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Creel Resume 050109
- 1. 1 #Confidential David R. Creel Email:dcreel626@yahoo.com 111 Dixon Drive 573-964-6112 (home) Four Seasons, Missouri 65049 573-552-2121 (cell) 573-365-2265 (work) Objective To apply my marketing expertise to solve problems, build business, and develop and implement strategies to reach desired goals at your organization. Accomplishments as Vice President, Marketing for BancStar, Inc., Des Peres, Missouri: p Supervise all marketing activities BancStar, Inc., its four banks, 14 branches and mortgage company. p Developed and implemented new products, including: free checking, free checking for small business, Visa gift cards, Visa TravelMoney cards, Platinum Savings. Re-designed debit cards and brochure system. Created and implemented series of deposit building promotions generating some $50 million in new deposits in a $350 million asset business. Led initiative for in-store locations to change mix of deposits to low-cost checking vs. time deposits. Developed and implemented a new incentive program for all branches encompassing goals in gross checking, net checking, net deposits, mortgage referrals, and in-aisle time. Developed and implemented a customer service program called Welcome Home at all locations. Developed and implemented a recognition program for employees, featuring quarterly and annual awards. Developed and implemented a sales training program, which included modules on cross-selling, telephone etiquette, safety and soundness, and follow-up. Reviewed and implemented new merchant card services program. Directed all public relations activities. Accomplishments as head of all Marketing functions at TCF Bank: * Supervised all marketing functions through expansion from 20 branches to 232 branches in TCFs Lakeshore Division, comprised of Wisconsin, Illinois and Indiana. * Works with captains of industry to formulate partnerships, facilitate marketing programs, and foster relationships within the industry. * Supervised all marketing and communications functions through acquisition phases of Bank of Chicago (3 branches), Standard Federal Bank (14 branches), and the initial 76-branch acquisition of Bank of America locations inside Jewel-Osco. * Managed marketing programs for 103 new openings in Jewel-Osco, five traditional 1
- 2. branches, and two Cub Foods branches. Creel/Resume * Managed marketing programs that helped manifest bank acquisitions and grow assets from $600 million to $3.5 billion. * Managed marketing programs which helped spur growth from approximately 30,000 accounts to more than 600,000 accounts in seven years. * Managed marketing programs for Consumer Lending Division that helped grow the loan portfolio from $200 million to more than $1 billion. * Was integral part of team that pushed TCF to #1 in the country (among top 100 banks in assets) in ROE and #2 in ROA, according to Keefe, Bruyette (2002). * Supervised all internal research efforts, including implementation of Claritas, MCIF, and Psycle programs. * Handled all public relations efforts for the Lakeshore Division (Illinois, Wisconsin, Indiana), working closely on earnings releases with our corporate investor relations department. * Handled all building, pylon, and branch signage programs, including working closely with vendors on specs and code variations with TCF communities. * Supervised all merchandising programs for all divisions in Illinois. * Lead creative and supervised implementation of all advertising and promotional programs for the Lakeshore Division (Wisconsin, Illinois, Indiana). * Worked closely with other state divisions on systemwide promotional programs, including debit card, lending and new product development. Other states include Minnesota, Wisconsin, Michigan, and Colorado. * Researched and placed all media, including television, radio, outdoor, newspaper, magazine, direct mail and other miscellaneous efforts (door hangers, etc.) * With American Air Shows, promoted and sponsored the annual Milwaukee Air & Water Show, which featured the Blue Angels, the Thunderbirds and numerous stunt flying, aerial acts, and water demonstrations. p Created and managed campaigns for branding (Chicagolands Most Convenient Bank, Open 7 Days, Since 1923, Inside Jewel-Osco), Totally Free Checking, TCF VISA Check Card (Works like a Check and an ATM Card too!). * Helped create and launch new product lines. * Hired and managed 20 people, including graphic designers, copywriters, research experts, marketing coordinators, CRA, and sales/incentive coordinators. * Managed and implemented all sales incentive programs and events. * Oversaw all CRA and community affairs efforts. * Worked closely with Facilities and ATM areas in placing and promoting the TCF Express Teller Network, including negotiating contracts with the City of Chicago and other venues. * Together with staff, created unique marketing campaigns, including: SpongeBob Squarepants, ATA, Great Grocery Giveaway, Super Sunday Promotion, Shop and Compare, 80 Days of Cash, BP Amoco Fuel Rewards Program, George Foreman Grill Promotion, the Grocery Rewards program. * Created Branch Rewards program, a program to audit merchandising programs at all 2
