Challenge

Increase the marketing effectiveness of the credit portfolio (credit cards, personal loans/lines and auto lending) among existing customers.

Actions

Led the team that built experimental design frameworks and tested numerous creative executions to determine new "champions" (higher performing creative versions). This process was followed for each monthly campaign delivering continuously improving results.

Results

Achieved incremental marketing efficiency gains of over 5% and consistently established new controls. Created a test and learn environment for continuously improving results.

Tactics

• Credit Card Portfolio Support Strategies
• Credit Card Rewards Strategy
• "Your Credit Score" Strategy
• Personal Loans and Lines Acquisition & Cross-sell
• Auto Lending Acquisition & Cross-sell