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Laura Tourge

Laura Tourge

Senior Marketing Executive || Digital Transformation || Growth Marketing || Customer Marketing || Digital Marketing || Performance Marketing Analytics

Philadelphia PA / Wilmington DE Area
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Summary

A dynamic and results-driven senior marketing and product executive with demonstrated success in advertising, direct response performance marketing and product management for large brands like Capital One, JP Morgan Chase and Citi. Extensive experience in new customer acquisition, customer marketing, paid and organic digital marketing, performance marketing data analytics and customer experience. Experienced in launching new products and services via omni-channel marketing and optimizing the end-to-end funnel to deliver maximum ROI. A seasoned and authentic leader, committed to building, developing and leading diverse teams.

Areas of Expertise:

• People Leadership, Development & Inclusivity
• Omni-Channel, People-Based Marketing
• Paid and Organic Digital Marketing
• Acquisition and Customer Engagement Marketing
• Customer Experience & Contact Management Strategy
• Advertising and Brand Management
• Performance Marketing Data Analytics
• Agile Program Delivery
• Agency and 3rd Party Vendor Management
• P&L Management

Experience

2019 Jan - 2020 Aug
Vice President, Performance Marketing
Capital One / Wilmington, DE

Oversaw all acquisitions and customer marketing for checking and savings products at Capital One. Led team of 40 associates in defining marketing strategy across all paid and owned channels to achieve aggressive business growth targets ($8B in annual deposit growth and 250K new checking accounts). Managed third party agency and vendor relationships for digital media buying, dynamic creative optimization, omni-channel marketing capabilties and targeted social media efforts. Accountable for the planning and optimization of $175M+ marketing budget, focused on driving efficiency and ROI.

2015 Feb - 2019 Aug
Senior Director, Brand Strategy & Customer Marketing
Capital One / Wilmington,
Led high-performing team focused on customer onboarding, product cross-sell, and customer engagement. Leveraged data and machine learning technology to deepen customer relationships and optimize contextually relevant messaging for customers in an omni-channel, triggered fashion. In addition, was responsible for building awareness, trial, and consideration of Capital One Cafés in Boston, a new retail banking model designed to encourage authentic conversations around money with customers and prospects. Launched first television and mass media campaign for the bank to bring to life Capital One's unique cafe digital banking value proposition.
2012 May - 2015 Feb
Senior Director, ThankYou Preferred Credit Card Portfolio
Citibank
Accountable for driving growth, profitability, usage, and customer satisfaction for Thank You Preferred, one of company’s largest rewards credit card portfolios (6.5MM accounts, $34B sales, and $17B in annual revenue). Directed team of 15 marketers in defining design target, value proposition, and marketplace positioning. Managed all aspects of cardmember customer experience ensuring optimal experiences at point of sale, over the phone and via on-line servicing channels.
2010 Jun - 2012 May
Marketing Director, Chase Blueprint Brand Marketing
JP Morgan Chase / Wilm
Directed mass advertising, digital, and customer marketing for Blueprint (ingredient program in all Chase proprietary card products). Developed integrated marketing campaigns across consumer touch-points, resulting in a 12% point increase in awareness. Achieved 43% customer awareness of Blueprint two years after launch.

Partnered with public relations and public affairs teams to develop opportunities with consumer advocate groups and political organizations to highlight consumer benefits Blueprint delivered to customers, such as paying off balances faster and avoiding paying interest on certain purchases.
2008 Feb - 2010 Jun
Marketing Director, Slate Portfolio Management & Pricing Strategy
JP Morgan Chase / Wilmington, DE

Oversaw P&L management and customer marketing strategy for Slate portfolio. Responsible for profitable engagement and retention of existing customers, utilizing data, segmentation, direct marketing tests, economic analysis, and P&L management to drive portfolio profitability ($30B in outstandings and $1.2 in profit).

Education

1998 - 2001
Fordham International School of Business
MBA / Marketing , Finance
1991 - 1995
James Madison University
BBA / Marketing

Skills

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