Demand Generation, CRM, Loyalty Marketing, and Analytics

Own the roadmap, strategy, and delivery of all direct-to-customer marketing activities with a 35% 3yr CAGR. Vail Resorts is the leader in luxury, premier mountain resort destinations and rated among the Top 50 Most Innovative Companies by Fast Company for “creating the ultimate travel loyalty program”.• Lead team responsible for strategy and deployment of companywide email and direct mail communications, digital media targeting enablement, and managing guest loyalty across mountain, season pass, lodging, and retail• Leverage analytics, database insights, test-and-learn agenda, and centralized data warehouse to evolve targeted marketing campaign effectiveness and CRM best practices, doubling department revenue in less than 3 years• Transform Vail Resorts' marketing personalization through online and offline channels yielding up to a 76% increase in response over control group and $34MM projected annual incremental revenue• Drive new marketing capabilities, including journey messaging, reconstructed data warehouse, abandoned cart re-targeting, resort data integrations, SMS and Push notifications, hyper-personalization, and mobile optimization• Establish a high-performing, engaged team through the creation of a six-stage team development plan centered around performance, relationship building, and experiential growth

Optimized marketing channel mix, leveraged best-in-class customer segmentation, and developed end-to-end marketing strategies to protect predicted revenue among segment of enterprise known guests valued incrementally at $1.6 billion annually. Managed the deployment of loyalty marketing initiatives through mail, email, digital media, and social channels to advance the organization's retention marketing objectives.• Generated $1-$1.5 million above monthly incremental revenue goal by directing analysis and research, defining meaningful segments through database exploration, constructing cost-effective customer rewards, leading creative design, and ensuring campaign execution• Achieved 10% decrease in net count of customers initiating attrition and 4% net recovery in pilot period• Drove targeted customers visits via Facebook Custom Audiences with a $67 return per advertising dollar spent• Collaborated with key account sales team on customer valuation methodology, Salesforce.com enhancement, scripting, field integration, and reporting resulting in a 5% increase in monthly visitation

Led live regional entertainment strategy for the worldwide leader in branded casino entertainment, directing the marketing strategy, branding, media plan, and programming decisions of 100+ live entertainment events annually.• Drove $24 million in revenue through the design of entertainment marketing and advertising plans• Derived a 21% increase in marketing value while decreasing projected entertainment spend by 11% through case analysis, strategy redesign, and project plan implementation• Determined programming based on artist history, advanced forecasting, budgeting, P&L analysis, profit potential, brand association appeal, social media influence, and fit with entertainment strategy• Championed strategic shift to digital media utilization to market ticket inventory in efficient and targeted manner

Led companywide niche marketing initiatives for $10 billion corporation. Championed advertising, branding, direct mail, mobile, and online marketing outreach to Caesars’ niche segments, touching over 8% of customer population across nearly 40 gaming resorts.• Created business case, developed pilot project plan, and managed rollout of centralized Hispanic marketing strategy covering over $350 million in annual revenues and pilot ROI of 121%• Defined meaningful target segments through database exploration, consumer insights, and secondary research • Managed agency teams in relevantly positioning company via traditional and non-traditional media campaigns while concurrently monitoring competitive activity• Ensured customer experience matched customer expectations through field marketing and operator partnerships in developing comprehensive best practices, standard operating procedures, and enhancement of offerings • Created strategic alliances to reduce budget impact of promotions, produce unequalled events, and strengthen a foundation of respect and loyalty in communities• Deployed breakthrough techniques for connecting with target segments, such as the creation of in-language microsites, guiding Lunar New Year creative suite development, and digital marketing deployment

Managed direct mail and database operations for Caesars’ 6th largest gross gaming property, impacting $500 million of annual gaming revenue and incremental revenue of $50 million while tenured. Achieved optimal acquisition and retention marketing results through defined hypotheses and customer segmentation, predictive modeling, lifecycle management, strategic testing, advanced analytical measurement, and marketing program refinement.• Reconstructed primary mail program to reduce expense by 50% and significantly increase employee productivity• Integrated formal brand standards into all direct mail pieces and printed collateral to solidify brand identity• Improved department profitability through promotion conceptualization, lifecycle segmentation, customized messaging, and rationalized incentives• Analyzed database health, campaign performance, and key segments to create and modify core campaigns• Implemented Customer Relationship Management platform via target development, rules-engine design, assurance testing, and service training

Selected to enlist in elite leadership development program, receiving executive placement within 12 months. Engaged in professional training and executive shadowing to learn best practices for future leadership role.• Enhanced corporate and property efforts to ensure the quality of marketing and service for VIP customers• Created incremental incentive loyalty program for top customer value tiers through case study, pro-forma analysis, and e-survey research• Conceptualized and executed VIP Marketing Summit with the purpose of captivating and disseminating best practices among company executive leaders, including CEO and COO

Consulted on loyalty marketing strategy and analysis for direct marketing and key account leadership at a leading loyalty marketing organization.• Leveraged segmentation tools to divide databases into tactical customer segments for marketing interventions• Trained new leadership on marketing strategy, performance reporting, and application of marketing tools• Improved company niche marketing initiatives by means of segment analysis and ethnic append management

Generated customer marketing lists, serving as primary source of direct mail and e-mail customer lists for the second largest gaming conglomerate. Promoted from analyst to senior analyst within eight months of joining department.• Partnered with Corporate Advertising on direct marketing, advertising, email and phone campaign criteria• Produced post-offer campaign reporting, including return on investment and offer response analysis

Conducted environment testing, client report management, and program quality assurance as team lead at the world’s largest benefits outsourcing firm for several Fortune 100 clients.• Devised detailed recommendations on system functionality and process flow, led special projects, and completed benefit calculations • Managed the qualified domestic relations order automation project and related actuarial computations