You are on page 1of 2

marshallmichaelb@gmail.

com
MICHAEL MARSHALL https:/www.linkedin.com/in/michaelbmarshall
North Salem, NY 10560 914-582-8289

CUSTOMER EXPERIENCE RESEARCH MANAGER

Marketing insights and strategy executive, who quickly transforms complex analytic findings into pragmatic
direction, because management needs answers, not technical dissertations on regressions and conjoints.

Brings stakeholders together and uses deep customer focus skills to motivate them to act, since that is the key means
to derive benefits from the investment in analytics.

Activates decisions, not by handing them off to others but instead taking on responsibility for implementing them, via
organizing and guiding multi-functional teams.

Leverages multi industry background to customize and fine tune approaches that launch products/services, boost brand
health, increase distribution channel productivity and develop superior, differentiated customer experience.

CORE MANAGEMENT SKILLS


 Advanced Market Research  Marketing Mix Modelling  Cross-Functional Team Leadership
 Customer Insights  Brand Health Improvement  Project Management
 Data Analytics  Strategic Partnerships  Staff Coaching, Mentoring

PROFESSIONAL EXPERIENCE & ACCOMPLISHMENTS


INDEPENDENT CONSULTANT-New York, NY 2012 – Present
Provide consumer research services to financial services, advertising and distribution firms. Specialize in revitalizing
marketing, branding and customer engagement practices.

 $370,000 incremental revenue growth attained by simplifying client’s overly academic custom research proposal,
resulting in their closing first sale to major prospect they had previously failed three times to win business from.

 Executed first study of ROI of customer relationship management practices in the financial services industry.
Distinguished its release via roadshow, which used experiential immersion of audience members into sessions
illustrating key pain point resolutions. That dynamic approach resulted in client gaining over $2.6 million in new
consulting contracts.

 Grew sales advisor retention practice 22% by restructuring virtual versions of field sales training programs, allowing
extensive customization of previously generic content and expanded curriculum including market specific modules.

 Improved client retention for a business by doubling enrollment in their intern program, via negotiating with and
persuading legal counsel to remove unnecessary and problematic contractual elements that were hindering enrollment.

NEW YORK LIFE – New York, NY 1989 – 2012


Largest U.S. mutual life insurer at #89 of Fortune 100, with 8,500 employees and revenues of $1.76 billion and $425
billion in assets under management.

Corporate Vice President, Customer Insights (2010 – 2012)


Promoted into position managing new department charged with measuring and improving customer experience. Led eight
direct reports and cross-functional teams in designing and implementing continuous improvement customer experience
initiatives, as well as revisions in product and services planning. Established business objects API for all KPI tracking.

 Attained $240+ million increase in premiums, by leveraging research to identify ways to motivate previously ignored
niche segment of prospects with superior underwriting classifications to purchase higher amounts of life insurance.
MICHAEL MARSHALL PAGE 2 OF 2
Professional Experience, Continued…

 Utilized advanced analysis using brand tracking data to reposition undifferentiated corporate branding message to
create a more distinct and emotionally engaging positioning, raising advertising effectiveness (unaided awareness) by
over 70%. Simultaneously led digital marketing unit to restructure the focus of the Facebook page content to adopt the
new positioning and implemented related social listening program to track changes in consumer perceptions of brand.

 Designed and executed database study of closely held businesses, providing advanced market units with key
behavioral insights and more discretely targeted marketing, which led to a 32% increase in segment penetration.

 Slashed retail sales collateral expenses $630K, by analyzing shipping and sales datasets, which resulted in the amount
and type of material a given sales office could order to be aligned with the core products they were selling.

Corporate Vice President and Director Research (1996 – 2009)


Grew strategy development unit to support entire enterprise, with focus on market planning and product development.
Took small operation and grew to staff of five and managed $350,000 budget. Used collaboration skills to reposition area
with internal customers such as Distribution and Product as a rigorous source of objective insight.

 Created 15%+ revenue growth by conducting competitive analysis and market sizing, which changed strategy to target
under-penetrated charitable giving market, which was growing faster than the traditional family protection segment.

 Delivered 60%+ sales growth, by leveraging research insights which created options and simplified nomenclature in
annuity offering, overcoming consumer confusion and objections. Revised product became industry sales leader.

 40%+ increase in business line growth delivered, by managing the product planning and implementation of enhanced
campaign for the voluntary payroll deduction life insurance product, which shifted focus from high-turnover small private
companies to large public employers. Restructured enrollment process to simplify and expedite issuance of policies.

 Removed risk of $12 million in potential fines, by employing “all-hands-on-deck” process with team to survey sales force
of 8,000 financial advisors in just 14 hours, which confirmed their compliance with newly released disclosure
regulations.

Assistant Vice President, Strategic Planning (1989 – 1996)


Hired as Director, promoted to AVP in three months with oversight for three staff members. Revitalized planning unit,
implementing vision to move it from narrow economic scenario role to one focused on opportunity identification.

 5% CAGR attained by engaging and collaborating with the AARP, developing a strategic partnership which made the
company the exclusive provider of life insurance to AARP's 37 million members. Implemented call center operation,
which led firm to become largest U.S. direct marketer of life insurance with over $20 billion of in force insurance

 Leapfrogged competitors by creating one of the first client house holding systems in the industry. Was quickly leveraged
by providing sales force with detailed lead reports, which led to increase of over 200% in client up sales.

 Led team implementing strategy targeting Asian owned businesses – which utilized extensive proprietary research on
cultural values and preferences -- in eight test markets, increasing Asian sales advisor production by 120%.
.

EDUCATION

MBA - HARVARD UNIVERSITY GRADUATE SCHOOL OF BUSINESS ADMINISTRATION


BA – in Sociology and Communication Studies with High Honors - OBERLIN COLLEGE