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Rob Roche is a Data-Driven, Segmented, Relational CRM & Customer Lifecycle Strategy at Self Employed. He possess expertise in marketing strategy, marketing, crm, insurance, leadership and 17 more skills. Colleagues describe him as "I had the pleasure of supervising Rob at AAA Northeast. Rob is passionate about customer and member marketing, and he consistently looks for ways to make the business smarter, more efficient and more profitable. Rob combines a data-driven approach with a strong understanding of what matters to the human beings that make an enterprise successful, and he's highly effective at designing and delivering strategies that drive customer engagement and retention. Rob brings a positive, team-oriented, attitude to every endeavor, and creates value for both the company he works for and the customers it serves.", "I worked with Rob at Tripadvisor and he was always a joy to work with due to his enthusiasm for both the customer and the company. Rob was always willing to get stuck in and help out his colleagues and had an upbeat approach to his work. He is enthusiastic about personalization and providing benefits for consumers by leveraging relevant and timely communications. He will thrive in any role that provides him the opportunity to do this.", and "I have had the pleasure of working with Rob on numerous marketing projects across multiple product lines. Rob is a true marketing expert delivering on 100% of his deliverables when we worked together. Rob's marketing expertise would always be key as a project evolved. Without getting into deep scope creep Rob had the ability to modify, change, and give great marketing advice on looking at things differently. A true professional Rob was a pleasure to work with."
Self Employed
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Self EmployedWarwick, Ri, Us
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Senior Manager - Loyalty & PersonalizationCvs Health Mar 2022 - Feb 2023Woonsocket, Ri, UsDeveloped 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. -
Market Insight Advisor / Crm ManagerCigna Mar 2021 - Mar 2022Bloomfield, Ct, UsDeveloped 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. -
Crm ManagerPanera Bread Dec 2020 - Mar 2021St Louis, Mo, UsManaged 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. -
Crm ManagerTripadvisor Mar 2019 - May 2020Needham, Ma, UsCreated 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.• Created a transactional Abandoned Cart trigger program, targeting Members who opted-out of marketing emails. Projected to drive an additional $200k in net booking revenue per year.• Developed a Member Anniversary recognition program, offering Members a discount to book on the annual milestone of joining TripAdvisor. Projected to generate $1.2 million in annual net revenue.• Created a comprehensive digital engagement strategy for recommending top-rated activities and restaurants booked by locals, for locals. Forecast to generate $620k in annual net revenue.• Led the overhaul of the Browser Retargeting program due to COVID-19 travel limitations. -
Manager Of Mrm / CrmAaa Northeast Mar 2016 - Mar 2019Providence, Ri, UsCreated 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 High Risk members, surpassing an expected 40%.• 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.• Managed & calculated the Member Engagement Index (MRM), a corporate standard to measure annual Member engagement across all verticals, & identify areas of opportunity & focus. Met or exceeded goals each year. -
Marketing Project & Crm ManagerMetlife Auto & Home Mar 2008 - Mar 2016New York, Ny, UsDesigned 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.• Designed & managed a data-driven, segmented, personalized CRM Lifecycle Communications Program, aimed at boosting cross-sold products & retention per household, foster referrals. Surpassed 2013 new & retained premium goal by 20%. Continued to surpass adjust goals by ~10%.• Collaborated with the Data Science team to develop new segmentation models and better identify target cohorts, enhancing 1 to 1 relational marketing strategy.• Created B2B acquisition & CRM strategies for all U.S. insurance agents. Produced tools to support agent efforts (segmented leads, commission calculators, web-based solutions, customizable collateral, strategy materials).• Teamed with the Senior Manager of Digital to launch the first Email Service Provider for MetLife.• Selected by Senior Management to serve on a task force focused on developing new national sales & retention strategies. -
Assistant General ManagerBailiwick Country Club Feb 2006 - Mar 2008Managed 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.
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Assistant Marketing Manager - South RegionComcast Of New England Mar 1997 - Feb 2006Developed & 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 Campaign (1998)* Universal Studio’s Best National Affiliate Promotional Campaign (1999)* Spring Communications Pay Per View Leadership Award (2000)
Rob Roche Skills
Rob Roche Education Details
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Merrimack CollegeInternational Business & Marketing -
Moses BrownCollege Preparatory / High School
Frequently Asked Questions about Rob Roche
What company does Rob Roche work for?
Rob Roche works for Self Employed
What is Rob Roche's role at the current company?
Rob Roche's current role is Data-Driven, Segmented, Relational CRM & Customer Lifecycle Strategy.
What is Rob Roche's email address?
Rob Roche's email address is ro****@****gna.com
What is Rob Roche's direct phone number?
Rob Roche's direct phone number is +161577*****
What schools did Rob Roche attend?
Rob Roche attended Merrimack College, Moses Brown.
What skills is Rob Roche known for?
Rob Roche has skills like Marketing Strategy, Marketing, Crm, Insurance, Leadership, Sales, Direct Marketing, Digital Marketing, Project Management, Customer Segmentation Strategy, Target Segmentation, Analytics.
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