25+ years experience building CRM and Analytic Growth Engines and running large scale CRM solutions for B2C Clients

Created a unifying brand platform to launch product marketing campaigns across all lines of business. Lead the USAA Bank team, creating acquisition, upsell/cross-sell and retargeting omni-channel campaigns across all credit, lending, and deposit products. Relaunched USAA Bank to its members and prospects using a unified brand platform spearheaded by a newly designed credit card portfolio structure and card art.

Developed predictive models and segmentation schemes to identify customers and prospects most likely to respond and convert using customized communications based on segment. Established experimental design frameworks to determine new "champions". Executed millions of acquisition communication pieces delivering thousands of new accounts for Bank of America at continuously decreasing acquisition costs.

Created the VIP Loyalty Program which included strategy development, rewards strategy, market testing/research, launch planning, launch to corporate and franchisee stores, national consumer launch, created and executed all communications, hosted databases and all store register interfaces, audit processes, financial management, controls, and reporting. Pizza Hut VIP was the first loyalty program in the pizza industry and grew the Best Customer base by 300%, increased incremental orders by 93% over a matched control and 65% Increase in spending over 12 months.

Developed hundreds of credit card acquisition direct mail creative for continual testing. Created reward utilization strategies to reduce reward liability. You don't work with the world's largest credit card marketer for 17 years unless you consistently deliver winning campaigns.

Built experimental design frameworks and tested numerous creative executions to determine new champions.  Achieved incremental marketing efficiency gains of over 5% and consistently established new controls. Created a test and learn environment for continuously improving results.

Created experimental design framework across multiple channels. Through continual channel and creative testing, marketing spend was optimized across and within channels. Through continuous test and learn and channel optimization, we consistently hit internal rate of return benchmarks and optimized profitability between pest services and termite protection policies.

Created a segmentation of Magnolia customers and developed a customized communication series based on consumer segment assignment. Tracked and analyzed Best Buy and Magnolia customer purchase patterns at the SKU level to determine amount of "cross-shopping" between the two brands. Based on cross-shopping analysis, Best Buy executed the "store within a store" concept and expanded Magnolia high end retail locations within the Best Buy store footprint as opposed to continuing a free-standing brick and mortar strategy for Magnolia.

Conducted "Best in Class" research of similar loyalty programs across ten major brands to create data usage benchmarks for the launch of Best Buy Rewards.

Developed a life stage, product, and investor risk profile segmentation to drive personalized marketing communications to investors that drove product sales.