ACCELERATE BUSINESS GROWTH  WITH TRANSFORMATIONAL CMO

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CITIZENSHIP
United Kingdom
United States
MARKETING LEVEL
Executive
LOCATION
Fort Lauderdale, FL, USA
CONTACT ME
+1.305.873.3484
sophiaturnersmith@gmail.com

Sophia V. Turner-Smith

/ MBA, MFA, CFMP




Sophia is a multi-lingual, dual-masters solid marketing expert who rolls up her sleeves to generate and implement strong and effective branding, data analytics, customer experience, and integrated marketing strategies. Having worked both on the agency side and corporate side, Sophia has a well-rounded context of the marketing machine. She has expertise delivering growth and savings for global corporations such as Citibank but also working with small, nimble startup teams to build them up – recruiting, mentoring, coaching, and developing peer-to-peer cooperation. She delivers strategic insight and is also quick to put the necessary operations in place, implementing marketing campaigns in the process. Her accomplishments and skillset are described below.

Energized by fast pace and adaptation.  Sophia is a true globetrotter with a global perspective to help solve problems differently, having lived and worked in Brazil, Mexico, Switzerland, the USA, France, and the United Kingdom. She speaks English, Spanish, Portuguese, and French. Now established for the long-term in Fort Lauderdale, Florida, Sophia brings in a fresh new perspective to this market.

Inspired by constant learning. Sophia has an MBA from the internationally-recognized Thunderbird. In 2015, she earned a second master’s degree, an MFA, from the University of Miami in Interactive Media providing the latest technologies in business intelligence, mobile app development, data visualization, interactive design, and UX research methods. Most recently, she earned a certification from the MIT Digital Marketing Analytics Executive Education Program for Predictive Analytics. She is a Certified Financial Marketing Professional, CFMP, accredited by the American Bankers Association.



Key Accomplishments

/& Competencies

REVENUE & GROWTH DRIVER

  • $80 Million won with the second largest global account. Member and activation leader in a 5-team pitch team. Growth came from digital worldwide activation and marketing using data analytics to inform business and grow sales. Sales funnel metrics, standardised reporting and new processes were fundamental to grow from the original $25 Million.
  • Market penetration in 50 U.S. states with a newly branded online bank experience. This included new branding architecture and marketing for the US Digital Division: branding strategy, web, and app development with AI and predictive content, segmentation, demand generation, product bundling, branded communications, content strategy, metrics-driven analytics, social media strategy, KPI-setting, strategic digital marketing, internal & external communications, events, and new partnership management.


DIGITAL TRANSFORMATION ENABLER

  • New efficient operational agility set up across 90 country teams within 10 months was achieved by transforming unconnected traditional marketing efforts into an improved and efficient business model that centered on an analytics-first approach. This consisted of plotting data points, consistent data tagging and tracking, data cleansing, digital consumer data analytics, testing methodology, a flow of internal communication and collaboration, digitally-minded teams, tight process-driven launches, KPI-standardization, and improved digital consumer journeys. It showed visible uplifts in global targets maximizing ROI, reach, visits, online sales, pre-order, service activation, and conversion.
  • Drove the new martech stack inside the bank chiefly by implementing Marketo as a marketing automation software solution to support segmentation, A/B testing, lead scoring, email marketing, marketing attribution, analytics, and reporting. Also led website development with CRM integration (compliant with web accessibility regulation – WCAG), a new mobile loyalty app, and first-time-ever chatboxes with performance analytics.
  • #1 ranking in consumer preference garnered with a new mobile banking service by securing bank’s first fintech partnership, which delivered unique value to customers with a daily loyalty touchpoint while benefiting the bank as a revenue generator and as an agent of domestic growth for the 400,000-strong merchant network.


DATA ANALYTICS IMPLEMENTER

  • +400% increase in revenue sales delivered using data analytics in a large scale capacity, as well as predictive analytics. By testing the sales funnel across owned, earned and bought media, new data insights were discovered. By determining variables that were positively correlated, these could be further examined to evaluate for causal inference. Demonstrating the likelihood of people converting in other markets gave our team a large best practice advantage.
  • +15,000 platform pick up in SEO PR in one week drove over 4,430 platforms to link directly back to the new product page, amplifying product launch awareness for a low cost. By pushing SEO through PR, a whole new process was created for the company with an agile way to seed content through the PR funnel. PR thus became the starting platform for digital assets. Using Live Page Keywords in the PR links (dynamically provided by our listening platform and Google), aided PR and landing page searchability.
  • 20% reduction in CAC for an online-only U.K based fintech providing micro-loans to SMEs in UK & Germany by optimizing the sales funnel and prioritizing channels that are effective to prevent wasted ad dollars.
  • 500% site visit increase for AI-powered identity verification fintech used to onboard customers while adhering to Know-Your-Customer (KYC). This was achieved by optimizing their web and app UX-UI and analytics reporting.


