Bonita Shimpfky

About

With an MBA in Finance and Marketing from Fordham Gabelli School of Business and a BA in International Finance from Lehigh University, this accomplished professional has excelled in various leadership roles. Currently serving as the Demand Generation Marketing Manager/Team Lead at CSAA Insurance Group, they have driven significant growth, exceeding performance plans by over 50% in multiple metrics. Their strategic initiatives have led to substantial improvements in customer conversion and business efficiency. Previously, they served as Business Controller at Steel Tube Investments LLC, where they significantly increased sales and streamlined operations. At Citi, they held pivotal roles, including Head of Planning and Budgeting and Chief of Staff, where they led transformative projects that enhanced financial discipline and operational efficiency. Their career also includes a period dedicated to full-time parenting, demonstrating a well-rounded approach to personal and professional life.

Experience

• Demand Generation Marketing Manager/Team Lead · CSAA Insurance Group, a AAA Insurer01-01-2022

  Led multi-tiered direct mail and email acquisitions strategy for 13 AAA clubs, driving YoY profitable growth. 2023 performance exceeded plans by 57% in conversions and 53% in premium with 2024 YTD exceeding plan by 59% in policy enrollment and 58% in new business premium. Identified product competitive distinction opportunities in certain regions to boost customer conversion and usage by >55%. Enhanced drip marketing strategy to increase product conversion across all channels, generating >20% of annual new business. Led risk criteria tightening efforts to mitigate high risk business, resulting in 50% improvement in approval rates and 79% reduction in high-risk insurance product conversions. Grew non-AAA member policy program through 3rd party vendor list optimization efforts that led to 28% YoY investment growth and 76% new membership growth. Directed new creative content development, driving 19% higher conversion rates for non-AAA member business. Collaborated on Salesforce CRM platform migration to deliver an automated and unified customer journey. Promoted within 6 months to manage team of 4 senior marketing managers, providing leadership and mentorship to strengthen enterprise skills of critical thinking, customer focus, strategic thinking, and agile mindset. Created structure of accountability and action, improving standards of performance, and leading through change and transition. Negotiated and managed vendor contracts and relationships for new business and revenue growth. 2023 - nominated to participate in a highly selective (top 4%) 10-week Leaders Development Program to continue leadership development. 2024 - selected as part of Top Talent Placement Group (top 10%).

• Business Controller/EA · Steel Tube Investments LLC06-01-2019 – 12-01-2021

  Streamlined inventory control and accounts management, driving sales from $2MM in 2020 to $10MM+ in 2021. Built operational processes and researched ERP platform opportunities to simplify and automate inventory and financial management, leading to implementation of Oracle NetSuite. Joined as part-time EA for startup and promoted to Controller within first year. Managed financial reporting and oversaw training and payroll for new employees.

• Full-time parenting · Career Break07-01-2014 – 12-01-2021

  Took time away from professional career to raise young children and manage household.

• Head of Planning and Budgeting, Global Trade Product Technology Capabilities · Citi03-01-2013 – 07-01-2014

  Oversaw budgeting and planning for $40MM in technology investments that delivered against $1.7B revenue goal. Created, sponsored, and implemented governance team and auditable process to deliver financial discipline and align investments with strategic objectives and focus on revenue growth. Led B2B global initiatives to integrate technology investments, achieving a 20% increase in project efficiency and collaborated with cross-functional teams on capacity planning.

• Chief of Staff, Project Management and Business Re-engineering Office · Citi06-01-2010 – 03-01-2013

  Championed cross-functional re-engineering projects to reduce processing time by 66% and increasing customer Net Promoter Score by 20%. Spearheaded customer upgrade initiatives, generating $19MM in revenue growth; led project management from E2E (project charter, technology build, creative development, customer segmentation, customer service training, results tracking). Optimized sales scripts and reconciliation processes, improving cancellation rates by 88% and reducing vendor errors. Simplified operating best practices and processes to improve 3rd party vendor sales, product enrollments confirmation and sales reconciliation and successfully passed ARR and CFPB audits. Automated vendor database file transfer process to reduce manual errors and increase efficiency by over 40%. Restructured and managed team of 6 managers.

Education

• Fordham Gabelli School of BusinessMBA, Finance and Marketing
• Lehigh UniversityBA, International Finance

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