Mitchel A. Baum
Financial Service Experience
Summary
J. Walter Thompson, New York, NY
Primary Account: T. Rowe Price Investment Service, Inc
Global Business Director, 2011 - 2016
Senior Partner, Account Director, 2003- 2011
Directed all aspects of account servicing $750 Billion Global Asset Manager – B2B/B2C, Digital and Traditional channels. Led interdisciplinary team of 56 JWT professionals as well as partners from other agencies in delivery of $40 million marketing program.
Overarching Accomplishments
Transformed T. Rowe Price account into a digitally-driven marketing partnership. Developed experience based strategic processes. Drove innovative use of content, social media, rich media, and partnerships.
Created a nimble “test & learn” culture on account. Led enhancements to analytics, optimization and research efforts. Learning delivered improvements in campaign KPI’s of up to 100%.
Fostered continual improvements financial accountability for marketing investments. Strengthened tracking systems. Established cost benchmarks and best practices guidelines. Drove down development costs resulting in a 20% improvement in ROI.
Specific Achievements
Created new brand strategies that fostered growth beyond the T. Rowe Price core business and into additional product classes, audiences and global markets.
Delivered superior creative platforms, repeatedly outperforming benchmarks by 30% or more.
Integrated communications programs across multiple client divisions.
Launched firm’s first enterprise-wide campaign.
Corporate Branding
Advisors
Created new brand strategies that fostered growth beyond the T. Rowe Price core business and into additional product classes, audiences and global markets.
Delivered superior creative platforms, repeatedly outperforming benchmarks by 30% or more.
Integrated communications programs across multiple client divisions.
Launched firm’s first enterprise-wide campaign. '
Retirement Plans
Led communications programs supporting T. Rowe Price ESRP investment-only and full-service businesses, targeting consultants, sponsors and participants.
Initiated research which drove increases in contribution rates.
Created CRM program in support of on demand guidance offer which improved sponsor satisfaction and participant cross-sell.
Individual Investors
Directed acquisition, retention, and cross-sell program which consistently delivered $1 billion in annual sales. Decreased cost per new account by 50%. Headed IRA, rollover, 529 plan, individual fund and guidance/advisory efforts.
Directed segment communications targeting retirees, pre-retirees, high net worth, new clients, and millennials. Improved segmentation, product mix, positionings, and creative execution.
Managed acquisition, retention and cross/up-sell programs for IRA, Rollover, 529 Plans, Individual Funds.