What's new with the marketing network?

• Position: Maggie Kelly Management in Banking marketing

Earlier this year, Maggie Kelly was named as the new director of marketing for ABA's Professional Development Group. Part of her responsibilities includes overseeing the marketing of the ABAMN. Marketing Edge posed some questions about the current state of the ABAMN to her and Peggy Hudson, CFMP, the current chairwoman of the Marketing Network Council.

Maggie, what is your marketing background?

I have spent my entire career in the field of marketing, and have enjoyed all aspects of this wide-ranging discipline. I am originally from the United Kingdom and have worked in the United States for over 15 years, so I feel very comfortable working in the U.S. market.

My work experience has mainly been in the business-to-business arena, although I have spent a little time working in consumer marketing. I began my career in working in the London-based European marketing headquarters for Avon Cosmetics, as a marketing planner on the French market, and gained a solid foundation in the principles of direct marketing. I moved to the United States when I married my American husband, and joined Ogilvy & Mather Direct, in Houston, where I further honed my direct marketing skills, and learned from some great agency experts.

When my husband and I relocated to Washington, D.C., I moved into the technology sector, where my role was very focused on lead generation, working closely with the sales team. I then moved into financial services with The NASDAQ Stock Market, where I had a varied career, working on branding, advertising, customer acquisition and retention, and finally, moving into the international arena, working on the European and Asian markets, including a three-year stint back in London.

I have recently joined the ABA and am very much enjoying new challenges in a different, but complementary, area of financial services.

What are your responsibilities with ABA?

I manage the branding and marketing for the ABA professional development solutions. These solutions include online training, professional certification, conferences, classroom training, schools, telephone briefings and publications. Organizations that effectively use training tend to be higher performing institutions, and our portfolio of products and services help our members in advancing careers, developing talent and improving performance. Our marketing encompasses a wide range of direct marketing; print advertising; on-site promotions at conferences; and marketing support for our sales...