Joan Tesla

Deeply rooted in industry expertise and a focus on the customer, Total Bank Solutions (TBS) empowers banks and wealth managers to deliver differentiating value to clients, create efficiencies and drive revenue growth. As recognized thought leaders, TBS keeps the industry abreast of evolving market and regulatory developments. Our products include FDIC-insured cash sweep and securities-based lending solutions. As Managing Director I am positioning TBS and our company's brands to win by building awareness and generating marketing qualified leads through strategic brand positioning, inbound marketing and storytelling, and integrated marketing communications.

My services include: * B2B Brand Consulting & Messaging * Promotions, Writing and PR * Executive Personal Branding, Storytelling & Content Development Working with a variety of clients via Upwork platform. Earned prestigious Top Talent status with 100% job success score.

Confluence is a fund industry leader in data management and automation for performance, financial and regulatory reporting. I led their marketing and communications strategy and execution during the company’s high growth phase as they secured 90% market share in the U.S. and 30% in Europe – while increasing revenue more than 300%. My accomplishments included: • Strategic Branding – Led major industry brand audit study and applied results to create corporate brand and product platform positioning. Led go-to-market strategy to introduce cloud-based products and onboard two strategic acquisitions. Uniquely positioned company as a “RegTech” leader and introduced “DataTech” as the product strategy and message platform. • PR & Thought Leadership – Established public relations program to earn media coverage and win awards. Managed U.S. and European agencies to grow media placements 50-fold. Conducted proprietary surveys and used findings to formulate key message strategy and secure media coverage. Established executives and clients as thought leaders. • Marketing Automation – Introduced Pardot and Marketo platforms to automate content-driven marketing campaigns. Developed metrics dashboard to measure and monitor campaign effectiveness. • Social Media – Led the introduction of an employee social media advocacy program using the Bambu platform, which increased LinkedIn impressions by 390% in 10 months. • Vision, Strategic Drivers & Values – Facilitated leadership strategy sessions to define the company’s vision, strategic drivers and corporate values and integrated them into the culture; shortlisted for Pittsburgh Technology Council’s “Culture Leader of the Year” award three times.

Haley Systems was a venture-backed middleware provider and the first business rules management system (BRMS) vendor to address the demanding needs of dynamic enterprises that require frequent and rapid changes to complex business processes and rules. Haley offered the only AI-driven BRMS on the market to combine high-performance, rules-based processing with natural English language understanding. In 2005, Siebel Systems entered into an OEM agreement with Haley to embed its business rules technology into future product releases of its CRM solutions. In 2006 Siebel was acquired by and integrated into Oracle. I was responsible for brand building, public relations and lead generation. My accomplishments included: • Product Marketing – Led major product launch for ACORD insurance domain knowledge base, including positioning, analyst relations, website, events, lead generation, sales support and SEO. • Lead Generation – Generated 2,280 sales leads over seven months via webinars, e-mail marketing and trade shows. • Analyst Relations – Led analyst relations that resulted in 28 analyst briefings and six mentions over five months, including the Forrester Research Wave™ designation as the leading business rules platform

United Way is focused on creating community-based and community-led solutions that strengthen the cornerstones for a good quality of life: education, financial stability and health. I was hired at United Way of Allegheny County to lead a major rebranding initiative. I was responsible for strategic brand positioning, marketing, annual marketing campaign leadership, public relations and crisis communications management. My accomplishments included: • Strategic Brand Positioning – Led major brand repositioning, including conducting a brand research study, renaming the community donation fund, introducing the “What Matters” tagline, creating key messaging, training volunteers and establishing brand graphic standards. • Internal Brand Communications – Created Impact University (Impact “U”) to ensure employee understanding of strategic changes in vision and community investment practices. • PR and Crisis Communications – Developed message strategy to effectively communicate potentially controversial strategic decisions to donors, funded agencies and the media.

ServiceWare was a Web-based knowledge management software with Fortune 1000 clients. I was responsible for all B2B marketing communications activities, including advertising, seminars, events, e-marketing, telemarketing, Web site, collateral and sales tools. I managed internal and external copywriting and design teams and instituted processes to track leads and measure program results. Responsible for $3 million annual marketing budget. My accomplishments included: • Product Launch – Led major product launch, ensuring that all communications clearly and creatively conveyed the product's value proposition and unique differentiators. Developed brochures, sales presentations, prospect database, product demo and a webinar that was attended by 250 prospects, clients and media. • Users Conference – Received award for world-class client conference, eVision 2000. Managed agenda content, speaker preparation and customer award program. Increased attendance by 140%.

Eckerd Health Services was a prescription benefit management company which was acquired. At Eckerd Health Services, I was hired start up a marketing division. I was responsible for developing a strategic marketing plan and managing all tactical marketing activities, including e-commerce, advertising, trade shows, client communications, public relations, direct mail, and collateral communications. I also led strategic branding and played in instrumental role in launching an online vitamin shopping website. My accomplishments included: • E-commerce – Managed marketing aspects of Eckerd retail pharmacy’s corporate initiative to distribute vitamins online. Interfaced with drug brand manufacturers to build product database. Created e-commerce website. Led the design and production of print and online vitamin shopping catalogs. • Corporate & Product Branding – Led strategic initiative to reposition corporate brand and rebrand products. • New Product Development – Introduced a stage-gate new product development (NPD) process to enable experts in their respective disciplines to champion new product ideas from initial ROI evaluation through implementation. As a result, Eckerd was first to market with online prescription refills. • Customer Relationship Management (CRM) – Deployed Goldmine® CRM system for salesforce automation and database marketing. Resulted in an estimated 20% increase in sales and client service managers’ productivity and more precise target marketing. • Client Advisory Council – Founded a client advisory council to serve as a forum for key clients to share experiences and provide strategic and new product development input.

Federated is a global institutional investment management firm. I marketed institutional financial products, including mutual funds, separate accounts, 401(k) plan services, variable annuities and cash management. I wrote and executed marketing plans and motivated creative resources to develop compelling sales communications, including product literature, direct mail programs, tradeshow marketing, presentations and advertisements. I also spent five years at Federated as a Training Specialist. My accomplishments included: • Variable annuity performance report – Developed a quarterly variable annuity performance book to advance broker/agent wholesale efforts; reduced production time by 30 percent. • Award-winning direct mail campaign – Created campaign to target insurance company decision makers to invest in two bond mutual funds that had recently been approved by the National Association of Insurance Commissioners (NAIC). Generated 45 highly qualified leads with revenue potential of $14 million. • Channel Marketing – Consulted with more than 25 bank trust department clients to build distribution channel. • 401(K) product branding – Branded and launched 401(k) product line through bank distribution channel. • Private label asset conversion – Developed and executed project plan, communications and incentives for administrators to convert more than $800 million or 90% of employee benefit assets into Shawmut mutual funds.