Develop brand growth strategy and manage execution for clients as part of data driven brand growth firm. Design and execute comprehensive data-driven customer acquisition and ‘modern loyalty’ customer engagement initiatives to increase revenue and create brand growth.

Exceptionally well-reviewed book provides readers a step-by-step guide for acquiring customers and turning them into passionate advocates. Designated required reading for Customer Engagement MBA candidates by Southern Methodist University (SMU) Cox School of Business.

Managed customer level insights, engagement, and direct to consumer marketing activities for world’s second largest fin-tech company operating in over 200 countries. Developed and executed country level customer acquisition and retention strategies.• Established customer-level analytics, customer listening and CRM marketing function in newly created position to address stagnant year-over-year revenue growth challenge• Leveraged data-driven insights, new segmentation and targeting strategies for customer acquisition and retention • Directed strategic development and execution of newly designed customer loyalty initiative. Innovative program launched worldwide increasing member revenue by 30+%.

Developed strategy and managed marketing execution as part of uniquely specialized data driven revenue growth solutions firm. Designed and executed comprehensive data-analytics based customer acquisition, loyalty and direct to consumer marketing initiatives that increase revenue and maximize long-term customer engagement.

Managed all analytics, direct acquisition and customer loyalty marketing for largest rent-to-own operator in North America with $3B in annual sales and more than 3,000 stores. Designed and implemented acquisition and retention campaigns through on and offline channels including physical mail, e-mail, digital and in-store.• Established customer-level analytics and CRM marketing function in newly created position to address multi-year brand sales erosion• Leveraged data-driven customer insights to create new segmentation and targeting strategies for customer acquisition and retention. Increased average revenue yield 20+% from physical and digital marketing channels • Generated highest revenue holiday sales results in company history (+20%) to achieve y-o-y growth despite declining revenue through six consecutive quarters

Managed all direct marketing, loyalty marketing, customer-level analytics for high-growth, $1.8B Hospitality Company. Led customer data driven guest acquisition and retention initiatives across physical mail, email, digital, web, and property channels. Oversaw strategic development, execution, and management of company’s loyalty program Returns named #1 program in hospitality for customer loyalty in both 2012 and 2013. • Improved all key program member loyalty metrics, including second stays from trial guests (+40%), growth of highest-value top membership tiers (+400%), and year-over-year retention of highest-value members (+30%)• Increased ongoing stays from non-member guests by 35% and grew loyalty member total brand revenue contribution by 100%• Total past guest share improvements drove brand growth to facilitate a successful IPO in 2014• Received Employee of the Year Award at LQ’s International conference for outstanding brand growth

As member of founding leadership team, managed all direct to consumer marketing, loyalty marketing, customer-level analytics, and partner strategy for start-up airline. Directed strategic development, program launch, and execution of company’s loyalty program, eleVAte, including partner revenue profit/loss. • Initiated first U.S. carrier loyalty program with accrual linked to revenue instead of miles flown and variable redemption rates free travel at individual flight level, gaining unique competitive advantage - all airlines have since adopted similar program design • Developed and executed loyalty partner strategy across all partner categories, including financial services and bankcard, airline, hotel, car rental, and retail.• Negotiated and launched world’s first no annual fee “full-earn” airline co-brand card with Barclays and Visa.

Led all marketing efforts for competitive local telephone and Internet service provider (more than $350M in annual revenues and more than 500,000 customers). Managed corporate branding, customer acquisition, customer retention, analytics and reporting. Built internal marketing capabilities and marketing team. Developed and implemented acquisition and retention programs to reverse significant pre-arrival negative growth trends to support sale of business in 2007.• Leveraged physical and digital marketing channels and media planning to increase monthly new customer acquisitions by more than 40% and reduced voluntary attrition across entire customer base by over 30%• Created and implemented industry’s first comprehensive “best” customer program to reduce voluntary attrition among highest-value customers, Sage Select, with highest-value customer attrition reduced by 28%

Developed strategy and oversaw marketing execution as part of industry-leading global CRM and direct marketing agency. Designed and executed comprehensive customer segmentation, acquisition and retention initiatives using direct mail, email, store/resort, online and digital sales channels. Managed marketing initiatives and ongoing programs for large, diverse clients, including United Airlines, Hilton Hotels & Resorts, National Football League, Hertz, Vail Resorts, Air New Zealand, Ann Taylor, Inc., American Eagle Outfitters, Neiman Marcus, Office Depot, and Albertsons.

Defined business strategy, designed program objectives, and managed customer loyalty programs and customer acquisition initiatives for nation’s third-largest credit card bank, with $65.0B in assets and 30.0M card members. Established CRM marketing function in newly created position to address unaddressed revenue opportunities. Defined customer segmentation strategy, executed targeted initiatives resulting in new customer acquisition rates of + 80% and customer attrition - 60%.

Managed AAdvantage program partnerships in Latin America. Designed and implemented targeted marketing programs as part of $1.0+B revenue worldwide program. Negotiated relationships and supervised team of senior analysts. Promoted to role from senior analyst positions in Marketing Planning and Corporate Finance. Created and implemented new product launch strategy for Citibank AAdvantage affinity card in Argentina, Brazil, Columbia, Chile, Dominican Republic, Puerto Rico and Panama.

Senior Level ConsultantDeveloped and implemented IT solutions while part of a prestigious global Information Technology consulting firm.