RACHEL FOLEY
Chicago
Summary
Results-driven executive with extensive experience in strategic leadership and operational excellence. Proven track record owning end-to-end marketing strategy for organizations managing complex, data-driven consumer relationships at scale. Experienced leading large, cross-functional marketing teams through acquisitions, product launches, and digital transformation, with a disciplined focus on ROI. Brings expertise in translating complex financial product value propositions into compelling consumer narratives, building measurement cultures, and aligning marketing execution with enterprise growth priorities.
Overview
11
11
years of professional experience
Work History
VP, Advertising & Marketing
Fay Group
04.2025 - Current
- Lead multi-business unit marketing strategy with a strong emphasis on direct consumer acquisition, data-driven campaign execution, and measurable revenue outcomes across digital and traditional channels.
- Design and execute cross-sell campaigns using customer segmentation and event-triggered marketing, directly improving product adoption rates and consumer lifetime value, core lifecycle marketing discipline.
- Build and test multi-channel advertising campaigns across paid search, display, social, sponsorships, and event marketing, with rigorous ROI tracking and continuous optimization.
- Develop and maintain reporting infrastructure to provide executive visibility into campaign performance, lead acquisition, and marketing contribution to revenue pipeline.
- Partner with executive leadership to align marketing operations, brand voice, and digital customer experience across all consumer touchpoints.
- Build and maintain strategic vendor and agency relationships to enhance lead generation, advertising performance, and CRM tracking capabilities.
- Directed rebranding of eight business units, aligning key stakeholders to brand standards and meeting accelerated delivery timelines.
Marketing Director
CMG Financial
04.2023 - 04.2025
- Architected and executed the company's comprehensive marketing strategy in a fast-moving, technology-forward financial services environment, owning brand positioning, acquisition, and performance reporting.
- Drove a 30% increase in lead generation through targeted digital acquisition campaigns, strategic partnerships, and data-driven channel optimization.
- Evolved the organization's marketing approach to emerging financial products including blockchain technologies and crowdfunding, translating complex value propositions into clear, consumer-relevant messaging.
- Partnered with Product on GTM strategy and execution for new offerings, incorporating post-launch analytics and iterative optimization - mirroring the product-marketing alignment critical at TransUnion.
- Established a rigorous measurement culture, tracking KPIs across acquisition, engagement, and revenue to inform strategy and executive reporting.
Director of Marketing
Homebridge Financial Services
07.2021 - 04.2023
- Owned overall marketing vision and strategy for one of the largest privately held non-bank lenders in the U.S., covering B2C and B2B audiences across a national footprint.
- Led a high-performing team of ~30 marketing professionals, including Sr. Marketing Managers, Strategists, and Campaign Coordinators, managing performance, development, and cross-functional collaboration.
- Managed a $10M marketing budget, overseeing vendor contracts, agency partnerships, and program-level forecasting and reporting.
- Acted as departmental liaison to Product, ensuring marketing strategy was embedded in all product development decisions and that consumer value propositions were clearly communicated at launch.
- Developed full-cycle GTM content and strategies that drove brand positioning and consumer acquisition across digital and direct channels.
- Built reporting frameworks to synthesize key metrics and regularly brief C-suite on marketing performance, channel trends, and strategic recommendations.
- Improved marketing systems and processes to increase operational scale and eliminate inefficiency across a distributed team.
Sr. Marketing Manager → Marketing Specialist
Guaranteed Rate
06.2017 - 07.2021
- Partnered with executive leadership and the country's top-producing originators to develop sales enablement tools and consumer acquisition programs aligned to revenue targets.
- Co-developed highly visible, brand-defining marketing at scale, including our 'Believe You Will' national rebranding campaign that premiered during the 2020 Super Bowl
- Spearheaded a comprehensive measurement program, collecting and reporting marketing KPIs to optimize acquisition programs and inform executive decision-making.
- Led a team of 12 Marketing Coordinators and Specialists through company expansions, acquisitions, and COVID transition with no disruption to marketing output.
- Drove 39% average improvement in enrollment on core consumer programs through targeted, insight-driven campaign execution.
- Managed full-cycle product marketing launches - spanning PR, direct mail, trade shows, email, social, and sales training - across a multi-channel consumer marketing mix.
- Oversaw three e-commerce platforms from product selection to UX and operational management
- Redesigned internal workflows, reducing consumer-facing response times from 24 hours to under four hours through process optimization and cross-team coordination.
Special Events Coordinator
AHEAD
06.2015 - 06.2017
- Managed 115+ annual executive briefings for multi-million-dollar enterprise clients, building strong stakeholder management and B2B relationship skills.
- Restructured the client briefing process end-to-end, improving interdepartmental coordination and elevating the overall client experience.
- Aided the Corporate Events Coordinator in the successful execution of industry events, luncheons, conferences, and company employee events.
- Collaborated with the marketing department to maintain and improve on customer-facing materials and website.
Education
Bachelor of Science -
Northern Illinois University
01-2015
Skills
- Direct-to-Consumer Acquisition Strategy
- Brand & Demand Generation
- Paid & Organic Search (SEM/SEO/GEO)
- CRM & Lifecycle Marketing
- Go-to-Market Execution
- Marketing Analytics & Performance Reporting
- Funnel & Unit Economics
- AI-Driven Marketing Innovation
- Cross-Functional Team Leadership (up to 30)
- Budget Management ($10M)
- Vendor & Agency Management
- Executive Stakeholder Communication
- Social Media Management
- Project Management
- Strategic Planning
- Business Development
Timeline
VP, Advertising & Marketing
Fay Group
04.2025 - Current
Marketing Director
CMG Financial
04.2023 - 04.2025
Director of Marketing
Homebridge Financial Services
07.2021 - 04.2023
Sr. Marketing Manager → Marketing Specialist
Guaranteed Rate
06.2017 - 07.2021
Special Events Coordinator
AHEAD
06.2015 - 06.2017
Bachelor of Science -
Northern Illinois University