Alison Masilak Email & Phone Number

Drove performance of the renewal business, contributing to over $1.2B of annual revenue.Set annual goals and collaborated cross-functionally on plans for hitting retention, revenue, pricing and EBITDA targets.Led a company-wide strategic initiative to integrate legacy home warranty business into the Frontdoor mobile application and on-demand service framework.Introduced new product lifecycle management processes and playbooks.Directed an initiative in collaboration with legal and operations teams to enhance clarity of the home warranty contract, ensuring a more consistent experience for both customers and frontline agents.Managed and mentored a remote team of four professionals, emphasizing career growth and fostering diversity and inclusion initiatives.

Led product development of customer-facing self-service applications and custom applications used by front-line agents including renewal purchase funnel and claim creation and management.Developed self-service strategy, creating a roadmap for automating low-value, transactional touches and leveraging technology and process improvement to drive down manual touches for more complex interactions.Orchestrated the transition from a legacy IVR system to Amazon Connect, improving self-service containment rate of automated phone system from less than 10% to 20% within one year.Established comprehensive frameworks for measuring and reporting on self-service adoption metrics to executive stakeholders, leveraging Snowflake, Looker, and PowerBI.Led Customer Journey pods through CMS and payment platform transitions.

Greater Memphis Area

Managed self-service applications, including renewal purchase funnel, claim entry and management, payments and identity management, for a customer base exceeding 2 million.Partnered with operations on process improvement and digital transformation efforts.Through CRO and lifecycle marketing efforts, increased customer use of self-service, achieving a 131% increase in online home warranty renewals and a 47% shift to web-based claims.Launched member portal for Terminix pest control, including development of go-to-market plan.

Developed multi-channel digital acquisition strategies for individual health plans and Medicare DTC campaigns; executed A/B tests to enhance conversion rates.Collaborated with national and regional health insurance clients including Humana, Independence Blue Cross, Blue Cross Blue Shield of Michigan, Moda Health.

Created interaction design strategies across varied industries, delivering solutions aligned with client objectives.Led UX initiatives for FedEx, focused on optimizing global returns processes and enhancing international customer experiences.

Directed email optimization efforts that drove over 150% uplift to click-through rates.Conducted SEO audits on client web properties and created recommendations for improving organic search.Analyzed digital campaign performance and provided strategic recommendations for a wide variety of national and local clients, including FedEx, Kraft Food Ingredients, and Valent U.S.A.

Managed execution of multi-channel DTC initiative for Smith & Nephew knee replacements.

Led major website redesign initiative and created university's first email and social media marketing campaigns.Established standards for cross-functional engagement among marketing, IT, and other functional areas.