This document is an executive profile and resume for Mari C. Uribarri. It summarizes her extensive experience in marketing and communications roles in the banking industry, spanning over 30 years. She has managed advertising, marketing strategies, brand development, product launches, and community events. She is bilingual in Spanish and has a track record of growing revenue and client relationships through strategic marketing initiatives.

1. 21 SpinningWheelRd#11E MARI C. URIBARRI
Hinsdale,IL 60521 mariuri55@msn.com Cell708.420.5150
EXECUTIVE PROFILE
Seasonedmarketingandcorporatecommunicationsprofessional,withextensiveexperienceprovidingsupportto
commercial,small business,wealthmanagement/privatebankandretail linesof business. Strong sales and marketing
experience,implementinggrowthstrategiesto leveragecross-sellopportunitiestoexpandclientrelationshipsand attract
newclients.Recognizedfor performancethroughleadershipandcohesiveteam buildingwithavery successfulrecordof
accomplishments. Bi-lingual,proficientinSpanish.
Specificareasofexpertise:
Advertising ~ Budgeting~ Brand Marketing~CollateralSalesSupport~ DatabaseMarketing~DigitalMarketing~Direct
Marketing~ E-Marketing~Ethnic Marketing~Merchandising~Planning~ProductManagement~Public Relations~
SegmentManagement~SocialMedia~ SpecialEvents ~ Sponsorships
PROFESSIONAL EXPERIENCE
 Manageand directadvertisingagencyto includeradio,print,television, digital andonlineadvertising. Analyze the
effectiveness of mediaplacementsandredirectadvertisingto increasereturnoninvestment. Advertising programsfor
businessandcommercialbankingwerebasedonservicesoffered, marketpotential andcompetitiveenvironment.
 Partner with businessintelligenceteam togatherresults, analyze marketingprogramsandrealignstrategiesasneeded.
Review consumerandbusinessclients’productusage dataanddevelop programstocross-sell productsandservices
to maximize income potential fortheorganization.
 Managedthebank’sfirst prospectbusinessbankingdirectmailefforts, whichrealizeda40% responserate with
appointmentsbookattargeted companiesforcommercial lenders.
 Oversee the creation/developmentofallcollateralandproductsupportmaterialsneededbyrelationshipmanagers.
 Extensive specialeventplanningtoengageandcreatea positive brand imageof the organizationto clients,prospects
andcentersof influence.Someofthe events includedgolfoutings,economic seminars,theaterevents andtown halls
meetingsfor businessclientsandcentersofinfluence.
 Evaluated andmanagedcorporate sponsorshipswithlocal organizationslikesportsteams,universities andmedia.
 Directed bank’sinternetsite SEO (searchengineoptimization)projectwhichincreaseduniquevisitorsby 28%,total
pagesvisited by 41%,and traffic from searchenginesby10%in a 5 monthperiod.
 Managed retailandbusinesscheckprintingRFP,whichincreasedrevenue bymorethan 45%over the currentcontract.
 Develop annual integratedmarketingplanwithtacticsandgoalsto retain andgrow clientrelationshipsaswellas to
attract newclientsto the organization,with the ultimategoalof increasingthebank’sgrowthgoalsand revenue.
 Work collaborativelyacrossalllinesof businessto buildconsensus,momentumandultimatelygrowrevenue.
 Guidedtheaggressive promotionofa moneymarket relationshipproduct,whichbroughtinmorethan$1 billioninnew
relationshipstothe bank withinan 8-weekperiod. Directedincreased salesofhomeequityloans to 33% over the
previous year.
 DirectedandmanagedRFPfor branchmerchandisingsystem whichenhancedbrandawarenessandprovidedsales
supportacrossbranches.Testedbrancheswithandwithoutmerchandisingtoensureexpensewarrantedcapital
expense. Realizeda 30%crosssell of productsdisplayedwhensystem was implemented.
 Developedall internalbranchcommunicationsfornewproductlaunchesandquarterlycampaigns.
 FacedwithanincreaseofHispanic consumersin Chicago,developedaHispanic marketingstrategy, leadingtothe
selectionofa Hispanic advertisingagencyandimplementation ofthat strategy.
 Directedandmanageddirectmarketingagencyfor retailmergerandacquisitioncommunications. Inaddition,used
directmarketingtoincreaseandretaincustomersaswellas attract newcustomersto the organization. Direct
marketingincludesbothpaperandelectronic communications.
 Implementedmarketingcommunicationsplantoconsolidatecheckingandsavingsproductsformorethan 500,000
customers,resultinginanincreaseinrevenue of $5 millionannually.

2. MARI C. URIBARRI PAGE 2
 Memberofcrisismanagementcommunicationsteam. Teamwasresponsibleforongoing,timelyandtransparent
communicationstoinform andengageemployeesandcustomers. Efforts includedamorerobustintranet, employee
forum focusgroups, townhall meetingswithkey commercialcustomersandfrequentCEO updates.
 Have served on RetailPricingCommittee,ALCO,CommunityReinvestmentCommittee,numerousmergerand
acquisitiontaskforcesandchairedthe ProductandServices Committee,RetailActivity Committee,whichplannedall
communicationactivitiesacrosstheretailnetwork.
PROFESSIONAL CAREER
FIRSTMERIT BANK,Chicago IL 2008- Present
Vice President,MarketingManager
Formerly,MIDWEST BANK, ElmwoodPark,IL
SeniorVice President,MarketingDirector
FIRST AMERICANBANK,ElkGroveVillage,IL 2007– 2008
First VicePresident, MarketingDirector
BANKOF AMERICA,formerly,LASALLEBANK,Chicago,IL April –Oct. 2007
First VicePresident, SegmentandBrandManagement
INDEPENDENT CONSULTANT,Memphis,TN 2004– 2007
Crye-Leike Realtors
UNIONPLANTERSBANK,Memphis,TN 2002- 2003
SeniorVice President,Marketing
FIFTHTHIRDBANKformerly,OLDKENT BANK,Chicago,IL 2000 - 2002
SeniorVice President– RegionalMarketingManager
ABNAMRO NORTHAMERICA/LASALLEBANK 1978- 2000
SeniorVice President- MidwestRetailMarketingDirector
SeniorVice President-Directorof RetailMarketing
First VicePresident – Directorof RetailMarketing
Vice President– MarketingDirectorofLaSalleNationalBank
Assistant Vice President
MarketingServicesOfficer
MarketingAssistant
EDUCATION
BachelorofArts,Management,DePaulUniversity, Chicago,IL
AssociatesofArt,MiamiDadeCommunityCollege –Miami,FL
School ofBankMarketing –Boulder,Colorado
ABNARMO SeniorLeadership Course –Amsterdam