CUSTOMER MARKETING: 8 years with $10 billion sales multi-brand retailer

  • New Business Unit
    • Assisted the Chief Marketing Officer in creating a 45-person Customer Marketing department
    • Helped set objectives, support hiring decisions, and train many of the staff in various aspects of customer marketing
  • New Customer Database
    • Contributed significantly towards building 160 million name customer relational database
    • Helped vet the data architecture, data fields, and business rules for the relational database as an integral member of a cross-brand, cross-department, and multi-vendor team
    • Reviewed test environment schema, attributes, and metrics to ensure the environment was representative of the whole database for valid performance and report testing
  • Customer Data Analytics
    • Established performance indicators and baselines to measure improvement of each brand’s customer portfolio
    • Evaluated customer and campaign segmentation schemes and response models
    • Established the standard financial criteria for measuring incremental sales and profitability for Customer Marketing campaigns
    • Advised a team of twenty report programmers in developing customer portfolio dashboards, campaign reports, and product profiles
    • Developed 6-factor variance contribution model
  • Strategy
    • Reviewed CRM strategic plans with senior executives at each brand. Advised enhancements to balance customer acquisition, retention, reactivation, and cross-selling to support marketing performance in overall brand budgets
    • Established and maintained a central repository of all brands’ CRM plans and results with five years of history and dynamic performance reports
    • Managed an email and privacy policy standardization initiative to ensure compliance with federal requirements

GIFT CARD eCOMMERCE BUSINESS: experience launching and growing a new business

  • Strategy: developed an overall strategy for new business – one of the first in the gift card secondary-market industry
  • Web Presence: Designed eCommerce websites, plus sourced and coordinated web development vendor resources in creating, launching, and updating the websites
  • Technology: vetted technology and data management needs to support new business purposes, plus developed fulfillment system integrated with the digital platform
  • Operations: established gift card operations processes and procedures, including customer service, gift card verification and management, and internal fulfillment
  • Marketing: developed marketing cadence, content, and campaigns; managed Search Engine Optimization (SEO), social approach, and email campaigns
  • Public Relations: handled media relations, including interviews with The New York Times, The Washington Post, Glamour Magazine, and others
  • Finance: managed all financial aspects of the business, including accounting, financial reporting, forecasting, budgeting, merchant services, risk management, and inventory management, the latter through a custom-built scalable system to adjust pricing for 130 merchant gift cards
  • Staffing: hired and developed staff to support account management, customer service, merchant services, and fulfillment
  • Facilities: sourced scalable office space, computers, phones, and other facility needs
  • Privacy: assisted with privacy and consumer data protection requirements
  • Change Management: managed a fast-growing digital company at entrepreneurial speed, including ongoing process reinvention for rapid growth without disruption