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Work Background
The Fresh MarketDirector, Personalized Marketing
Apr. 2016 - Mar. 2017Greensboro/Winston-Salem, North Carolina AreaAs the Director of TFM's e-receipts program, loyalty program, and direct/digital marketing (DM/EM) communications, I led a dynamic team of creatives, analysts, and IT professionals to craft and execute personalized customer communications across omni-channels. My role is pivotal in utilizing data insights to drive strategic planning and customer targeting, ensuring that every customer-facing communication is tailored to maximize engagement and sales. Key Accomplishments: Launched E-Receipts Program: On May 19th, we successfully introduced the e-receipts program across 178 stores nationwide, resulting in over 1.2 million new loyalty program signups. This initiative has generated over $7M in incremental sales and more than $2M in profit. E-receipts now deliver personalized offers aligned with customers' product affinities and purchasing behaviors. Strategic Customer Segmentation: Developed a detailed customer segmentation strategy, targeting high-value customers based on purchase frequency, basket size, and overall value. This segmentation approach has optimized the targeting of offers and communications, increasing engagement. Enhanced Email Campaigns: Personalized email campaigns have seen open and click-through rates twice as high as non-personalized messages, demonstrating the power of tailored messaging to boost customer engagement. Digital Coupons: Successfully deployed digital coupons nationwide, achieving a measurable ROI of $4:$1. The initiative drove both customer acquisition and retention, with a strong impact on sales. Direct Mail Marketing: Integrated product affinity data into direct mail strategies, resulting in a $400K lift over control by targeting just 100K households. This was the first time this approach yielded positive results. Grand Openings & Re-Openings: Leveraged data-driven marketing to target the right customers for grand openings and store re-openings, generating significant attendance and reactivating dormant customers.
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.
Data Insights Matter LLC Business Director - Customer Experience | Retention & Loyalty
Mar. 2014Raleigh-Durham, North Carolina AreaWith over 20 years of experience in database marketing, data mining, and consulting, I lead a team of senior marketing managers, strategists, and analysts to design and implement customized direct and digital marketing solutions. I specialize in turning complex data into actionable insights, helping clients stay ahead of emerging trends in social media, new technologies, and innovative messaging strategies. My experience spans B2C, B2B, and B2B2C marketing, where I take ownership of the end-to-end delivery of all consumer touchpoints, collaborating with digital strategy, consumer retention, and cross/up-selling teams. As a forward-thinking change advocate, I empower customers with the vision, creativity, and strategies to drive growth and customer loyalty. I have a strong track record in structuring disparate data sources, ensuring they are optimized for decision-making. Proficient in tools like Tableau, Excel, Siebel, SQL, Hyperion, Salesforce, and Interactive Reporting, I help businesses uncover opportunities and maximize customer lifetime value.
Office DepotSenior Manager, Loyalty & Rewards
Mar. 2013 - May. 2014Boca Raton, FLAccomplishments: Loyalty Program Success: Spearheaded the re-launch of the Office Depot Rewards program, achieving a 66% YoY growth in new member database, boosting sales, and enhancing retention of high-value customers. Engagement & Analytics: Provided actionable insights on nationwide store performance using analytics, driving growth and informed decision-making. Leadership & Collaboration: Led cross-functional teams and collaborated with IT to deliver CRM and analytics solutions, enabling strategic decisions. Innovation: Developed scoring models for customer prioritization, automated reporting, and introduced strategic marketing efforts to engage over 20M customers. Program Expansion: Targeted non-member look-alikes to grow loyalty membership and optimized messaging to adapt to retail seasonality. Mentorship & Efficiency: Mentored junior staff and implemented tools to enhance program management efficiency.
The American Red CrossCustomer Relationship Management, Marketing Lead
Oct. 2010 - Dec. 2012Accomplishments: DRMS Leadership: Managed the Donor Relationship Marketing System (DRMS) using Siebel, Marketing, Analytics, and OBIEE modules to drive donor-centric CRM initiatives. Strategic Marketing: Focused on high-value, lapsed, dormant, one-time, and repeat donors, deploying targeted strategies to enhance engagement and retention. Segmentation & Analytics: Developed strategic segmentation and RFM formulas, identifying untapped markets with high growth potential and defining opportunities within a 20MM+ contact database. Campaign Planning: Initiated and deployed strategic campaigns for untapped segments, driving market growth and donor engagement. System Enhancements: Identified necessary system upgrades for sustained growth, leveraging donor profiles, segmentation, and analytics insights. Loyalty Programs: Introduced loyalty segments and planned for future program deployment to build stronger donor relationships.
Royal Caribbean InternationalLoyalty Marketing/Strategic Analytics
Feb. 2008 - Oct. 2010Accomplishments: Loyalty Program Leadership: Key player in revamping Celebrity Cruises’ Captain’s Club loyalty program, introducing strategic planning to identify top spenders onboard each vessel and enhance onboard revenue. Segmentation & Analytics: Designed tools to measure onboard revenue, productivity, host performance, guest satisfaction, and ratings; conducted trend analyses to inform senior management. Cost Management: Controlled a multi-million-dollar budget for marketing activities, loyalty campaigns, and onboard initiatives, collaborating with Revenue Management to optimize costs. Project & Campaign Management: Managed end-to-end multi-channel marketing and loyalty projects targeting high-value customers, ensuring seamless execution. Collaboration: Worked closely with IT, senior management, and onboard staff to deliver projects, leveraging cross-functional collaboration for success.
Carnival Cruise LinesManager, Database Marketing
Apr. 2002 - Dec. 2007Accomplishments: CRM Development: Spearheaded the transformation of a 10MM customer/prospect mailing list into an operational CRM system serving 20MM+ users, utilized by over 2,000 staff at Carnival Cruise Lines. Relationship Marketing: Leveraged database insights to strategically target customers based on purchase patterns, RFM scores, clusters, and demographic profiles, enhancing engagement across key revenue centers (Casino, Spa, Shore Excursions, etc.). Strategic Segmentation: Designed global targeting strategies for over 35MM customers across multiple brands, including Princess, Holland America, Costa, Seabourn, and Windstar, optimizing cross-brand synergies. Integrated Planning: Coordinated with internal stakeholders and agencies to create fully integrated, strategic marketing plans supporting diverse product and segment goals. Market Insights: Developed marketing strategies informed by deep analysis of competitive landscapes, market positions, and gaps, ensuring alignment with business objectives.
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