New York, New York, United States
Strategic thinker, innovator, leader and collaborator with 15+ years of marketing, payments and consulting experience and NYU Stern MBA. Results-driven, with hands-on approach to creative problem solving. Known for strong analytical, project and partner management skills. Winner of multiple awards for performance and leadership at Citi. Passionate about launching new programs and products to fuel growth. CORE COMPETENCIES: Product Management, Product Innovation, Product Development, Customer Experience, Consumer Engagement, Competitor Analysis, Market Research, Market Segmentation, Business Development, Loyalty Marketing, Lifecycle Marketing, Digital Marketing, Contract Negotiation, Vendor Management, Digital Innovation, P&L Management
• Lead cross-product innovation and technology development for 30-year American Airlines portfolio with several million cardholders and billions in sales revenue; successfully launched refreshed product driving 15% lift in accounts. • Partnered with product innovation consulting firm to rethink digital brand experience and loyalty value proposition across 5-product portfolio suite; led multiple qualitative and quantitative research efforts to identify optimal growth constructs. • Developed product-level P&Ls in collaboration with Finance to assess overall profitability of planned product enhancements and inform negotiations with American Airlines; successfully negotiated product terms for 2018 refresh. • Led ongoing alignment discussions with Partner and Senior Leadership on acquisitions and existing cardmember go-to-market strategies for refreshed products; gained buy-in on approach. • Negotiated multiple agreements with American Airlines to leverage partner data to drive incremental $1B in sales across existing cardmember programs; facilitated data utilization by marketing teams to improve targeting and offer strategies. • Directed detailed segmentation analysis in partnership with analytics and marketing teams to identify drivers of portfolio sales decline; led cross-functional brainstorm sessions with Partner to define strategy to reengage cardmembers. • Initiated and designed test-and-learn strategy in partnership with marketing, Mastercard, and American Airlines to build new channel to launch existing cardmember engagement programs.
• Launched acquisitions channel onboard American Airlines flights: collaborated with cross-business partners and airline to design and implement customer experience, offer strategy, communications plan, and rollout strategy. • Repeat winner of Citi Stars Leaders in Excellence Award recognizing top 1% of North American Consumer Bank employees for successful launch and negotiation of onboard acquisitions channel driving 20% of overall accounts. • Managed cross-functional team to capitalize on exclusive lounge and American Airlines/US Airways merger news to grow high-end card accounts and portfolio sales; outperformed plan by 3 times by acquiring ~98,000 new cardmembers. • Monitored portfolio attrition and partnered with American Airlines and retention team to identify and launch opportunities to retain cardmembers; efforts led to a 700bps increase in saves from high-end card accounts. • Spearheaded the design and execution of an analytical plan to provide data driven insights for the business resulting in the creation of a cardmember profile analysis, quarterly benchmarking study and monthly business performance dashboard. • Developed and launched an enhanced early engagement communications stream across products to reinforce product benefits and deepen engagement with new cardmembers resulting in increased sales and reduced attrition.
• Managed the testing agenda across Home Fragrance categories; analyzed and reported results, gathered customer feedback, understood implications for the business and developed recommendations for moving forward. • Developed concepts and strategies for new commercial opportunities through competitive patterning and market analysis. • Tracked business performance including internal sales and customer metrics, competitive landscape and key competitor performance; presented results to senior leadership.
• Designed and executed fully integrated direct marketing strategy for existing cardmembers, recognized by management as being highly effective and contributing to 6% sales increase and tripling of satisfaction scores. • Launched new credit card product that simplified rewards redemption experience to deepen loyalty and engagement with cardmembers; developed cardmember communications in support of launch. • Analyzed performance of quarterly cash bonus offers and presented results and enhancement recommendations to senior management, resulting in 40% increase in enrollment rates. • Developed and tracked performance of annual sales growth plan for cash portfolio; identified opportunities to close gaps and test plans for future growth. • One of 400 winners of the first Citi Stars Leaders in Excellence Award; selected from over 30,000 North American Consumer Bank employees for demonstrating exceptional leadership and driving business results. • Led NYU Stern recruiting team for the Consumer Banking Management and Summer Associate programs.
• Crafted new lending solutions, collaborated with agency to recreate supporting online experience, and designed and implemented rollout strategies while partnering with multiple functional areas. • Developed digital strategy for ThankYou Network, Citi’s loyalty platform, to improve member engagement; successfully presented recommendations to senior management. • Launched customer satisfaction improvement initiatives after designing, conducting and analyzing customer surveys; managed survey provider relationship and renegotiated annual vendor agreement. • Created monthly balance transfer performance report; synthesized findings to advise senior management and functional partners on risk and profitability of the business. • Identified ~$100MM opportunity to increase balance transfer profitability through analysis of historical performance of customer segments and channels leading to implementation of recommendations.
• Designed a contract renegotiation strategy for renewals with Canadian product sellers, resulting in an expected $2 million increase in pre-tax income; presented strategy to senior leadership resulting in market support. • Analyzed product performance in Canadian market and defined targeted marketing strategy resulting in expected overall sales increase of 5%; successfully presented strategy to senior leadership.