Ellen Green Email and Phone Number

Head of Loyalty practice, partner with clients to design, build & optimize loyalty experiences

As leader and founder of the Growth Marketing practice, I partner with clients to help them increase their Growth Marketing maturity while optimizing their marketing and technology investments.Recognized by the industry as one of the top 12 companies on Forrester’s Loyalty Services Providers Wave within the first 2 years of practice's existence. Defining the vision for what Loyalty & CRM means to Hathway, collaboration across departments, hiring top talent & training has been key to success.Our loyalty strategy engagements take programs beyond just a transaction and create an emotional connection with the brand that drives outcomes. Design and build the end-to-end customer experience across and touchpoints and coach brands on how to be organizationally successful with loyalty. Pair consumer insights with technology and innovative thinking to implement CRM programs that maximize ROI and delight customers.

Consulted with over 30 hotel brands in 78 countries to develop and execute a comprehensive marketing strategy that permeated customer loyalty throughout the alliance. Transformed a calendar-based CRM program into one that infused automation and personalization by implementing new technologies to create efficiency and uncover key consumer insights that powered the customer journey, generating $25+ million annually in digital revenue. Navigated the implementation of GDPR and marketing in 7 languages. Collaborated with membership services to improve overall performance of the loyalty program from acquisition through retention, translating into hotel stay and revenue growth.

Led engagements with Fortune 500 companies to provide strategic guidance on building industry-leading loyalty and CRM programs. Served as a trusted advisor to identify areas to grow their business and build stronger relationships with customers.

Responsible for improving all aspects of loyalty and CRM programs: value proposition, user experience, communications strategy, personalization, contactability, field training/engagement/incentives, and promotions. Experience across many industries including retail, QSR, telecom, and CPG.

As Senior Manager of Customer Relationship Marketing, I create and plan the strategic direction and execution of Email, SMS, and Direct Mail for ACE Cash Express. I transformed a batch and blast email program into an automated lifecycle based cross-channel marketing program built on advanced customer segmentation, behavior, and preferences that’s orchestrated with a sophisticated mobile strategy comprised of SMS, mobile responsive emails, and push notifications. I’m adept at writing project requirements, managing, and testing complex IT projects that have marketing platform, website, and point-of-sale integrations. I manage a team of highly skilled marketers that develop content, execute campaigns, manage projects, build customer lifecycles, support direct marketing communications for the entire company, and drive millions of dollars in sales.

As Email Marketing Manager, I supported the eCommerce line of business by developing content, design, HTML coding, and deployment of over 20 email campaigns per month. Other key initiatives include partnering with analytics to develop customer segmentation for targeted emails, continuous testing and optimization to improve the email program, developing an advanced customer preference center that allows opt-down rather than opt-out, and working with IT to develop multifaceted lifecycle and triggered messages. I have advanced knowledge of email regulatory compliance such as CAN-SPAM and CASL, as well as managing email vendor relationships with ExactTarget and Return Path and deliverability resolution.

I managed the digital marketing strategy and execution for Snider Advisors including email, website content and optimization, SEO, and social media with focus on executing marketing programs that generated leads, increased sales, and built relationships. I specialized in delivering projects on time and within budget, including the migration of all email campaigns from Gammadyne to ExactTarget, in conjunction with building new customer touchpoints. I was responsible for tracking, managing, developing, analyzing, and optimizing all marketing campaigns from concept to completion.

At SunTrust Mortgage I helped Loan Officers with their marketing needs and counseled them on the importance of brand. I was in charge of the print advertising process which consisted of developing ad concepts, trafficking each ad through graphic designers, proofing ads, and submitting for publication. I also developed skills in project management, copywriting, and graphic design.One of my biggest successes was an automated open house flyer system I developed. It helped Loan Officers generate leads and increase business. The system is easy to use, available 24/7, and cut the turnaround time for flyers from 3 days to 10 minutes.I was also recognized by the sales force for creativity, innovative ideas, and quick turnaround times, and won the Compass Award, which is given to employees that go above and beyond their responsibilities.

Since there were only two of us in the marketing department in the Dallas location I became a "jack of all trades". I coordinated events and trade shows, managed vendor relationships, negotiated pricing, worked with printers and mail houses, developed marketing collateral, completed proposals for new business, wrote and distributed press releases, researched new markets, and wrote copy for the website. When I first started the company was Graham Marcus, but shortly after they were purchased by Bureau Veritas. I helped transition the company into the new brand by rebranding all of marketing collateral, the trade show booth, stationary, letterhead, envelopes, signage, etc.

I worked on graphic design and copywriting for print, radio, and television ads. I also attended client meetings, assisted with media planning and buying, and participated in the production of television advertisements. I got an overview of the advertising world and shadowed the head of each department.