Robin Ross Email & Phone Number

Greater Seattle Area

• Head of Cobrand Credit Card, Marketing Analytics, Social Media, & Costco Services

Seattle, Washington, United States

• Direct a 50-member group to drive marketing operations and performance across 574 US store locations; oversee a $55M marketing budget.• Lead marketing efforts in US related to new customer acquisition & retention, cross-selling and upselling, membership, and onboarding across direct mail, email, programmatic/display, social media, and in-store point of purchase signage.• Develop marketing strategies and communications specific to various touchpoints.• Manage director of marketing analytics and insights to analyze KPIs related to customer shopping habits such as # of shops, average basket size, and department penetration.• Lead a 12-member social media team to create content, reaching 30M+ users per month.• Lead redevelopment of MGLO Membership CRM, including requirements gathering and system design approval; Canada and US rollout is planned for 2023 Q1.• Partner with external experts, such as Deloitte, Data Axle, Experian, and Live Ramp.• Developed and launched a retail media program to enable suppliers to market to targetable customer audiences via digital marketing in partnership with Deloitte.

Issaquah, Washington, United States

• Directed membership, marketing strategy, communications, and analytics-related activities.• Supported execution of corporate marketing programs in 550+ stores in US, increasing new member acquisition by 4X and penetration of new members participating in loyalty programs by 6X.• Led development of training and support for 1,200+ field sales representatives, and built a regional marketing playbook to ensure operational excellence.• Updated membership KPIs and reporting used for US and Canada and worked with analytics team to monitor customer acquisition cost), conversion rate, renewal rate, and lifetime value.• Managed team to develop and deploy campaigns for new customer acquisition and renewal.• Built and led team that launched Costco’s presence on Facebook in 2012, creating business case reviewed and approved by CEO.

Issaquah, Washington, United States

• Managed eight US regional marketing managers, in charge of a direct sales force of 1,200 for US.• Revamped location marketing manager role (425 managers), providing training and defining role.• Overhauled benchmark tracking and re-built membership sales and reporting metrics leading to most successful growth in eight years.• Led two loyalty programs - Executive Membership and a Cobranded Credit Card, increasing participation rates.

• Led attainment of highest marketing sign-up growth region in company.• Rolled out executive membership program, resulting highest sales growth in company after two years of operation.• Managed a 25-member team to execute membership and marketing corporate programs across 25 locations in Western Canada.• Developed and implemented Guest Sign-Up program, resulting in largest new customer acquisition channel for Canada and was later launched throughout US.• Generated and implemented membership and marketing financial reporting, improving response and field decision-making and recognized as top performing region in five out of six metrics.

Executive Development Program, Business

Certificate, Business Design Thinking

Associate'S Degree, Business Administration - Marketing