Jessica Manna

Jessica Manna

Vice President & Chief Marketing Officer at Residential Finance

Location
Columbus, Ohio (Columbus, Ohio Area)
Industry
Financial Services

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Jessica Manna's Overview

Current
Past
Education
  • The Ohio State University - The Max M. Fisher College of Business
  • Florida Atlantic University
  • The Ohio State University
Recommendations

42 people have recommended Jessica

Connections

500+ connections

Jessica Manna's Summary

Senior marketing executive with extensive leadership experience in mortgage banking / home lending marketing. Broad experience in brand building and online/offline lead generation. Passionate about the customer experience and developing the next generation of future leaders. Entrepreneurial spirit and business-minded leader focused on delivering ethical, compliant, and profitable marketing strategies.

Previous member of LendingTree’s Lender Advisory Council, Leads Council, and the Financial Services Council of the Direct Marketing Association and is a member of the American Marketing Association and Public Relations Society of America. Speaker at marketing and financial services conferences. Named as #2 on 2009 Direct Marketing News’ list of “Top 30 [Marketers] Under 30”.

Graduate of Florida Atlantic University with degrees in Marketing and Management. Executive Masters in Business Administration candidate at The Ohio State University; expected graduation May, 2013.

Specialties: Home Loans / Mortgage / Financial Services, Executive Leadership, P&L Management, Marketing Strategy, Marketing Analytics & Customer Insights, Customer Acquisition & Retention, Customer Experience, Online & Offline Lead Generation, CFPB Compliance (Marketing), CRM/Lead Management.

Jessica Manna's Experience

Vice President & Chief Marketing Officer

Residential Finance

Privately Held; 501-1000 employees; Financial Services industry

March 2013 – Present (3 months) Columbus, Ohio Area

Residential Finance is a $2B nationwide mortgage banker (FNMA / GNMA seller-servicer) of FHA, VA, and conventional mortgages for refinance, purchase, and reverse. Residential Finance operates three direct-to-consumer call centers and 40 retail branches.

The marketing model is offline and online lead generation via direct mail, hot transfer / telemarketing, paid search (SEM/PPC), rateboards, and aggregator leads. Employs new customer acquisition, retention, and referral generation marketing strategies.

Chief Customer Officer

Veterans United Home Loans

Privately Held; 1001-5000 employees; Financial Services industry

December 2012 – Present (6 months) Columbia, Missouri Area

Veterans United is a $3.5B national mortgage banker (GNMA seller-servicer) specializing in VA loans for new home purchase. Veterans United operates two direct-to-consumer call centers and 20 retail branches. The marketing model is online lead generation via paid search (SEM/PPC), SEO, social, affiliate, banner/display, retargeting, email, and rateboards. Employs new customer acquisition, in-process, winback, and retention marketing strategies.

Senior exec accountable for:
• Increasing conversion of home purchase leads through call center, lead distribution, lead management/CRM optimization strategies and collaboration with sales partners;
• Creating a delightful and memorable customer experience by leveraging customer experience best practices and customer insights to “personalize” the loan process;
• Developing mar-com and database marketing strategies executed via offline and online channels to increase conversion and provide greater transparency to customers during the loan process.

Vice President & Chief Marketing Officer

Residential Finance Corporation

Privately Held; 501-1000 employees; Financial Services industry

March 2008 – December 2012 (4 years 10 months) Columbus, Ohio Area

Residential Finance is a $2B nationwide mortgage banker (FNMA / GNMA seller-servicer) of FHA, VA, and conventional mortgages for refinance, purchase, and reverse. Residential Finance operates three direct-to-consumer call centers and 40 retail branches. The marketing model is offline and online lead generation via direct mail, hot transfer / telemarketing, paid search (SEM/PPC), rateboards, and aggregator leads. Employs new customer acquisition, retention, and referral generation marketing strategies.

• P&L responsibility;
• Online/offline lead generation via direct mail, paid search (SEM / PPC), hot transfer, rateboard, and lead aggregators for refinance, purchase, and reverse;
• CFPB compliance for marketing;
• Marketing communications, public relations, and brand management;
• Retail branch marketing to support 40 retail branches;
• Post-closing and loyalty marketing for customer retention and referral generation.

Sr. Marketing Consultant & VP of Business Development

Intellidyn

Privately Held; 11-50 employees; Marketing and Advertising industry

July 2004 – March 2008 (3 years 9 months) Boston, MA

Intellidyn is a database-marketing agency and analytics firm providing full service campaign management and marketing analytics to financial services clients, primarily mortgage banks / mortgage lenders.

Senior manager responsible for:
• Marketing strategy, account management, and new business development for mortgage banking clients/accounts;
• Offline and online direct marketing campaigns via direct mail, hot transfer / telemarketing, and email marketing for mortgage / home lending clients;
• New customer acquisition, cross-sell, in process, winback, and retention;
• Heavy use of database marketing and analytics, including: data mining, modeling, customer profiling, segmentation, MIS reporting, multivariate testing, experimental design;
• Leveraging credit bureau (Experian, Equifax, TransUnion, demographic (Acxiom), and property data (CoreLogic and First American) for strategy development, personalization, analytics, and targeting.

