Matthew Quagliara

About Me

Versatile, accomplished professional with 10-year record of success across various aspects of B2B and B2C marketing including marketing strategy, client management, channel management, digital and brand management. Currently lead a team that manages and executes all marketing activities in support of USAA Investments’ third-party distribution business.

Education

Master of Business Administration (MBA), Marketing: Indiana University, Kelley School of Business – Bloomington, IN
Bachelor of Arts, Economics: Indiana University – Bloomington, IN
Product Manager Certification: Association of International Product Marketing & Management (AIPMM), 2012
Product Marketing Manager Certification: Association of International Product Marketing & Management (AIPMM), 2012
Level 1 Chartered Financial Analyst: (CFA) Exam

Expertise

Team Leadership
Digital / Email Marketing
Vendor Management
Recruiting, Developing Top Talent
Brand Management
Collateral Materials Development
Budget Administration / Management
Contracting and Negotiations

Experience

Director, Investment Communications

June 2013 – June 2019

Oversaw all B2B marketing programs for third-party mutual fund distribution business reporting to Asset Management Company President.

Managed a team covering all marketing aspects in support of USAA’s third party (mutual fund) distribution strategy including brand vision, website and blog design, email and mobile marketing, media campaigns, market research and analysis, 2 newsletters, conference events, and sales support. Supervised content, design, templates and brand standards. Managed contracts and budget.

Selected Contributions:

Integral in achieving $7.5B+ in assets under management for third-party distribution in under 6 years.
Managed 3 team members and several vendors, in addition to an annual marketing budget of $2M.
Successfully managed marketing for the launch of USAA’s ETF program, crafting sales deliverables, executing outreach and developing web content.
Drive outreach with analysts, financial advisors, and DCIO relationships at outside firms via 2 quarterly newsletters.
Achieve 6M+ impressions per year using quarterly nurture campaign for active investment product members.

Director of Market Strategy

September 2011 – June 2013

Envisioned and implemented long-range plans for the investments, retirement and wealth management businesses.

Built long-term go-to-market strategies for the investments, retirement and wealth management businesses. Recommended focus on segments (not products) and nurture and pull-through of mass market and mass affluent members over the long-term to drive organic growth of the wealth segment over time. Named as an author on a patent for a Board-level/CEO Scorecard metric measuring financial security, the “Financial Readiness Score”. Built strategy for go-to-market for wealth management, recommended focus on pull-through of mass affluent members.

Selected Contributions:

Crafted enterprise advice blueprint to standardize branding across channels and business lines, enterprise-wide.
Developed investment business recommendations and market-size estimates for investment and life products.
Partnered with research and analytics teams to design segmentation efforts for investment business planning.

Client Manager, Investments, Retirement & Wealth Management

August 2010 – September 2011

Managed marketing strategy, planning, and full-scale campaign projects for the investment, retirement and wealth management businesses.

Consulted with key stakeholders in the business to identify needs and worked with cross-functional teams in marketing, analytics and elsewhere to formulate and implement short-term (18 months or less) go-to-market plans.

Selected Contributions:

Created IMCO’s first-ever lead marketing program that saved 4K+ member and increased product acquisition.
Enhanced member outreach by launching successful wealth management newsletter and webinar program series.
Established all aspects of a high-impact investment marketing plan focused on targeting member acquisition and deepening.
Promoted to Lead Market Strategist to champion long-term marketing plans.

Email Channel Manager

September 2007 – September 2009

Stood up and managed USAA’s first enterprise email marketing program with a focus on investment and life company products.

Partnered with colleague to design, plan, socialize, and launch USAA’s first enterprise email marketing program. Managed the RFI and RFP processes to bring in a new email platform. Within 2 years, the email channel became USAA’s 2nd most important channel for product acquisition.

Selected Contributions:

Implemented strategic marketing plans, such as targeting and A-B testing, to grow business and memberships.
Generated highly effective marketing campaigns in record time, reducing turnaround time to as little as 3 days from 6 weeks.
Cut costs by an average of $750K per year by managing key relationships and deliverable budgets.

Brand Manager

February 2007 – September 2007

Led high-impact multi-channel marketing campaigns with a focus on core brand attributes to generate new business.

Collaborated with cross-functional teams to craft marketing programs for the wealth management and brokerage areas, including the top-ranked managed-money program, the Strategic Fund Adviser.

Selected Contributions:

Achieved record-setting sales performance after executing 2008 Strategic Fund Advisor campaign.
Exceeded target acquisition objectives for the brokerage product.
Recognized for creating an award-winning wealth management newsletter to engage customers and stakeholders.