- 3. TCF branches. Creel/Resume * Created division-wide cross-sell program entitled Easy Money. * Involved in all planning and budgeting for the Marketing Department, various Retail Divisions, Consumer Lending, Commercial Lending, Mortgage, and support areas of the bank. * Supervised and emceed all quarterly Officers Meetings (600 officers). * Came in at or below budget each year. * Had the lowest cost-per-acquisition per account of any division in the company (one- half that of closest division). * Coordinated and fostered partnerships with key organizations, including: Jewel- Osco. Cub Foods, the Chicago Bears, the Chicago Cubs, the Chicago Blackhawks, Northern Illinois University, DePaul University, and the Mayors Office of Special Events. * Helped develop, implement, and track in-aisle sales programs for in-store locations. * Helped create a unique tracking system to measure the effectiveness of promotional programs. * Participated in numerous Due Diligence programs to determine feasibility of acquisitions. * For most tracking periods, had lowest turnover of employees among all departments. Other Accomplishments: * Served a two-year term as President of the Chicago Financial Advertisers group, an organization made up of financial marketing professionals in the Chicago area. Served two terms as Treasurer. * Served as President of the DuPage County board of Junior Achievement of Chicago (two years). Served (and am serving) as a director for 12 years. * Served as Secretary and President (two terms) with the Kiwanis Club of Oak Brook, Illinois. * Served as President of own advertising/public relations firm for 17 years in Oak Brook, Illinois. * As spokesman for clients in numerous industries, generated extensive publicity in television, radio, newspapers (local and regional), and in trade publications. * Created and implemented scores of successful public relations and advertising campaigns, working as a consultant for the Midwest Division of Eastman Kodak, the Telecommunications Industry Association (TIA), and AT&T Emergency Response Systems (9-1-1 Systems). * Have wonindividually or collectively through my firmmore than 50 awards for writing and creative for projects encompassing news releases, annual reports, video promotional and training tapes, advertising, direct mail, radio, and entire marketing campaigns. * Started my firm, Creel Associates, Inc., with two employees and one client in 1976 and built agency into firm with 20 active clients, up to 10 employees, and capitalized billings of $2.5 million. 3
- 4. Creel/Resume Qualifications Include: * Marketing planning and budgeting * Creative development and implementation * Extensive management experience * Speech writing, script writing, copywriting, news conference management * Experience and thorough understanding of all media and media placement * Experience and thorough understanding of all production areas * Public speaking * Market research * Company spokesman * Team building * Extensive knowledge of sales incentive programs * Financial expertise, understanding of spreadsheets * Proficient in Microsoft Word, Word Perfect, Excel, FastTrack, Quark, and more. * Familiarity with MCIF and Claritas Site Demographic programs. * New product development and introduction Career History: 2006 to Present: Vice President, Marketing BancStar, Inc. Des Peres, Missouri (office in Lake Ozark, Missouri) 2005 to 2006 1000 East Consulting 1997 to 2005 Senior Vice President, Marketing TCF National Bank (Lakeshore Division) Burr Ridge, Illinois 1993 to 1996 Vice President, Marketing TCF National Bank Oak Brook/Burr Ridge, Illinois 1984 to 1993 President Creel Associates, Inc. Oak Brook, Illinois 1976 to 1984 Executive Vice President Creel Associates, Inc. 4
- 5. Oak Brook, Illinois Creel/Resume 1973 to 1976 Director of Public Relations First Ogden Corp. Naperville, Illinois 1972 to 1973 Account Executive Martin E. Janis Public Relations Chicago, Illinois Military: 1972 to 1977 First Lieutenant United States Army Reserve OHare Military, Chicago 1971 to 1972 Second Lieutenant, Armor United States Army Fort Knox, Kentucky 1967 to 1971 Army ROTC Earned Distinguished Military Graduate University of Illinois Education: 1972 to 1977 DePaul University Graduate School Chicago, Illinois MBA, Marketing 1977 1967 to 1971 University of Illinois Urbana, Illinois B.A., Liberal Arts and Sciences, 1971 Split Minor: Journalism and Psychology Professional Affiliations: 2009- Big Brothers, Big Sisters Program 2006 to Present Kiwanis Club of Ozark Coast 5
- 6. Vice President, 2008-2009 Creel/Resume 1987 to 2003 Junior Achievement Board, DuPage County President, 1999-2001 1998 to 2003 Chicago Financial Advertisers President, 1999-2001 Treasurer, 2001-2003 1975 to 1993 Suburban Press Club of Chicago President, 1981-82, 1992-93 1985 to 1996 Oak Brook Association of Commerce & Industry President, 1995-96 Outstanding Business Leader of the Year (1993) 1977 to 1993 Kiwanis Club of Oak Brook President, 1981-82 1976 to 1982 Naperville YMCA Board Secretary, 1980 1977 to 1983 Oak Brook Jaycees # # # # 6
- 7. Vice President, 2008-2009 Creel/Resume 1987 to 2003 Junior Achievement Board, DuPage County President, 1999-2001 1998 to 2003 Chicago Financial Advertisers President, 1999-2001 Treasurer, 2001-2003 1975 to 1993 Suburban Press Club of Chicago President, 1981-82, 1992-93 1985 to 1996 Oak Brook Association of Commerce & Industry President, 1995-96 Outstanding Business Leader of the Year (1993) 1977 to 1993 Kiwanis Club of Oak Brook President, 1981-82 1976 to 1982 Naperville YMCA Board Secretary, 1980 1977 to 1983 Oak Brook Jaycees # # # # 6