INTEGRATED MARKETING OPERATIONS & DELIVERY

  • Achieved 100% digital activation for $80 to 100-million global campaigns in +90 countries  (Europe, North America, South America, Asia, Africa, Australia) with localized and actionable launches by setting up agile go-to-market processes and managing large, international teams focused on digital marketing campaign strategy and innovation with an emphasis on SEO, mobile, online sales conversion, social media, CRM, metrics, and optimization. As the lead of the implementation side of the team, this was a fast-paced delivery, localizing multiple campaigns at the same time in dozens of countries.
  • Hired, coached, and inspired 12 direct reports selected from senior strategic planners, account directors, and digital project managers for a global account and two direct reports for a regional account out of the London HQ to implement campaigns around the world.
  • Implementation of new efficient processes and marketing software/automation delivered with a get-it-done attitude and process know-how including Marketo and Hubspot in small team scenarios.


CHANGE LEADERSHIP

  • 444% revenue boost for mobile device sales as single example among many of the sales optimization realized by creating first-ever Global Analytics/Optimization Forum. This example in change leadership required communicating a compelling business case for change, a clear call to action throughout the organizations and new execution. It was formed to bring a range of worldwide marketer and agency stakeholders together, previously in silos  and with different goals, to establish common KPIs and to review standardised online sales funnel metrics and customer insights.  This led to a positive transformation in the business.
  • $8 million in business saved by dafting and negotiating a three-year commercial deal with regional clients and benefiting both parties with new business opportunties while providing client savings.


CROSS-FUNCTIONAL TEAM LEADERSHIP

  • 19 million downloads and a 6.8 million global active user base generated by leading a global cross-functional team of more than 100 people and a new hybrid process deploying a high-profile service. Once launched, it was adopted in 100% of targeted countries (+50) over the course of only 24 hours.
  • Created first-ever Voice of the Customer Forum, backed by the CEO, bringing together Department Heads from Legal, Compliance, all Lines of Business, Operations and IT to capture and measure qualitative and quantitative feedback and develop new and improved processes products and services based on the data.


STARTUP MENTALITY

  • $26 million in new pipeline deals and a 400% bump in site visits realized by skillfully executing marketing campaigns and setting up marketing automation for a commercial real estate fintech.
  • 10 years working with fintech start-ups providing marketing strategies, automation, and analytics rigor in their operations, working in a consulting capacity as well as aligning partnerships within the bank. Similarly, working with as little as a 5-person group to build large high-performance teams once traction is demonstrated.



