Anna Lorch

Anna Lorch Email and Phone Number

SVP | Digital | Brand | Loyalty | Marketing | CX (Marriott, WaPo, Intel, AARP) @ Endpoints News
Anna Lorch's Location
Washington, District of Columbia, United States, United States
Anna Lorch's Contact Details
About Anna Lorch

Strategy, Marketing, and Loyalty executive with a track record of delivering innovative strategies and businesses, new products/benefits, and integrated marketing campaigns with complex customer experience, marketing, and financial components. Experience across B2C, DTC, and multi-unit franchisees industries. Global perspective with hands-on experience abroad. Proven capability to lead high-performance teams globally. Equally creative and analytical; translates complex information into actionable insights and strategies. Data and insights-driven strategist and marketer across omnichannel platforms, digital products, and in-person experiences. Industries: Travel, Hospitality, Tech, Financial Services, Media, Innovation, and Consulting. Adjunct faculty at Georgetown University for graduate courses in Design Thinking, Brand, Marketing, and Loyalty. SELECTED ACCOMPLISHMENTS• Transformed outdated credit counseling experience to digital-first experience including a new technology platform. Crafted a new brand positioning and identity. Revamped the marketing stack to increase leads and reduce CPAS. • Directed vision, strategy, and execution for AARP’s new loyalty program to attract Gen X audiences, drive engagement, and enable new partner revenue streams. • Developed strategies for the brand positioning, customer experience, operational performance, and marketing performance for Marriott, Westin, Sheraton, Renaissance, Le Meridien, Autograph Collection, Tribute, Design Hotels, and Delta.• Spearheaded the Reinvention of Marriott Rewards for the Millennial Guest. Launched 8 new loyalty products in the first 2-years.• Created the luxury loyalty program, The Ritz-Carlton Rewards, reducing cost to build and increasing speed to market by leveraging existing infrastructure. Awarded CIO Magazine’s Project Innovation Award. • Increased incremental revenues for Marriott from $150M to $275M in less than 5 years for promotional, lifecycle, segment/audience, and acquisition campaigns.• Developed a 3-year growth strategy for loyalty in Asia; increased membership by 85% in 1-year. Lived in Hong Kong.• Developed partnership strategies to drive preference, acquisition, and retention including cross-brand marketing, events, and cross-benefit programs.

