Tom Kelly
About
Tom Kelly is from New York City Metropolitan Area. Tom works in the following industries: "Financial Services". Tom is currently Executive Director, Digital Product Management at Henry Schein. In Tom's previous role as a Managing Director, Global Head of Digital at Legg Mason, Tom worked in Stamford CT until Oct 2020. Prior to joining Legg Mason, Tom was a Director Board Of Directors at fTLD Registry Services and held the position of Director Board Of Directors at Washington, District of Columbia, United States. Prior to that, Tom was a Vice President, Digital at New York Life Insurance Company, based in New York, NY from Dec 2009 to Jul 2016. Tom started working as Corporate Vice President - Corporate Internet at New York Life Insurance Company in New York, NY in Dec 2009. From Jan 2009 to Dec 2009, Tom was Vice President Corporate eBusiness at AIG, based in Greater New York City Area. Prior to that, Tom was a Vice President - Strategy at AIG, based in Greater New York City Area from Jan 2003 to Jan 2009. Tom started working as Assistant Vice President at AIG in Greater New York City Area in Jan 2001.
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Tom Kelly's current jobs
Tom Kelly's past jobs
Overall responsibility for Client and Employee digital experience for Legg Mason globally. Set the overall digital strategy for Legg Mason, and partnered with the Chief Marketing Officer, Chief Technology Officer, and Chief Data Officer to deliver an integrated global approach. Maintained Operational responsibility for Global Web Properties, Email & Marketing Automation, Social Media, Paid Search, Search Engine Optimization, Web Analytics and the Employee Digital Workplace (collaborative corporate intranet). • Led the development of a Global Web Platform supporting 55 web sites in 12 languages. • Implemented Global Translation service to reduce time to market for translated pages by 60%.• • Introduced personalization tools to client marketing teams resulting in a 360% lift in engagement. • Partnered with Marketing, Legal, Compliance, Technology, and Sales to revise and enhance business processes to reduce time to market and increase efficiency. • Served on the Legg Mason Operating Group. Director – Global Head of Digital Experience January 2017 to April 2019 Responsible for Legg Mason’s global public web presence, Social Media and Web Analytics capabilities. • Redesign on LeggMason.com resulting in 30% Growth in Affiliate engagement, 50% increase in page views to our Product pages and a 300% increase in organic traffic to the site. • Oversaw a 60% increase in social followers for Legg Mason globally.
Served on the Board of Directors for fTLD Registry Services Inc., an entity founded by the Financial Services Roundtable and the American Bankers Association to obtain and market the new top-level domains: ".bank" and ".insurance".
Defined New York Life’s Corporate Digital Strategy, including Customer, Employee and Agent Digital Experiences and set the Marketing Technology roadmap. Oversaw New York Life’s public web presence, intranets and agent extranet including Corporate Paid Search Advertising (SEM) and online Lead Generation for New York Life’s agents. Managed the following Corporate Services: Digital Analytics, Online Data Strategy, Domain Name Strategy, Digital Design and User Experience. • Aligned New York Life on a single content / experience management platform from 6 independent installations. Resultant consolidation will save the company over $2M per year. • Led the introduction of Social Business to New York Life via a redesigned company intranet that consolidated multiple intranets to a single common platform for all employees. • Introduced business led mobile application capabilities that supported a digital report to policyholders saving the company over $2M in printing and mailing costs annually. • Launched the first paid search campaign where customers could choose to buy direct or through an agent. Reduced redundant advertising spend by $2.5M and increased agent lead quality by 15%. • Managed a staff of 24 employees and a (non-salary) budget of over $14M.
Managed all aspects of NewYorkLife.com, the Corporate Intranet and Corporate Lead Generation for agents. • Redesigned NewYorkLife.com to align with brand relaunch, on time and on budget. • Defined digital brand standards and deployed them across over 200 New York Life web properties. • Launched a personalized home page for each of New York Life’s 12,000 agents including business card information, social media links and maps. • Generated over 100k agent leads annually using NewYorkLife.com, paid search, email marketing and display advertising. • Led the introduction of the first New York Life company presence on Facebook, Twitter, LinkedIn and Google+.
Led the Corporate eBusiness Group for AIG Globally, including web site production and support for AIG businesses around the world, Digital Marketing (email, web casts, SEO/SEM), Creative and Usability Services, restructuring issues surrounding divestitures and departmental budgeting. • Created a formalized “off-boarding” process to support divestiture of AIG businesses’ digital assets in response to the financial crisis.
Strategy and Planning; AIG.com and other Corporate Web Sites; Executive sponsorship of the eBusiness Platform; Globalization; Domain Management and Governance/Compliance. Evangelization and business development activities across the globally matrixed AIG organization are essential elements of successfully promoting a consistent strategy as well as utilization of eBusiness Services including e-Mail, Search Engine Optimization, Analytics and Web 2.0 application development. • Developed and gained consensus around a global internet strategy for AIG businesses worldwide. • Generated over $200M in revenue from AIG.com, through improved search, user experience and integration efforts with AIG businesses globally. • Conceived and led the creation of AIG’s eBusiness Platform, a combination of business processes, web best practices and technical development that provided AIG businesses the ability to leverage a shared service as a means to reduce costs, while gaining local business agility and control. Ultimately the platform supported over 80% of AIG’s business around the world.
Managed several core AIG web properties including; AIG.com (Corporate web site), accessaig.com (secure broker portal), and aigonline.com (public information portal). • Introduced user focused taxonomy for re-designed aig.com. • Introduced content re-use for consistency across product and contact information between accessaig.com and aigonline.com. • Managed relationships with business groups whose products (375+) that were represented on the web properties.
• Led website marketing and re-design efforts for accessaig.com, AIG’s domestic Broker Portal. • Implemented personalized security infrastructure for 40,000 active brokers, as a result of performance during and after September 11, 2001 this served as a model for domestic web site development going forward.
Transition Prudential Healthcare Product Portfolio to Aetna-US Healthcare post sale. Introduce Online Distribution of Aetna US Healthcare product portfolio via 3rd Party Brokers
Develop and Maintain a multi-line product portfolio for Prudential Healthcare. Support marketing and distribution via Brokers and Agents. Serve as part of the leadership team engaged in engineering a business turn around ($600M in 2 years) in order to facilitate the sale of the company to Aetna USHC.
Served on the Board of Directors for ChubbHealth and NY based HMO.
Series of Marketing roles with increasing responsibility. Led the marketing team that built and launched a joint venture HMO: ChubbHealth Led the product development efforts to respond to NY Community Rating for small businesses.