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AFR/eLEND Expands Its Marketing Team

NationalMortgageProfessional.com
Jun 06, 2014

AFR/eLEND has announced its core marketing and marketing technologies, team assembled to operate as an in-house agency. After months of planning and with the organization’s growth strategies in full swing, AFR/eLEND announced the assembly of an inimitable team, structured to deliver intuitive, multifaceted and innovative marketing strategies, conveyed in straightforward terms to market. “AFR/eLEND's stimulus to build an in-house marketing agency is driven by a desire for more efficiency, and to retain ownership over its creative work.” said Vice President of Marketing Angel Bell. The in-house expansion effort is diametrically in-line with results of recent marketing studies that found big marketers ratcheting up in-house marketing capabilities. The penetration of these shops within commerce climbed to 60 percent from 40 percent just a few years ago. We believe that with the right infrastructure, profits will grow exponentially. As part of its initial marketing recruiting efforts, AFR approached Bell, known for her financial marketing background and in-house agency expertise. Longtime colleagues within the organization say “after years of searching for quality human capital with proven performance, the company is now positioned to expand its in-house marketing group.” “Ramping up capabilities represents a necessary shift towards a profitable direction for AFR/eLEND. The marketing arena had not grown proportionally to the overall company growth. With the in-house team in place, we are poised to tackle every marketing angle aimed to increase its respective business.” said Bell. “Our Marketing and IS Departments work closely together, breaking down the silos due to the rise of multiple customer channels,” said Director of Information Systems Scott Dubnoff. “We have joined forces to conquer the world of consumerisation. IS can learn from marketing, particularly in terms of speed and their pragmatic approach, positive mindset and consultative selling techniques where marketing can realize that technology is a key enabler for any effective campaign with shared goals and metrics, a common business language.”  Joining the in-house marketing and marketing technologies group is a team of both fresh and seasoned talent: ►Jonathan Brandao, Marketing/Graphics Assistant: Founder of BrandaoFilms, Jonathan holds Bachelor of Arts at Fairleigh Dickinson University and is working on his Master of Arts at Felician College. Jonathan is a recipient of a McKelvey Entrepreneurial Scholarship and a second place winner of the NJ Student Entrepreneur Award, sponsored by the Rothman Institute. He is a member of the Internet Movie Data Base (IMDB) for his role as assistant director of photography for the film, Methodic and a member of the gold-winning team of the Doritos Fresh Films contest. Along with his lifelong fascination for all things electronic and film, his professional skill set has been honed through positions as a graphic designer, freelance photographer and film production manager. Jonathan brings a variety of critical skills and characteristics to any marketing project that includes being resourceful, meticulous, detail-oriented, and able to establish and maintain a sensible work schedule. He is also highly adaptable at getting to the real message that the client needs to impart to the marketplace. ►Fredrick C. Zerilli, e-Commerce: A consummate e-commerce, information technology and digital marketing expert with 14-plus years of proven mortgage marketing experience. He comes to AFR/eLEND with track record for maximizing ROI through delivery of steadfast e-commerce infrastructure, and relies on a sensible philosophy of balanced KPI analytics in alignment with both short and long term business goals. Zerilli is a known progressive thinker and creative strategist, who fosters synergistic relationships between business intelligence and technology, with marketing and brand governance. He holds advanced degrees from both Rutgers University and the New Jersey Institute of Technology in Information Systems, and holds several certifications and acknowledgements in e-commerce, information technology and SaaS. Zerilli has worked on several peer publications in the areas of e-commerce usability and accessibility. He is a member of the Alpha Epsilon Lambda Honor Society, Rutgers University Alumni Society and the NJIT Alumni Society. ►Alex Kelly, Digital Strategist: With a background in musical study, Alex spent years breaking down complex compositions, analyzing the distinctly human components that affect a listener. Even while managing development and business intelligence projects, he never lost his love of story-telling. Alex’s mission is to ensure all digital platforms are utilized to their full potential in order to craft a strong, cohesive narrative for the brand, while building and maintaining lasting relationships with our clients. ►Anthony Dykstra, Marketing/Web Designer: A member of the National Society of Leadership and Success. Anthony is diversified in a variety of design media with a passion for "outside of the box" thinking. He is a Web designer with a desire to create excellent visual and interactive solutions. He possesses proven ability to get projects done on time from concept to creation. ►Joe Cullinan, Web Developer: Joe regularly contributes to open source software projects, and volunteers time and resources to establish or improve the web presence of a number of non-profit organizations. He is passionate about business, using web development to ignite success for AFR/eLEND’s clients. Joe has concentrated on developing dynamic custom and CMS-driven Websites and applications with core skills including HTML, CSS, JavaScript, & jQuery and using a plethora of ever-changing web technologies. Outside of work Joe is an avid rock climber and mountain biker. ►Mark Feegrade, Web Marketing Specialist: Mark's passion for Web marketing enables him to grow in order to make things better for clients and the company itself. Taking the initiative in every task that he’s given is one of his many irrefutable skills. Additionally, Nat Chris, a mortgage and real estate marketing professional of 15-plus years and Anna Platz, a former compliance manager with over a decade of marketing compliance, will play vital roles in contributing to the group’s level of expertise.
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