testimonials


Sophia is a very versatile and dynamic marketing professional. She brings a wealth of knowledge and experience to every project. She is able to obtain full understanding of the business in order to deliver superior marketing results. Great team player, with strong analytical skills and focused on results.
LINA ACUNA, SVP, CHIEF FINANCIAL OFFICER, TREASURER, BAC FLORIDA BANK.
I truly don't know how Sophia does it. All hell could be breaking lose, the client will be in a frenzy, resources will be nonexistent, and somehow Sophia will still make it happen and manage to keep the client smiling. There aren't many professionals in any position or industry that can manage to achieve miracles again and again.
DOUGLAS MAXWELL SMITH, GLOBAL INNOVATION OFFICER, BLAST RADIUS.
I had the pleasure of working with Sophia who ran the Citibank account across EMEA and reported to me. During times of constant change at the bank, including leadership changes and changes in the marketing organization, Sophia was focused on delivering the business results the clients were expecting. Often times it was Sophia to provide the insights and background to our clients who had just been put into a new role and relied on her to get a sense of direction. Sophia also was highly regarded inside the agency for being a very smart and hard working colleague, always a pleasure to work with. I can endorse Sophia unconditionally and would welcome the opportunity to work with her again.
 MARCUS STARKE, PRESIDENT & CEO EUROPE, MIDDLE EAST & AFRICA, WUNDERMAN.
I worked with Sophia on a number of projects centered around marketing. These projects where complex marketing projects that involved legal and compliance issues. Sophia always displayed a high level of professionalism and patience while exhibiting a passionate drive to reach all objectives and goals. Her drive and persistence facilitated the process while maintaining respect for ensuring all aspects of the project, including those outside her direct area, were appropriately covered.
 DAVID HERNANDEZ, CHIEF RISK OFFICER, BAC FLORIDA BANK. 
Sophia is a great business leader. She effectively and efficiently led the global activation team for Nokia. Though she and her team had to manage and collaborate with 90+ markets, the India team consistently got the right attention, inputs and support across programs. I believe this is a reflection of her strong prioritization and planning capabilities. Despite the challenging nature of the business & complex set up, she always maintained a positive outlook and an energetic environment leading to great team work and results. She has inspired me & my team in many ways and I truly admire her for her sincerity, persistence and leadership.
 VIVEK DAS, PLANNING DIRECTOR, WUNDERMAN INDIA. 
Sophia is a gifted planner and manager, a phenomenal team member and leader. I had the distinct honor of working with Sophia on the early stages of one of our now largest accounts. Her sense of urgency, make it happen attitude in the chaos of a startup initiative and clear attention to the end-state tasks at hand was a major boost to our teams launching successfully.
 ANDY RUTBERG, PRESIDENT GLOBAL SERVICES & CHIEF DATA OFFICER, WUNDERMAN. 
Sophia is a great manager who keeps tight management on resources and results. Very committed to provide results for the customer while keeping a realistic set of expectations. Definitively trustworthy, consistent and reliable.
 DANIEL MARTIN ALVAREZ, NOKIA, GLOBAL. 
Sophia's focus is always on what's right for the client. She has great attention detail, keeps to deadlines and keeps me on my toes!
 JACKIE HART, NOKIA, GLOBAL. 
To marshall global launch plans for a client like Nokia requires a firm hand at the center balanced with a deft touch in respect of local market needs. Driving from success to success, Sophia earned the high esteem of senior management and our regional colleagues by dint of her detailed preparation, clarity in thought and earnest desire to foster collaboration. In a challenging time for NAM, she helped to bridge some distance for me between London/Espoo and Texas, freely sharing knowledge, wisdom and a sympathetic ear.
 ALEX EISENBERG, VP GROUP ACCOUNT DIRECTOR, WUNDERMAN USA. 
I worked with Sophia on a high profile, very high pressure global campaign which had deep complexity in conception and execution. She was brilliant at leading the Wunderman team and integrating seamlessly with the other agencies that worked with us. Many thanks!
 STUART WELLS, NOKIA, GLOBAL. 
Sophia excels in making a Global team work like a single team breathing the same air. She has been essential in Nokia being able to launch Global campaigns in the digital space efficiently and with very little unanswered questions floating around. Sophia is a person that makes you feel that no matter what the question is, she will know the answer.
 SAMUEL TENHUNEN, ACCOUNT DIRECTOR, WUNDERMAN NORDICS AND BALTICS. 
I've worked with Sophia on and off since 2002 on global account assignments on Citibank, Nokia and others, for both Wunderman and Y&R. She's a very smart strategic brain on top of being a very in-control manager of account teams and projects across multiple countries. In addition, she manages complex matrix client relationships with aplomb.
 SIMON SILVESTER, EVP HEAD OF PLANNING Y&R EMEA; EXECUTIVE PLANNING DIRECTOR, WUNDERMAN EMEA, Y&R/WUNDERMAN EMEA. 
I worked with Sophia in various projects x-over Nokia portfolio in digital. Sophia's appetite for hard work is phenomenal. She has precision, detail and an excellent understanding of the projects she takes on. Beyond the normal agency/client WoW, I am especially impressed with the way she discussed the brief in 1st project meeting - which greatly help clients to crystallize our thinking and align the needs, improve efficiency. Above all, she's a good team player and a great person to work with.
PHILIP LU, NOKIA, GLOBAL.
Sophia is an excellent team player, extremely efficient & a valuable partner to all of us. She is very good in working with people of different cultures & backgrounds, eager to offer a helping hand even in the most difficult situations.
 FOTINI GEROMALIDOU, MANAGING DIRECTOR, WUNDERMAN GREECE. 
Sophia was a creative, strategic and highly pragmatic business partner. She was incredibly supportive of new initiatives, committed to marketing and technology implementation and delivery as well scoping and planning, and successfully mobilized complex teams across Europe to work together to deliver on client requirements.
 EMMA GERVASIO, SR ACCOUNT DIRECTOR, TAG WORLDWIDE. 
I was impressed by her enthusiasm and in-depth professionalism in creating digital strategy insights as well as her devotion to adding value to our global client.
 NIINA SAUVOLAINEN, SENIOR STRATEGIST, WUNDERMAN FINLAND. 
Sophia analyses numerical data, verbal data to create innovative ideas based on several sources of information by creating robust digital marketing action plans. She is a strong and passionate leader who thrives to bring quantifiable results to our business.
 FABIO TAMBOSI, NOKIA, GLOBAL. 

