ConstellationSenior Marketing Communications Strategist
Jan. 2013 - Dec. 2015Houston, Texas AreaI enjoyed getting back to my consumer marketing roots, and focused on customer retention marketing. This retail energy experience was rich with opportunities to develop new strategic approaches to the general residential consumers considering their electricity and natural gas supply needs. In 2015, I created more than $808,000 annual savings by overhauling how we approached new customers by rebuilding communications content, format and delivery across the customer lifecycle, from point of sale through renewal. The project included rethinking the way Constellation talked to and interacted with our new residential customers, how we presented our brand story, and how frequently we reached out to our customers with new added-value opportunities. It also required collaboration with many departments to complete the operational integration. While with Constellation, my achievements included:
• Increasing Constellation's residential customer retention rate 7% • Expanding the referrals and loyalty program participation
• Yielding a double-digit score increase in JD Powers’ communications survey
• Improving brand recognition in multiple markets after tailoring customer lifecycle messaging and frequency (from onboarding through renewal).
• Meeting rigorous regulatory requirements, seasonal challenges and diverse market dynamics across channels, primarily email, direct mail and social media. • Analyzing and adapting strategies to optimize results, efficiencies and effectiveness. • Collaborating with channel partners, cross-functional teams and leadership for seamless execution and optimal customer experiences.