Expert Details
Direct, Social and Mobile Marketing; Loyalty; CRM; Customer Engagement
ID: 731858
New York, USA
Expert is a visionary marketing leader with a proven track record of driving multi-million dollar growth for world-class brands at Fortune 500 companies in the hospitality and financial services sectors. Expertise in strategic positioning, increasing loyalty and profitability by building lifestyle brands, creating unique benefits derived from consumer insights and market gaps, and optimizing lifecycle marketing and engagement. Frequent speaker at loyalty, hospitality and credit card forums.
Expert's core competencies include the following: Strategy and Brand Positioning, Loyalty & Customer Profitability, Hotel and Credit Card Marketing, Business Development, Modeling, Segmentation, & CRM, Customer Experience Mapping, Use of Big Data to Drive ROI, Digital, Social and Mobile, Partner/Sponsorship Development, Ancillary Revenue Maximization, Frequent Speaker on Loyalty.
Fortune 500 Fee Based Membership Club Provider
• Conducted customer lifetime value analysis and mapped customer lifecycle for 4 fee-based member programs. Designed 5 year business development strategy and created engagement strategies and promotions to reduce year one attrition. Ogilvy/OgilvyOne: Collaborated with strategy team to
• Design segmentation and emotionally engaging strategies/tier benefits for hotel client’s loyalty program.
• Develop multi-channel summer 2015 promotion for hotel client and soft drink partner to acquire new members, increase member stays and boost partner’s beverage consumption in hotels.Reader’s Digest Association (Reader’s Digest and six enthusiast magazines):
• Led strategy, proposal, evaluation and contract negotiations for new credit card to drive ancillary revenue and create everyday engagement with magazines through card usage.
• Developed private label travel partnerships to capitalize on readers’ passion for travel and drive revenue.
• Developed strategy and designed monthly fee-based membership program for Taste of Home magazine.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1983 | Degree: MBA | Subject: International Marketing | Institution: Thinderbird School of Global Management |
| Year: 1979 | Degree: BA | Subject: Psychology | Institution: Purdue University |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2013 to Present | Employer: Undisclosed | Title: Consultant | Department: |
Responsibilities:Expert develops competitively-differentiated loyalty programs, customer engagement and performance measurement/ROI optimization for early-stage companies and an office products manufacturer. She also provides pro bono consulting to nonprofits through Taproot Foundation. |
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| Years | Employer | Title | Department |
| Years: 2009 to 2013 | Employer: Wyndham Hotel Group | Title: Senior VP | Department: Global Loyalty and Partnerships |
Responsibilities:Expert re-imagined Wyndham Rewards, largest hotel loyalty program (14 brands/7,000+ hotels) into ROI-driven, customer-focused program that catapulted revenue to Wyndham and franchisees. She designed a 5-year plan to double acquisitions and member revenue. She led direct mail, digital marketing, social, mobile, PR, operations, data/analytics, operations and member care team of 150. |
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| Years | Employer | Title | Department |
| Years: 2009 to 2009 | Employer: JPMorgan Chase | Title: SVP/General Manager, AARP Credit Card Portfolio | Department: |
Responsibilities:Expert led the transformation of financially challenged $1B+ card portfolio/P&L in harsh economic and regulatory environment. She developed new products, repositioned existing cards, designed new acquisition and growth strategies. She managed a cross- organizational team of risk, finance, marketing, acquisitions, data analytics and customer service to achieve profitability. She served as a subject matter expert on deal team that won pitch for the first co-brand card for Hyatt Hotels. |
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| Years | Employer | Title | Department |
| Years: 2007 to 2008 | Employer: Starwood Hotels and Resorts Worldwide | Title: VP (second-level) | Department: Global Brand Leader, Aloft and Element Hotels |
Responsibilities:She created positioning and marketing for the global launch of two brands, making Aloft and Element the fastest growing hotel chains. |
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| Years | Employer | Title | Department |
| Years: 2002 to 2007 | Employer: Starwood Hotels and Resorts Worldwide | Title: VP (second-level) | Department: Global Loyalty |
Responsibilities:Expert was hired to lead strategy and marketing for award-winning SPG loyalty program. She was promoted to an expanded role managing marketing, operations, customer service, training, business development and the SPG American Express co-brand card. |
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| Years | Employer | Title | Department |
| Years: 1998 to 2002 | Employer: GE Capital | Title: VP | Department: Marketing and Organizational Communications |
Responsibilities:Expert created positioning for start-up investment banking division. She built marketing strategy, advertising, collateral and PR. She developed sites matching investor profiles with syndication deals, automating $36MM of business. She was cited as Best in Class by CEO. |
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| Years | Employer | Title | Department |
| Years: 1995 to 1998 | Employer: Citibank | Title: VP | Department: Advertising and PR |
Responsibilities:She created a shift in Citibank’s advertising from broad approach to strategies using customer segmentation and psychographics in the face of encroaching competition from no-fee commodity cards. She established unique positionings and benefit propositions for eight card products and deployed $75MM in advertising, PR and direct marketing to build awareness and purchase intent. |
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| Years | Employer | Title | Department |
| Years: 1990 to 1995 | Employer: Citibank | Title: Manager and Assistant VP | Department: Citi Dollar$ Loyalty Program |
Responsibilities:Expert conceived and developed partnerships and launched new redemption options for Citibank cards’ loyalty program to increase engagement. She created the first magazine redemption program offered by any loyalty program, generating $10MM in 2nd year. |
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International Experience
| Years | Country / Region | Summary |
|---|---|---|
| Years: 1980 to 1982 | Country / Region: Tokyo, Japan | Summary: Led cross-cultural communications programs for Japanese Foreign Ministry officials |
Career Accomplishments
| Professional Appointments |
|---|
| CMO Council: Board of Advisors National Advertising Review Board (NARB): Panel Member, Loyalty 360: Board of Advisors Wharton Graduate Business School: Guest Lecturer on Loyalty, EFFIE Awards: Judge Ad Age: Selected one of “Four to Follow in Loyalty Marketing” |
| Publications and Patents Summary |
|---|
| Expert has 12 publications |
Fields of Expertise
consumer marketing, loyalty marketing, market, marketing, marketing strategy, mobile marketing, business development, business operations, customer management system, customer relationship management, customer service development, market development, hotel marketing, advertising, business strategy, competitive intelligence, consumer demographics, cross marketing, direct mail, franchise marketing, international marketing, market positioning, market research, market segmentation, marketing brand management, marketing communications, marketing database, marketing mix, mass customization, motel marketing, promotion, consumer product marketing