NANCY TRYBA Solutions through Partnering

Chicago, IL 60614 773.281.2998 natryba@sbcglobal.net

INTEGRATED MARKETING DIRECTOR

Proven record of delivering results with a thorough understanding of integrated marketing, from the agency, client and business owner perspective. Energized marketer who builds strong client connections and enhances team skills. Drives new business strategies, branding and marketing for the financial services, retail, not-for-profit and consumer goods sectors.

Achievements

Administered budget of $1.8M and led simultaneous, integrated marketing campaigns for 12 banking center grand openings, 12 banking center closings or relocations. Met all legal and compliance requirements. Increased new account openings by 35% and deposits by 20%. Built two marketing communications agencies, spanning 21 years. Identified business value and leveraged it into revenue opportunities resulting in 25% annual growth. Doubled the size of the Agency within five years. Solicited and provided thought leadership for repositioning a $10M Chicago-based hair salon. Spearheaded re-branding and integration of research recommendations across three retail stores. Grew customer base by 30% and leveraged financial results to open a fourth store.

Core Competencies
Integrated Marketing Solutions Online Marketing Direct Marketing Strategic and Tactical Planning Team Leadership Project Management Branding

PROFESSIONAL EXPERIENCE
CONTRACTOR, INTEGRATED MARKETER, Chicago, IL, June, 2009 Present Enterprise Creative Solutions, BAC Agency, Wilmington, DE, March 2010 June 2010 Contractor, Account ManagerConsumer Banking Segment, Associate Engagement. Directed and managed integrated Statement Insert mailing to introduces Bank of Americas mobile banking. Managed and produced one-off banking center signage as requested by the individual branches in the network. BANK OF AMERICA, Chicago, IL 2007 2009 Vice President Senior Change Consultant Member of transition team preparing Project Charter for Merrill Lynchs adoption of Bank of Americas advertising and marketing review process. Collaborated to define scope, objectives, timeframe, deliverables, and funding requirements. Partnered to document: risks, establish mitigation strategies, tactics and contingency plans. Delivered finished Project Charter two weeks earlier than established deadline. Vice President Senior Channel Specialist Selected as Banking Center Channel marketing specialist facilitating readiness of LaSalle Banking Center Associates for the migration of 400 banking centers to Bank of America. Successfully created and implemented Associate marketing communications strategies and tactics.

Nancy Tryba natryba@sbcglobal.net 773-281-2998

Team achieved 100% success in fully preparing Associates for the transition. Selected by the Transition Executive Committee to write and publish weekly, "Voice of Associate report. Authored senior management responses to the Associates issues or questions. LASALLE BANK, Chicago, IL 2005 2007 Vice President Marketing & Promotion Recruited by former client, LaSalle Bank, to work in Marketing and Promotions department supporting marketing efforts of the retail banking center network. Administered annual $1M business development budget for banking centers and $1.8M budget for advertising, events and promotion. Accountable for monthly spend report to manager. Managed team of four supporting consumer, small business and mortgage marketing. Responsible for thought leadership in repositioning the marketing team to subject matter experts. Marketing and Promotions Team requested to attend all client project-briefing meetings. Led integrated marketing campaign for Banking Center Grand Openings. Consisted of: Advertising, direct marketing, sweepstakes, radio, celebrity guest appearances, event planning, signage, merchandising, collateral, intranet and public relations. Achieved more than 35% increase in new account openings and 20% increase in deposit volume. A year later, requested to cut budget by 50% to $75K. Adjusted campaign activities. Succeeded in delivering the same results as the $150K budget while reducing costs by 50%. Conceived of and forged alliances with external agencies and printing partners to collaboratively develop an introductory, integrated marketing training class for the team. Received 100% satisfaction rating from the Associates and partners. Result, class became an ongoing activity for new Associates. ...PLUS, INC., Chicago, IL 1997-2005 ULTIMUS, INC., Chicago, IL 1982 1994 Integrated Marketing Account Manager Founded Plus, Incorporated and Ultimus, Inc., two Chicago-based marketing communications agencies spanning 21years in business, with national and regional clients. Energized marketer who builds strong client connections and enhances team skills. Drives new business strategies, branding and marketing for the financial services, retail, not-for-profit and consumer goods sectors. Acquired and produced Online Marketing and Intranet projects from. All digital projects supported with integrated marketing components. Acquired and built long-term business relationships with notable consumer package goods companies. Provided package design, promotional carton display, shelf talkers and print marketing. Acquired and built long-term client relationships with financial institutions: LaSalle Bank, LFS, Citibank, Citicorp Diners Club, Chase, First Card and Union Planters Bank. o Consumer Card Services--developed direct mail test programs o Bank Merchandising, Quarterly Campaignsretirement, small business, mortgage, home equity and deposits. MONACO/VIOLA INC., Chicago, IL 1994-1997 Vice President Account Management and Business Development Developed new and deepened existing business relations for Chicago-based agency. Promoted to manager of sales team and assigned the task of improving sales performance. Taught sales team how to bring value to customers, how to team sell and how to elevate the customers experiences and become viewed as a trusted advisor. Increased teams sales volume by 30% in first year.

Personally generated more than $650K in incremental billings to agency by securing new clients
and deepening existing relations.
EDUCATION

American University, Bachelor of Arts, English

AWARD

Advertising Age Award for Excellence 12 Time Recipient, Chicago Financial Advertisers Eagle Awards