SINU MATHEW
Chicago
Summary
Marketing professional skilled in digital marketing, content strategy, social media, branding, and integrated campaigns. Demonstrated success in campaign management, lead generation, and conversion optimization. Experience with Google Ads, Facebook ads, email marketing, A/B testing, and multi-channel strategies. Proficient in traditional marketing tactics, including TV, radio, OOH, print advertising, direct mail, event marketing, and brand management. Strong team leadership and budget management skills, with a track record of delivering measurable ROI through cohesive digital and offline marketing initiatives.
Overview
9
9
years of professional experience
Work History
Director of Marketing
Threshold Brands
04.2025 - 11.2025
- Led the development and execution of integrated marketing campaigns for the USA Insulation brand that drove lead generation and boosted visibility for franchise locations nationwide.
- Managed seasonal marketing campaigns, delivering traditional and digital assets that supported both national branding efforts and local franchise needs.
- Met regularly with internal media teams to evaluate campaign performance, identify optimizations, and conduct A/B testing to enhance results while ensuring timely delivery of assets.
- Directed agency partnerships and media spend, holding vendors accountable for ROI and optimizing strategies to maximize growth and owner value.
- Delivered exceptional marketing support to franchisees and created resources that empowered new owners to launch confidently and achieve local market success.
Senior National Brand Manager
Neighborly
04.2024 - 04.2025
- Directed the development, execution, and strategic direction of marketing initiatives for the Five Star Painting and Lawn Pride brands to drive growth and elevate brand awareness.
- Oversaw and managed the digital and social presence, collaborating with subject matter experts and brand operations to drive engagement and visibility.
- Implemented multi-brand marketing programs to drive cross-selling opportunities and increase customer engagement among existing Neighborly customers.
- Built and maintained annual marketing calendars for national and local campaigns, driving execution and ensuring alignment with brand goals.
- Collaborated with cross-functional teams and franchisees to develop, test, and implement new and innovative brand marketing strategies.
- Provided creative direction of marketing assets and materials for national distribution and local implementation.
Regional Marketing Manager
Wintrust Financial Corporation
11.2022 - 02.2024
- Served as the primary marketing liaison for a portfolio of 70 local bank branches, consistently engaging in meetings to comprehend their business needs, strategic plans, annual priorities, and goals.
- Executed customer acquisition and upsell campaigns at both the enterprise and local levels, resulting in a 20% improvement in conversion rates while adhering to budget constraints.
- Leveraged a diverse array of marketing tactics encompassing online and offline media: paid search, email, social media, direct mail, OOH, grassroots initiatives, sales literature, events, television, and radio.
- Successfully launched new rate campaigns, securing $30MM in deposits during the initial half of 2023, towards the annual target of $50MM.
Senior Marketing Manager
Thrive Pet Healthcare
11.2020 - 11.2022
- Directed the marketing initiatives for a network of 100 veterinary practices, implementing targeted campaigns that elevated brand recognition and expanded the customer base.
- Executed a holistic integrated marketing approach involving direct mail, print, email, digital, events, and social media.
- Collaborated with cross-functional stakeholders to foster teamwork and improve the effectiveness of marketing campaigns.
- Managed a $2MM budget, consistently achieving positive ROI and a 10% increase in marketing-driven revenue.
- Drove a 30% rise in referrals through a successful referral program, resulting in a 15% expansion of the customer base.
- Facilitated new practice onboarding, including marketing plans, budgeting, and integration with support resources.
Senior Marketing Manager
Kumon North America
09.2016 - 11.2019
- Managed national and local campaigns simultaneously by setting and allocating a $10MM annual budget and overseeing creative development, messaging, and media placement.
- Oversaw the agency relationship for digital and paid media strategy, ensuring seamless collaboration and effective execution.
- Successfully planned and led a website refresh that drove a substantial increase in site traffic and boosted online lead generation by 35%.
- Directed all facets of franchise marketing, instituting guidelines to ensure uniform marketing practices across all locations.
- Led and mentored a team of 8 marketing and creative staff, steering them to produce innovative and effective content.
Education
Bachelor of Science -
Northern Illinois University
Skills
- Account Management
- Analytics and SEO
- Brand Development
- Campaign Management
- Content Strategy
- Customer Engagement
- Data Analysis
- Digital Marketing
- Integrated Marketing
- Market Planning and Execution
- Market Research
- Project Management
- Search Engine Optimization
- Social Media Management
- Reputation Management
- Team Management & Development
Timeline
Director of Marketing
Threshold Brands
04.2025 - 11.2025
Senior National Brand Manager
Neighborly
04.2024 - 04.2025
Regional Marketing Manager
Wintrust Financial Corporation
11.2022 - 02.2024
Senior Marketing Manager
Thrive Pet Healthcare
11.2020 - 11.2022
Senior Marketing Manager
Kumon North America
09.2016 - 11.2019
Bachelor of Science -
Northern Illinois University