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ROBERT W. O'NEILL
736 Annursnac Hill Road
Concord, MA
[email protected]
Cell (617) 851-5752
PROFILE
High energy, results-driven senior executive responsible for leading strategy and execution of wealth management,
retirement and new business development business lines. Extensive experience in institutional and retail sales, marketing,
brand-building in the retirement, brokerage and advisor market. Passionate about defining and achieving organizational
success. Visionary, strategic thinker who is highly adaptable to rapidly changing situations and assignments. Exceptional
leadership, organization, analytical and quantitative abilities. Impressive record of exceeding goals and creating revenue
via innovative product solutions and creative distribution models. Key strengths include:
Development & Execution of Strategic Business Plans: Experience in developing and executing disruptive business
plans which drive new business, retention and development.
Sales & Marketing Expertise & Skills: Track record and expertise in all areas of sales, marketing: branding, product
marketing, product development, direct marketing, analytics and portfolio management. Demonstrated results in strategyto-execution marketing, analysis and planning to meet annual business goals.
Manage and Motivate Teams: Experience in leading cross enterprise initiatives impacting thousands nationally to meet
monthly objectives and annual business goals.
EXPERIENCE
March 2011-Present
Consultant
RJO & Associates, LLC
Senior consultant with demonstrated experience helping firms drive strategy and create growth in the area of new business
development. Expertise in helping firms with strategy, marketing, public relations, value proposition, distribution/service models,
product launches and new business development. Areas of Focus: Retirement, Defined Contribution, Tax Exempt, Brokerage and
Advisor
• Strategy Development - Develop and implement an innovative strategy based on market research, brand strengths, consumer
insight, competitive-intelligence, identifying market gaps and creating differentiation.
• Marketing Communications - Lead and drive marketing communications functions, including advertising, media, public relations, instore/deal marketing and packaging.
• Product Line Strategy - Develop an overall product line strategy that focuses product lines against the greatest opportunities for
your company. Infuse consumer insight and innovation into the upfront product ideation and definition process. Development of
strategy using extensive market analysis combined with an analysis of category profitability with product marketing leaders.
• Digital Marketing - Develop a strategy and execute a comprehensive web-based, e-commerce program for products and
services/solutions that deepens customer engagement and creates undisputed differentiation and value. Including e-marketing, social
networking, web advertising, online training/webinars and fun tools that could be used by customers and other stakeholders.
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• Team Development - Develop a team of marketing and communications professionals to support your company’s strategy.
• Measurement and ROI - Put in place measures and analytics to determine effectiveness and ROI. Utilize market research, customer
insights, and competitive intelligence to validate strength of programs. Establish, manage and optimize a distribution, marketing and
communications budget. Assess current expenditures and recommend opportunities for improved focus and ROI.
• Internal Marketing/Communications - Work with corporate affairs/HR/Lines of business heads to build company-wide
communications that create excitement, buy-in and build awareness behind your activities.
March 2009-Feb 2011
PUTNAM INVESTMENTS
BOSTON, MA
Managing Director
Consultant-RJO Associates, LLC
Re-establish Putnam as an industry leader with the launch of a series of innovative products targeting new groups of
advisors and investors.
 Analyzed brand analytics to leverage brand strengths and rebuild brand gaps and weaknesses.
 Created integrated marketing strategies to drive sales to Putnam by attracting the best advisors and by increasing
sales productivity with the wholesalers.
 Focused on creating thought leadership in the DC retirement space by bringing innovative institutional level
products to main street and leveraging print, digital, social media and aggressive public relations.
 Identified marketing insights to support improved advisor targeting and to accelerate growth of mutual fund sales
within the business.
 Launched new DC sales and marketing plan targeting mid market plans and created a strategy to target future
large plans.
 Developed a business plan and gained approval from the board for a new $3 billion dollar rollover business.
 Launched a new brokerage business to monetize and grow retirement assets with SEC approved early.
 Built out a contact management system and a segmented service model to improve asset sales and retention.
 Advised on the launch of the new Putnam Absolute Return Funds which have reached $1 billion in sales in less
than one year.
 Launched a new retirement call center
October 2007-December 2009
CHARLES SCHWAB CORPORATION
SAN FRANCISCO , CA
Senior Vice President Retirement Strategy, New Customer Acquisition & Enterprise solutions.
