CRM & Lifecycle Marketing Leader

Owned CRM strategy and roadmap for activation, retention, and reengagement across email, SMS, web, and direct mail. Managed a $25M budget across nine business lines and led a team of ten.

Built more than 20 behavioral and segmented programs, including programs targeting lapsing and churned customers. These initiatives generated $3M in incremental revenue, increased retention by 15%, and improved 30-day activation by 15%.

Created a campaign scorecard and KPI framework for the portfolio. Ran A/B tests, holdouts, and incrementality analysis, partnered with Product, Engineering, Analytics, and Creative, and communicated results to senior leadership.

Led member onboarding, retention, and win-back initiatives across email and direct mail. Improved retention by 15% through audience segmentation and personalized offers.

Built a cross-channel measurement framework from scratch by combining member behavior data with campaign results to identify and address key drop-off points.

Managed end-to-end program execution and coordinated a distributed set of stakeholders without direct authority in a nonprofit marketing environment.

Owned CRM strategy and hands-on campaign execution across nine lines of business in a highly regulated environment. Reduced acquisition costs by 10% through segmentation and journey orchestration.

Ran A/B tests across audiences, offers, creative, and messaging. Used ROI and incrementality analysis to determine which programs to scale and which to discontinue.

Directed activation, retention, and reactivation campaigns for an 80M+ member loyalty program, including win-back offers for lapsed members.

Built testing plans across audiences, creative, and offers to improve segmentation and inform platform roadmap decisions.