Kenneth C Lenneman

Skill Highlights

Product Management • Digital Transformation • Digital Marketing • Strategy • Agile • UX • Brand Building and Management • Email Marketing • Analytics • Adobe Marketing Cloud • Project Management • Mobile Applications • Social Media • E-Commerce • Integrated Campaigns • B2B • B2C • Software Development • SEO/SEM • Affiliate Marketing • Paid Advertising • Marketing • Cross-Functional Team Leadership • Automation • Chat/Messaging • Automotive • Financial Services • Insurance

Professional Experience

2015 - 2018: VP & SVP Digital/Marketing : GM FINANCIAL

Built, led, and coached organization of product, digital, technology, UX, project, and marketing professionals responsible for overall vision, strategy, innovation, implementation, technology, development, customer experience, and product management of marketing and digital initiatives across mobile, web, social, email, print, and Adobe.

• Built high performing team of product management, marketing, UX, digital, project, and technology experts; grew team from 3 to over 50.
• Created customer-focused culture, organization, and process for producing highly personalized/optimized b-to-c and b-to-b customer experiences across channels leading to an overall NPS score improvement of 80 points.
• Collaborated cross-functionally with executives, business partners, engineering, sales, risk, and suppliers.
• Managed internal and external customer expectations, marketplace changes, and business needs to ensure achievement of revenue, cost, and NPS targets. Created product roadmaps and cross-portfolio integrations.
• Drove innovation and developed data-driven prototypes delivering optimized/personalize experiences resulting in a customer engagement increase of more than 400%.
• Built and led a team of developers/architects and collaborated with the head of IT/engineering to formulate combined strategy, vision, delivery, and operation of product and digital initiatives including Adobe, API development, web, messaging, chat, and mobile. Built companies first SaaS/PaaS and cloud-based system.
• Led acquisition strategy growing lead volume over 900%. Integrated improved credit application into digital properties across GM, affinity partners, and GM Retail/Dealer channels increasing conversion over 300%.
• Defined and executed product, digital, and omnichannel strategies across GM and GM Financial focused on revenue growth, cross-sell, cost reduction, customer satisfaction, and delivery speed leading to an overall profit increase greater than $54 million annually.
• Built product roadmaps/portfolios ensuring consistency across platforms, organizations, and channels.
• Implemented integrated multi-channel marketing programs for mobile, email, web, social, and print.
• Launched companies first Android and iOS mobile app for customer service and sales delivering a yearly cost saving of $1 million while increasing customer satisfaction by over 20%.
• Led contract negotiation then implementation and operation of Adobe Marketing Cloud including Adobe Experience Manager, Audience Manager, Campaign, Target, and Analytics.
• Implemented first agile process across organizations reducing delivery time up to 80%.
• Led GM and GM Financials cross-company integration of digital, strategy, data, technology and processes developing consistent digital experiences across channels/campaigns including web, in-vehicle, and mobile.
• Defined and optimized online customer journey for service, payments, and sales leading to an overall cost reduction of $1.5 million annually.

2008 - 2015: Director (Digital, Product Management): ALLY BANK

Overall responsibility for brand and digital strategy, planning, and implementation. Leader of multi-disciplined teams developing digital solutions for direct and retail channels within insurance and automotive products/services. Partnered with stakeholders in Marketing, IT, UX, Sales, Customer Service, Retail, and Legal to drive revenue growth, cost, and reduction, and improve customer satisfaction ratings.

• Led a team that rapidly built and launched a new insurance product line nationally including all product management, product development, marketing, digital, technology, sales, and operations functions.
• Developed innovative tablet app resulting in a satisfaction rating of over 95% and a 10% increase in sales.
• Redesigned online customer account capabilities leading to 30% increase in customer satisfaction.
• Oversaw Multivariate Testing; UX and Design; SEO, Digital Servicing/Payment; Cross-Sell; Digital Application; Research; Content; Multi-Factor Authentication; Analytics; Chat; Mobile; Tablet; and Vendor Management.

2001 - 2008: Product Manager: ALLY BANK

Overall responsibility for brand digital strategy, planning, and implementation. Managed digital properties generating origination's of $1.5 billion and servicing 2 million customers

• Led site redesign increasing online revenue by over $1.2 million per month.
• Led division rebranding effort from GMAC to ALLY BANK both internally and externally.
• Integrated chat producing ROI of over 900% in the first year and increasing monthly revenue over $100,000.
• Implemented digital mortgage application increasing completion rate 40% and revenue $300K per month.
• Redesigned online customer account capabilities leading to 30% increase in customer satisfaction.
• Implemented retail digital platform nationally in over 1,000 locations resulting in a 20% increase in sales

2000 - 2001: Vice President of Marketing and Sales: EASI Engineering

Created, implemented, and managed innovative programs for developer and distributor of engineering, web and content management software. Charged with the development and execution of strategies and programs for enhancing corporate image, business growth, and customer experience within start-up company

• Generated 30% sales increase in the first year while reducing operating costs 40%.
• Created Relationship Management team for Ford, GM, DaimlerChrysler, and automotive supplier

1997 - 2000: Global Marketing/Product Manager: EDS/Unigraphics Solutions Inc

Charged with planning, implementing and directing all global automotive software strategies/plans inclusive of product management, advertising, media relations, research, public relations, pricing, and promotion

• Provided direction to product development for new product introductions and existing enhancements.
• Developed and implemented marketing strategy generating 100% increase to the customer base

1989 - 1997: Management Consultant/Manager: EDS/A.T. Kearney

Applied expertise and creativity to strategic consulting and development of digital, IT, BPR, QFD, marketing, sales and corporate strategy. Actively engaged with Fortune 500 clients in technology, consumer products, automotive, aerospace, eCommerce, and service industries providing a myriad of consulting services.

• Utilized business process re-engineering to reduce time-to-market by 6-months at an auto manufacturer.
• Realized annual savings of more than $1 million through the implementation of IT strategy.

Education

• UNIVERSITY of MICHIGAN 1999: Master of Business Administration (Marketing and Finance)
• OAKLAND UNIVERSITY 1988: Bachelor of Science in Electrical Engineering

Publications

Meet the Experience Makers

GM Financial’s Lenneman Banks On Digital To Improve Customer Journey

Online Credit Application Leads to Over $5 million in Online Fundings