Created and implemented a multi-year retirement strategy for Charles Schwab that will create long term growth and
leadership. Built and managed a robust, differentiated banking and income solution offering for transitional retirees from
age 50-70. Rolled out a national training program to create the industry’s best retirement experts and consultants.
Launched “Rethinking Retirement survey in 2008 to better position Schwab as a thought leader in the retirement space.
Incorporating the use of behavioral finance to inspire, motivate and educate investors in all interactions with our firm.
Created a marketing campaign to differentiate Schwab in the retirement market that speaks to the consumers in a unique
way. Developed a retirement income product set that was market disruptive. Chief retirement spokesperson for the Charles
Schwab Corporation in the media and at events on both Retirement and Generation X.
Head of client Acquisition & Development-Responsible for developing client acquisition strategy for the firm,
communicating the strategy within the firm driving execution of client acquisition programs. Energized acquisition of
customers through key points of entry, IRA, IRA Rollover, high yield investor checking and credit cards. Develop new
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partnerships to improve targeting. Created new partnership with Wealth Management Solutions, Inc to drive external
rollover from external firms. Increased new customer acquisition by 35% year over year driving over 250K new households
and $25 billion in new assets to the firm.
Senior Vice President Executive Services/Retirement Strategy
Boston, MA
Firm-wide responsibility to create, manage and execute the national strategy and initiatives for the new Schwab Investor
Development Executive Services organization. Targeting high net worth corporate executives who are participants in
401(k) & Stock Plan Service plans executed through Schwab.
 Built and staffed the new organization in three months.
 Created and managed extensive cross-enterprise relationships and partnerships to achieve business goals
 Created B2B Sales and relationship management team to build sales and service model
 Decision-making authority with peer enterprises (SIS, SCRS and SS/Schwab Bank and SI) to achieve business
objectives.
 Demonstrated strong capabilities in B2B sales and relationship building.
 Responsible for investor Business Development Sales team which is focused on helping consumers rollover
their 401K plan. The sales team has one of the highest rollover retention rates in the industry at over 50%.
1994 – October 2007
FIDELITY INVESTMENTS
Senior Vice President Customer Acquisition and Retirement
PROVIDENCE, RI
Responsible for national customer marketing, retirement marketing, active trader marketing, local market
development, offers, partnerships and alliances for Fidelity Personal Investments. Responsible for directing the
development, launch and management of cross-functional teams driving major marketing campaigns across all
media and distribution channels.
 Oversee and implement all aspects of new customer marketing in the United States: thought leadership,
strategy, execution, stakeholder support and communication and interaction with all channels:
o TV/Print/Radio
o Digital
o Public Relations
o Investor Relations
o Direct Mail/Email
o Out-of-Home
o Sales Organization
o Government Relations
 Manage a multi-million dollar marketing budget focused on building Fidelity’s retirement brand and moving
customers further down the buying cycle.
o Key Campaigns: Wow: IRA campaign (first to market), rollover campaign (first to market), and industry first
competitive comparison brokerage and IRA campaigns
 Targeted 30 million mass affluent and high net worth customers across the U.S. with simple inertia busting
messages
 Created strategies to broaden and deepen existing client relationships (loyalty programs) with defined
contribution business
 Key accomplishments:
o Drove over $46 billion in retirement sales in 2006 by targeting job changers and retirees
o Steered more than 2.5 million new customers to the firm
o Increased retirement rollover market share by 460 basis points in three years
o Launched Call center to cross service defined contribution business
o Reduced new customer acquisition costs by 40% over three years by increasing scale and optimizing
targeting and messaging
o Launched several co-branded partnerships (Amazon, Yahoo, American Airlines, United Airlines, American
Express, Bank of America)
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o Negotiated and launched a $2 billion 529 deal with the State of California
o Created fun, engaging tools and incentive offers that resulted in over $7 billion in annual sales
 60 Second Challenge $1 billion in flows
 Brokerage Free Trade Offer $2 billion in flows
Vice President Corporate Strategy, Aug 2000 – Sept 2004
BOSTON, MA
Created a multi year growth strategy for Fidelity Personal Investments (10K employees) working directly for the
President of the firm. The strategy helped make the firm the most trusted provider of lifetime retirement solutions.
