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Grew up in Australia, Japan and The Philippines as a result of my father's business. Would go to my father's office as often as possible -- the beginning of my marketing education and experience. Worked for the developer of the first business product for the Macintosh; then moved into a variety of industries ranging from high-end audio to educational software to financial services. Have worked with companies with as few as 15 employees and as many as 36,000. Love what I do! Developing and implementing brand and marketing strategies and plans that help drive company growth by improving awareness/consideration, increasing market share, and connecting more deeply with customers.
Corinne Wyard
VICE PRESIDENT, MARKETING AND BRANDING
617-538-8973
PROFILE
Marketing and brand leader with 20 years of experience defining strategic vision, frameworks and architectures to elevate awareness, increase lead generation, engagement, and customer acquisition.
Build and manage cross-functional marketing teams creating data-driven integrated campaigns and assets, including digital, for audience stakeholders.
Develop benchmarks, KPIs, and reporting for omnichannel marketing efforts to evaluate and communicate progress.
EXPERTISE
- Marketing strategy/execution
- Brand strategy/execution
- Growth strategy
- Multi-channel campaigns
- Lead/demand generation
- Search engine marketing
- Content marketing
- Advertising
- Event planning
- Sales enablement
- Thought leadership
- Public relations
- Service/product promotions
- Team development/leadership
- KPI development/management
- Data analytics
- Project management
MARKETING EXPERIENCE
MCW Marketing Services Consulting 2018 – present
MARKETING AND BRAND CONSULTANT
Create integrated marketing campaigns to help clients, in various industries, break into new market segments. Evaluate and improve brand positioning and alignment with target markets. Accelerate growth by increasing market share and connecting more deeply with customers.
Erland Construction 2017 – 2018
DIRECTOR OF MARKETING | VP LEVEL
Led all marketing efforts supporting business and brand development for commercial construction company with 100+ employees. Defined strategic direction and created marketing materials for RFPs, direct mail, email, events, and social media. Reported to SVP.
- Researched and implemented new CRM system resulting in better end-to-end project tracking—cleaned and migrated data from legacy systems and trained 12 users
- Increased RFPs 15% and RFP-related interviews 20% by developing enhanced strategic digital marketing approach
- Revitalized company look and voice across 400 communication assets to resonate with target audience and increase consistency with all customer and prospect materials
MCW Marketing Services Consulting 2016 – 2017
MARKETING CONSULTANT
Built and managed marketing consulting firm working with regional independent financial advisory firms. Delivered strategies for website redesign, content marketing, and local sponsorships to grow business breadth and depth.
LPL Financial
VP CLIENT MARKETING | BRAND STRATEGY 2015 – 2016
Delivered financial advisor business growth through marketing and branding strategies. Oversaw team of up to 13 serving 16K advisors and 400 financial institutions to grow their firms, attract new clients, and gain more assets from existing clients. Transitioned creative team from in-house agency to outsourced marketing consultancy dispersed geographically.
- Achieved 33% budget savings and 30% efficiency increase while completing 50+ client multi-component projects
- Exceeded industry benchmarks 100% and client goals 15% by deploying customized digital lead generation campaign to grow advisors’ business and stand out from competition
VP MARKETING | STRATEGY 2013 – 2015
Led annual strategic marketing plan process, advertising and media planning, communications, direct marketing, PR, digital marketing, and internal communications. Created first-ever lead generation program—achieved 15% response rate – beating benchmarks.
Liberty Mutual Insurance
VP BRAND MANAGEMENT, COMMERCIAL MARKETS 2010 – 2013
Defined vision and strategy for print and digital advertising, media planning, PR, events, videos and social media for B2B business unit of global insurer with over 30K employees and $38.3B annual revenue. Increased B2B brand awareness to drive commercial markets growth.
- Improved click-through rate 100% and reduced costs-per-page 50% by optimizing media programs and improving media effectiveness with a flat spend
- Expanded LinkedIn followers 300% and Twitter followers 20% by delivering in-house produced videos and other content
VP MARKETING, NATIONAL MARKET 2007 – 2010
Drove strategic direction of marketing communications, public relations, e-marketing, and sponsorships for 1K clients with $500K budget.
- Grew awareness 69%, consideration 57%, and submissions 10% with integrated marketing programs
- Increased event participation 20% and submission-to-quote ratio 35%
EMM Group 2004 – 2007
DIRECTOR OF CLIENT ENGAGEMENT
Improved branding and marketing capabilities of Fortune 200 companies through best practice process, technology, metrics, and organizational alignment.
OTHER NOTABLE EXPERIENCES
State Street Corporation, VP, Global Communications, 1999 – 2003
State Street Corporation, Assistant VP, Advertising, 1997 – 1999
EDUCATION
Tufts University, Bachelor of Arts Political Science, Medford, MA
AWARDS
Gold Award, New England Direct Marketing Association
Recognition of Other External Communications, Insurance Marketing & Communications Association
Telly Award for TV Commercial
