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Marketing Portfolio Review
Daniel Stiel
LinkedIn.com/in/stiel
@stiel
1
Strategic Focus. Tactical
Results.
• Acquisition
• Activation
• Usage
• Retention
• Retail
• Financial Services
• Insights...
Conduent Achievements
• Increased POS spend
mix metrics
• 37% POS spend mix
growth
• Improved cash
behavior towards retail...
Digital Banking
Way2Go Card
ConnectEBT
MPOS
Mobile Ordering
Kiosks & ATMs
4
Mobile Point of Sale
• Developed value
propositions
• Defined, implemented
channel strategies
• Enhanced product
features,...
Mobile Ordering
• Developed marketing
plans, go-to market
strategies, budgets
• Supported capital raise
• Defined value pr...
Self-Serve Banking Kiosks 7
• Re-energized under-
performing kiosk
programs with
streamlined services
• Improved multi-fun...
ATM Cash Dispensers 8
• Converted all outsourced ATMs
to client-branded self-owned &
self-managed program
• 2,200 ATMs pur...
Off-Site ATM Placement 9
• Created & deployed ATMs
at high-value off site
locations
• Disneyland USA
• Universal Studios
H...
Point-of-Sale Innovations
Cirrus
Interlink
Visa Debit Card
Pay-at-thePump
10
Cirrus
• Marketing liaison on
the team which
developed and
launched Cirrus, the
first worldwide ATM
network
11
Interlink
• Marketing lead on
the team which
developed and
launched Interlink,
the first PIN-based
debit card POS
network
...
Visa Check Card
• Product lead for the
team which
developed and
launched Visa Check
Card
• First signature-based
debit car...
Pay-at-the-Pump
• Built business case
for multi-million
dollar capital
investment to
upgrade over 25,000
fuel dispensers
•...
Payments
Private Label
Cobranded
Prepaid
Debit Cards
Reward & Loyalty
15
Fleet & Commercial Cards 16
• Developed, marketed
special credit products for
small business,
corporations, fleet,
governm...
Private-Label Credit Cards 17
• Designed value
propositions and
marketing for defined-
purpose credit cards
• Developed cr...
Prepaid Fuel Cards 18
• Developed reloadable prepaid Fuel
Cards
• Designed for businesses & consumers
needing fuel purchas...
Prepaid Gift Cards 19
• Developed business plan,
vendor sourcing
• Created value propositions
• Provided full support from...
Prepaid Co-Brand MasterCard 20
• Identified unmet needs in
marketplace
• Developed and launched
“world’s first” instant-is...
3rd Party Gift Card Mall 21
• Dedicated merchandising
kiosks
• 72 rotating SKUs
• Entertainment
• AMEX Gift Cards
• Retail...
Checks as a Payment Choice 22
• Re-introduced Check
Guarantee program across
2,200 locations
• Promoted to business and
co...
Payroll Check Cashing
• Created programs to
serve financially
underserved consumers
• 325,000 checks cashed
annualized
• V...
Employee Payroll Cards
• Alternative to direct deposit or paper
checks for part-time & underserved
employees
• Cost-effect...
Reward and Loyalty Programs 25
• Over 20 major cobrand,
affinity loyalty programs
• Issuer, Retailer, Network
Experience
•...
Multi-language Product 26
• Created multi-language
versions for most-popular
financial services
• Multi-lingual communicat...
Prepaid Wireless 27
• Developed low-cost
Private-Label MVNO
Prepaid Wireless program
to improve category sales
and margins...
Employee Training
Driving results, mitigating risk, and improving customer
satisfaction
28
QSF-Certified Training
• Re-engineered Financial Services sales and service
training at the corporate, region and store-le...
Consumer Insights
Analytics & Market Development
30
Market & Consumer Insight
• Consumer Insights
Experience
• Primary research –
focus groups,
telephone, web/on-
line/cloud-...
Media & Communications
Multi-language
Multimedia
Merchandising
Branding
32
Social & Mobile Media
• Developed social
media modeling
• Integrated mobile
messaging
• Social media
interface
• Data capt...
Direct Marketing,
Merchandising, Promotions
In-store
Kiosks
Experiential & Events
Direct mail
Digital
34
New Account Acquisition 35
• Conducted 2,500+ card
acquisition events
• Fairs & Festivals
• Motorsports Events
• Sports/Co...
