Eric Berkman
Director of Digital Marketing & Analytics @Virginia Credit Union
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WORK HISTORY
Director of Digital Marketing & Analytics @Virginia Credit Union
Leading all Marketing Strategy, Revenue Generation, Communications, and Analytics for a $5B Credit Union specializing in deposit accounts, loan products and educational services. Created an integrated, CRM driven performance marketing platform to grow attributed web sales from $133M to $493M and increasing ROAS +200%. Leading all marketing analytics & reporting for both online and offline channels including the development of a ROI-driven marketing framework to guide decision-making and measurement outcomes. Leading marketing research, customer segmentation frameworks and developing brand value propositions. Grew paid digital leads by 433% and reduced cost per lead by 53% in 3.5 years, through optimizing SEM, Display and Social. Created strategic roadmap to re-design VACU.org, moved to new CMS and Host, and developed new content, journeys, tools and calculators used to generate $30M incremental sales and $3M incremental profit from $150k spend within first 6 months. Implemented a new technology stack to support marketing operational ecosystem. Developed digital strategy and capabilities for e-learning platform development, and e-learning distribution, growing digital reach and online class participation from 0 to 50k in 10 months. Strategic marketing efforts support contributed to unaided awareness growth to 90%(from 70%) within 2 years, and frontline sales NPS score to 79%(from 68%). Managing marketing operations, channels, and creative teams, including direct reports, vendor partners, and a double-digit number of SaaS platforms and $3M budget. Leadership role in all marketing strategy, brand development, including strategic positioning of the VACU brand through online and offline channels to drive awareness, consideration, and demand. Strategic leader for all digital products development including VACU.org, Online Banking, and Mobile App. Serving as marketing lead on cross-functional (executive-led) corporate strategic planning committee.
EDUCATION
The George Washington University
Master's Degree in Public Administration, Survey Research / Statistics
Penn State University
Bachelor of Arts - Political Science
SKILLS
ABOUT ERIC BERKMAN
Over 20 years of results as a marketing leader, I\'ve led the charge in driving experience…
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