MARKETING
Marketing Planning
Product Marketing Plan
Led standardization of marketing plan development across business units to improve consistency and comparability. Templates designed to logically drive managers to leverage market, customer and financial data to identify critical strategic priorities. Piloted templates with 4 client teams.
New Customer Acquisition
DIGITAL ACQUISITION
Drove new customer acquisition for 3 co-brand small business credit card portfolios through digital partner channels. Generated 25% growth through enhanced digital targeting and small business specific messages and offers.
REFERRAL MARKETING
Scaled referral-marketing program for financial services client. Drove over 600% growth in profitable and efficient acquisition through improved digital journeys, marketing campaigns, offer testing and social media.
Loyalty Marketing
LIFECYCLE MARKETING
Extensive experience with all aspects of loyalty marketing through the full customer lifecycle: onboarding, early engagement, segment management, account expansion and cross-sell, customer recovery. Generated $30 million revenue for client through cross-sell and upgrade campaigns and through development of product migration strategy and capabilities.
Marketing Integration
E2E MARKETING TRANSFORMATION
Client’s objective was to transform marketing to a customer-centered analytic approach. As Project Lead, worked with internal pilot teams and external consulting team to develop consumer based marketing strategies to improve market planning and gain experience at customer centered marketing execution.
Cause Marketing
AMERICAN EXPRESS MEMBERS PROJECT
Created marketing and communications for online initiative inviting American Express card members to submit and vote on ideas for humanitarian projects. Campaign engaged 1.8 million visitors and significantly lifted brand advocacy ratings. Designed and implemented 360° communications plan including social media, online marketing, promotion tools to generate viral marketing, e-mail campaigns and paid advertising.
PRODUCT
New Product Development
B2B AND B2C GIFT CARD PRODUCT DEVELOPMENT
Led gift card program from concept to launch of new digital products and capabilities. Responsible for ongoing prioritization of backlog, execution of project deliverables and stakeholder management. Used agile methodologies for tech development
IDEATION and concept development
Led concept generation for potential innovative customer engagement campaigns for online travel community. Prepared and moderated series of cross-team brainstorming sessions to generate new ideas to support client brand and drive loyalty.
Digital Strategy and Development
NEW WEBSITE DEVELOPMENT
Young People’s Chorus of New York City wished to create a new website to reflect its current stature and branding, with an intuitive user interface. Worked with digital agency, staff and Board to successfully develop and launch website that encourages engagement, investment and is easy for non-technical staff to update. Users, bookings, audition inquiries, school inquiries and online donations have all increased post-launch.
Mobile Strategy and Development
MEMBERSHIP REWARDS ENTRY INTO MOBILE
In response to consumers increased engagement with mobile and new opportunities arising from mobile features, American Express proprietary loyalty program wished to deliver customer and shareholder value through mobile-optimized experiences. This work developed entry strategy and 2-year capability roadmap. Subsequently, led cross-functional team to ensure projects delivered on time and under budget.
New Service Development
BUSINESS LINE EXPANSION
Client was looking to expand lines of business in insurance space. Led business team through complete stage gate process including concept development, feasibility assessment, partner selection, integration builds, go-to-market plan and launch
Product Management
STARWOOD PREFERRED GUEST CREDIT CARD
Provided interim executive coverage on the Starwood Preferred Guest Credit Card Portfolio including product line actions, P&L management, customer marketing and overall partner relationship management to drive acquisition, spend and loyalty to the portfolio.
Program Management
FEATURE DELIVERY FOR PRE-PAID CARDS
Client looked to enhance features on existing product in market to improve customer satisfaction and risk management. Leading program management team, oversaw all aspects of project definition and hand-off to engineers. Used project canvas, story maps and feature maps to define approach. Gathered requirements, wrote epics, and coordinated legal and compliance approvals to support scrum team efficiency.