Eileen C. Kellgren Email & Phone Number

Charlotte, Nc, Us

Charlotte, North Carolina, United States

Implement early-month-on-book and engagement strategies to drive incremental profitable spend for retail card partners.

Charlotte, North Carolina Area

Responsible for strategy development and execution of lifecycle marketing initiatives driving brand awareness, card engagement and world sales while reducing attrition across the Gap Inc. portfolio of brands.Deliver on over $8B in world sales for Gap, Inc. co-brand portfolio, on target in-year 2020. Partner with client Loyalty & Payments lifecycle team to maximize credit card portfolio performance to optimize the customer journey and experience.Develop and implement lifecycle strategies including; activation, early month on book, proactive retention to drive long-term spend and strong cardholder engagement.Successfully deliver multiple agile marketing solutions directed to support overall 2020 marketing plan.Provide new product solutions by delivering against Covid ‘pivot’ strategy.Mentor and coach teammates cross-functionally across marketing and partner support teams.

Charlotte, North Carolina Area

Develop and manage Lifecycle marketing strategies for Belk Retail Private Label credit card. Efforts include early-month-on-book, loyalty and retention campaigns with an emphasis on balance building and sustaining active customer base. Exceeding goal-to-date by 14%. Design and execute acquisition marketing campaigns to non-cardholders utilizing targeting and segmentation models to maximize response and profit. Realize 19% lift in response rate and 35% lift in spend per active account. Manage client relationship, execute marketing plan, present campaign plans and results in monthly business reviews tracking goals to plan; new accounts, total sales, net credit sales.

Charlotte, North Carolina Area

Vice President, Core Direct MailManaged the strategy development and execution of monthly DM campaign to Core customers with an emphasis on driving a 20% lift in sustainable net response rates. Partnered with various lines of business to analyze, execute and measure profitable campaigns. Leveraged best practices across channels to leverage learnings adding incremental value. Delivered initiatives on time and within budget. Vice President, Proactive Retention & Customer SatisfactionCommunicated across partners of Consumer Card LOB to determine root cause of card attrition in an effort to develop and implement effective countermeasures.Drove campaign from inception to completion, including developing a detailed business case, financial forecasts, results projections and ROI analysis on marketing activities.Realized 13% increase in customer satisfaction in-year & sustainable lift in RR of 11%.Vice President, Debit Card Marketing, Activation & UsageResponsible for creating DM and Internet campaigns designed to drive incremental signature-based purchase volume over check, POS or alt. payment methods for leading DDA institution. Created e-Strategy to develop an alternate marketing channel to Direct Mail ensuring sustainable debit card growth of 30%, penetration rate of 80% & off-line activation rate of 60%. Managed budget of $15MM.

Phoenix, Arizona Area

Director, E-Commerce Partnership Group - Consumer & Small BusinessEvaluated current and prospective Internet partnerships as acquisition and retention channels. Devised $2MM online media plan with the objective of capturing e-addresses, cross-selling in and out-of-region products, and leveraging partner e-databases to develop and grow Qwest’s eCommerce efforts.

Phoenix, Arizona Area

Assistant Vice President, Business Card Partnership Responsible for crafting and managing Partnership acquisition strategies for First USA’s Business Card credit card division. Partnership segment includes Co-Brand, Affinity and FI Groups. Portfolio totals 400,000 accounts and 1 billion dollars in outstandings. Assistant Vice President, Partnership Marketing – Student MarketingDeveloped Lifecycle strategy to market University students to exceed forecast by 20%. Actively monitored PVs and account profitability revising P&L criteria periodically to ensure that the student portfolio sustained profitability 15% year over year. Developed “graduation” strategy to trade student accounts over to Platinum Alumni or Professional accounts after graduation, yielding a 30% increase in utilization. Senior Product Manager, Affinity Marketing – University SegmentDeveloped and implemented strategy for the University segment (160 + groups). Analyzed target populations and introduce 2 new creatives per quarter, maintaining NRRs, achieving cost reductions of 10%. Effectively managed DM campaigns within budget (.14 cpp), & implemented optimal sequencing strategy plan monthly to ensure highest possible response rates.

Stamford, Ct

Product Manager, Professional DivisionProfessional brands included 17-product RUSK specialty line and 32-product Jheri Redding line in addition to Revlon, Vidal Sassoon, Grand Champion, Riva, and Avanti styling appliance lines. Successfully launched new Babyliss and Revlon appliance lines Q1 and Q2 1995.Responsible for managing $2m annually, allocating funds to line extensions of existing brands, new launches, advertising efforts, promotions, inventory, trade shows and new product development. Forecasted revenue potential in key account areas on a quarterly basis.

Norwalk, Ct

Account ManagerCoordinated promotional efforts between marketing group, art directors, copywriters, and support staff to complete product-specific and monthly direct marketing campaignsInitiated 40-50 projects weekly and achieved successful completion including regulatory approval

Stamford, Ct

Account ExecutiveIndependently managed projects for Kraft GF, PepsiCo & Country Home Baker's accounts.Executed creative aspects for P.O.S. materials, premiums and tie-in negotiations.Implemented all phases of production, including print buying, photography, cost tracking & billing

Mba, Marketing

Activities and Societies: RSM Alumni Association EMDS International

Ba, Psychology

Honor's Thesis - Color and Pattern Preference: Effects of gender and implications for advertising. Publications: Article; Journal.

Exchange Student, English Literature