Ohio University

The Wharton School

AVP CRM and CX Communications at Safelite AutoGlass

Ford Motor Co (Ford) is an American multinational automotive company, which designs,
manufactures, markets and services a full line of cars, trucks, sport utility vehicles and electrified
vehicles. The company sells consumer and commercial vehicles under the Ford brand and luxury
cars under the Lincoln brand.

In this leadership role, I influence and lead enterprise-wide performance marketing and CRM strategy. Accountabilities include:

•  Managing a global team of journey, data and martech strategists that deliver omni-channel marketing campaigns
•  Driving critical large-scale projects with multi-million-dollar budgets
•  Leading the creative brand execution and technology deployment of initiatives
•  Collaborating with cross-functional partners to produce global alignment and roadmaps
•  Redefining the customer experience and direct communication via digital transformation strategy
•  Building re-imaged customer interaction experience using global omni-channel capabilities
•  Driving end-to-end customer journey, including mapping, campaign development and analytics
•  Leading Salesforce workstreams, including Experience Design and Human-Centered Change
•  Spearheading enterprise-wide efficiency gains through data and technology

Ford Motor Company

Performance Marketing Leader

I found a passion for supporting the booming growth of startups in my community and wanted to partner with the visionary leaders who want to change the world with their ideas.  I founded my firm to consult with these companies across start-up and established healthcare, retail and financial service companies.  I provided guidance to create digital and traditional marketing capabilities from the ground-up or to improve existing ones.  With a hands-on approach, I helped clients leverage marketing and media tools aligned to budget, production and service capabilities and scale their product or services to meet consumer demand.

Offering marketing, CX leadership and channel services to companies that aren't quite ready for a full-time VP of Marketing or that just need a little strategic support, I guided the founders to formulate digital and traditional marketing efforts to establish quick-win execution tactics to assess market reception.  By clarifying business goals, creating a clear vision of the execution, we create a strategic plan.

Clients include:

IncludeHealth - https://includehealth.com/
GiftPocket - https://www.giftpocket.com/
The Plan Works - https://theplanworks.com/
Rhove - https://rhove.com/

AH! Consulting

Founder & Managing Director

Safelite was founded at a single location in Wichita, Kansas in 1947 and has grown to become the largest auto glass specialist company in the United States with more than 850 locations nationwide.

In this role, I led the development and implementation of the CRM (Salesforce Service Cloud) and communication (Marketing Cloud) stragies across the entire customer lifecycle.  Oversaw CRM, data and reporting governance strategy to make informed decisions and provide critical guidance to leaders.

Highlights Included:

•  Leading a team of strategists, designers and product owners to ideate digital concepts and global marketing campaigns with 30% ROI
•  Implementing webchat, interactive voice response (IVR) and chat bot to improve response time 
•  Introducing personalized communication strategy achieving 2-point NPS increase
•  Supporting repositioning of service provider reputation through enhanced communication strategies
•  Establishing brand differentiation with innovative self-service and communication technology
•  Fueling team collaboration by automating self-service saving $1.5M
•  Launching end-to-end global CRM and digital strategy achieving KPI’s and financial goals

Safelite AutoGlass

AVP, CRM and Customer Experience

GiftPocket is a digital gift card wallet allowing users to store and organize gift cards on the phone, redeem them in-store or online, and purchase new gift cards with GP Points™ or credit cards all in one application. Plus, users may exchange unwanted gift cards for brands they love using the app's unique feature, Exchange. 

Providing strategic guidance to this entrepreneurial start-up business, successes included:

•  Achieving YOY double-digit user increase by focused customer acquisition and marketing programs
•  Driving rebranding and development of end-to-end assets such as UX, website and email marketing

GiftPocket

Vice President Marketing & Product

NetJets Inc., a Berkshire Hathaway company, is the worldwide leader in private aviation, and manages and operates the largest, most diverse private jet fleet in the world.  Known for pioneering shared aircraft ownership, the company offers individuals and businesses the benefits of whole aircraft ownership at a fraction of the cost.

In this leadership position, I led a cross-functional team in the development of audience-centric, data-driven marketing and omni-channel engagement strategies, including marketing automation, email marketing and distribution, content and development, and creative strategy.

Highlights included:

•  Spearheading consumer-centric, data-driven marketing strategies across channels
•  Driving engagement with high-end luxury travelers world-wide with focused messaging 
•  Establishing creative strategy and cascading brand vision and voice across marketing channel
•  Championing customer needs by leveraging qualitative and quantitative audience research
•  Applying market intelligence to produce industry-leading customer engagement plans
•  Implementing the first global measurement strategy and data analytics structure within CRM

NetJets

Director, Customer Marketing and Product

Resource/Ammirati, a digitally led creative agency, was acquired by IBM iX, the world’s largest digital agency network.  With clients suck as Birchbox, DSW, Microsoft, Nestlé, Newell Rubbermaid, North American Breweries, Sherwin-Williams, White Castle and Victoria’s Secret, the firm cultivates customer relationships, fuels social impact and drives growth.

In this leadership role, I developed, built and led comprehensive digital marketing and brand strategies, product positioning and launches, as well as channel and content planning for multiple Fortune 500 companies, including retail, financial services, and consumer product goods.

Responsibilities included:

•  Mentoring a team of marketing strategists fostering best-in-class practices and career growth
•  Implementing end-to-end digital-first product marketing and content planning strategies
•  Facilitating strategic digital marketing ideation for largest intimate apparel brand
•  Launching live event of 200M+ impressions achieving quarterly results of 15% sales growth
•  Increasing referral site traffic 122%, social followers 51%, receiving Total Retail’s #1 omni-channel retailer

Resource/Ammirati, An IBM Company

Associate Director, Strategy

The Limited was a private label women’s apparel and accessories brand that has defined specialty retailing for almost 50 years, closing its doors in 2014.

Highlights included:

•  Managing specialty programs and brand campaigns to promote the brand awareness
•  Leading strategy, content and activation of social media and company or field engagements
•  Partnering with PR team to manage communications and marketing campaigns

The Limited

Sr. Marketing and PR Strategist

Nationally recognized, L!VE has provided scenic design, production management audio, video, lighting, and multimedia elements for events for the past 30 years. 

Being a key account executive, I managed, supervised and lead on average, close to 200 events and video production projects a year.  While leading a team of talented designers, technicians and division managers, I established, built and maintained all client relationships.

Amanda Hromco