Unleash Marketing PowER
Ms. Johnson currently serves as a member of EverBank’s executive team as EVP, Chief Marketing Officer where she leads all marketing and communications for the $45 billion asset digital-first bank with 40+ branches in FL, CA, and NY. She is responsible for the bank's brand, performance marketing, and web properties, as well as social media, PR, and sponsorships.
Ms. Johnson rejoined the current private equity-owned EverBank from its previous parent company, TIAA - a Fortune 100 Company, where she held the position of SVP, Head of Product Marketing.
Known for transforming marketing teams to be revenue driving functions, Ms. Johnson’s 20+ year direct-to-consumer career is rooted in creating compelling brand stories and data-driven performance marketing strategies that catapult demand and long-lasting relationships.
Most recently, Ms. Johnson successfully relaunched EverBank, where she was responsible for the new brand identity, multi-channel go-to-market strategy, sports sponsorship activations, and the development of a martech-powered acquisition engine that collectively resulted in annual deposit inflows of $4B+, customer retention rates at historical highs, and brand awareness that doubled in 14 months.
PROFILE
Successful track record of leading large-scale rebranding and M&A initiatives.
Experience building high performing teams to drive revenue.
Deep digital and demand generation marketing expertise.
Extensive experience in financial services and insurance, with a unique ability to assess new domains quickly for immediate impact.
Strong analytical and executive decision-making skills.
Excellent communications skills and adept at building relationships at all levels.
megan Johnson
EverBank Brand Launch
Brand Launch Highlight Reel
The EverBank brand was created from the ground up after operating under the TIAA Bank name for six years.
A new visual identity, brand strategy, performance marketing, and PR plan was developed, along with a new modern website to serve as the “storefront” for the bank.
The highly coordinated plan was executed in under 12 months and led to brand awareness, web traffic, and customer growth that well exceeded goals.
TrEverBank Partnership Case Study
After the successful launch of the bank and negotiation of the stadium naming rights extension with the Jacksonville Jaguars, it was time to catapult the EverBank name nationally — enter an innovative “Partners in Performance” multi-year campaign with NFL quarterback, Trevor Lawrence.
EverBank was referenced in every major sports and news outlet including ESPN, SI, ABC News, Yahoo, The New York Times, and more.
The campaign garnered over 2 billion media impressions, valued at $10.4+ million in media value, and saw a 122% increase in new account applications.
Highlights
-
EverBank acquired Sterling Bank & Trust to expand its presence in California and New York. Ms. Johnson oversaw the multi-channel, 6 months client communications strategy to convert clients to the new brand and banking platform. Clients reported that the experience was very positive and they were excited to join the EverBank family.
The acquired consumer portfolio experienced net growth vs. the deal model attrition expectations.
-
EverBank experienced a growing physical branch network, most notably entering the California market for the first time. Ms. Johnson led local marketing strategies to drive increased branch visits and deposit growth, including sophisticated database marketing and geo-targeted campaigns that delivered low cost funding at less than 50bps.
-
Ms. Johnson led the build and launch of the new EverBank website for the digital bank. New modern technology was leveraged to delivered a website with a headless CMS allowing for quick turn times, increased A/B testing abilities, and significant personalization capabilities that support multiple geographies, client segments and differentiated pricing startegies.
-
EverBank has gone through a significant amount of change, which has required a proactive associate engagement strategy. Ms. Johnson oversaw executive communications, associate townhalls, community partnership and volunteer activities, and served as the Executive Chair of the Womens Business Resource Group.
California Go-to Market Strategy
Integrated local market plan with breakthrough messaging and precision geo-targeted media.
Sterling Bank Client Conversion Plan
Client communications and conversion plan to transition Sterling Bank & Trust clients and 40 branches to EverBank.
Targeted Email, Direct Mail, & Digital Program
Database marketing campaign leveraging
A/B testing, cash incentives
and predictive modeling.
Building on the momentum of TrEverBank Stadium, the concept was extended to the national performance marketing program, which included display, retargeting, social, CTV, mail, and OOH.
Powering Performance
‘PERFORM’ TV Spot
At EverBank, we’ll work as hard as you do.
And we’ll prove it.
Multi-channel Precision Targeting
Scale and conversions were maximized through a full-funnel, targeted, and frequently optimized media mix.
Marketing Engine in Action
Acquisition capabilities were built to deliver efficient results, resulting in the all time highest applications at a low cost per app ($76).
TrEverBank Stadium —
A case study for a fully integrated National marketing campaign
With EverBank’s high yields and personalized service, everyone gets treated like an MVP.
The TrEverBank campaign was launched as a highly coordinated effort to maximize earned media and paid media, leveraging every marketing discipline, including PR, social media, influencer, broadcast, performance marketing, full scale stadium activation, and website.
The campaign exceeded all goals, with EverBank being referenced in every major sports and news publication, including ESPN (live on SportsCenter), Sports Illustrated, ABC News, Yahoo, The New York Times and more, contributing to record-breaking deposit growth at over $500 million per month — only 1 year after the bank’s launch.
The TEASE
Trevor teased the partnership on his social media with a cryptic ‘It’s Time For a Change’ message. “Is he cutting his hair, Is he being traded…?".
The Reveal
A few days later Trevor revealed the change —
EverBank Stadium was now TrEverBank Stadium.
The Response
EverBank CMO, Megan Johnson, responded on the company’s social media platforms agreeing to the one day stadium takeover!
EverBank was headline news across national media.
A robust PR & influencer strategy was delpoyed.
‘TrEverBank’ TV Spot
At EverBank, the advantage is so great that Trevor thinks EverBank - or as he sees it, TrEverBank - is a bank just for him.
EverBank Stadium was transformed to TrEverBank Stadium for the season home opener with full activation and fan engagement.
“Ads that feature Trevor Lawrence deliver 185% higher CTR (3.08% vs. 1.08%).”
“65% of the target audience said they were likely to open an account after seeing an ad with Trevor.”