Financial Services Centers 36
• Integrated “4th
Wall” Self-serve
Center for
• ATMs
• Bill-pay Kiosks
• Prepaid Services
• ...
Mini-QSF center 37
• Self-serve
Merchandising for
small format stores
• Prepaid Services
• Gift Cards
• Wireless Handsets
...
Merchandising Systems 38
• Financial Services Center
• “Spinning” in-line and end-
cap displays
• Wireless Handsets
• Gift...
Multi-language Merchandising 39
• Fully integrated
multi-language
programs
• Customer Service
• Employee training
• Custom...
In-Store Sampling Promotions
• Coordinated with
store and field
operations
• Provided displays,
premiums, staffing,
traini...
National Store Events
• Local store promotions, tie-ins
with national vendors,
charities, sports sponsorships
• Event sche...
Direct Mail
Pre-approved credit offers
Retention Programs
B2B Marketing Programs
Public Relations
• New product introductions
• Publicity
• Media relations
• Special & sports events
• Trade Show particip...
Special Event Marketing
Crossing the Finish-line with Record Results
46
Card Acquisition Campaigns 47
College Programs
• Product development
• On/off-campus
promotions and
media
• Student Ambassadors
• Lifecycle
management
Sponsorship Management
• Venue & sponsor
management
• Logistics/contracts
• Exhibit construction
• Staffing & Uniforms
• P...
IndyCar ▪ F1 ▪ NASCAR
• Founding Member of the
LBGP Board of Governors,
Committee of 300
• Managed LBGP Working &
Deadline...
Offshore Powerboat Racing
• Fifteen years as
volunteer director of
publicity for the
Catalina Ski Race and
POPBRA offshore...
Pinnacle Hills Art & Music Festival 52
• Created and produced one
of the largest juried fine art
shows in Arkansas
• Devel...
The Living It Green Expo
• Created and produced one of the largest sustainability
events for charity in the Southern USA
•...
Contact
Dan Stiel
PO Box 170550 ▪ Austin TX 78717
512.887.8435
LinkedIn.com/in/stiel
54
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Marketing Team Accomplishments

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Marketing Team Accomplishments

  1. 1. Marketing Portfolio Review Daniel Stiel LinkedIn.com/in/stiel @stiel 1
  2. 2. Strategic Focus. Tactical Results. • Acquisition • Activation • Usage • Retention • Retail • Financial Services • Insights • Analytics • Development • Profitability • Payments • Real Estate 2
  3. 3. Conduent Achievements • Increased POS spend mix metrics • 37% POS spend mix growth • Improved cash behavior towards retail spend • $1.2B annualized growth in POS spending • Enhanced card activation metrics • 32% improvement in activation metrics • Shifted behavior to lower-cost & self- service channels – • 42% mobile app adoption • $1.6M annual reduction in IVR expenses • Enriched Cardholder insights via analytics and user studies 3
  4. 4. Digital Banking Way2Go Card ConnectEBT MPOS Mobile Ordering Kiosks & ATMs 4
  5. 5. Mobile Point of Sale • Developed value propositions • Defined, implemented channel strategies • Enhanced product features, market deliverables • Developed direct and indirect channel distribution 5
  6. 6. Mobile Ordering • Developed marketing plans, go-to market strategies, budgets • Supported capital raise • Defined value propositions • Consumer uses smart phone to find favorite restaurant • Reviews menu • Places order and tenders payment • Integrated into POS • GPS tracking for “just-in- time” freshness 6
  7. 7. Self-Serve Banking Kiosks 7 • Re-energized under- performing kiosk programs with streamlined services • Improved multi-function financial services & bill- paying kiosk programs • Profitably serving over 180,000 customers monthly • Recently sold to PayPal
  8. 8. ATM Cash Dispensers 8 • Converted all outsourced ATMs to client-branded self-owned & self-managed program • 2,200 ATMs purchased & deployed • Increased annual pretax earnings to $17.4MM from $6.2MM • Proprietary branding created for ATMs
  9. 9. Off-Site ATM Placement 9 • Created & deployed ATMs at high-value off site locations • Disneyland USA • Universal Studios Hollywood • Union Station Los Angeles
  10. 10. Point-of-Sale Innovations Cirrus Interlink Visa Debit Card Pay-at-thePump 10
  11. 11. Cirrus • Marketing liaison on the team which developed and launched Cirrus, the first worldwide ATM network 11
  12. 12. Interlink • Marketing lead on the team which developed and launched Interlink, the first PIN-based debit card POS network 12
  13. 13. Visa Check Card • Product lead for the team which developed and launched Visa Check Card • First signature-based debit card available west of NYC 13
