Established a new role to implement marketing and loyalty best practices and strategic vision across new and existing Citi partners, resulting in over $1 billion in incremental sales.

Recruited by Citi to lead a newly created team, focused on driving reward engagement, account acquisition and existing customer engagement for multi-billion dollar co-brand portfolios. Developed a comprehensive marketing product capabilities roadmap encompassing rewards, acquisition, and lifecycle marketing to drive profitable portfolio growth.

Managed CRM and P&L for Discover's highest spend segment, utilizing modeling and behavioral sciences to create multi-channel marketing campaigns that delivered $5billion incremental sales volume.Designed and implemented the Integrated Customer Experience (ICX) strategy, a digital-first content, contact, and communication strategy that enhanced customer engagement, experience, and marketing effectiveness. Achieved top position for Discover in JD Power's overall customer satisfaction rankings during this period.

Led overall marketing strategy and product innovation for Discover's Cashback Bonus loyalty program, managing a P&L with $1 billion annual investment in rewards.- Gained C Suite approval for an incremental $100 million investment in the reward program to successfully deflect aggressive competitive pressure directly targeting Discover cardmembers.- Increased reward program engagement by 50% through expansion into paid digital, email, and on-site marketing.- Developed new targeting models to enhance profitability by reducing investment in accounts with negative ROI.- Consistently managed reward budget within plan targets, reinvesting favorability targeted growth initiatives.

Gained senior management alignment for complete overhaul of Discover's $300 million annual new account targeting strategy, shifting focus from overall account volume to profit based approach. Transformed new account onboarding, increasing activation rates from 25% to 60% and improving vintage P&Ls.

Partnered with Analytics to develop enhanced targeting models, new offer strategy and targeted communication to deliver $500 million in incremental sales from inactive segments.Leveraged sponsorships with NHL, NBA and MLB franchises to create unique cardmember experiences to drive measurable return on promotional investment.

Led the development of product and marketing strategies to support NFL, NHL and other licensed products, resulting in a 30% expansion of retail channel growth.