Anna Lorch's Current Company Details
Endpoints News

Endpoints News

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SVP | Digital | Brand | Loyalty | Marketing | CX (Marriott, WaPo, Intel, AARP)
Anna Lorch Work Experience Details
  • Endpoints News
    Svp, Growth Strategy & Marketing
    Endpoints News Apr 2024 - Present
    Lawrence, Ks, Us
    Lead revenue and subscriber growth strategy, product strategy, marketing across all revenue teams, audience development, client success and customer care functions, and events and webinars. Owns the end-to-end customer and client experience. Responsible for audience and subscriber growth, increasing share of voice and awareness of Endpoints within the industry, deepening engagement with our community of readers and clients, and developing new products and revenue lines.
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  • The Washington Post
    Global Head Of Subscription Strategy & Product Marketing
    The Washington Post 2022 - 2024
    Washington, Dc, Us
    Leading strategy for subscriber growth, consumer value proposition, messaging and positioning, customer journeys, go-to-market (GTM) strategies, and new product development across US, International, and Next Generation (under 45) markets.- Formulated a Subscription Tier product strategy that introduced freemium products, subscriber-only content and benefits, and evolved premium tier. - Introduced new “light” subscription product targeting less engaged audiences while securing reoccurring revenue. Concepted the idea, created the business case and financial analysis, led market and user research, designed the test plan, and developed go-to-market strategy. Gained buy-in from CEO and CFO.- Developed an international turnaround strategy based on individual market TAMs and tiered market approach. - Revamped global promotions and go-to-market strategy, internal processes, agency relationships, and omni-channel approach which drove a substantial incremental increase in customer acquisition and revenues while lowering CPAs.- Crafted the company’s first customer value proposition based on a new segmentation. Translated it into new marketing messages, ways of working across company, and product strategy.
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  • Georgetown University
    Adjunct Faculty - Marketing, Loyalty, Brand, And Design Thinking
    Georgetown University 2016 - 2023
    Washington, Dc, Us
    I design and teach graduate-level courses at Georgetown University in Loyalty Management & Strategy, Design Thinking & Strategy, Brand Management, and Marketing.
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  • National Foundation For Credit Counseling
    Senior Vice President, Marketing & Digital Strategy
    National Foundation For Credit Counseling 2020 - 2022
    Washington, District Of Columbia, Us
    Generated 50% of organization’s earned revenue. Built marketing function from ground-up including direct-to-consumer marketing and lead generation to connect consumers struggling with debt with non-profit counselors. Reported to CEO.- Crafted new brand positioning and identity; rolled it out across platforms and assets. Repositioned the foundation from a traditional non-profit to a digital-first FinTech to resonate with consumers, creditors/lenders, and legislators. - Transformed outdated credit counseling experience to digital-first experience, re-platformed the website, and migrated home-built systems to SaaS system (Twilio). - Created an integrated marketing, paid media, and content strategy to drive lead generation across paid, organic, and owned channels. Developed new SMS/email strategy. Increased leads by 20% while decreasing CPAs by 40%.
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  • Aarp
    Vice President, Digital Strategy And Membership, Loyalty Marketing
    Aarp 2018 - 2019
    Washington, Dc, Us
    Directed vision, strategy, and execution for AARP’s new loyalty program to attract Gen X and Millennial audiences, drive engagement, and enable new partner revenue streams. Integrated brand strategy, marketing, and product management to create the roadmap for new digital products. Led a portfolio of product teams. Managed $15M P&L. - Grew to 3M activated participants; 1M subscribed to newsletter (largest subscriber base); cited as #1 feature.- Created the branding, value proposition, and business model for a new loyalty program, including the go-to-market strategy, member benefit structure, and content/editorial approach. Brought previously outsourced functions in-house (email and customer care).- Led the sunset of the existing program, including negotiating the current vendor exit, developing strategy to minimize consumer abandonment, and preparing the enterprise for market reaction.- Crafted consumer content, messaging, and editorial to drive participant engagement.
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  • Marriott International
    Senior Director, Customer Experience (Cx) + Innovation - Global Brand Management And Marketing
    Marriott International 2017 - 2018
    Bethesda, Md, Us
    Led Customer Experience (CX) advisory services, harnessing consumer segmentation, market research, and data analytics to create differentiated brand, marketing, and operational strategies across Marriott’s premium brands. Brands: Marriott, Westin, Sheraton, Renaissance, Le Meridien, Autograph Collection, Tribute, Design Hotels, and Delta. Scope of work included the customer experience design, consumer strategy, and success metrics for:- segmentation- brand positioning and messaging- marketing performance (creative development, copy/creative testing, media mix and optimization, and ad tracking)- guest experience including new product and service offerings- new business models and brandsKey Accomplishments* Led consumer insights research and analytics for Sheraton Transformation to inform the new guest target profile, brand positioning, and operations revitalization.* Influenced product/service offerings to enhance Westin as a “wellness” brand. Crafted well-being consumer insights to direct brand evolution, product development, operations priorities, property design, and advertising.* Refined brand positioning for Renaissance and Le Meridien to enhance the distinctiveness of sister brands.* Recommended improvements across brands based on annual brand health study, guest satisfaction studies, sentiment analysis, and operational KPIs, as well as through global, regional, and competitive lenses. * Tested and analyzed advertising strategy and campaign performance to adapt to global markets, improve performance, and measure ROI.
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  • Marriott International
    Sr Director, Loyalty Strategy & Crm - Marriott Rewards & The Ritz-Carlton Rewards (Marriott Bonvoy)
    Marriott International 2006 - 2017
    Bethesda, Md, Us
    Drove the vision and brand positioning for Marriott Rewards and The Ritz-Carlton Rewards to secure consumer and owner first-choice preference while balancing consumer needs, financial models, and technical feasibility. Drove integration of new brands (M&A). Adapted program to meet emerging market needs. Led 16-person team across 5 continents. Managed financial infrastructure (P&L). Won “Best in Class Teamwork” award twice. LOYALTY/REWARDS PROGRAMS: STRATEGY & BRAND MANAGEMENT• Spearheaded the reinvention of Marriott Rewards to attract Millennials and shift internal mindsets.• Created an award-winning luxury loyalty program, The Ritz-Carlton Rewards, reducing cost to build and increasing speed to market by leveraging existing infrastructure. Awarded CIO Magazine’s Project Innovation Award 2010. • Introduced transformative “No Blackout Dates” change to increase customer satisfaction, deliver higher revenues to hotels, and protect the enterprise from competitor changes.GLOBAL MARKETING & OPERATIONS• Built growth acceleration strategy for Asia during one-year expat appointment to Hong Kong. Increased Chinese membership by 85% and guest satisfaction by 5pts in 1 year.• Directed global promotions, lifecycle marketing, and CRM campaigns across owned, earned, and paid channels. Boosted incremental revenue from $150M to $275M increasing acquisition, spend, and retention. • Created and led a global team responsible for continent-specific multi-year plans to grow membership, drive revenues to hotels, and deliver localized experiences. Grew ex-US membership by 90% in 5 years. PROGRAM OPERATIONS & FINANCIAL MANAGEMENT• Led integration and launch of 9 new brands (M&A) across technology, operations, and marketing. • Managed and developed global policies for program liability, reimbursements, hotel categories, and fraud/audit.Promoted from Director to Senior Director in 2010. Special one-year ex-pat assignment to Hong Kong from 2011-2012.
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  • Marriott International
    Director, Global Development Marketing And Communications
    Marriott International 2002 - 2006
    Bethesda, Md, Us
    Strengthened Marriott’s brand presence in the franchise/owner community by introducing customized branding tailored to owner and franchisee entities across offline and online channels, sales collateral, and event marketing.• Directed Owner and Franchisee intranet and email communication channels. • Supported 9 EVPs crafting speeches for investor relations, analyst meetings, and conferences. Promoted from Manager to Sr. Manager in 2003. Promoted to Director in 2005.
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  • Tricerat
    Marketing Director
    Tricerat 2001 - 2002
    Baltimore, Maryland, Us
    Pioneered the company’s first marketing department. Managed all aspects of marketing and communications. Created the company's first reseller network, email campaign tools, lead generation program, and brand identity.
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  • Pwc'S Digital Services
    Summer Associate - Mba
    Pwc'S Digital Services May 2001 - Aug 2001
    Hallandale Beach, Florida, Us
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  • Intel Corporation
    Strategic Planning And Marketing Manager
    Intel Corporation 2000 - 2001
    Santa Clara, California, Us
    Part-time consultant while pursuing MBA full-time.
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  • Intel
    Sr. User Experience Designer/Engineer (Ux)
    Intel 1997 - 1999
    Santa Clara, California, Us
    • Played a key role in securing PC Magazine’s Best of 1998 product award. • Managed development of product features through concept, testing, pilot, and implementation.• Researched customer needs through ethnographic research, heuristic models, and usability tests. Translated results into product requirements, new product features, and market segmentations.• Designed web-based software interfaces.• Promoted to Senior Usability Engineer in 1998.
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Anna Lorch Skills

