Binghamton University

Rutgers Business School

Senior Marketing Director ♦ Ecommerce & Performance Marketing ♦ Customer Acquisition & Retention ♦ Digital Growth ♦ CRM

New York, New York, United States

Responsible for Domestic Sales delivery on Nestle Health Science's DTC brand, Puritan's Pride. Lead end-to-end marketing including ecommerce, performance marketing, CRM & loyalty, content and customer experience.

Nestlé Health Science

Senior Marketing Director

Retained as a functional expert in digital growth, loyalty and CRM. Provided strategic and tactical recommendations on ecommerce and customer growth initiatives, loyalty program enhancements and enterprise-wide data solutions.

Yummie

Vice President, Performance Marketing & Ecommerce

Delivered substantial growth in customer acquisition, activation, retention and winback, driving over $75 million in annual subscription revenue for RCI. Oversaw all marketing, media planning and ecommerce initiatives for related leisure travel brands, including Armed Forces Vacation Club, The Registry Collection and the RCI Elite Rewards cobranded credit card, yielding combined annual revenue of over $35 million.

- Directed digital marketing strategies across paid search, paid and organic social, display, SEO and email channels
- Drove website merchandising, content and conversion optimizations including steering requirements for a website redesign and subsequent purchase funnel projects
- Reinvented customer activation strategy by building multi-channel journeys that integrated digital, social, email, SMS, dynamic video, direct mail and online tutorials
- Developed and implemented omni-channel retention strategies to reduce churn and drive lifetime value
- Managed creative direction, ongoing test design and insight needs for all lines of business
- Optimized key marketing tactics including audience targeting, segmentation and offer selection
- Launched lifestyle and loyalty CRM tools to enhance targeting and personalization capabilities
- Secured capital investment for ecommerce enhancements by producing, and effectively pitching, business cases
- Designed expansive suite of retention marketing reporting to proactively manage renewal velocity and churn
- Built go-to-market strategy for mobile app concept, informed by expansive market research, aimed at solving America’s ‘vacation deprivation’ challenge
- Provided vision and tactical marketing plan for cross-selling two acquired brands to active and lapsed customers
- Chosen to serve as a Business Transformation lead for corporate growth initiative ($30 million investment), liaising between project stakeholders and Marketing team
- Managed, motivated and developed a team of 9 associates

Wyndham Worldwide / RCI

Senior Marketing Director, Customer Growth & Retention

Senior Marketing Director, Retention & Loyalty

Marketing Director, Retention & Loyalty

Responsible for all subscription marketing channels for ProCirc’s largest client, F&W Media (portfolio of 30+ niche consumer magazines). Managed $10 million P&L.

- Developed and executed acquisition and retention strategies aimed at growing customer base while driving revenue, term and lifetime value
- Rolled out successful tests and industry best practices across channels in an effort to boost direct response, cut expense and improve promotional efficiencies
- Communicated goals, strategy, challenges and performance results to client’s executive and editorial teams
- Collaborated with publishers and ecommerce division to successfully launch and promote digital subscriptions
- Managed revenue/expense forecast; established response/cost assumptions and generated budget output

ProCirc

Consumer Marketing Director

Responsible for online and offline customer retention strategies for Woman’s Day, Car & Driver, Road & Track, Elle, Elle Décor and Cycle World magazines (7.7 million subscribers).

- Developed and drove marketing strategies to increase renewal rates, customer satisfaction and brand awareness
- Increased automatic renewal conversion rates by over 25%
- Improved operational efficiency and overall profitability by introducing new creative, offer and cadence initiatives
- Formulated and implemented aggressive testing plan; reported results and recommendations to executive team
- Cut direct mail printing costs by 20%, without sacrificing revenue, by testing and rolling out generic mail packages and using dynamic messaging for personalization and product-specific copy
- Created user-friendly customer-service sites where consumers could manage their account online
- Increased email address acquisition by 40% while minimizing promotional expense
- Developed email marketing strategy involving a quarterly append process and a monthly deployment calendar
- Implemented predictive model test where consumers were scored and promoted based on likelihood to renew
- Generated annual revenue, expense and response budgets and reconciled monthly

Hachette Filipacchi Media

Marketing Director, Retention

Managed acquisition and retention marketing promotions for Vogue, House & Garden, Gourmet and W magazines.

- Analyzed campaign P&L data and optimized promotional efforts in order to maximize segment profitability
- Designed successful email renewal series which was rolled out across the organization
- Managed multi-effort telemarketing campaigns as well as magazine cover wrap and insert card promotions
- Responsible for all subscriber retention efforts during and after the launch of Cargo magazine
- Analyzed and reported on competitors’ tactics for communicating with their customers
- Restructured all campaign operations during transition to new database/fulfillment partner

Michael Eliav