 monthly lost uniques off of SERP CTR due to migration upwards one position. Estimated savings (paid media) on traffic replacement (~$30K).•Outright profit of optimization at the loan level = $20k per month via Paid MediaNative/Content•CPC - Native/Sponsored Mail Cost per funding optimized from $400+ to average targeted cost per loan of $250•Non-converting traffic resulting in a $.95 cost per visit Display (1 day view window)•Upper/Lower/Mid funnel loan costs average under $300 resulting in 10% increase in budget allocation mid-year - result of drastic content optimizations, sequencing, and audience targetingPaid Social•Non-DR Tactic = traffic via link clicks•Reduction in eCPC - $3.00 planned eCPC vs. $.98 across $500k investment. Content changes driving performance increase = 5x CTR increase•Bounce rate reduced from 67% to 10% on new content Show less

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  Spring EQ

  Nov 2018 - Nov 2020

  Director of Digital Marketing

  Built & led the Team responsible for managing multiple groups supporting the execution of performance marketing focused on customer acquisition across two product lines, and three divisions. Onboarded, built, and delivered holistic multi-channel orchestration as part of the firm’s digital transformation.2nd Mortgage (Retail - $3M Annual Media Budget):•Curated additional channels DRTV, SMS, DM into meaningful production at or below B/E•Led bespoke co-branded web-based partnerships with adjacent FinTech to round•Migrated affiliate and partnership lead model from direct post to web based•Sustained Paid & earned traffic increased 4x in 13 months•8% average monthly increase in top line unit production after 9 months of execution1st Mortgage (Retail - $3M Annual Media Budget):•Developed niche personalized CX to attract competitive 1st Mortgage traffic to completely pivot business towards originating 1st liens•10% average monthly increase in top line unit production after 9 months of executionWholesale Division (B2B):•Team Managed IB/OB marketing activity for 15 B2B Account Executives•Designed and deployed marketing orchestration model•Achieved 4x Y-O-Y increase in engaged addressable audience size•Achieved 5x growth in unit production in 3 monthsDigital Channel:Ownership of springeq.com & associated sub-domains. Delivered digital transformation and channel integration. Complete rebrand, reposition, refactor of main consumer direct platform for 1st and 2nd Mortgage business lines.•Delivered B2B dynamic personalization and novel infrastructure supporting•Installed tagging structure and built ground up centralized data continuum•Established marketing experiment and testing framework across all channels and business units Show less

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  Momentum Financial Services Group

  Jan 2021 - Aug 2022

  Senior Director Digital Marketing

  Responsible for enterprise-wide Mar-Tech stack, CMS development, persistent optimization across properties (U.S. & Canada) for five distinct portfolio companies.Management can be segmented into the following categories:1.) Marketing Data Center of ExcellenceTeam responsible for taxonomy and enhancing the firm’s marketing data with a primary goal of monetization and growth. Secondary goal to make data sets composable and accessible to internal groups and systems providing consumer experiences.2.) Mar-Tech & CMSTeam managed and maintained platforms, experience, audience, orchestration, all channels, and full journey dynamics for prospects and existing customers across geographies and portfolio companies. Goal is to rapidly deliver enterprise value, interoperability, and allow for scalability and growth.3.) OptimizationBased on data, KPIs, insights and trends. Team leveraged quantitative and qualitative optimization tools to manage and execute against “test | learn | optimize” roadmap for app, web, channels, and new product development.Key Accomplishments:Audiences•Retail audience +1M from data mining & refactoring (H2 2021)Acquisition•Loan Funnel: +20.7M increase in loan book | +90% App Completes | +107% App starts | + 43% App Submits•Blended Digital App Starts from $18 →$12•3x decrease in time to fund 43 minutes to 12.6 minutes•Domain level bounce rate halved (26.3% to 14.3%)•Digital addressable audience increased ~1M from data hygiene, segmentation refactoring & re-consent campaigns Show less

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  FIMC

  Aug 2022 - May 2024

  Director of Marketing

  Responsible for overseeing strategy, development, and execution of “digital” as an entirely new business unit with the goal of diversifying the firm’s revenue. Successful end-to-end execution of go-to market strategy and delivery for e-commerce gap insurance subscription products via digital experiences driven from myrealbenefits.com. Designed, built, and implemented modern marketing operations transformation as a function of go-to market strategy.

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  Metallicus

  May 2024 - now

  Consultant

  Supporting metalpay.com with product ownership, go-to market strategy development, user base scaling, enhanced CX, and optimization of their mobile app and adjacent web properties.