Ohio University

Senior Director, Loyalty, CRM & Insights  at Chico's FAS, Inc.

► Transformed and launched customer insights and loyalty programs for Chico’s FAS and its portfolio of 3 brands (Chico’s, White House Black Market, and Soma) across 1.2K+ U.S.-based boutiques.
► Motivated, mentored, and led a team of 5, communicating expectations, driving accountability, and empowering individuals to achieve loyalty, customer insights, and voice of customer (VOC).
► Enabled data-driven decisions via qualitative and quantitative analysis of internal and external insights to inform executive investment choices across product, capital, and marketing spend.
► Played a pivotal role in shaping the business strategy by partnering with merchandise and brand executives from each brand to identify customer insights needs, create plans, and oversee execution and timely delivery.
► Built the vision for customer loyalty, drawing on extensive consumer research, customer file analytics, and opportunity assessments, and developed an entirely new benefit proposition that is unique to each brand.
► Co-developed comprehensive loyalty training programs for delivery to the customer-facing store and call center teams.
► Re-imagined the promotional cadence through the lens of loyalty with the brand planning team.
► Controlled the $10M loyalty and consumer insights budgets, overseeing CRM resources, loyalty partners, and research firms to ensure maximum return on investment (ROI).
► Optimized e-com customer experience (CX) by defining customer needs and partnering with product management todevelop tech solutions to optimize loyalty sales and reward redemption across each unique brand.
► Strengthened consumer engagement by helping teams understand drivers of a positive net promotor score (NPS) and prioritizing investments to improve across boutiques and sites.

Chico's FAS, Inc.

Senior Director, Loyalty &  Customer Insights 

► Initiated a customer life cycle project, leading to a comprehensive repositioning of the brand for a $1.8B publicly traded fashion retailer.
✓ Catalyzed a reorganization of the assortment strategy and the establishment of a new insights function, seamlessly integrating customer research with the customer file data.
✓ Ignited a more precise and impactful measurement approach by defining and refining the customer profile, including key lifestyle attributes and needs.
✓ Improved strategic business decisions across finance, merchandising, planning, and marketing/customer relationshipmanagement (CRM) by strengthening the data foundation.

► Revolutionized forecasting methods for customer segmentation, channel, and type, crafting scenarios to ensure financial targets and drive recovery initiatives post-COVID-19.
✓ Introduced the ‘Vibrancy’ program, utilizing predictive and descriptive analytics to create 50+ customer segments, enhancing shopping cycle frequency, basket mix, and retention.
✓ Pioneered customer models, including lifetime value, predictive proactive churn, and multi-channel shopping for the decision science team.
► Increased membership, profitability, and total loyalty sales penetration to 1000 basis points (BPS) by orchestrating the successful 2017 loyalty program relaunch and initiating the strategy for a 2021 relaunch with increased stratification.
✓ Removed barriers to redemption and improved new customer sign-up rates from 21% to 35%.
✓ Drove awareness, engagement, and retention across loyalty and credit programs through the implementation of customer-level marketing initiatives.
✓ Boosted customer content across reviews, user-generated content (UGC), and non-purchase engagement by rewarding for social behaviors. 
✓ Led integration and management of data and channel partners (Brierley &amp; Partners, EXL, 3C Mobile, Alliance Data).
Served as strategic lead for loyalty, mobile platforms, gift cards, and new business communication and media.

EXPRESS

Director, Loyalty, Customer Insights & Analytics

In this role, added responsibility for product development and relocated entire U.S. team to Oakville, Ontario. Hired, trained and led group of Canadian marketers to write and execute U.S strategy2002-2015

► Managed a $50M media budget and multiple agencies, including GroupM/Mindshare, for one of North America’s largest quick-service restaurant chains with 5.4K+ locations worldwide.
► Stratified media planning to address market variability and created a market entry plan that combined online video, social, and searches with billboards and public relations (PR).
► Revamped communication mix, leveraging occasion segmentation to understand buyer behavior and aligning strategy to focus on beverage over food based on insights.
► Amplified traffic and customer spend by executing a zone marketing strategy that highlighted beverage advertising outside the restaurant and optimizing food displays at the point of sale..

► Revitalized brand identity, leveraging customer research to refine U.S. image from Donut Shop to Café & Bake Shop, culminating in a business reorganization aligned around this ambitious quick service restaurant (QSR) positioning.

► Delivered company-leading employee and franchisee satisfaction ratings by providing clear direction, timely feedback, and willingness to adjust plans based on market performance/operations feedback.

► Contributed to sale of 8 area development agreement rights for 545 new restaurants and established playbook for market entry. Led PR initiatives resulting in earning “2013 Fastest Growing Brand” recognition by Nation’s Restaurant News.

► Commanded and orchestrated all in-store events with unparalleled expertise, spearheading grand openings and holiday celebrations, and tailoring local marketing efforts to attract customers and drive sales.

Tim Hortons

Vice President

Under 3G leadership, promoted to Senior Director and added product development and U.S. strategy to responsibilities.

Senior Director, US Marketing, Tim Hortons

Served on senior leadership team as U.S.-based marketing lead reporting to EVP of U.S. in Dublin with a dotted line to brand CMO in Canada. Added media and calendar strategy and planning to role. Also served on Canadian-based brand marketing leadership team.

 Responsible for advisory board collaboration and promotions planning, media strategy, public relations, sponsorship, franchisee relations and  U.S. ad fund spend. Participated in and executed two board-approved strategic plans, 2009 and 2013. Oversaw consecutive years of same store sales and EBITDA profit in U.S. business.

Managed a team of 12 including franchisee recruitment, regional marketing and public relations/event marketing

Director, U.S. Marketing

Built and managed a team of seven field markets who supported a growing restaurant and franchise base. Key responsibilities were providing input to national calendar strategy and media planning plus managing 18 different local marketing advertising funds including sponsorship strategy/execution and corporate social responsibility. 

Managed franchise relations in the U.S. through Wendy's spin off and brand IPO in March 2006.

Senior Manager, U.S. Regional Marketing

First marketing manager for Tim Hortons as a part of their U.S. expansion under Wendy's.

Regional Marketing Manager, Northeast/Central Region

Accounts included Bridgestone Firestone, Cingular Wireless, Election.com, Cars.com  and Wyeth

Ketchum Public Relations

Senior Account Executive

Field marketing manager for US including OH, PA, IL, GA and VA

Max & Erma's

Field Marketing Manager

On team that supported several retail e-commerce sites, including VIctoria's Secret.

Kate Jung