  14. 14. Pay-at-the-Pump • Built business case for multi-million dollar capital investment to upgrade over 25,000 fuel dispensers • Multi-billion gallon incremental lift in fuel sales • Improved in-store merchandise sales 14
  15. 15. Payments Private Label Cobranded Prepaid Debit Cards Reward & Loyalty 15
  16. 16. Fleet & Commercial Cards 16 • Developed, marketed special credit products for small business, corporations, fleet, government agencies • Maintenance, fuel, other fleet expenses • Enhanced purchasing controls and reporting for business and fleet owners • Loyalty Rewards programs • In-store merchandising, employee training • Inside/outside sales teams
  17. 17. Private-Label Credit Cards 17 • Designed value propositions and marketing for defined- purpose credit cards • Developed credit underwriting criteria to meet needs of target users • Created VIP Card status/services to enhance usage and loyalty
  18. 18. Prepaid Fuel Cards 18 • Developed reloadable prepaid Fuel Cards • Designed for businesses & consumers needing fuel purchase controls • Pay-at-the-pump speed/convenience • Sold/reloaded in variable increments • Purchase controls for fuel only
  19. 19. Prepaid Gift Cards 19 • Developed business plan, vendor sourcing • Created value propositions • Provided full support from marketing, merchandising, reporting, training
  20. 20. Prepaid Co-Brand MasterCard 20 • Identified unmet needs in marketplace • Developed and launched “world’s first” instant-issue co-branded MasterCard prepaid debit card in 2004 • Designed for consumers who seek alternatives to traditional credit cards • Balances held in FDIC- insured account at major U.S. bank • Preceded Walmart Money Card by 18 months Promoted as an alternative to bank savings and checking accounts
  21. 21. 3rd Party Gift Card Mall 21 • Dedicated merchandising kiosks • 72 rotating SKUs • Entertainment • AMEX Gift Cards • Retail • Digital • many others
  22. 22. Checks as a Payment Choice 22 • Re-introduced Check Guarantee program across 2,200 locations • Promoted to business and consumers • Lower-cost form of payment for retailer • Alternative payment for underserved clients • Reduced annual check losses $1.3M+
  23. 23. Payroll Check Cashing • Created programs to serve financially underserved consumers • 325,000 checks cashed annualized • Valued at over $100 million • Available across 1,000+ retail locations 23
  24. 24. Employee Payroll Cards • Alternative to direct deposit or paper checks for part-time & underserved employees • Cost-effective for employer and employees • No ATM, POS or monthly fees for employees • Employees can keep and use card if they leave employer • Pay-at-pump, on-line shopping, pay recurring bills, more • Reload additional funds at any Circle K location 24
  25. 25. Reward and Loyalty Programs 25 • Over 20 major cobrand, affinity loyalty programs • Issuer, Retailer, Network Experience • Developed consumer value propositions through insight studies/testing • Negotiated revenue-sharing and SLA agreements with vendors • Developed, implemented merchandising and promotional programs • Program oversight
  26. 26. Multi-language Product 26 • Created multi-language versions for most-popular financial services • Multi-lingual communication, training, packaging, merchandising • Product development support • Created “Mercado” – world’s first cobranded, reloadable prepaid MasterCard • Special underwriting criteria where appropriate
  27. 27. Prepaid Wireless 27 • Developed low-cost Private-Label MVNO Prepaid Wireless program to improve category sales and margins • Developed features • No hassle activation • Ready to use; Pre-assigned local number • Simplified activation • 80,000 handsets sold in first six months
  28. 28. Employee Training Driving results, mitigating risk, and improving customer satisfaction 28
  29. 29. QSF-Certified Training • Re-engineered Financial Services sales and service training at the corporate, region and store-level to support rapid category growth • Created “QSR-Certification” program for region, district, store personnel covering financial services and payment products sold through retail stores • Integrated QSF Training into new hire and OTJ training programs • Informed and knowledgeable Market Managers, Store Managers and CSRs is the critical factor for profitable success in financial services • QSF-Certification is key to improving customer satisfaction (likelihood of future usage) and mitigating financial risks 29
  30. 30. Consumer Insights Analytics & Market Development 30
