Christina Tellez Email & Phone Number

Phoenix, Arizona Area

Phoenix, Az

Direct a variety of marketing functions in complex environment including long-term growth strategies, digital programs, direct response and database analytics for the club’s membership, insurance, travel, financial services and automotive business lines. Provide data-driven insights while managing implementation of strategies that strengthen the member experience and the brand. Strong emphasis on member retention, engagement and acquisition to sustain long-term profitable growth.Results: • Developed and continue to lead the club’s Hispanic Initiative including strategies to strengthen market awareness, increase membership acquisition and improve retention resulting in a 6.9% membership increase over one year. 2015 AMA Spectrum Award for Integrated Multicultural Marketing Campaign in partnership with Mosaic Agency. • Lead retention efforts through the development of models and methodology to analyze risk of flight, vulnerability, impact of automatic renewal, profitability and cadence of integrated marketing campaigns leading to 13% increased membership retention and 10% incremental annual revenue. • Created a segmentation strategy based in part on buying habits, household composition and generation that formed the foundation for new member onboarding and inspirational travel communication programs to further engagement of active members. • Created a diversified acquisition strategy, reducing the reliance on direct mail and lowering the overall cost of acquisition through extended analysis, innovation, and testing of new marketing channels and tactics including print and digital resulting in excess of 8% sales over budget.• Directed a center of excellence for marketing analytics for three other AAA clubs to share member insights, marketing models, segmentation, and reporting while earning 100% satisfaction levels from all clients.

Phoenix, Az

Directed all aspects of Consumer Solution Services including overall management, operation and performance of inbound and outbound call centers for support functions with a high commitment to deliver outstanding customer service across all platforms. Results-driven leader experienced in training, development and strategic planning with oversight of 98 employees. Results: • Developed statistical database with real-time agent-level performance of key indicators and sales metrics which accounted for a 20% increase in subscribers saved.• Successfully implemented variable pricing model in 2014 that resulted in 22% increase in consumer revenue.• Served as internal consultant in analyzing existing operations and implementing strategies, processes and technologies to improve productivity and efficiency. Implemented the online chat feature on azcentral.com, a revenue-generating program for seasoned subscribers, and new automatic call-back functionally via an interactive voice response system.• Acted as cross-departmental project manager and liaison between information technology, human resources, advertising, print production and newsroom on major initiatives including the relocation of the call center, website redesigns, billing redesign and brand initiatives.

Phoenix, Arizona Area

Managed multi-state sales, retention and engagement operation and launched industry-changing business model with expanded revenue streams for Gannett’s Western Region. Results: • Launched new Full Access subscription model which included a stand-a-lone digital subscription for non-traditional print readers.• Led the team that developed a new web-based portal for vendors to input point-of-sale transactions resulting in 9% cost efficiencies through manual data entry in addition to quicker delivery service for subscribers.• Provided knowledge and insights for the market and readership base through data mining, segmentation, profiling and statistical modeling to increase sales, retention and engagement.• Collaborated in building new revenue generating products targeted toward unengaged segments, which resulted in launch of Deal Chicken across large scale Gannett markets. .

Phoenix

Managed and maintained the coding, database integrity, and reporting for sales and marketing within the CRM system. Results: • Conceptualized, developed and executed new demographic marketing database to cultivate relations with current, former and prospective subscribers.• Collaborated with the IT staff to plan, test, debug and apply changes that improved system utilization.• Managed outbound calling software while applying extract, transfer and load (ETL) with strong focus on historical transactional data.

Phoenix

Expanded system processes and functionality to serve new requirements and improve existing work flow. Provided staff and end users with assistance in solving software related problems while being on call 24 hours a day.

Phoenix

Coded, designed, tested, produced, set-up and automated programs for scheduled or ad hoc reports to support business objectives.