Resume

/Highlights


KELLEY KRONENBERG ATTORNEYS AT LAW, FT LAUDERDALE, FL

Award winning, multi-practice law firm with over 510 employees, more than 230 attorneys, and 17 locations servicing businesses, insurance carriers, and individuals.

Chief Marketing Officer 

Lead 360 degree marketing vision, strategic planning, & automation for all lines of business and locations.

  • $2.7 in marketing attribution, 150% increase from previous year from the number of leads generated through marketing channels.
  • 15% marketing cost reduction from previous year and implementation of more efficient software like ZoomInfo and Microsoft’s ClickDimensions marketing automation. .
  • Launch of new CRM, the holy grail of Business Development.

GLOBAL DATA BANK, MIAMI, FL

Privacy tech providing advertisers cookie less tools and media supply that is ethical and compliant for digital advertising.

Global Growth Advisor and Marketing-Sales Lead

Generate strong efficiencies between sales and marketing to boost GDB’s grow, lead all financial services accounts, build marketing strategy and materials identified in the sales funnel.

  • 124% sales revenue increase in a three month-period and added international expansion.

STS SMART MARKETING, MIAMI, FL

Financial marketing consultancy with a focus on marketing operations, digital transformation, and predictive data analytics.

Marketing Operations Consultant & Founder

Lead marketing vision, strategic planning, & automation for transformation and growth of US and UK banks/fintechs.

  • $26 Million in new pipeline deals in addition to a 400% bump in site visits accelerating results for a U.S. commercial mortgage financial technology firm (fintech).


BRADESCO BAC FLORIDA BANK, MIAMI, FL

A $2BN-asset bank, BAC Florida Bank services high-end domestic and international clients in real estate financing, wealth management, corporate, investments and personal accounts. Recently acquired by Bradesco, Brazil’s third largest bank.

Chief Marketing Officer

Delivered 360-degree marketing for the bank with a focus on acquisition, retention, and innovation. Focus on branding strategy, new martech like chat boxes with performance metrics, marketing automation, KPI-setting, strategic digital marketing, segmentation, demand generation, lead management, product bundling, branded communications, content strategy, metrics-driven analytics, social media strategy, integrated marketing, internal & external communications, events, and partnership management. Digital Transformation Board of Directors Committee member.

  • Market penetration in 50 U.S. states with a newly branded online bank experience. This also included branding architecture, app, and web development with AI and predictive content, content management, video, and infographics.
  • #1 ranking in consumer preference for a new mobile banking service realized by delivering the bank’s first fintech partnership. This provided unique value to customers and employees with a daily loyalty touchpoint, benefiting the bank as a new revenue generator. It also acted as an agent of growth for the 400,000-strong merchant network and local business development for corporate accounts.
  • Implemented the first marketing automation software (Marketo) for the bank to to deliver metrics reporting dashboards to track, measure, segment, perform testing, and analyze marketing enterprise-wide performance.


UNIVERSITY OF MIAMI, MIAMI, FL

One of the top 50 private research university with more than 16,000 students from around the world.

Marketing Consultant, Graduate Assistantship Program

While completing a 2-year full-time master’s degree, was awarded the position by invitation to develop marketing efforts for the newly launched program and create additional revenue generators.

  • Developed a learn-and-earn business plan to build a path-breaking, revenue-generating, interactive media studio primarily led by students to serve the community, cultivate local clients, forge neighborhood relationships, and allow students to create portfolios, sharpen skills, and receive payments from this precursor to the current NerdLab.


FINTECH MARKETING CONSULTING, LONDON, UK

Marketing consulting for fintech startups in U.K., with a focus on digital performance marketing, analytics, & operations.

Marketing Operations Consultant

Lead the strategic planning, marketing plans, performance improvements, and operations set-up for B2B fintech entrants.

  • 20% reduction in CAC for an online-only U.K based fintech providing micro-loans to SMEs in UK & Germany.
  • 500% site visit increase for an AI-powered identity verification fintech used to onboard customers and adhere to Know Your Customer (KYC).


WPP WUNDERMAN, LONDON, UK

The #1 ranked digital and CRM global agency network, a leader in the Forrester Wave customer engagement with advertising, marketing, and consulting companies in 60 countries.

Global Business Director (Citibank – Europe, Middle East, Africa & Nokia Global Accounts)

Directed B2B and B2C digital strategies, management, and execution of global campaigns in over 90 countries worldwide (Europe, North America, South America, Asia, Africa, Australia) across bought, owned, and earned media for Nokia with 12 direct reports. Drove business development and delivered direct, digital, data, and advertising for Citibank’s EMEA businesses with additional reports.

