Marketing & Product Marketing | Go-to-Market Strategy | Product Management | Financial Services

1. William Colstad -• www.linkedin.com/in/wcolstad • william.colstad@gmail.com • 678-672-7524
WILLIAM COLSTAD
115 KINROSS COURT • ROSWELL, GA 30076
WWW.LINKEDIN.COM/IN/WCOLSTAD • WILLIAM.COLSTAD@GMAIL.COM • 678-672-7524
SENIOR-LEVEL MARKETING AND PRODUCT MANAGEMENT
PROFESSIONAL PROFILE
I have extensive experience in the financial services and marketing industries.Since 2001 I have acquired a broad background in
marketing, product marketing & management, go-to-market strategies,product strategy and product development in the traditional
financial services market as well as the under banked market.
I have worn many hats in my career – leading marketing services teams, owning product lines, consulting,and sitting on both sides of
the deskas a customer and a provider. This unique mix of experiences has given me a well-rounded view of the financial services
landscape and allowed me to successfully manage multi-disciplinary teams through complex challenges.
At FactorTrust I have launched a process around new product development and go-to-market - providing a structured approach to the
business value justification, design, and overall strategy for new products.I build and manage vertical specific strategies for product
development, work with sales to develop the sales strategies and messaging for new products,and work closely with marketing on
message development, email campaigns, collateral, training, and webinars. I maintain an extensive scope of responsibility, proven
success,and track record of delivering optimal results in high-growth environments through initiatives that exceed operational
performance targets and yield measurable outcomes:
 operational improvements
 reduced tactical-planning cycle time
 reduced product-development time
 cost reductions through improved process performance
 productivity gains
 revenue growth
AREAS OF EXPERTISE
 Marketing Strategy
 Marketing
 Management
 Credit Cards
 Database Marketing
 Product Management
 Market Research
 Risk Management
 Product Marketing
 Management Consulting
 Digital Marketing
 Project Management
PROFESSIONAL EXPERIENCE
1/2016 – Present, Product Manager, FactorTrust – Roswell, GA
Specified market requirements for current and new products by conducting market research supported by periodic visits to cust omers
and prospects. Managed the Company’s product line life cycle from strategic planning to tactical execution. Established product
objectives and priorities in conjunction with the senior leadership team. Drove product solution sets with in -house development team
(Development, Operations, IT, Sales and Marketing) that addressed customerneeds through market requirements, product
requirements and positioning.
 Implemented a company-wide go-to-market plan for new products
 Analyzed potential partner relationships for new products and services
 Presented a solution for Ability to Repay and Military Lending on customer-facing partner webinars
 Held customer-facing webinars to showcase new products,solutions,and thought leadership on the use of alternative credit
data in the traditional credit data market
 Spoke at the Online Lender’s Association Compliance Training in Washington DC
 Provided content for thought leadership pieces for subprime & underbanked lenders
 Led a team to re-design a customer onboarding process resulting in a 40% reduction in time
3/2013 – 1/2016, Director Product Management, Equifax – Atlanta, GA
Drove product line growth and profitability for the consumer credit account management products portfolio. Developed and exec uted
product line plans supporting the management of existing risk solutions and the implementation of new consumer risk solutions.
Researched market and customer needs for new consumer credit products features and functionality. Interviewed sales reps and
customers to identify needed enhancements or re-purposing of existing products.Developed and executed on a product portfolio

