Rob Roche Email & Phone Number

Warwick, RI, US

Woonsocket, RI, US

• Developed comprehensive, customer-focused engagement strategies on a national level for the General Merchandise and Hallmark categories.
• Analyzed shopping behaviors to develop customer engagement strategies for Category Managers and Vendors, delivered through Digital, Email, Coupon, and Direct Mail channels. Raised overall ROI by 7%.
• Identified affinity shopping behaviors with 3rd-party data providers to augment customer targeting logic. Achieved 6% growth in Shopper Spend associated with Hallmark purchases.
• Assigned as Subject Matter Expert for Email Strategy and Personalization for the Loyalty and Personalization team. Executed the launch of the 1st email reporting platform within 3 months in the SME role.
• Conducted regular performance appraisals for direct reports to provide feedback on their work performance.

Bloomfield, CT, US

• Developed new engagement strategies to educate customers on the attributes of their health plans, increase utilization, & revitalize unengaged members.
• Designed a digital re-engagement initiative reaching ~700k dormant members using multiple channels (social media, programmatic ads, mobile push notifications, and email). Re-engaged 10% of the population by Q4, 2021.
• Developed an omni-channel Lifecycle communication strategy focusing on disengaged health plan members, with high cases of chronic health conditions. Achieved 8% engagement across the customer base.
• Compiled and documented successful marketing strategies to standardize across the organization.
• Created a B2B lead nurturing communication strategy to acquire new insurance brokers, and re-engage the inactive.

St Louis, MO, US

• Managed customer segmentation, targeting, personalization, & Lifecycle strategy development, based on behavioral analysis, & transaction activity data.
• Collaborated to deliver an omni-channel re-engagement strategy targeting inactive customers following the 2019 COVID-19 outbreak. Achieved 15% Winback across customer groups.
• Partnered with Analytical team to develop predictive retention models to identify at-risk customers.
• Developed triggered retention strategies to target customers experiencing dissatisfying engagements.

Needham, MA, US

• Created data-based, segmented communication strategies to maximize engagement & booking revenue.
• Prepared Engineering, Reporting, & Creative specifications for email creation / measurement.
• Outlined A/B test scenarios to refine communication timing and structure.
• Collaborated with Data Sciences to develop customer micro-targeting models.
• Implemented two innovative traveler engagement initiatives within first half-year of employment, accounting for $350k in annual revenue.
• Structured strategies attracting unengaged members by promoting local restaurants and activities.

Providence, RI, US

• Created targeted communication strategies using data analytics for improved member retention and engagement across all business lines (Membership, Insurance, Travel, Financial, Automotive).
• Managed the Microsoft Dynamics implementation project for Marketing Leadership.
• Lead multiple teams utilizing Agile principles, creating omni-channel communication strategies to onboard new Members to the club, & retain Members identified as High Risk for attrition. Achieved a 60% retention of.
• Refined targeting logic for marketing scripts delivered to Members in Call Centers & Branch locations. Boosted YoY sales by 5%.
• Directed the Member Data Collection program, developed employee training & materials through focus group sessions. Enhanced data penetration by 23% for Emails, 9% for DOB, 29% for Phone Numbers.
• Developed deep knowledge of AAA's multi-tier Member database. Established a Next Best Offer targeting model prototype, driven by mined data elements.

New York, NY, US

• Designed data-driven, segmented marketing strategies, focused on new business acquisition and current customer lifecycles.
• Conducted data analytics to identify target segments & personas, opportunities for growth, support strategy development, & discover program refinement.
• Managed staff, external vendors, & allocated budgets.
• Delivered presentations to executive-level audiences.
• Analyzed Market Research to capture customer feedback, and refine in-market initiatives.
• Oversaw marketing strategy for 'In the Car,' a partnership pilot between MetLife and General Motors targeting vehicle sales increase & companion insurance policies. Retained 30% of customers vs. a 25% goal.

Managed daily operations and 200+ staff for all club operations — with a focus on member interactions that optimized guest relations and addressed issues or concerns.* Designed and implemented a new member database tracking system within 1st three months of tenure.

Developed & implemented CRM and B2B marketing strategies for Video, Internet and Digital Voice products. Executed analysis to identify retention opportunities in specific geographies. Member of Competition Committee focused on retaining subscribers from competitive erosion. Awards included:* Paramount Pictures Golden Microphone; Best Regional Marketing.

Bachelor'S Degree, International Business & Marketing

College Preparatory / High School