Lifecycle, CRM & Loyalty Marketing Programs

I’ve focussed on customer-centric, goal-oriented CRM, lifecycle, and loyalty programs for the majority of my extensive marketing career. From teaching consumer journey touchpoint basics with Visa’s financial institutions, to putting best practices to work for technology clients like HP and Microsoft, I’ve produced award-winning results.

Visa

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Lifecycle Marketing Catalogs

I managed planning, creative development, and production of five Visa lifecycle marketing catalogs — both business and consumer card products — featuring strategy and planning tools, sample marketing materials, and partner offers to support each tactic aligning with the phases of the customer journey by chapter.

  • Acquisition

  • Activation

  • Usage

  • Loyalty

  • Retention

  • Attrition

With the catalog success, I facilitated the migration from paper-based catalogs to digital versions with a transition to CD-based editions and finally online at Visa Online, their fulfillment website.

HP

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“Basic Rewards” Loyalty Program

Basic Rewards is a global rewards program for purchasing genuine HP ink cartridges with over 1 million unique visitors per month. Consulting with HP partners and internal agency experts, I managed a three-phased rollout to increase HP loyalty.

  • Shifted from a product-centric to a user-centric program

  • Built an admin tool for easy content, reward, and offer updates

  • Integrated with HP developers to achieve a single sign-on (SSO) experience 

Microsoft Office

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CRM Strategy & Program Development

Following a successful office.com site redesign focussing on lead generation (see Design Strategy), I led the strategic roadmap development to build and launch lifecycle marketing, lead nurture, and acquisition programs for Office 365 prospects.

  • Developed templates for emails and landing pages

  • Launched with two tracks and an integrated online advertising campaign targeting:

    • Small Businesses (SMB)

    • Enterprise customers

  • Ongoing testing and optimization of assets

Liberty Mutual

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Targeted Community Building

I led the evolution of three key Liberty Mutual outreach programs. The virtual homes for these programs featured multiple signature programs to drive traffic and consumer engagement with the national brand while building local communities.

  • Achieved 475% user community growth for Responsible Sports, a youth sports program, through development and implementation of an integrated loyalty marketing campaign

  • Program featured rich content developed in partnership with national youth sports organizations including videos, articles, tips and tricks to support a common goal of responsible sport coaching and parenting

  • Guided overall Liberty Mutual email marketing strategy, implementation, and reporting

  • Won the ExactTarget (now Salesforce Marketing Cloud) “Subscribers Rule Award” for Best B2C Email Campaign

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User Experience