Journey Jockey.
User Experience Usher.
Alliteration Admirer.
(and wannabe Plinko contestant)
I’m on a mission to knot together the opportunity gap between community and commerce through candid conversations, democratizing decision-making, and too many corny jokes.
its'a me!
Rather than build more content for the sake of consumption, I’m constantly looking to understand what people truly give a damn about. In my time at top 10 banks, I’ve built experiences that simplify complex problems for regular folks like you & me.
this is a Cooper
Accreditations
Certified ScrumMaster® (CSM®)
Proven to understand values, principles and practices in fostering an effective working environment and guiding others to understand the scrum agile environment.
Account-Based Experience (ABX)
Certification hosted by DemandBase to understand building Account-Based Experiences to future-proof enterprise technologies and B2B Go-to-Market strategies.
Business
Owner
Journey
At M&T Bank, I was a founding member of the “Taking Care of Business” agile marketing team. I lead cross-functional teams to build experiences for budding entrepreneurs.
With limited digital tools and an old-school banking brand, we set out to answer Why do small business owners choose M&T?
Over the course of 4 sprint cycles we conducted:
15
customer
conversations
13
internal
Interviews
7
compared
competitors
In summary, we learned our community banking at scale model was the key driver of growth. With this better understanding, we attempted to differentiate ourselves as a brand business owners hire to help get jobs done, rather than sitting on the sidelines holding their money.
87
k
unique
visitors
In the last half of 2022:
23
conversions
2
mins
average time spent on site
Our Business-Owner Content Hub is an SEO-driven spot for aspiring entrepreneurs to explore different facets of starting and running a business. Using high-traffic search queries, we built content around where our bank has the right-to-win engagement against competitors.
Entrepreneur
Content
Hub
Online
Account
Opening
As the pandemic struck, M&T was behind the times with no digital account opening option. With record-breaking new business openings in 2020-2021 (according to the SBA), there was renewed organizational focus on standing up a solution. My colleagues and I quickly built 2 prospect-ready MVPs. Accompanied by new user journeys and related marketing content, we launched in time to grow new-to-bank account originations over 40% in just one quarter.
prospect acquisitions
40%
Business
Owner
Onboarding
With major cross-sell and engagement opportunities occurring post-acquisition, M&T’s Business Owner Onboarding Journey needed a refresh. New enterprise tech capabilities enabled us to build personalized experiences which helped bridge the gap between our customers and their dedicated support team.
These enhancements added nearly 1,000 new applicants to our Merchant Services offering within the first 5 days of a checking opening.
Entrepreneur Content Hub |
Campaign Paid Media |
Landing Page Visit |
Online Account Opening |
90 Day Onboarding |
