Ryder System, Inc.Sr. Manager, Customer Loyalty & Insights
Jun. 2014 - Sep. 2015Medley, FLAccomplishments: Lifecycle Program, LTV, and Scoring: Developed a scoring formula incorporating tenure, margin, revenue, and attainable potential revenue by customer, providing a clearer, visualized understanding of our top customers. Increased Touch Points: Tripled customer communication touch points in Q1, starting with welcoming new customers, rewarding repeat customers, and leading a check-in calls program to ensure proper onboarding. Loyalty Marketing Plan: Deployed Ryder's comprehensive Loyalty Lifecycle Programs, including the Executive Sponsor Program, Longevity Awards Program, and Local Customer Forums, to engage and retain customers throughout their entire lifecycle. Cross-Functional Data Integration: Led the fusion of internal and external data sources, providing a 360-degree view of customers and prospects, ensuring a unified version of the truth. This enabled the creation of personalized customer experiences across the full customer lifecycle (awareness, lead nurture, retention). Strategic Mapping: Translated strategies into actionable “template maps” for key customer segments (e.g., residential, small business, commercial, distributors, influencers, verticals). Continuous Strategic Marketing: Directed analytics and led teams to improve response rates and customer retention, focusing on high-value customers through continuous strategic marketing. Customer Experience (CX) Leadership: Spearheaded the transition of data silos into a single source of actionable insights, enhancing customer segmentation, scoring, and targeted strategies for better customer experiences. Financial Modeling and KPIs: Led the financial modeling of marketing initiatives, developing key performance indicators (KPIs) to measure success and guide decision-making. eCommerce & Campaign Management: Directed teams to roll out segmentation strategies across multiple channels, ensuring optimized engagement and conversions.