Formulated a strategy with a sales and marketing focus to double market share by identifying product gaps,
increasing awareness and targeting an untapped opportunity. Redefined strategy focused on owning retirement
branding and life stage segmentation.
 Developed a strategy that broke existing financial services models by targeting mass affluent households
 Managed several simultaneous initiatives throughout the FBC organization using qualitative and quantitative
data and communicated key findings and implications to senior management (analysis and recommendations
are continually being integrated into Fidelity Marketing Strategy)
 Tracked and measured organic growth, market share and advertising to identify key business trends; Provided
data analysis support, presentations and reviews to: FMR finance, operating committee, board of trustees,
distribution committee and corporate communications
 Provided segments and distribution channels with product positioning, pricing, and profitability
 Presented and disseminated in-depth analysis to senior management
 Supported advisor sales for strategic new business development in Japan and Europe
 Crafted a tax –exempt services sales strategy to double market share
 Key accomplishments:
o Doubled the mass affluent households over 5 years
o Significantly increased customer satisfaction for phone, branch and web
o Developed strategy that created a 436% increase in sales over 5 years, 204% increase in new customers
over 5 years, doubled average daily trade volume over 5 years
o Produced a winning strategy that energized the organization
o Awarded President Circle for significant contribution to the firm’s success
Director, Corporate Strategy Aug 1999-Aug 2000
BOSTON, MA
Managed a team of analysts involved in identifying and integrating, industry, demographic, product and marketing
trends.
 Led analysis that drove our aggressive entry into online active trader brokerage market
 Led strategic effort to restructure online brokerage pricing and fee models
 Recommended increase in media budget and focused messaging to maintain #1 or #2 share of voice within
the financial services category (budget was increased by $46 million)
Director, Due Diligence Feb 1994 – Aug 1999
BOSTON, MA
Established and managed a group of twenty seven employees responsible for due diligence operations for
Fidelity’s venture capital investments, partnerships and all institutional relationships (Fidelity Registered Investment
Advisors (RIA), Correspondent Broker/Dealers and Third Party Administrators (TPA) that distribute Fidelity’s
products.
 Evaluated multi-million dollar investments and high risk partnerships and alliances for senior management
 Provided reporting, trend analysis and presentations to senior management
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
Managed the design, development and implementation of a multi-million dollar system project: implementation
resulted in a 30% increase in group productivity and a 20% increase in customer satisfaction
Jan 1992 – Feb 1994
BISHOPS SERVICES, INC., Director of New England Region (Boston Office)
BOSTON, MA
Responsible for the marketing and sales of a regional financial consulting office providing due diligence analysis for
venture capital firms and investment banks (clients included JP Morgan, Fidelity Investments, GE Capital, Highland
Capital Partners, Summit Partners, Morgan Stanley).
July 1987 – Aug 1991
UNITED STATES ARMY, Captain
GERMANY-KUWAIT-SAUDI ARABIA-IRAQ
Led a 220 person combat support company located in Wurzburg, Germany.
 Responsible for managing a multi-billion dollar logistics company supporting a large geographic territory
 Managed multiple site locations across Germany
 Managed highly sensitive material storage and transportations facilities
 Budget accountability for over a half billion dollars in assets
 Top secret clearance
 Awarded Bronze Star medal for actions during Operation Desert Storm
EDUCATION / LICENSES
NATIONAL ASSOCIATION OF SECURITY DEALERS (NASD) LICENSES
Series 7 – General Securities License
Series 24 – Securities Principal License
Series 66- Uniform Law Exam
Insurance Licenses
CFA Candidate
1998
BABSON COLLEGE, F. W. OLIN GRADUATE SCHOOL OF BUSINESS
Master of Business Administration Degree, 3.4 cum
Academic honors: Gold Key National Honor Society
WELLESLEY, MA
1983 - 1987
PROVIDENCE COLLEGE
PROVIDENCE, RI
Received Bachelor of Science Degree in Finance, Cum Laude
Academic honors: U.S. Army Four Year Scholarship, James E. Herlihy Scholarship, TAU PI Honor Society
PERSONAL
Avid Runner, Hiker, Golfer and Skier
Active member in Investment Company Institute (ICI) and Industry speaker and commentator Fox Business News, CNBC,
Advisor Council in Tokyo, Japan, FRC IRA Rollover Summit, Financial Communications Forum and Forrester Finance
Forum
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