Natalie Phon

▪ Executed $150M+ marketing budget, optimizing spend across different marketing channels to achieve 25% reduction in expenses while maintaining quality leads and aligning to business goals and objectives

▪ Collaborated cross-functionally with the marketing, product, and creative teams to drive best practices and seamless execution of product positioning and messaging, which resulted in an increase of customer retention by 10%-15%

▪ Lead a successful influencer campaign that resulted in a 30%-40% increase in engagement on social media platforms and boosted 10% in conversion rates

▪ Implemented a data-driven approach, utilizing analytics to measure results of campaigns, refined marketing strategies and highlighted where corrective actions are required for internal stakeholders

▪ Proactively identified new digital marketing strategies to be explored and drove various testing in collaboration with cross-functional partners

▪ Analyzed market trends and competitors’ activities to provide actionable insights to internal team and adjust strategies where needed

▪ Continuously enhanced the current processes for budgeting, management reporting, forecasting, and financial closes to improve efficiency, accuracy, timeliness, and level of support for the business

▪ Built and maintained dynamic financial/marketing models to support business decisions and long-range planning

▪ Experienced at writing creative briefs and ensuring the team delivers against the brief

▪ Evaluated new technologies/systems to improve and optimize marketing team performance while ensuring data integrity and governance

▪ Developed relationships and processes with brand leaders (Senior Directors, VP’s, SVP’s and CMO) and other stakeholders within the organization to identify and address reporting needs

▪ Strong executive presence; excellent written and verbal communication skills; experience engaging with Executives and C-level suite audiences

▪ Reported directly to an SVP and managed a marketing analyst

▪ Served as a key member of the team in a SaaS organization and own operational deliverables such as reporting, resourcing, and narrative development of the overall marketing business strategy

▪ Spearheaded the quarterly forecast and annual budget reports; executed discretionary funding process and disbursement of marketing program spend of $170M+

▪ Developed dynamic financial/marketing models to support business decisions, long-range planning and identified cost-saving opportunities that reduced acquisition costs by 10%

▪ Analyzed market trends and competitor spending, informing strategic budget reallocation, resulting in an increase in market share of 10%

▪ Oversaw statement of work (SOW) from vendors and ensured purchased orders (PO’s) are processed and billings are properly captured and meets financial compliance

▪ In charged of tracking & reporting of actual marketing cost and comparing it against budget, marketing plans and objectives

▪ Partnered cross-functionally with teams such as accounting & finance and marketing to ensure marketing expenses are captured and reported accurately

▪ Delivered data-driven insights and recommendations to senior leadership team, helping shape strategic initiatives

▪ Prepared and delivered monthly and quarterly business review packages to senior leadership on the marketing team with variance analysis and executive-level commentary

▪ Identified and implemented process improvements, including the development of standard and ad hoc reports, tools and dashboards

▪ Reported directly to an SVP; managed and mentored three marketing analysts to foster growth and development

▪ Lead the development of monthly reporting as well as analysis of financial information

▪ Performed and presented reported actuals vs. budget vs. forecast variance analysis to Business Finance Controller

▪ Collaborated directly with outside Sales team to develop and maintain definitive budgeting and forecasting models

▪ Implemented and analyzed customers’ profitability

▪ Monitored key performance indicators, highlighting trends and analyzing causes of unexpected variance

▪ Spot trends early and interpreted information quickly to upper management to help with decision making process

▪ Created and executed headcount analysis report

▪ Supported finance department through all aspects of month end close, accruals, reconciliations, budgeting, and special projects

▪ Performed ad hoc analysis requests for senior management

▪ Collaborated directly with line managers to create departmental budgets

▪ Developed and maintained forecasting models of premium and expense budgets through net income

▪ Evaluated variances and created recommendations for senior management

▪ Provided analytical support for management of ongoing analysis of financial statement trends, estimates and significant fluctuations of Workers’ Compensation product line, in particular, Independent Medical Exams

▪ Developed metrics for measuring effectiveness of business units and functions - report on all areas of concern identified by senior management

▪ Performed headcount analysis report

▪ Supported finance department through all aspects of month end close, accruals, GAAP reporting, reconciliations, budgeting, and special projects

▪ Provided support for Hyperion Essbase Cubes that support the Budget & Compensation and the Financial Reporting Cubes which includes chart of value hierarchy administration and security access controls

▪ Assisted and acquired an active role in the quarterly and annual audit

▪ Performed Ad-hoc financial reporting as required

▪ Spearheaded the monthly cash reconciliations for all Puma Retail/Corporate accounts to the General Ledger

▪ Assisted in the quarterly and annual audit

▪ Prepared the weekly/monthly Gross Margin Reports and Category Control Reports

▪ Assisted the monthly, quarterly, and year-end closing process including the preparation and posting of journal entries, reconciliation, analysis, and related work papers

▪ Prepared and initiated invoices to be wired and cleared

▪ In charge of maintenance of Fixed Assets

▪ Maintained close contact and relationship with banks

▪ Performed Ad-hoc reporting as required