VP DIRECTOR MARKETING

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					                                             KERN LEWIS
 4764 Mira Loma St. / Castro Valley, CA 94546 / T: (510) 886-9481; M: (510) 329-8155 / kernmlewis@gmail.com
                                      http://www.webprofile.info/klewis/

                                VP / DIRECTOR: MARKETING
Senior Marketing Executive with 20+ years’ experience leading marketing operations and programs supporting
new product introductions, channel development, brand management, public relations, advertising, and online
marketing campaigns for the financial services industry – generating millions of dollars in revenue growth. Excel at
building and directing high-performance teams to position firms for strong market growth. Successful leveraging
channel partnerships to identify and attract new sales opportunities. Superb ability conceptualizing and
implementing creative marketing strategies, public relations programs, and product launches to aggressively
penetrate and expand into financial service markets. Particularly effective restructuring, streamlining, and
strengthening Marketing and Sales processes and programs to maximize sales performance across operations.

                                  EXECUTIVE LEADERSHIP COMPETENCIES
• Strategic Planning & Execution         • New Product Introductions              • Advertising & Public Relations
• Market & Branding Differentiation      • Channel & Media Partnerships           • Sales Process Reengineering
• Marketing Program Management           • Team Leadership & Collaboration        • B2B, B2C, & Web Marketing

                                      PROFESSIONAL EXPERIENCE
CMG FINANCIAL SERVICES, INC., San Ramon, CA                                                            2004 – 2008
Residential mortgage wholesale lender and retail brokerage with more than $3 billion in annual funding.
Marketing Director
Selected to lead marketing operations with accountability for strategic marketing planning and execution, brand
positioning, product sales training and support, online advertising and marketing campaigns, public relations, and
copywriting. Managed and trained three direct reports and a customer service organization. Awarded for marketing
excellence at 2007 California Mortgage Broker Convention.

Selected Achievements
• $200 million sales growth captured by aggressively recruiting, training, and equipping 10,000+ new sales
    agents to market and sell “Home Ownership Accelerator” (HOA) loan products across diverse markets.
• Generated double-digit annual sales growth for three years by replacing media campaigns with more effective
    direct B2B sales campaigns to successfully turn around and re-launch the HOA product.
• 10%+ cost reductions achieved by developing and implementing programs to enable retail loan agents the
    ability to manage time and resources critical to identifying and capturing new business opportunities.
• 50% improvement in application to funding ratios by tracking and managing front-end processes to control and
    improve the flow of loan sales from lead generation programs.
• Boosted revenues by designing and deploying a targeted guerilla marketing strategy that used public relations
    campaigns and trade publications/shows to competitively position and brand HOA loan products as a lead
    market niche product.
• Grew sales leads, closing ratios, and number of brokers (200%) by crafting marketing messages to highlight
    unique selling propositions that target and secure brokers and consumers in a competitive marketplace.
• Improved lead close rates tenfold by launching a Web site that organically grew into a master site – becoming
    the central source of information for prospects, resellers, and loan customers.

WORLD SAVINGS, Oakland, CA                                                                        2000 – 2004
Residential mortgage lender and savings bank with $85 billion in assets.
Loan Marketing Director
Led a loan marketing department with oversight for all marketing and advertising programs, sales collateral
development, online marketing management, lead generation, and customer support for a loan product portfolio.
Oversaw two direct reports and a creative marketing department. Reported directly to SVP of Marketing. Created
an online catalog and ordering function that improved sales force effectiveness.
Kern Lewis, Professional Experience, Continued…                                                      Page 2 of 2
Selected Achievements
• Played a key leadership role in tripling loan sales growth from $12 billion to $36 billion in three years by
    equipping sales force with turnkey print/online marketing campaigns and promotions to aggressively identify,
    target, and attract a diverse customer base.
• $3 billion in new business generated by launching a cost-effective campaign to market and sell an equity line of
    credit product targeted exclusively for current customers with 20% purchasing new product.
• Doubled customer retention rates and increased profitability by introducing new outreach communication
    programs to address customer concerns key to expanding market reach and competitive advantage.
• Developed and implemented the firm’s first corporate Web site to generate and convert leads into sales for an
    adjustable rate mortgage product via targeted Web search strategies, cutting costs more than $100 per lead.

PEACE CORPS, Mikolayev, Ukraine                                                                       1997 – 1999
Volunteer organization providing transfer skills and knowledge in critical development areas throughout the world.
Business Consultant / Educator
Provided leadership and support to local universities and businesses as an educator and consultant. Led training in
business decision making and marketing for diverse audiences. Developed and launched a new seminar that taught
Web-based marketing skills to local businesspeople.

LEUKEMIA SOCIETY OF AMERICA, Los Angeles, CA                                                           1995 –1997
Organization focused on researching and finding cures for Leukemia, Lymphoma, Hodgkin's disease, and
Myeloma.
Program Manager
Served as a fundraising and program manager for a Los Angeles regional office. Devised and executed programs
utilizing volunteers to raise donations. Recruited 50 volunteers to participate in Team-in-Training, raising more
than $200,000. Coached teachers in motivational techniques that enabled students to collect $100,000+ in one year.

GREAT WESTERN BANK, Chatsworth, CA                                                                     1993 – 1994
Savings bank with $25 billion in assets and more than 3,500 employees.
Senior Brand Manager – Consumer Loan Products
Provided brand management for consumer loan products with a staff of two brand managers and administrator.
Oversaw an in-house creative department to support branding initiatives. Expanded sales of consumer credit cards,
student loans, and unsecured lines of credit using direct response campaigns and sales support for the retail branch
network. Increased outstanding credit card balances 8% within four months of start date.
Selected Achievements
• $2+ million sales growth achieved for unsecured lines of credit by significantly improving cross-selling
    marketing collateral and streamlining and enhancing processes across branch sale operations.
• Secured 20% increase in student loan applications in one year by maximizing customer communications and
    sales collateral.

                                      PREVIOUS WORK HISTORY
AMERICAN EXPRESS, New York, NY / Los Angeles, CA                                                       1985 – 1993
Regional Marketing Director

                                                  EDUCATION
•   HARVARD UNIVERSITY, GRADUATE SCHOOL OF BUSINESS – Boston, MA
      – Master of Business Administration

•   STANFORD UNIVERSITY – Stanford, CA
       – Bachelor of Arts in Economics


4764 Mira Loma St. / Castro Valley, CA 94546 / T: (510) 886-9481; M: (510) 329-8155 / kernmlewis@gmail.com