Courtney Addy is a Senior Global Marketing Executive who defines and executes commercial strategies that enhance brand value, optimize sales force effectiveness, drive volume and deliver profitable, risk-adjusted growth. Throughout her 16-year career at GE, she rapidly advanced to the executive suite, thanks to her business acumen, financial fluency and ability to execute. Courtney is known for
Courtney Addy is a Senior Global Marketing Executive who defines and executes commercial strategies that enhance brand value, optimize sales force effectiveness, drive volume and deliver profitable, risk-adjusted growth. Throughout her 16-year career at GE, she rapidly advanced to the executive suite, thanks to her business acumen, financial fluency and ability to execute. Courtney is known for successfully tackling complex issues, and as a result, she has been repeatedly tapped for mission-critical assignments in dynamic environments.
Courtney recently was appointed GE Capital Headquarter’s Chief Marketing Officer to lead brand and commercial strategy during a period of strategic repositioning and disposition of business units with $200B+ in assets. Prior to assuming this position, she served as Vice President of Global Marketing, where she drove paid media strategy across multiple traditional and digital platforms in nine markets worldwide, resulting in brand positioning that garnered a 2015 Bronze Effie Award. Courtney also implemented a FFIEC regulatory compliant social media governance program and refocused GE Capital’s unique value proposition, which increased customer conversion rate by 13% while driving ROI by 21 basis points.
Previously, Courtney spent eight years in GE Capital’s North America Real Estate Division. She advanced from a Six Sigma Black Belt who applied Lean methodologies to drive revenue and mortgage originations to the Chief Marketing Officer who created and executed a commercial strategy for the $40B portfolio as it disposed of non-core assets. Courtney’s achievements include leading an operating rhythm that grew incremental debt origination by $2.5B+; developing and implementing communication plans that protected the GE brand during $10B+ equity dispositions; and directing brand experience.
Chief Marketing Officer @ Lead brand and commercial strategy during period of strategic repositioning and disposition of business units with $200B+ in assets, while also managing personnel to maximize retention and optimize performance amid extreme uncertainty. Manage transition service agreements; contract negotiations with key suppliers; develop new brand positioning and value proposition for future GE Capital; simplify digital presence; and implement business continuity plan. From 2015 to Present (less than a year) Vice President Global Marketing @ Appointed to promote and protect the GE Capital brand. Set global paid media and digital marketing strategy; led initiatives to simplify assets and technology infrastructure; and repositioned core value proposition to middle market companies, ensuring alignment of customer and business outcomes. Managed 10 direct reports, global functional matrix, 10+ agency partners and $42M annual operating budget. From 2014 to 2015 (1 year) Chief Marketing Officer @ Promoted to develop and execute post-financial crisis commercial strategy for $40B commercial real estate portfolio—focused on retail, office, industrial, hotel and multi-family properties—as it disposed of non-core assets. Managed internal and external communications around division’s transition out of equity investment into a premier debt business. Led growth initiatives to expand value proposition across core market segments. Created best-in-class trade show and customer event strategy. Directed 10 marketing staff and managed $5M annual operating budget. From 2011 to 2014 (3 years) Marketing Director @ Promoted to lift value of $55B commercial real estate portfolio during financial crisis. Partnered with senior leaders to devise and execute capital allocation to maximize growth. Drove portfolio segmentation, market analysis and delivered presentations to support debt market re-entry. Oversaw three staff and $2M annual operating budget. From 2008 to 2011 (3 years) Marketing Manager @ Promoted to lead key commercial effectiveness and growth initiatives to drive new business opportunities across $50B commercial real estate portfolio. Conducted market coverage and sales force effectiveness programs that led to the hiring, training and deployment of 60+ sales associates nationwide. Directed customer satisfaction initiatives including the adoption and deployment of net promotor score. Drove customer-led process improvement through all business functions. From 2005 to 2008 (3 years) Six Sigma Black Belt @ Applied Six Sigma process methodologies to drive revenue and origination of commercial mortgages and equity investments in business unit. Digitized commercial KPIs to provide sales pipeline activity to senior leadership. Conducted qualitative and quantitative research that led to the implementation of a new sales coverage model and cross-sell program, boosting deal throughput by 20%. Achieved Six Sigma Black Belt in 2005. From 2003 to 2005 (2 years) Senior Account Executive @ From 2002 to 2003 (1 year) Corporate Audit Staff @ From 2001 to 2002 (1 year) Leadership Development Program @ From 1999 to 2001 (2 years)
Bachelor of Arts (B.A.), Business Administration and Management, General @ Hartwick College Courtney Addy is skilled in: Management, Marketing, CRM, Strategy, Leadership, Financial Analysis, Cross-functional Team Leadership, Financial Modeling, Marketing Strategy, Integrated Marketing, Digital Strategy, Digital Media, TV Production, Storytelling, Social Media
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