Frank DeFazio

Built and led the marketing function from zero, including the institution's first Marketing Plan, brand architecture, email marketing channel, CX roadmap, database marketing capability, and AI-enabled content operations. Architected a five-pillar brand framework and launched successful campaigns generating $87M+ in new CRE lending and $1.6M in new HELOC balances.

Built enterprise Voice of the Customer program from zero using Medallia Experience Cloud across 80 markets, reaching 32,385 customer contacts and collecting 989 completed surveys. Implemented HEARD closed-loop feedback method, achieving 98% attendance and retaining at-risk customers, saving an estimated $1,071,000 in annual revenue.

Led CX transformation, establishing, funding, and scaling the CX function. Built VoC listening program on Qualtrics XM Discover analyzing 50+ feedback streams including 20,000+ monthly phone calls, and measured NPS, CSAT, and CES across the organization.

Built ABM program targeting top 100 producers across 30 largest broker and consulting firms, growing email program from 30 to 1,500 subscribers and driving 18% revenue increase. Developed UCWellness product go-to-market positioning and led iDental 5-tier individual dental product launch.

Built Oral Health Assessment Tool with Chief Dental Officer, a 15-question digital application generating personalized member reports. Developed BenefitsBridge content marketing blog with SEO strategy and built mobile platform including member app and children's oral health app.

Developed brand strategy and created 'Get More When You Store' tagline from competitive differentiation research, resulting in +128% unique web visits, +31% inquiries, +3.8% market share, and +11% revenue over three years. Led GTM strategy for geographic expansion into Denver and western markets.

Provided management consulting with business analysis, functional design specialist, and health and human services practice consultant roles, including B2G sales and professional services marketing.

Built Transportation Industry Practice targeting LTL trucking, railroads, shipping, and overnight delivery, generating $5M+ in paid consulting engagements through full marketing mix and FileNet strategic partnership.

Managed consumer promotions for Pokemon trading card game and Friday Night Magic in-store tournaments.

Handled consumer marketing on Heinz Vinegar products, gaining CPG brand experience.

Provided brand marketing support on Nicoderm CQ, Nicorette, and Abreva consumer health campaigns with unit sales accountability.

Early employee from Series A through B, created new market category of rental payment reporting to credit bureaus and built RentRewards loyalty program. Company was acquired by TransUnion.

MBA with a focus on marketing strategy.

Bachelor of Science with a concentration in business, combining psychology and communications.

Certified CX professional.

Design thinking practitioner certification.