- Leslie Fisher has over 10 years of experience in marketing and program management for financial services and high tech companies. - She provides strategic leadership and has worked with large cross-functional teams to define and deliver programs and integrated marketing campaigns. - Fisher uses data analysis and business intelligence to develop strategic plans and roadmaps to meet or exceed goals.

1. L E SL I E FI S HE R
P ROG RA M M A N AG E M EN T /M A RK E T I N G
SUMMARY
 Contract assignments and repeat engagements at companies from start-ups to Fortune
500
 10+ years marketing and program management expertise in financial services and high
tech industries
 Proven leadership working with large cross-functional groups ranging from solutions
architects to executive management and external vendors
 Big picture strategic thinker with a tactical attention to detail who can define and
deliver on programs and integrated marketing campaigns that have company wide
impact
 Use analysis and business intelligence to define and deliver on business cases, strategic
plans and road maps in order to meet or exceed goals
CONSULTING EXPERIENCE
2001-Present
 Strategic Marketer at Charles Schwab - Effective project and change management from
both an internal and external client level.
o Minimized client attrition and impact of Cost Basis regulatory reporting changes
by providing guidance and reviewing client-facing communication pieces from a
client experience perspective. These included email, direct mail, Schwab.com
content, digital marketing, statement inserts, publications and social media.
Led client education efforts via outbound calling campaigns, e-newsletter
articles and webinars. Worked with internal communications and training groups
to formulate education strategy, interactive training modules, a community
site, talking points and reference collateral for Schwab Reps.
o Designed a strategic road map for the Chief Marketing Officer that resulted in
company restructuring and offered opportunities to gain costs efficiencies,
decrease time to market and provide a cohesive and improved customer
experience. Recommendations included consolidating or deleting websites,
creating reusable content across sites and leveraging common platform(s).
 Program/Product Manager at Wells Fargo – Oversight of programs through full lifecycle.
Defined use cases and requirements utilizing research; usability testing and prototypes
derived from collaborations with customer insight and design teams. Understood
dependencies between projects; cleared roadblocks and partnered with project
managers to deliver on requirements. Managed QA and user acceptance testing to
validate requirements and worked with development teams to fix bugs pre and post
production.
o Led Wells Fargo’s public website integration across products, producing a
smooth transition for users from Wachovia.com by updating content and design
to support go-forward product and marketing strategies, as well as creating
temporary solutions like interstitial pages and microsites. Collaborated across
banks, with business stakeholders, legal, compliance and external vendors, in
addition to creative and technical teams.
o Managed multiple enterprise projects totaling $3.5MM to reduce infrastructure
costs and make it simpler for customers to indicate preferences for receiving
bank statements electronically. Centralized capture of customer preferences
and deployed a common user interface across phone and store channels.
o Delivered on Wells Fargo’s objective to be a technology leader by launching the
banking industry’s first ATM electronic receipt pilot. Drove collaboration
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2. LESLIE FISHER • 415-609-1133 • LESFISH41@YAHOO.COM
between the ATM and Internet Services channels; secured funding for this $2MM
project; and negotiated a phased approach for launching across the country.
 Integrated Campaign Manager at Charles Schwab, Washington Mutual and Wells Fargo-
Developed and implemented comprehensive marketing campaigns for online banking
and bill pay, Schwab Bank and brokerage products.
o Drove response rates up to 5% and exceeded plan. Worked with reporting and
analytics and external agencies to derive targeting and messaging test-and-learn
strategies. Also worked with external agencies as well as various internal
departments to define and implement tactics including: customer segmentation,
creative, e-commerce, retail marketing, field/branch communications, ATM,
statements and direct mail/email strategy and tactics.
 Account manager at Clear Ink, an interactive agency and Hill Holliday advertising–
Drove new business and developed campaigns
o Designed, pitched and landed several B2B campaigns that included microsites,
direct mail, email, online advertising and SEO for various clients including
Autodesk Manufacturing division, Quantum and Symantec
.EMPLOYMENT EXPERIENCE
2000-2001 People PC San Francisco, CA
Director of Acquisition Marketing - Created and drove the company-wide marketing plan
to sell computers and internet service, managing 3 direct reports and 6 employees.
 Met target of 2K new PC+Internet product members or $3.2MM in sales per month and
5K incremental Internet Service members per month by focusing on more efficient
spending through targeted cost per acquisition and capitalized on previous awareness
and brand campaigns. Managed a team who implemented various acquisition programs –
print, banner ads, email, direct mail and affiliate marketing.
1999 - 2000 Charles Schwab San Francisco, CA
Sr. Marketing Manager - Created and launched marketing plan for the new Schwab Access
bank account.
 Achieved a 2% direct mail response rate and net incremental equity of $200 per
account, utilizing previous campaign results, brainstorming and customer surveys.
1997 - 1999 Intuit Mountain View, CA
Program Manager Small Business Direct Marketing - Optimized direct mail, telemarketing
and TV advertising for QuickBooks financial accounting software and Tax Table service.
 Achieved an acquisition rate of 3%, renewal rate of 40% and exceeded forecasted
revenue for QuickBooks Tax Table service through focus groups, direct mail testing and
analyzing previous campaign results.
 Exceeded targeted orders per month for free trial version, managing a $5.4MM annual
budget for TV advertising of QuickBooks financial accounting software through testing
ads and stations.
 Successfully improved acquisition and conversion rate for trial users of QuickBooks
financial accounting software by setting up inbound telemarketing in Texas and
Colorado and using database analysis to determine the optimal time to target trial users
for conversion with direct mail and email.
 Designed trial package and e-Commerce site for QuickBooks financial accounting
software.
1991 - 1997 Wells Fargo Bank San Diego/San Francisco, CA
Project Manager Risk Policy and Reporting, 1997
Identified fraud loss reduction opportunity resulting in 50% improvement using
quantitative data analysis and statistical modeling.
Associate Product Manager Consumer Checking Marketing, 1995-1997
Created the marketing plan and managed Fall Student promotion – a joint promotion
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3. LESLIE FISHER • 415-609-1133 • LESFISH41@YAHOO.COM
between Student Checking, Student Visa and Online divisions; results surpassed previous
year’s campaign by acquiring 30K student accounts with a budget of $300K.
Business Analyst Retail Compensation, 1993-1995
Developed and implemented $3MM quarterly compensation plan for elite sales force of
500; also managed quarterly bonus payment of $6MM to 30K employees that made up 4
distribution channels bank wide.
Senior Financial Analyst Mortgage Lending Division, 1991-1993
Forecasted, planned, tracked and priced mortgage loans; created new pricing models.
EDUCATION & ACTIVITIES
2009 - Present Junior League of Oakland East Bay Orinda, CA
Member/New Member Committee Co-Chair
2006 - 2007 PCPF Credit Union Oakland, CA
Board Member/Marketing Committee Chair
1997 SAS Institute San Francisco, CA
Introduction to Statistical Analysis Software
1991 University of San Diego San Diego, CA
MBA Finance
1986 University of North Carolina Chapel Hill, NC
BA Speech Communications
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