VP of Business Development

Intellidyn

Privately Held; 11-50 employees; Marketing and Advertising industry

July 2004 – January 2007 (2 years 7 months)

Responsible for new business development in the mortgage banking vertical. Responsibilities include: identify new customers and determine marketing needs; engage and manage cross-functional teams to develop custom solutions; lead client teams an primary customer point of contact.

Jessica Manna's Publications

  • Top 30 [Marketers] Under 30

    • Direct Marketing News
    • December 11, 2008
    Authors: Jessica Manna, Direct Marketing News

    [Note: not author; featured in article]. DMNews gathered the best and brightest ‘whiz-kids' in the industry to present its first-ever “30 under 30” list -- thirty finalists that were judged on their proven ability to lead teams, initiate change and growth, drive measurable results for companies or clients and deliver fresh insight into the marketing challenges in the direct, database and interactive marketing industry. Topping the list? Jeff Arbour, SVP, North America, the Hyperfactory.

  • Residential Finance Optimizes Sales Process with Leads360

    • Leads360
    • September 2010
    Authors: Jessica Manna, Leads360

    [Note: Not author; featured in case study] Residential Finance Corporation Chief Marketing Officer and VP Jessica Manna believes that lead management is a process that should be optimized for continuous improvement to maximize marketing ROI. After implementing [an optimization plan for] Leads360’s lead management solution, Residential Finance saw an immediate 80 percent increase in sales lead conversion rates.

  • 10 Things You Can Do - TODAY - to Improve Your Relationship with Sales

    • LeadCritic
    • May 19, 2010
    Authors: Jessica Manna

    How to foster a better, and more collaborative, relationship between marketing and sales to increase transparency, qualitative feedback, and marketing ROI.

Jessica Manna's Certifications

  • Database Marketing Certificate

    • National Center for Database Marketing
    • 2005

  • Email Marketing Certified Professional

    • MarketingSherpa – MarketingExperiments
    • 2008

Jessica Manna's Courses

  • Vice President & Chief Marketing Officer

    Residential Finance Corporation

    • Facebook (Facebook Advertising)
    • cvent (Survey Best Practices)
    • USPS (Mail Best Practices)
    • The Ohio State University (Six Sigma Black Belt)
    • Dale Vermillion's Mortgage Champions (Mortgage Sales & Leader)

  • Sr. Marketing Consultant & VP of Business Development

    Intellidyn

    • Mortgage Bankers Association (FHA Product Training)
    • ProActive Training & Consulting (Selling as a Consultant)

Jessica Manna's Volunteer Experience & Causes

  • Volunteer Experience

    • Volunteer - Big Sister

      Big Brothers Big Sisters
      • Children
      2007 – 2009 (2 years)

  • Volunteer Interests

    • Causes I care about:

      • Children
      • Politics
      • Poverty Alleviation

Jessica Manna's Honors and Awards

  • Achievement in Marketing for Community Relations

    Columbus American Marketing Association
    • 2010

  • Excellence in Analytics and Modeling (Bronze)

    National Center for Database Marketing
    • 2009

  • Top 30 [Marketers] Under 30

    Direct Marketing News
    • 2008

  • Best [Email Marketing] Automated Series (Auto Responder) (Gold)

    MarketingSherpa
    • 2008

  • Achievement in Marketing for Online Marketing

    Columbus American Marketing Association
    • 2012

    Runner Up

  • Achievement in Marketing for Integrated Marketing Campaign

    Columbus American Marketing Association
    • 2012

    Honorable Mention

  • Achievement in Marketing for Social Media

    Columbus American Marketing Association
    • 2012

Jessica Manna's Organizations

  • LendingTree Lender Advisory Council

    Member
    • 2009 to 2010

  • LeadsCouncil

    Member
    • 2010 to 2010

  • Direct Marketing Association

    Financial Services Council Member
    • 2005 to 2007

  • International Women’s Writing Guild

    Member
    • 2006 to 2006

  • Public Relations Society of America

    Associate Member
    • 2005 to 2007

  • Phi Theta Kappa Honor Society

    • 2007 to 2008

  • Beta Gamma Sigma International Honor Society

    • 2007 to 2008

Jessica Manna's Education

The Ohio State University - The Max M. Fisher College of Business

MBA

2011 – 2013 (expected)

Class of 2013 Executive MBA program.

Florida Atlantic University

BA, Management & Marketing

2007 – 2011

Activities and Societies: Phi Theta Kappa Honor Society, American Marketing Association

The Ohio State University

Six Sigma Black Belt Training

2010 – 2010

Attended / Not Certified

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