2. William Colstad -• www.linkedin.com/in/wcolstad • william.colstad@gmail.com • 678-672-7524
marketing strategy inclusive of promotions, pricing and channel management. Delivered monthly scorecard with updated financial
metrics, monthly activity updates and updated pipeline.
 Partnered with 3rd Party to develop unique marketing scores used to drive acquisition for financial institutions
 Collaborated with Marketing, Analytics,and Sales teams to execute go-to-market plan including product specific use-cases,
white papers,customer presentations,blogs and videos focused on driving new product awareness
 Coordinated intensive cross-functionalteams to meet immediate customer/project needs
 Partnered with Sales, Training and Marketing to successfully launch sales enablement and training tools including webinars,
online courses and product specific guides
 Established short & long term tactical marketing/product plans through collaboration with Marketing, Operations,
Technology and Analytics
4/2012 – 2/2013, Business Consultant Manager, SapientNitro – Atlanta, GA
Led business consulting projects and business consulting tracks on large client programs. Accountable for the success ofthe project
and quality of the deliverables generated.Developed ROI, NPV, DCF models to support project cost.Analyzed and modeled factors
determining the size of a market including segmentation, competition, trends, industry structure and value chain. Managed business -
level client relationships. Developed internet and mobile marketing strategies for clients. Developed product marketing solutions
driving leads to various acquisition channels. Researched competitive landscape for product,market positioning and trends.
 Developed subscription based pricing model for multi-client digital marketing platform
 Consulted on SOW and Usage agreement for multi-client digital marketing platform
 Wrote the business case to successfully fund $80 million for a leading shipping company’s new Content Management System
 Created the business requirements for a multi-client analytic platform supporting mobile use
 Developed the business requirements for a regional bank personalloan application, audited the wire frames and held
interviews
 Determined use cases for a multi-client digital marketing platform used by a national sports association
8/2011 – 4/2012, Risk Strategy Manager, GE Capital Retail Finance – Alpharetta, GA
Developed risk strategies, analytics and criteria for marketing initiatives. Analyzed existing processes and developed metrics for
growth. Developed dashboards to monitor acquisition and account management performance.
 Identified high risk segments and developed strategies to reduce exposure
 Used vintage analysis to develop actionable goals for strategic clients’ multi-channel growth strategies
 Performed analysis on the profitability of client portfolios by product/segment/channel
 Led reviews with client teams, business teams and senior management and provided recommended courses of action
 Developed training plan and trained associates in SAS, Excel and Access
3/2010 – 7/2011, Risk Manager, GE Capital Retail Finance – Alpharetta, GA
Responsible for the technical design,coding, testing,implementation and monitoring of client’s risk acquisition strategies. Translated
business requests into strategy and systemdesign and drove integration testing across all functions.Managed multip le projects and
processes and provided leadership in all stages of project management and development.
 Managed multi-channel marketing strategy with business intelligence and analysis to an annual 3% growth rate
 Implemented new acquisition strategy that averaged a 31 basis point increase in new accounts
 Derived actionable deliverables from ambiguous requirements and led technical teams to desired results
 Validated and implemented proprietary score model
 Developed and implemented strategies to combat fraud rings targeting commercial accounts
 Trained and mentored associates and colleagues on best business practices and project management techniques ensuring
business continuity
5/2006 – 3/2010, Marketing Manager, GE Capital Retail Finance – Alpharetta, GA
Managed tactical direct marketing programs in multiple sales channels. Managed all updates,process enhancements and usage of
prospect marketing database.Managed marketing consumer privacy database.
 Participated in RFP that led to savings of$9 million in contractualcosts
 Optimized processing for direct mail campaigns by reducing redundancy and increasing speed to market
 Identified target markets and provided segmentation for Fortune 100 client base
 Managed a project team for a data vendorconversion that saved $3 million in operating expenses
 Analyzed contracts with existing vendors and implemented changes that saved $1.3 million per year
12/2003-4/2006, Marketing Services Team Leader, TransUnion LLC – Chicago, IL
Managed a team of 7 analysts responsible for executing acquisition and account management campaigns for multiple clients.
Consulted clients on capabilities and requirements of existing marketing campaigns. Developed and coordinated work plans, oversaw
work assignments and reviewed results of campaigns. Worked with sales representatives to develop cost saving and revenue

3. William Colstad -• www.linkedin.com/in/wcolstad • william.colstad@gmail.com • 678-672-7524
generating ideas and/or strategies for individual clients. Conducted several on-site audits and worked on operational and capacity
planning with clients.
 Oversaw matrix teams to support the execution and maintenance of standard and customsolutions for large client portfolios
 Utilized knowledge of credit bureau data elements to develop models for risk, trigger acquisition and direct marketing
campaigns
3/2003 - 12/2003, Marketing Services Senior Analyst, TransUnion LLC – Chicago, IL
Developed, coded and tested processes and programs to client specifications and internal requirements. Managed the execution of
multiple client marketing programs. Managed project plans to ensure that tasks and deliverables were provided on time.
 Conducted on-site client training and presentations on current internal processes
 Served as lead analyst for the development of a complex acquisition trigger and retention trigger program
1/2001 - 3/2003, Marketing Services Analyst, TransUnion LLC – Chicago, IL
Created process flow and data flow charts for new and existing marketing programs. Assisted in the definition and creation of
customer documentation and rollout procedures. Managed project plans to ensure that tasks and deliverables were provided on time.
 Executed marketing campaigns
 Performed on-site audits and served as main point of contact for clients
8/1998 – 12/2000, Legal Administrative Assistant, Students’ Legal Assistance, SIUC – Carbondale, IL
Assisted law clerks and attorneys in the creation of legal documentation for case files.
 Created and implemented a new client tracking spreadsheet for caseload statistics
8/1994 – 8/1998, Sergeant, United States Marine Corps – USA
Asset Recovery Team Leader 1996-1997. Platoon Sergeant from 1997-1998.
 Received National Defense Medal and Good Conduct Medal
EDUCATION
2001-2003, DePaul University, Kellstadt Graduate School of Business – Chicago, IL
Masterof Business Administration
 Coursework in Management of Information Systems and Marketing
1998-2000, Southern Illinois University – Carbondale, IL
Bachelor of Science
 BS in Management emphasis in Information Systems