Set the overall experience strategy and roadmap to help drive business outcomes for the Employee Benefits Solutions business line (group life insurance, voluntary benefits, and retirement plans). Lead current-state and future-state journey mapping, define journey KPIs and targets, own the CX measurement and Voice-of-Customer strategy, collaborate on CX transformation and improvement initiatives, and implement CX standards and best practices.

Responsible for growing market share across key service lines through insight-driven marketing strategies. Led team of thirteen direct reports accountable for increasing brand awareness, preference, perception, engagement, and loyalty to the MHealth Fairview care system.

Led and developed capabilities to drive an enterprise-wide customer-first mindset and to create exceptional, seamless experiences across all touchpoints. Directed Voice of Customer (VOC) research and partnered with medical leaders, operational executives, and clinical staff to develop customer experience strategies, tactics, standards, and performance metrics. Led social media community management and established standardized processes.

Developed customer engagement and loyalty strategies to drive revenue growth and deepen brand loyalty for Fortune 1000 consumer brands in North America. Clients included eBay, PayPal, Walgreens, Alaska Airlines, Caribou Coffee, J.Jill, Giant Eagle, and AdditionElle. Led profitable client engagements involving customer segmentation, primary research, ROI assessment, and marketing communications.

Independent consultant on the development and launch of the Thrivent Choice charitable grant program. Responsible for marketing plan development to drive member participation and for consulting on program strategy, economic projections, program design, project planning, and vendor evaluation.

Responsible for the planning, execution, and business line activation of the Best Buy loyalty program. Accountable for program strategy, annual marketing plan, communications plan (acquisition, engagement, and retention), budget management, website strategy and content, e-mail and direct mail plans, staff development, and agency management.

Led customer profiling, marketing strategy, and marketing communications efforts for the Affluent Male segment. Led marketing research and analytics team in identifying behavioral and attitudinal insights and translating into actionable marketing and in-store sales strategies.