SUMMARY

• 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

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 

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

transcon Trial Campaign

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

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

CADILLAC newsletteR - engage

WELCOME PROGRAM 2.0 AND on-boarding ownER APPS

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

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.

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