SUMMARY

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  • Delivers business successes today - and Reinvents the customer experience for tomorrow
  • Proven multifaceted leader who delivers on promises of an integrated omni-channel customer journey - and delivers on consumer needs throughout the entire customer journey
  • Change agent in driving cultural change 
 

CHANGE AGENT IN STRATEGY AND CULTURE

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DRIVING CULTURAL CHANGE - REDEFINING Cadillac CRM

Championing cultural change through a "consumer-first" revolution - a mindset change that being shared throughout the organizational and is fully supported by leadership

launched new Coach Full Price Cadence TO DRIVE BRAND UPLIFT

Redefined Coach's retail store (non-outlet) promotional strategy to support brand elevation, by reducing the promotional frequency, targeting consumer more effectively, enhancing clienteling efforts, and tailoring offerings across segments.  Results had shown a positive effect on spend, retention, and brand perception

 

ACQUIRE 

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CADILLAC newsletter - acquire

Launched new brand and interest based newsletter strategy.  In it's first 9-months the program has captured amost 100K upper-funnel "brand-raiser" leads organically, with 75% being new-to-database

In 2019 - we will significantly increase digital media investment to drive more brand-raiser leads

 

Cadillac x Robb Vices curated subscription box 

Built brand awareness and consideration among the next generation of Cadillac owners who are younger and more affluent

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Created a curated experience supporting the launch of Cadillac House consisting of each of the the core elements Cadillac House

transcon Trial Campaign

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Campaign became Delta's most successful campaign due to consumer insight - and iterative optimization. Comprehensive profiling led to 7 targeting hypotheses that were tested.  Campaign responders were then profiled again to build our 2nd campaign.  The campaign resulted in an 800%+ ROI  and post-campaign repeat rate of 50%

Cadillac magazine + app

Associate Publisher of the "award-winning" Cadillac Magazine

2017 Pearl Awards

  • Best Mobile/Tablet
    • Cadillac Magazine Digital Editions (Gold) 
  • Best Long Form Writing 
    • Cadillac Magazine: Vol. 4, Issue 1, "Starry, Starry Night" (Gold)
  • Best Print Magazine (Design) B2C
    • Cadillac Magazine: vol. 3, issue 2 (Silver)
  • Automotive
    • Cadillac Magazine Content Program (Silver)
  • Best Illustration/Infographic
    • Cadillac Magazine Vol. 4, Issue 1 (Bronze)
  • Best Photography 
    • Cadillac Magazine: vol. 4, issue 1 "Island Time" (Bronze)
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LONG-TAIL/consideration-building CONQUESTING

  • In late 2018, launched a integrated and omni-channel 18-month targeted acquisition program (through direct mail and addressable media/OLA) that builds consideration over time with our conquest audiences - introducing consumers to the brand, getting them excited for future of Cadillac, and eventually guiding them down-funnel towards vehicle purchase.  Strategy was developed based on qualitative and quantitative research, customer journey mapping, and consumer response data

WHAT's next

  • Enhanced media strategy/capabilities to more effectively drive trial with addressable media
    • Integrate 1st and 3rd party data
    • Leverage response data to build look-alike models for more efficient media buying
    • Improve media measurement by implementing control groups to prove out actual ROI
    • Deliver sequential and dynamic OLA messaging journeys that are based on what we know about each consumer AND evolve the journey based on consumer engagement with content   
 

ENGAGE AND STIMULATE

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CADILLAC newsletteR - engage

Along with the impressive increase in "brand-raiser" leads, the program has improved open and click-through rates by 75%+.  Open rate is now over 50%

 

CADILLAC COLLECTIVE

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Launched an exclusive online community for owners and enthusiasts.  Over 50% of community members are active with each survey, forum, ask-me-anything, or event that we host

Due to recent successes, the community is planned to continue to expand its engagement and research activities

WELCOME PROGRAM 2.0 AND on-boarding ownER APPS

Entirely revamped Welcome Program to address key early lifecycle pain points identified with JD Power studies

Also, introduced onboarding owner apps for Escalade, XT5, and CT6.  The apps acquaint consumers with all the intricate details of their vehicle, guiding them through systems, seamlessly integrating their smart devices, personalizing their driver settings, and much more

Phase II will incorporate "gamification" to add more fun into the on-boarding process

 
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WHAT's next 

  • Cadillac "Unlocked" - A Behind-the-Scenes Content Series (In-Progress)
  • Preference Center (content/channel/frequency) + Customer Profile (In-Progress)
  • Social CRM & Journey Management
  • Enhanced Mid-lifecycle Engagement Program with Brant Partnerships and Experiential
 

RETAIN

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BUILDING ADVOCACY WITH 1ST-TIME CADILLAC OWNERS

Leading an operational excellence project to improve retention with first-time Cadillac owners.  Project begins in 2019 with a pilot in NY and in LA, focusing on building stronger emotional connections with these owners by enhancing their brand, service, and marketing experiences

gm's first LOYALTY PROGRAM

Developed GM's first-ever loyalty program.  Early results indicate massive success in high enrollment rate, incremental sales, and incremental service and accessories revenue.

Currently, leading a follow-up effort to enhance the program into a true "luxury-leading" experience - one that its befitting of a luxury brand and one that offers unmatched customer experiences - to drive brand advocacy

TAILORED RETAIL

In Q4 of 2018, launching a returning lessee retention curriculum that is entirely tailored to each consumer - through email, direct mail , PURLs, and addressable OLA.  The program delivers a consumer-led journey based on selected vehicles of interest, consumer browse engagement, and consumer modeled/predicted vehicles of interest.  

Taking this one step further, in 2019, I will be developing an entire addressable media strategy supporting all targeted CRM Programs

DEALER CRM 

Leading operational excellence project to improve retention by improving the dealer experience - through improved associate training, new clienteling tools, and substantial enhancements to the dealer relationship management processes