Manager Sales& Marketing
ICLP - World's Leading Loyalty Marketing Consultancy
Total years of experience :11 years, 3 Months
Working for world’s leading global loyalty agency ICLP, I am responsible for creating customer marketing strategies for clients aimed at increasing customer engagement and building stronger, more profitable relationships. I work with a core team with expertise in CRM and loyalty, analytics, email marketing, marketing automation, branding, print and fulfillment. My focus is to maximize Return on Marketing Investment ROI through analytics, optimization and implementation of marketing campaigns that drive customer engagement and generate additional revenue (demonstrated by setting up control groups that are properly stratified)
Key Achievements
- Successfully responded to RFP from Royal & Sun Alliance Insurance Company (RSA Insurance) to design an end to end loyalty program. In record time, successfully built partnerships with Uber, Jumbo, Jet Airways, JadoPado, Accor Hotels and GeoWash
- For OSN, successfully built first ever triggered comms, implemented control group based offer testing to build Offer Sensitivity tool kit, built first-ever campaign calendar or Comms plan for the year and published campaign KPI reports for OSN management
Crisis Management Skills
- Incident: Emails deployed to OSN Privilege members using incorrect names. OSN wanted incident fixed and investigated. Step 1: Identified affected members and sent apology note. Step 2: With urgency I engaged ICLP and OSN IT teams. Teams collaboratively worked to identify and fix the issue. ICLP and OSN put in place Quality Assurance processes to avoid future occurrences.
- Incident: During testing of RSA website, I discovered that promo codes for campaigns provided were not captured correctly in data. This would result in misallocation of generation sales and would impact ROI significantly. Step 1: Called my Account Director at 11pm (almost midnight) and updated her. Step 2: immediately sent an email to Director Marketing at RSA and scheduled an 8am meeting. Step 3: Immediately engaged ICLP IT team to ensure readiness to deploy correct codes as soon as they are received from RSA
RSA Insurance
- Successfully responded to RFP from RSA on a loyalty program encompassing critical financials around points, cost per point and breakage
- Took the lead on conducting Data Analysis on RSA data to create a Comms plan
- Comms plan includes:
- Triggered emails, Campaign emails, eNews letter on quarterly basis, Adhoc emails to support ATL campaigns for RSA
- Build strategic partnerships:
o Sourced 7 partners for RSA in record time: Uber, Jumbo, Jet Airways, JadoPado, Orient, Accor Hotels and GeoWash
o Negotiated multiple offers per partner to coincide with the 3 Tiers in the loyalty program
o Sourcing creative assets from partners and sharing final designs for approval. Providing feedback from partners to update the website/email creative
- Website design
- Creating website design in Visio
- Took the lead to prepare Site map document for the website
- Responsible for briefing the copy writer and to QA the website copy
- Act as Single Point of Contact SPOC between teams to keep the website development on track
- Creative team
- Back end development
- Data base integration
- Email Communications
- Based on Data Analysis created a Comms Plan
- Briefing creative director with design for Triggered, campaign and eNews letter
- Site Map document for emails
- Reporting
- Identifying reporting requirements for client as well as partners
- Overseeing the development of reports on a daily, weekly & monthly basis
- Providing KPIs for 6 Month program performance and year end performance review
Reporting to Director Loyalty, I was responsible for end to end ownership of loyalty marketing campaigns for Bell Aliant (US $ 1.5 Billion telecom organization. I managed coordination amongst all stakeholders (Marketing, Finance, Legal, IT, Communications, Customer Care and third party agencies)
Sales Achievements:
• Championed the process to set up dedicated Gold Queue (call center and online) for High Value customers looking to disconnect services
o Gold Saves Queue generating $14.4 Million in retained revenue at Bell
• Successfully migrated over 15, 000 customers from legacy products to new products (higher price by $3, more features) and generated $540K in annualized revenue
• Successfully implemented Market Planning Council or MPC process to enable allocation of cross functional resources for annual campaigns calendar
Digital Campaign Analytics:
• Analyzed and used the data generated by digital analytics reporting tools to map back to business objectives (e.g. conversion rates linked to sales and revenue generated to establish ROI)
• Calculated key performance indicators (KPIs) and metrics for websites, e-mail, and social media (Google Analytics)
• Responsible for distributing campaign KPI reporting against targets to VPs, Directors and working teams
o Open Rate
o Click Through Rate
o Conversion Rates
o Revenue Generated
• Use these KPIs to improve online campaigns, website content, conversion of website traffic, and general website ROI
• Assess the Click results of an online campaign strategy and related it to a website visitor conversion path to improve website design or BellAliant.ca
• Assessed the capabilities of the various digital analytics vendors and relate these capabilities to business KPIs (Exact Target)
Marketing Campaign Management:
• Responsible for designing and implementing cost effective Marketing Campaigns (Email, DM, Radio Remotes, Out of Home OOH) in close collaboration with Commercial Strategy, Marketing Communications, Marketing Operations (Contact Centers, Dealers and other Channels), IT and Legal departments
• Responsible for coordinating data campaign list generation, copy, design, translations and approval process, working with internal clients and external resources as necessary
• Developed and implemented a campaigns communications calendar for all customer communications (postal and email) to existing and prospective customers
o Worked with Data teams to ensure daily management of the CRM platform to ensure the smooth-running of stay related and ad-hoc marketing communications (pre-arrival, post-departure etc.)
• Engaged data & analytics teams to generate campaign specific segmentation to increase communications effectiveness on Direct Mail and eDM (open & click rates)
• Worked closely with external media agencies as required to develop campaign collateral both digital and non-digital or traditional
• Responsible for ensuring online product descriptions, promotions and pricing are in sync with offline tactical marketing
• Responsible for following up on pending deliverables, updating CRM systems, website, social media and newsletters with updated product related information
• Maintain marketing campaigns calendar to ensure all campaigns and associated deliverables progress on time and are executed within budget
• Responsible for updating and maintaining the marketing department's documentation and databases.
• Responsible for financial business cases with in-depth break even analysis as part of the campaign launch process
Campaign Results Reporting and Variance Analysis:
• Responsible for weekly results variance analysis on key campaign actual results against targets
• Responsible for generating ad hoc insights in to customer base from IBM Cognos Cube PowerPlay BI tool
• Responsible for preparing analysis in MS Excel and presenting summarized findings to Sr. Managers and Directors
Completed a Masters diploma in Marketing & Human Resource Management at Centennial College in Toronto, Canada