Alexandria, Virginia, United States
Loyalty strategy, digital/omnichannel marketing and partnerships-focused executive and industry thought leader, bringing differentiated loyalty and CRM programs to life through data-fueled insight, innovation and hands-on leadership. Proven experience in running award-winning global loyalty programs across hospitality, financial services, and grocery/drugstores, including large-scale ($100M+) P&L oversight. Extensive expertise growing memberships, revenue streams, and omnichannel engagement in digital and traditional channels for Fortune 500 Corporations such as Capital One, Choice Hotels, Rite Aid and Sallie Mae. Functional Experience: loyalty/retention strategy; digital marketing strategy (SEO, content, banner); customer relationship mgt (CRM); strategic marketing planning; lifetime value (LTV) assessment; project management; cross-functional team leadership; risk & decision management Industry Experience: Retail (grocery & drugstore); financial services (banking, lending & credit); hospitality; telecommunications
• Lead three pillars of omnichannel marketing strategy supporting over 160 stores and nearly 5 million carded members, driving 80% of revenue ($4.2B annual) via lifetime relationships in hyper-competitive grocery market: o Loyalty: introduced Giant’s largest rewards overhaul in nearly two decades with 2020 launch of Giant Flexible Rewards™, a pioneering retail program that closed the loop on in-store and digital rewards; over 50% of program’s portfolio has voluntarily migrated to new platform in under one year. Program has placed in highest threshold of national rankings, via Newsweek’s Best Rewards Programs in ’21 (#18) and ’22 (#10) and ’23 (#8); and named Best in Class top grocery loyalty program by Loyalty360 in ‘23. CRM: plan and execute brand’s omnichannel communication platform, including mailer, email and digital/social placement calendars, with nearly 1 billion personalized buy offers based on predictive and known purchasing behavior generating $230M in 2021. o Digital: architect of Giant’s content strategy for marketing and monetized placements under a platform of Brand evangelism, digital product growth (Pickup and Delivery) and vendor-purchased placements; led Giant’s eCommerce platform migration Summer ’20; successfully spun off local vendor retail strategy estimated to generate incremental $2M in ‘21; launched Ahold USA’s first marketplace program (Ship2Me™) with over 100K immediate product options Nov ’21.
Adjunct faculty instructing Summer 2019 in Georgetown University's School of Continuing Studies - Global Hospitality Leadership Program. Course: MPHL-620-40 - Loyalty Strategy and Management in Hospitality • Understand the true principles of loyalty that contribute to the establishment of long-term relationships with customers and that support the basis of thoughtful reward programs • Learn the core pillars of building and maintaining successful and profitable hospitality reward programs, with a clear tie-back to Key Performance Metrics (KPIs) in the industry • Become aware of how loyalty programs are ingrained in hospitality organizations, and the many groups that can influence, authorize and partner in the growth of a successful program • Analyze how data is utilized to design strategies, programs, and segmentation which influence consumer behavior
* Led the strategic evolution and omnichannel execution of Rite Aid Rewards from the legacy offline, tier-based loyalty framework to a digital-first, points-based model for the 25 million plus members, contributing nearly $20 billion of the organization's annual sales (2022). * Instituted a loyalty philosophy that prioritized engagement through rewards and value on every-day shopping vs long-term tier chasing approach. * Created initial loyalty enterprise scorecards to assess impact of Rite Aid Rewards across operational, financial, and attitudinal lenses to guide evaluation of program within critical lenses of review. *
• Develop and execute the client-side ancillary revenue growth strategy for global travel, financial and hospitality leaders including United Airlines, Delta Airlines, Intercontinental Hotel Group (IHG) and Barclays. o Business development and joint strategy planning with partner senior leadership, focusing on client core goals: reducing Cost Per Point (CPP) while optimizing overall member engagement. o Revenue growth responsibility on $694M of Gross Booking Revenue (GBR) across travel platforms. o Prioritize technical development on Switchfly platforms to serve critical reward program needs across promotions, point redemption and travel fulfillment channels. o Creator and executor of organization’s first enterprise revenue growth model, focused on three pillars of potential (platform, travel connector, and post-booking marketing); recommendations expected to drive ~$4M of incremental company fee premiums on over $45M of incremental GBR.
• Provided leadership and growth vision for in complete overhaul of global Choice Privileges rewards program strategy and partnerships: o Aggressive revenue growth: $2.4B in total worldwide member revenue, delivering 36% of all Choice stay revenue in 2015 through rewards-based offers and benefits. o Expansion of member base: maximized acquisition potential of hotel, voice and digital channels; program grew from 14M global members in 2012 to nearly 29M by October 2016. o Digital and property experience: Improvements in key channels drove national recognition: 2nd Best hotel rewards program ranking 2016 US News & World Report (up 9 places YoY). 2nd Best Rewards Program (Freddie Awards) and 1st Place for Best Promotions in 2015. 1st Place, Best Hotel Rewards Program in 2016 USAToday 10Best (October 2016). • Sole developer behind program’s largest benefit changes since inception in 1998, marked by industry-changing initiatives, including Your Extras, that reflect forward-focus on driving acquisition, retention and engagement. • Guided department’s traditional and digital marketing strategy via analysis driven, objective decision-making tactics to create competitive differentiation. • Introduced new global partnerships with Starbucks, UBER, Amazon, Tim Hortons, and Shell, reflecting the travel and lifestyle desires of member base; efforts included long-term partner road mapping, negotiation and execution of terms and IT requirements. • Ran co-brand VISA® card portfolio, responsible for acquisition, marketing and engagement of a portfolio with >$1B in spend; named best no-fee travel card by Freddie Awards 2015. • Planned and managed $115M program budget, including all marketing, promotions and program liability. • Oversaw department’s loyalty operations efforts, including IT road mapping; audit; process optimization. • Led an organization of twelve w/ two Director-level direct reports.