  • $80 Million won with the 2nd largest global account for Wunderman and co-created a worldwide delivery process. Grown from original $25 Million.
  • $8 million in business saved by drafting and negotiating a three-year commercial deal with regional clients and
    benefiting both parties with new business opportunities while providing client savings.
  • $1 million in new business in international wealth management and initial data and web analytics secured by strengthening the Russian agency offering and team through the Citi EMEA account.
  • 100% digital activation achieved for $100-Million global campaigns in +90 countries (Europe, North America, South America, Asia, Africa, Australia) through localized and actionable launches by establishing agile go-to-market processes and managing large, international teams focused on strategy, innovation, SEO, mobile, online sales conversion, social media, CRM, metrics, and optimization.
  • +400% revenue augmentation and 207% click-through rate (CTR) improvement realized for Nokia’s C7 sales just as a single example of the optimization achieved by creating a new Global Analytics/Optimization Forum to convene 100+ stakeholders to review online sales funnel metrics and customer insights boosting sales with evidence.
  • 19 Million downloads and a 6.8 Million global active user base generated by leading a global team to deploy a high-profile service adopted in 100% of the target markets worldwide in 24 hours.
  • $710,000 additional five-year revenue stream formed by establishing a direct marketing client-agency training roadshow for 15 markets to improve strategies in acquisition, cross-sell, metrics, loyalty, and creative briefing with a DM-worldwide creative director prodigy, a reviewer and rewarder of the work.
  • Hired and coached 14 direct reports selected from senior strategic planners, account directors, and project managers to deliver results for a global account (12) and a regional account (2).
  • 15 EMEA markets entirely branded by training teams through local workshops in Germany, Greece, and Central Eastern Europe and installing a process to guarantee compliance of thousands of client-agency advertising, direct, and digital outputs, ensuring that best practice sharing helped others in Asia and the Americas.


Education & Certifications

/Highlights

MBA, Thunderbird School of Global Management

Full time. 2 years. Included InterAd (GlobalBrand) Capstone marketing course. Recognized with the InterAd Award for website & business revenue model plan presented to an e-retailer start-up client. Consumer Analysis, International Marketing Communications, Strategic Services Marketing, International Finance, among others.


MFA, University of Miami

Full time. 2 years. Included Business Intelligence, UX Research Methods, Data Visualization (Tableau), Mobile App Development (X-Code) and client-based work to create digital marketing experiences for local businesses and the World Wildlife Fund (Washington DC).


CFMP, American Banking Association

Certified Financial Marketing Professional CFMP. The only industry-recognized certification for bank marketers provided by the American Bankers Association. The CFMP demonstrates mastery of Data and Analytics, Leadership, Marketing Strategy, and Revenue Generation.


Marketing Analytics, Massachussets Intitute of Technology, MIT

Certified Digital Marketing Analytics Executive Education Program for Predictive Analytics.


Marketing Analytics, University of California, Berkley

Certified Marketing Analytics: Marketing Measurement Strategy Executive Education Program.



Transformational Marketing,

/Drives Growth


Marketing today accelerates company-wide transformation. Long gone are the days when marketing was a cost center – now it’s a profit center. Modern marketing, and more specifically the office of the Chief Marketing Officer (CMO), is transforming how businesses evolve, grow and stay competitive in this new digitally-driven environment.

The new marketing role has a far wider impact on businesses. It is a key component of Digital Transformation. Marketing requires rigorous experimentation, a “Marketing Test Lab”, a high-performance marketing team, the right martech, operational agility, data analysis, cross-departmental collaboration, and a relatable, unique brand to be in place. This is the basis for a marketing engine that can bring in predictable and scalable sales. Only then, operationally, the organization starts becoming more efficient. Innovation is created first knowing what customers really want. To do this, CMOs drive 360-degree efforts with data analytics and creativity and rethink everything based on customer perspectives and neuro-based design: products/services, operations, distribution, and how the company listens and communicates internally and to customers.

Growth comes from a real competitive advantage. Growth is made possible with an empowered marketer, who can build strong, solid, and differentiated brands, as well as discover the ‘gold nuggets’, the game-changer customer insights, that occur from day to day interactions with customers, and who can put them into action to drive strong business performance. Here predictive analytics boosts differentiation and customer value. A successful marketer will drive the development of overarching strategies, partnerships, and have a sharp eye to outperform established key performance indicators (KPIs). Only with this approach and vision will a company begin transforming itself.

If this is what your organization seeks, Sophia Turner-Smith can help. 


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/Get in touch


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