Michael J Granoff
Roles available for:
- Fractional
- Consulting
- Contract
- Interim
- Wellesley, Massachusetts, United States
- http://www.sleightofbrand.net
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Country experience:
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United States of America
Northern America
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Achievements
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Expertise
Demand Generation/Acquisition; onboarding, engagement, relationship deepening, retention; data driven target engineering; marketing strategy and planning; omni channel optimization; analytics for incremental impact against MBOs, KPIs; Next Best Action -
Services
Marketing Strategy, Planning Insights via primary processes and secondary sources Identifying market opportunities Value Proposition, and Brand Platform development Segmentation and positioning Next Best Action planning Acquisition & Engageme
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Employees overseen
4 employees
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Budget overseen
$ 30,000,000
Roles available for:
- Fractional
- Consulting
- Contract
- Interim
- Wellesley, Massachusetts, United States
- http://www.sleightofbrand.net
-
Country experience:
-
United States of America
Northern America
-
Achievements
Why hire me in a fractional role
Experience
Strengths in this role: · Marketing Strategy · Creative Briefs · Market Planning · Analytical/Data-Driven Marketing · Communications Planning · Team Leadership, mentoring · Media Planning · Internal Communications · Social Media Marketing · Brand Awareness · Executive Presentations · Integrated Marketing · Leadership · Value Proposition Development · Marketing · Brand creation and positioning
Industry Group: Finance
Industry: Banking
Years of experience: 20 years
Company name: Santander Bank
Company size: 9,200 employees
Role in this company: Led Small Business Banking and Commercial Banking marketing strategy and initiatives to acquire high-value clients and deepen relationships. ▪ Managed three-person team, executing a fully cross channel integrated marketing approach in pursuit of key business line objectives. ▪ Created new SBB Value Proposition to establish a more relevant approach to SBOs and managers and more unique positioning in the markets we serve based on in-depth qualitative and quantitative research.
Company name: Citizens Bank
Company size: 10,001 employees
Role in this company: Led 4-person Small Business Banking marketing team responsible for driving incremental growth priority products across the line of business: small business checking, lending, merchant services and credit card. Created marketing strategy and plan to acquire, engage, and deepen SBB relationships with a data-driven, measurable, omni-channel approach. Leveraged propensity modeling and sophisticated business rules at scale. Produced results at or exceeding target KPIs.
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Degrees & accreditations
Bachelor of Science - Graphic Arts Technology, Business
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Membership & affiliations
American Marketing Association
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Success story
In my role as Director of B2B Marketing Strategy and Planning at Santander our top priority at the outset was to redefine our value proposition to our customers and the small business market at large. The challenge was how to position a relatively average product/service offering among a sea of regional competitors. Applying a comprehensive approach to research we landed on a defining value proposition and brand platform that enjoyed 96% consideration from TURF analysis.