917-224-8464 rtobin3@gmail.com
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Innovative content creator for 15+ years helping financial services companies define, optimize and promote their brands by leading digital marketing, creative services, advertising and content initiatives.

EXPERIENCE

Gabor + Garrett (Branding & Content Agency)   New York, NY   June 2016 – Present

Content Marketing Director

  • Develop strategic and tactical brand and content marketing plans for top-tier client accounts in hospitality, fashion, cosmetics, retail e-commerce and real estate development.
  • Manage projects creating brand messaging, reinvigorated storytelling, search engine optimization, branded content, digital video assets, and social media plans.
  • Clients include Revlon, PetSmart and Island Outpost.

 

BNY Mellon Investment Management (Financial Services)    New York, NY   Sep. 2015 – May 2016

Digital Marketing Strategy Lead                    

Re-branded and engineered new digital platform for Institutional Investors: from competitive analysis and brand strategy, to building an intuitive CX, shaping content and directing design & back-end development, to promotion of launch of new digital experience.

 

Dreyfus/BNY Mellon (Financial Services)   New York, NY   July 2002 – Dec. 2014

SVP, Marketing: Brand & Digital Development                                                                     

  • Directed digital marketing, brand management and advertising for highly matrixed asset management firm. Supported Retail Direct, Brokerage, Retirement, Financial Advisor and Institutional Investor channels.
  • Lead digital & creative services teams – managing 6 direct reports – in a hands-on role with a $6 Million annual budget.
  • Created and lead the firm’s first dedicated digital marketing group with accountability for strategy, website management, promotion, lead generation & client acquisition/retention.
  • Managed content across all digital touchpoints and directed creative and editorial standards for brand integrity.
    • Wrote company value proposition that was weaved through the marketing ecosystem.
    • Developed firm’s first digital content marketing program with hands-on roll in producing editorial and video content, maintaining compliance and creating the visual system of content delivery.
    • Wrote, edited, curated and syndicated all levels of educational and product-specific digital content from web articles and complete content for campaign microsites to sales ideas and complex thought leadership pieces for all phases of the inbound sales funnel.
    • Improved the effectiveness of site content and digital campaigns by analyzing click-through rates and other metrics and adjusted tactics accordingly.
  • Managed e-mail marketing program, setting publishing schedules, writing, deploying and socializing KPI’s.
  • Created in-house video studio, writing scripts and managing pre- and post-production of domestic and international video assets for direct and syndicated use.
  • Integrated SEO into the marketing culture, coaching editors and writing content with strong SEO/SEM value.
  • Wrote social media policy; developed and fine-tuned social content strategies.
  • Developed iPad content app for wholesalers; first in the asset management industry.
  • Directed two corporate rebrands and full-scale website redesign, increasing traffic 51% year-over-year.
  • Managed multi-million dollar multi-media advertising plan (display, mobile, SEM, content syndication, print, OOH) and relationships with media planning, advertising and design agencies.
  • Managed Educational Content Marketing team from 2002-2006 writing and managing delivery of marketing communications (collateral, direct mail and digital content).

 

Marketing Consultant     New York, NY   Aug. 2000 – June 2002

  • Developed and delivered strategic marketing campaigns for clients on a contract basis.

Dun & Bradstreet   (Financial Information Technology)   New York, NY   March 2000 – Aug. 2000

e-Commerce Marketing Communications Manager

  • Wrote and produced sales and marketing materials for e-commerce arm of company.
  • Created brand positioning and conducted redesign of corporate website.

 

TIAA    (Financial Services)   New York, NY   Feb. 1991 – March 2000

Marketing Manager

  • Wrote and oversaw design and delivery of integrated marketing campaigns promoting mutual funds, retirement and 529/Tuition Savings Plan Plans.
  • In charge of branding, development and marketing of nine 529 plan websites, including several of the first of their kind in the industry.

 

TECHNICAL SKILLS

Programming & Software: PC and Mac Platforms; MS Office; HTML, CSS; Jira, Sharepoint; Photoshop, Illustrator, InDesign, Premiere Pro, After Effects; Final Cut Pro

CMS: Interwoven TeamSite, Crownpeak, WordPress

ESP/CRM: ExactTarget, SalesForce

Marketing Automation: Marketo, Pardot

Social Platforms: Hootsuite, Socialite and Hearsay Social; Twitter, YouTube, Facebook, Instagram, Pinterest, Snapchat,

Web Analytics: Omniture SiteCatalyst/Adobe Analytics, Google Analytics, Webtrends

Digital Advertising: Google AdWords, Google Tag Manager; Google Search Console; Bing Search Marketing; Facebook Ads Manager

 

EDUCATION
New York University, SCPS  Certificate in Digital Marketing

Hofstra University  B.A. Philosophy