The DMA Financial Services Direct Marketer of the Year Award

The DMA Financial Services Direct Marketer of the Year Award is designed to recognize individual achievement by a practitioner who has made outstanding contributions to the financial services industry through the use of the direct marketing concept.

For purposes of the Award, financial services direct marketing is defined as an interactive system of marketing that ascertains, creates and satisfies the financial services wants and needs of people by performing organized tasks affecting the transfer of services between the seller and the buyer; using one or more media for the purpose of soliciting a response by phone, mail or personal visit from a prospect or customer; integrating email, social, mobile or other online media; maintaining complete information on each transaction in a database; and doing so at a profit.

The concept is applicable to all distribution channels: the agency system, the brokerage system, the direct selling system and the mail order system.

These awards are presented during the DMA Annual Conference in October. See the Announcement tab for nomination form link, information on this year's annual conference and much more.

Nominating Criteria

To be considered for the Award, a nominee* must display a pattern of consistent contribution which achieves a high level of competence -- if not expertise -- in one or more disciplines such as: product development, research, marketing, management, education, sales, administration or technical innovation in the fields of actuarial science, underwriting or the like.

Congratulations to the 2010 Financial Services Direct Marketer of the Year Winner

Karin Giffney, Vice President at Discover Financial Services

In her current position, Karin has enjoyed double digit growth for the last few years she has been managing the business. "I graciously thank the Financial Services Council for this wonderful honor and the direct marketing industry at large, which has provided amazingly rich opportunities for me to grow and learn throughout the years. We all know the financial services industry is one of the most exciting yet challenging business sectors today and I am proud to be employed by Discover Financial Services, a consumer-centric company who is committed 100% to helping people spend smarter, manage debt better and save more so they can achieve a brighter financial future. Wishing brightness to all......", said Karin Giffney, Vice President, Discover Financial Services; and winner of DMA’s Financial Services Direct Marketer of the Year Award.

Karin L. Giffney is a 25 year direct marketing veteran. In her current role as Vice President of Marketing for Discover Financial Services (DFS), she is responsible for driving significant revenue for the company through the offering of various cross-sell products and services to the Discover Card portfolios. She is also responsible for the marketing of the card’s features and benefits, driving sales and receivables. Karin has also held a variety of other marketing positions at DFS including the management of CashBack Bonus, Card Activation and Retention, Deposit Products, Sponsorships, Consumer Promotions/Public Relations and the Cash Advance business. Prior to DFS she worked as a Product Manager for World Book Encyclopedia, marketing financial services and developing new publishing products. Karin began her direct marketing career at Allstate Insurance where she quickly rose to management ranks and received the “Good Hands Award” for outstanding performance. She currently serves the direct marketing industry with her role as an Echo Board of Governors for the DMA, as well as an ECHO judge. She is also an active collegiate recruiter for her firm.

Karin has dedicated much of her time to leading initiatives to enhance the work environment and promote community service. In the early 1990’s she became the “poster child” for creating a family-friendly environment at DFS and chaired a task force, which brought many new work-life initiatives to the company. Karin also served as a United Way chairperson, developed a direct marketing employee-training program with Northwestern University and is currently a mentor for young professionals. Annually, Karin leads her team in community service projects including building playgrounds and cleaning homes and schools for those less fortunate. With a passion for children and education Karin serves as the Chairperson for the Junior Achievement Divisional Board, teaches JA in various classes, created “Tools For Schools,” delivering gently used school supplies to the inner city, is involved with children’s ministry at church as well as serving as a PADS volunteer, feeding the homeless. She also serves as Vice President on the Board of Party for Parkinson’s, an organization dedicated to raising funds for The Michael J. Fox Foundation. Karin was the 2004 recipient of the “Direct Marketing Woman of the Year” award from the Chicago Chapter of Women in Direct Marketing International (WDMI).

2009 Winner

Tony Baldus, Senior Vice President of Marketing & Analytics, Marsh U.S. Consumer

Tony Baldus is a Senior Vice President of Marketing & Analytics for Marsh U.S. Consumer and is responsible for the strategy, budgeting, and execution of all consumer marketing projects across Marsh U.S. Consumer. During his 12 years at Marsh, Tony has consistently leveraged his industry and database marketing knowledge to deliver targeted marketing campaigns that met or exceeded budgeted response goals. Under Tony's leadership, these strategies utilize multiple marketing channels, including advertising, direct mail, e-mail, and Web. Marsh's marketing strategies focus on bottom-line ROI to ensure maximum efficiency and effectiveness. In addition to developing highly successful contact strategies that target customers with appropriate product offers, Tony has been recognized for his work in direct response marketing for direct mail promotions, billing activities, profitability analysis, and renewal modeling.

While at Marsh Tony has held various positions of increasing responsibility. Prior to his current position, Tony served as: Director, Marketing Operations; Customer Focus Team Leader; and Director, Consumer Insight. His professional career also includes time spent working for Meredith Corporation as a Database Marketing Manager. Tony holds a Master of Business Administration degree from Drake University and a Bachelor of Arts degree in Economics from Iowa State University. He also holds insurance licenses in all 50 states for Accident, Life, Health and Personal Lines Insurance.

Past Winners

For more information, please contact Lisa Merizio Smith at (212) 790-1567.

back to top

© Direct Marketing Association | Privacy Statement | Share