National City Corporation announced Friday that Cynthia A. Graham has joined the company as executive vice president, Retail Sales and Distribution and will lead its database marketing and data warehousing efforts.
Graham, former president of Barnett Card Services Corporation in Jacksonville, FL, has a long history of successfully managing database marketing efforts in the consumer finance arena. While at Barnett, Graham managed the company’s successful development of database marketing programs for credit cards. Graham’s specialties include using database tools to analyze customer profitability and to conduct customer segmentation modeling to direct targeted marketing efforts. She has held responsibility for business lines with $1.6 billion in outstanding receivables and managed database marketing efforts targeted at both customer households and non- customer prospects.
Graham will report directly to National City executive vice president James R. Bell III, who heads the company’s retail sales and distribution functions.
“After conducting a nation-wide search, we are very excited to find and hire someone of Cynthia’s caliber and are eager to see her put her skills and experience to work at the helm of our database marketing efforts,” Bell said. “Database marketing has become one of our most important and successful sales initiatives in recent years and it is crucial that we have a top-notch expert such as Cynthia to lead this program into future phases of development,” he added.
National City’s database marketing efforts have been in place for approximately three years and over the last two years have expanded to include data warehouse functions. The programs use computer modeling of customer data to determine which National City products and services best suit any given customer’s needs at each point of their life cycle. The programs maintain strict confidentiality of customer data, while enabling the company’s various business units to target specific customers for marketing efforts.
“I am extremely pleased to find and join a company that incorporates leading-edge technology into these sophisticated marketing strategies,” Graham said. “I am a big believer that database marketing not only can produce excellent marketing results at lower costs, but at the same time can reduce the aggravation of inappropriate marketing efforts to customers who do not need or want particular bank products. Clearly, database marketing is the way to bring the right product to the right customer at the right time.”
Profile of National City Corporation:
National City Corporation is an $83 billion bank holding company based in Cleveland, Ohio. The company offers a full range of financial services, including investment banking, brokerage, insurance and traditional banking services, to individuals and businesses. National City has offices in the states of Ohio, Pennsylvania, Michigan, Indiana, Kentucky and Illinois. National City can be found on the World Wide Web at .Details