Marketing Strategy Marketing Marketing Communications Strategic Planning Market Research Program Management Direct Marketing Customer Insight Strategy Project Management Advertising Social Media Marketing Strategy Development And Execution Relationship Marketing Cross Functional Team Leadership Positioning Partnerships Promotions Contract Negotiation E Commerce Brand Strategy And Positioning Internal And External Communications Complex Project Management Promotions And Direct Marketing Partnerships And Contract Negotiations Organizational Design Brand Architecture Customer Relationship Marketing Management Global Marketing Strategy Owner And Franchise Relations Design Thinking Negotiation Brand Management Customer Experience Loyalty Programs Loyalty Marketing Experience Design Digital Marketing Customer Retention Customer Relationship Management Strategic Partnerships Branding And Identity Digital Strategy Customer Loyalty Management Analytics Multi Channel Marketing

Anna Lorch Education Details

  • Carnegie Mellon University
    Carnegie Mellon University
    And Scientific Writing
  • Vanderbilt University - Owen Graduate School Of Management
    Vanderbilt University - Owen Graduate School Of Management
    Mba

Frequently Asked Questions about Anna Lorch

What company does Anna Lorch work for?

Anna Lorch works for Endpoints News

What is Anna Lorch's role at the current company?

Anna Lorch's current role is SVP | Digital | Brand | Loyalty | Marketing | CX (Marriott, WaPo, Intel, AARP).

What is Anna Lorch's email address?

Anna Lorch's email address is lo****@****own.edu

What is Anna Lorch's direct phone number?

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What schools did Anna Lorch attend?

Anna Lorch attended Carnegie Mellon University, Vanderbilt University - Owen Graduate School Of Management.

What skills is Anna Lorch known for?

Anna Lorch has skills like Marketing Strategy, Marketing, Marketing Communications, Strategic Planning, Market Research, Program Management, Direct Marketing, Customer Insight, Strategy, Project Management, Advertising, Social Media Marketing.

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