Steven Guilday

Experience

• 

  MBNA America

  Jan 2002 - Jan 2004

  Officer, Financial Institutions Segment

  Responsible for the monthly operations of a 40 client direct mail strategy. Client base consisted of credit unions and regional financial institutions. Duties included creative, pricing management, white paper review, vendor management / audit, and press checks. Implemented a formal audit procedure resulting in in the near-elimination of human error in consumer pricing. Responsible for budget of $2 million per year. Developed and implemented strategic initiatives to address the diverse, unique demands of a broad array of brands. Developed activation strategy for business area previously lacking one. Leveraged existing bank customer contact areas (forced statement issuance, outbound telecontact) to increase activation of acquired accounts by ~5% at minimal expense.Reduced expenses by aggressively moving small clients from a fully customized environment to a turnkey template, balancing the resulting trade-off in acquisition with lower production costs Show less

• 

  Bank of America

  Jan 2004 - Jan 2009

  Responsible for development and implementation of print and internet acquisition campaigns for thirteen National Football League franchises: San Diego Chargers, Miami Dolphins, Cincinnati Bengals, Buffalo Bills, Seattle Seahawks, San Francisco 49ers, Oakland Raiders, Kansas City Chiefs, Arizona Cardinals, Tampa Bay Buccaneers, St. Louis Rams, Denver Broncos, and Jacksonville Jaguars.Enhanced access to fan base and customer pool via focused, frequent engagement with franchise marketing department leaders. Performed tactical portfolio analysis on a franchise-by-franchise basis to purge portfolios of low performing accounts, enhancing viability of overall relationship and freeing dollars to be used to acquire new accounts. Responsible for transition of accounts from MBNA to Bank of America product line. Multi-channel engagement strategy resulted in meeting active account retention goals (>98%) and exceeding dormant account usage targets (~5%). Show less Functioned as the senior contact for a $275 million portfolio with specific focus on: strategic planning, product development, loyalty program enrichment, reporting & analysis and client staffing optimization. Monitored business area performance to ensure financial targets were achieved by developing and implementing a monthly business area forum to reinforce accountability for P&L results and provide the most accurate forecasts to senior leadership. Developed direct mail strategy leveraging available prospect attributes to better penetrate the membership file. Implementation resulted in 10% lower acquisition expenses, increased client satisfaction, and increased approval rates.Guided direct report to conduct in-person and virtual education sessions for on-property employees, teaching sales and product knowledge. This new marketing channel would eventually be responsible for 5,000 accounts per year on a 127,000 account portfolio. Show less

  • Vice President, Sports Marketing

    Jan 2007 - Jan 2009

  • Assistant Vice President, Caesar's Entertainment

    Jan 2004 - Jan 2007
• 

  Bank of America

  Jun 2009 - Jul 2013

  Vice President, National Brands Client Manager

  Responsible for end-to-end management of client relationships. Developed and managed a $10 million marketing budget on a $600 million portfolio. Decision maker on financial viability of new partnerships, marketing of existing relationships, and contract administration of partnership banking programs. Responsible for development of marketing strategy for consumer credit card and deposit products. Oversight of all marketing functions.

• 

  NASA Federal Credit Union

  Sept 2013 - Jun 2015

  Affinity Partnership Manager

  Department head responsible for lead generation, viability assessment and contract process, as well as ongoing marketing and portfolio management of consumer-facing financial products. Portfolios brought on-board under tenure include automotive financing relationships with multiple large state universities as well as full service (credit card, checking, consolodation loans) consumer portfolios at technology focused affinity groups.

• 

  AARP Services, Inc.

  Jun 2015 - now

  • Director of Travel

    Jan 2024 - now

  • Account Development Manager

    Jun 2015 - Jan 2024