  31. 31. Market & Consumer Insight • Consumer Insights Experience • Primary research – focus groups, telephone, web/on- line/cloud-based , mystery shops, test labs, field studies • Secondary research – syndicated studies, media monitoring, government and 3rd party research • Database and scorecard - modeling & analytics • Measurable Impacts • Optimization strategies • Geographic, Demographic and Psychographic Differentiation • Market Segmentation • New and better ways to satisfy existing needs • Understanding Unidentified and Unmet Needs • Attitudes & Mindsets • Media Habits • Product Usage & Brand Dynamics, Purchase Patterns 31
  32. 32. Media & Communications Multi-language Multimedia Merchandising Branding 32
  33. 33. Social & Mobile Media • Developed social media modeling • Integrated mobile messaging • Social media interface • Data capture & analysis • Mobile Ordering 33
  34. 34. Direct Marketing, Merchandising, Promotions In-store Kiosks Experiential & Events Direct mail Digital 34
  35. 35. New Account Acquisition 35 • Conducted 2,500+ card acquisition events • Fairs & Festivals • Motorsports Events • Sports/Community Events • In-Store Tabling • Street Teams • Generated over 4.5MM completed credit card applications in 36 months
  36. 36. Financial Services Centers 36 • Integrated “4th Wall” Self-serve Center for • ATMs • Bill-pay Kiosks • Prepaid Services • Gift Cards • Credit Services • Wireless Handsets
  37. 37. Mini-QSF center 37 • Self-serve Merchandising for small format stores • Prepaid Services • Gift Cards • Wireless Handsets • Payment Services
  38. 38. Merchandising Systems 38 • Financial Services Center • “Spinning” in-line and end- cap displays • Wireless Handsets • Gift Cards • Credit & Payment Services • Prepaid Services • Promotional Messaging
  39. 39. Multi-language Merchandising 39 • Fully integrated multi-language programs • Customer Service • Employee training • Customer literature • Marketing communications • Greeters and street marketing teams
  40. 40. In-Store Sampling Promotions • Coordinated with store and field operations • Provided displays, premiums, staffing, training, • Program oversight, reporting, analysis 40
  41. 41. National Store Events • Local store promotions, tie-ins with national vendors, charities, sports sponsorships • Event scheduling, logistics, premiums, staffing, insurance, promotions 41
  42. 42. Direct Mail Pre-approved credit offers
  43. 43. Retention Programs
  44. 44. B2B Marketing Programs
  45. 45. Public Relations • New product introductions • Publicity • Media relations • Special & sports events • Trade Show participation
  46. 46. Special Event Marketing Crossing the Finish-line with Record Results 46
  47. 47. Card Acquisition Campaigns 47
  48. 48. College Programs • Product development • On/off-campus promotions and media • Student Ambassadors • Lifecycle management
  49. 49. Sponsorship Management • Venue & sponsor management • Logistics/contracts • Exhibit construction • Staffing & Uniforms • Premiums • VIP Hospitality 49
  50. 50. IndyCar ▪ F1 ▪ NASCAR • Founding Member of the LBGP Board of Governors, Committee of 300 • Managed LBGP Working & Deadline Press Room for twelve years (volunteer) • Managed race team & venue sponsorships • Exhibited in Lifestyle Expos, trackside promos • Over 200 motorsports events - F1, Indy, boat racing, NASCAR 50
  51. 51. Offshore Powerboat Racing • Fifteen years as volunteer director of publicity for the Catalina Ski Race and POPBRA offshore racing • Television & radio productions, media relations, sponsor development 51
  52. 52. Pinnacle Hills Art & Music Festival 52 • Created and produced one of the largest juried fine art shows in Arkansas • Developed to showcase at a national-level the exceptional fine arts talent of the region • 40,000+ art lovers and shoppers & extensive national media coverage in its first year • 225+ fine artists, exhibitors, live entertainment, sponsors • Held annually on the “streets” of the Pinnacle Hills Promenade from 2006 to 2009
  53. 53. The Living It Green Expo • Created and produced one of the largest sustainability events for charity in the Southern USA • Held annually from 2006 – 2009 in Northwest Arkansas • 60,000+ attendees over three days • 80+ very happy exhibitors, speakers, live entertainment, sponsors. 100% of gross proceeds donated to local charities. • Themed on “Living Abundantly Green” 53
  54. 54. Contact Dan Stiel PO Box 170550 ▪ Austin TX 78717 512.887.8435 LinkedIn.com/in/stiel 54

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