Rick Rasmussen Email and Phone Number

Responsible for Credit Card and Loyalty Product Strategy • Building and executing product strategy roadmaps including new product development and existing product enhancement• Developing strategies and campaigns to drive acquisition, engagement, utilization, wallet share growth, and retention • Negotiating and managing strategic relationships with card networks, processors, and loyalty program providers• Partnering with Marketing, Finance, Accounting, Credit Risk, Operations, IT, Legal, Compliance, and Member Contact teams to drive responsible growth

Led a team of acquisition marketing experts that developed and executed strategies, campaigns, offers and initiatives driving responsible growth in the U.S. and Canada. • Developed and implemented acquisition programs that delivered 12% annual growth in open card accounts and 20% annual growth in loyalty program membership.• Created, deployed, tested, and optimized multi-channel acquisition campaigns (Print, Direct Mail, OOH, Video, E-mail, SEM, Digital, Social and direct employee sales).• Developed and implemented campaigns to leverage Alaska’s acquisition of Virgin America, win back Virgin cardholders and Elevate members, and rapidly grow Alaska’s loyalty footprint in California.• Managed relationship with Bank of America, TD, Visa, and MasterCard, balancing the needs of all parties to deliver profitable and sustainable growth, and over $800M in annual revenue to Alaska.• Strategically managed a $15M cooperative marketing budget and ensured investments in media, offers, sponsorships, campaigns, technology, and agency resources optimized growth and profitability.• Built, secured Alaska and Bank approval, and deployed acquisition offers based on customer insights including the highly effective BOGO companion certificate offer for the Alaska Visa Signature card.

Strategically managed co-brand portfolios with Bank of America and TD Bank including program strategy, product management, benefits design, acquisition, engagement and retention.• Led two re-negotiations of U.S. card program with B of A, each improving economics by more than 25%.• Negotiated and launched co-brand relationship with TD Bank in Canada and Alaska’s first partnership with MasterCard.• Developed concept and launched tri-brand card programs with B of A, UW, and WSU; an industry first.• Managed high value customer engagement program, planning and hosting events in key markets including Alaska and Visa’s largest ever customer and partner hospitality event, a private concert with Maroon 5 for 18,000 guests.

Managed award-winning Mileage Plan program, balancing costs while appropriately rewarding and recognizing customers and encouraging profitable behavior.• Led program that enjoyed industry recognition in the Freddie Awards, the leading consumer generated awards in the travel loyalty industry. Awarded “Program of the Year 2007-2008, “Best Elite Level” 2005-2008, Best Member Communication 2005-2006, 2008, Best Loyalty Credit Card 2010-2011.• Introduced one-way awards, a first among U.S. majors, and now industry standard.• Initiated three-tier redemptions levels, subsequently followed by Delta and others.• Ideated and established “Gold 75k” tier. Wrote business case and launched tier that protected revenue and reduced attrition and splitting behavior.• Facilitated and led “Gold Lunch” customer dialog program and hosted over 60 town-hall style meetings using insights that improved program and customer experience.• Aligned with Accounting, Finance, and Revenue Management teams to appropriately value program benefits and balance demand for award travel with the need to maximize space for revenue bookings. • Championed “Switzerland” FFP alliance strategy providing more depth of earn and burn options than any other program in North America.• Negotiated, renegotiated, and extended 17 frequent flyer partnerships across multiple global alliances.• Restructured relationship with Points.com by proposing reseller model to reduce selling costs.• Secured Alaska’s ability to choose the card network and subsequently implemented Alaska’s first direct relationship with Visa which continues to deliver millions of dollars in annual distribution cost savings.

Negotiated, launched, and managed Delta’s first co-branded credit card programs in six Latin American countries and the UK. Developed acquisition, usage, and retention strategies that drove revenue and local relevance outside of the U.S.

Spearheaded expansion in Latin America, Asia and Europe as first manager of the SkyMiles program in international markets.