Download K. ELYSE S. RAYNER

K. ELYSE S. RAYNER
28 Verdmont Road, Smiths FL 05, Bermuda | Tel: 441.531.0110 | Email: [email protected]
C
reative, dynamic, and versatile professional with an advanced academic background in marketing and advertising reinforced with 5+ years’ success
in consultative, client-customized solutions sales within the financial services and wealth management industry. Offers heightened abilities in sales
and marketing supported by a nuanced understanding of consumer behaviours and market trends, combined with plentiful experience in leveraging
demographic, market, and competitor analysis to drive increased sales. Brings a history of proven performance in collaborating with internal
departments to build and execute productive, impactful marketing and promotions strategies, along with exceptional communication skills leveraged
in establishing and expanding long-term, trust-based relationships. Possesses a polished skill set in personal brand development and promotion,
combined with a solid track record in the design and execution of high-impact marketing strategies for the small business sector.
AREAS OF EXPERTISE
Marketing & Advertising Management
Integrated Branding Development
Market Research & Trend Analysis
Competitor & Demographic Assessment
Consumer Needs & Behaviours
Consultative Solutions Sales
Tactical Portfolio Growth
Strategic Planning & Execution
End-to-End Project Management
Marketing to International Customers
EDUCATION & PROFESSIONAL DEVELOPMENT
Bachelor of Commerce with Honours (2007), University of Windsor, Windsor ON, Canada
International Marketing | Intro to Marketing | Advertising Management | Direct Marketing Management | Marketing & the Consumer
Project Highlights
Advertising Management: took the lead on an end-to-end advertising project from demographic and competitor research and SWOT analysis
through to the development and execution of a comprehensive marketing and advertising campaign.
International Marketing: completed an in-depth project simulating the launch of an established product within a new national market, leading
market research and assessment of demographics, trends, opportunities, and differentials.
Entrepreneurship: tasked to oversee the marketing department of a simulated small business, directed a team in building out a marketing strategy
and increasing sales within a competitive environment through pricing strategy and market positioning.
Additional Certifications
Canadian Securities Course (2009) | Financial Planning Course I & II (2010-2011), Canadian Securities Institute
PROFESSIONAL EXPERIENCE
INTERN
2012
The Concept Farm, New York, New York, USA
Joined this advertising agency to work alongside Account Executive and Creative teams to service the existing and potential client-base gaining
insight into the Advertising industry, the agency model, the campaign management process and the creative strategy. Developed and reinforced
market research ability, client relationship management expertise and creative process skills.
SELECTED CONTRIBUTIONS & ACHIEVEMENTS







Assisted in the operation of focus groups and other market research, gleaning insights into consumer behavior and preferences to ensure
accurate targeting of advertising campaigns
Contributed to the development of campaign-management tools, specifically creative briefs and project-tracking spreadsheets, that improved
flow of communication and elevated top-client satisfaction
Completed market analysis reports and client background briefs to prepare senior management team for initial client meetings
Supported advertising accounts team in management of various projects in a fast-faced, high pressure environment
Participated in creative strategy sessions led by Creative Director and Account Supervisor
Attended and participated in team meetings
Undertook administrative tasks
PROFESSIONAL EXPERIENCE CONTINUED...
PROJECT MANAGER
2012-Present
WEALTH MANAGER
2012-Present
AFL Investments, Hamilton, Bermuda
Brought on board with this financial services institution to drive client customized investment solutions sales utilizing a holistic approach to individual
needs assessment and wealth management before being tapped to lead segmentation and marketing demographics research and develop a
comprehensive marketing plan for a multimillion dollar investment portfolio comprising mid-to-high net worth clientele.
SELECTED CONTRIBUTIONS & ACHIEVEMENTS
Marketing & Project Management
 Inherited an existing book of business with a mandate to assess individual client needs in order to increase contributions from stagnant
investors, and developed a marketing plan for each segment to promote increased investment interest.
 Segmented investors by age and years-to-retirement to improve understanding of and capitalization on individual retirement needs, exercising
an aggressive portfolio management style emphasizing cross-selling in other areas.
 Led the further segmentation of young professionals to assess conservatism versus risk tolerance on the basis of life stages, and collaborated
with the marketing department to define budget limits and collateral for each resulting segment.
 Planned and executed sponsorship events and seminars targeting young professionals to increase investment, while laying the groundwork to
capitalize further on web-based and social media resources for digital marketing initiatives.
Consultative Solutions Sales & Strategy-Building
 Collaborated and improved communication with the marketing department to develop bundled marketing and cross-selling strategies that
address gaps in each investment area, while increasing personal brand recognition as an SME.
 Developed and executed strategies based on general public and high-net-worth segments, conducting extensive meetings with clients to gather
and expand on individual needs in order to translate those needs into investment sales.
 Created discount packages and other promotions providing significant price reductions to clients purchasing multiple services or products,
communicating promotional information through email and print advertising.
 Authored articles and informational pieces for publication in local media on subjects including financial planning, investment at age 50+,
retirement and education savings to enhance personal branding as financial services SME.
Client Relationship Management
 Established and maintained long-term, trust-based relationships with clients through responsive, ongoing communication regarding individual
investment objectives, priorities, and constraints.
 Leveraged discerning judgement in formulating portfolio strategy and selecting investments while taking into consideration credit ratings, tax
shelters, time horizons, risk tolerance, and personal objectives.
 Harnessed a finely-tuned “needs-based” strategic approach to developing recommendations for investment products and services, ensuring the
client received a comprehensive overview of each option’s benefits, constraints, and features.
 Sustained a commitment to continuous learning to improve and refine product knowledge, keep up-to-date with current market trends and
international regulations affecting the client’s portfolio in order to maximize return on investment.
PRIVATE BANKER
2009-2011
Capital G. Bank Ltd, Hamilton, Bermuda
Engaged with this provider of financial services and wealth management solutions to develop and implement personalized, needs-based wealth
management strategies while maintaining ongoing communication and continuous analysis of client portfolios in order to identify and capitalize on
opportunities for cross-product and interdepartmental sales increases through repeat and referral business.
SELECTED CONTRIBUTIONS & ACHIEVEMENTS
Needs-Based Solutions Marketing
 Employed exceptional communication skills and a highly organic sales approach in contacting clients, analyzing specific investment needs, reviewing
investment holdings, and re-establishing targets and objectives as necessary.
 Expanded current Capital G Bank relationships by consolidating the investable assets of existing high-value clients to increase market share, while
liaising extensively with solutions experts in other departments to solicit referral business.
 Built out and expanded on a solid foundational skill set in financial solutions planning harnessed in consistently delivering on team-based annual targets
in excess of $30M for new business, while leading services operations as required.
 Drove increases in investment revenue through tactical up-selling of products to meet existing and emerging needs, while cultivating a solid and
nuanced understanding of the Canadian banking and taxation systems.
Additional Experience includes Junior Trader – Trade Desk (2007-2008) with Lines Overseas Management, Hamilton, Bermuda; Junior Trader (Summer
2006, 2007) Bank of Bermuda (HSBC Group), Hamilton, Bermuda; and Media Sales Assistant (2004-2006) with Mowrey & Stanson, Windsor ON, Canada.