South Carroll

Radford University

Marketing Campaign and Customer Engagement Lead at OneMain Financial

Baltimore, Maryland, United States

- Mapped, designed and executed the new trigger customer onboarding journey driving 51% open rates first few days on book (Days 1-3-5, Payment reminder- 5 days pre-payment due) with Adobe platform team
o Utilized research and data to deliver on brand communications to keep customers on track in their new journey
-  Sunsetted prior Rewards program driving over 19,000 redemptions
-  Successfully implemented and launched OneMain CashBack loyalty program communications enrolling over 17,000 new members with 1.5 linked cards per customer in the 8 months
o Identifying key offers to drive activations in a highly changing economic climate
o Utilizing segmentation to target seasonal offers via email, push notification and print
-  Continuing to develop testing strategies and drive overall strategic plan for bi-annual customer payment deferral campaign cross channels- email, DM, mobile push, mobile, OAM and digital
o Campaigns designed to test in different segments in May to execute in November
o YOY successfully hit targeted new money and incremental loans booked goals
-  Driving testing strategy and deliver campaign strategies for increased customer engagement and
awareness grounded in research, testing and data
o Define segmentation to target customers - New and Present customers
o Using out of box thinking to deepen customer awareness of OMF tools and perks
o Driving log in via OAM and mobile app to deliver customer experience and engagement
-  Working cross functionally to deliver all campaigns and communications - Creative, Data, Legal, Regulatory, and Executive Leadership team
-  Providing campaign read outs with each channel owner to provide a comprehensive plan for innovation

OneMain Financial

Integrated Marketing and Customer Engagement Lead

General marketing and communications. Industry event and strategic planning.  Experiential marketing and UX strategies.  (EX: Cryptocurrency, Veterinarian software, non-profits, virtual wallets/ card not present, financial, religious and faith based organizations)

MF Marketing and Consulting

Marketing Consultant

- Social media planning and paid search
-  Social Analytics reporting and data
-  Platforms: Facebook (Meta) Suite, Instagram, LinkedIn, Twitter
-  Use of Social Studio (SalesForce)

United Way of Central Maryland

Digital Marketing and Social Innovation Contractor

- Repositioned and rebranded Hanover Area YMCA Association
o	Drove membership growth YOY by 25% with an overall retention rate of 70%
- Led all Community and program multichannel marketing from strategic conception to execution of delivery.
- Negotiated marketing contracts and built a new repository of key contacts for media planning and buying.
- Facilitated creative, design and execution of all campaigns.
- Developed and tested digital channels for new member acquisition and retention
- Built and launched the marketing and communications strategy for the grand opening of a $9M sports complex
o	Designed and executed all in house signage and member/ non member communications
- Designed and executed first ever branded Y commercials and radio campaign
- Designed and executed all digital strategies – internal digital signage, marketing and communications on equipment, external social platforms and highly targeted digital ads and testing in addition to an app development
- Started development on a machine wait API

Hanover Area Family Ymca

Marketing and Communications Director

- Leading multi channel customer lifecycle strategy and execution including program design, testing/ targeting strategies and post campaign reporting via CRM email marketing and customer segmentation and cross selling
- Delivering on current cardholder account engagement and sales targets with new opportunities to drive growth
- Working directly with the client to support initiatives and improve level of credit integration
- Working closely with Data Analytics team on post campaign reporting and analysis
- Managing internal and external agencies as well as partnering with cross-functional teams in Risk, Legal, Operations etc.

Synchrony

AVP- Client Marketing (eBay/PayPal portfolio)

- Leading consumer CRM offer targeting programs and strategic road maps
o	Email, direct mail, Catalina and receipt tape programs, email execution on CheetahMail/ Experian and PlusNet platforms
o	Pre-press direct mail print production files and direct mail with dynamic and variable coding, press proofs and paper selections with detailed specs
o	Agency management
- Developing 1:1 communication and defining segmentation profiles and strategies and provide post campaign analysis to better the targets and offers
- Developing test and learn email campaigns to targeted consumers in various segments based on prior transaction history with proprietary models
- Developing strategic marketing plans with Plenti Rewards, powered by American Express
- Strategic planning for increasing sales to Pharmacy transfers and refills, adhering to strict industry marketing compliance regulations
- Works cross functionally with the In-Store, Operations, Social, and eCommerce teams as well as Category Managers for significant dollar off in-store retail coupon offers from CPG suppliers

RITE AID

Manager, CRM Consumer Strategy and Planning

Hand crafted themed, non-GMO subscription snack boxes delivered each month directly to the consumer.

Business Strategy
Product Launch/ Go to Market
Communications
Marketing
Social and Digital

Rising Sun Snacks, Inc.

Marketing Communications Consultant

Test and learn environment to increase open rates and click thru conversions to drive incremental transactions utilizing a newly implemented CRM program. Led cross border marketing initiatives globally to highly target US Consumers to sell and cross sell in key segments.

Recent Experience:
-  Led US Consumer CRM and lifecycle programs
-  Developed strategic CRM campaigns
-  Manager: 4 Marketers worldwide, freelance copywriters, proofers and coders, as well as agency management

PayPal

Sr. Manager- US CRM-Consumer Marketing and Communications

Member of high performing marketing team responsible for activation of new consumer accounts and driving adoption in first ninety days. Managed several agencies to roll out exclusive Consumer campaigns to drive incremental transactions and raise brand awareness. Chief of Staff - Americas (Canada, US and LATAM), to the VP of Marketing for strategy and internal communications.

Key Achievements:
-  Led digital strategy and integration for foundational Bill Me Later and PayPal New Member communications program with 14 different email flows
-  Integrated messaging on mobile platforms and updated UX
-  Qualitative and quantitative research to develop loyalty programs
-  Designed and executed New Member “How To” videos and desktop/ mobile tour

Chief of Staff- Americas Role:
-  Assisted in the creation of strategic plans for incremental spend for Top Buyer, New Member, Core and inactive programs for US as well as LATAM and Canada teams

Dual Role: Sr. Manager- New Member Communications/ Chief of Staff for VP Americas Marketing

Integral part of a team of Sales and Marketing Strategists that created annual marketing programs to unlock stalled merchants with a proven and successful signing and launching record. As well as Corporate communications, Bill Me Later brand and PayPal integration post acquisition.

Key Achievements:
-  Developed strategic marketing plans for pipelined accounts for the Bill Me Later, Private Label programs
-  Developed and directed direct marketing programs: sales videos and demos, photo shoots and commercial/ video shoots for use on web, TV and iPods/ DVDs
-  Coordinated and strategized 30+ industry trade events a year in the finance industry (strategy, logistics, purchasing and project management) while managing a $2M budget
-  Corp. Site rebrand- PayPal and Bill Me Later

Bill Me Later Merchant Marketing and Events Director/ PayPal Merchant Marketing and Events Manager

Overarching brand and marketing strategy for 50 weight loss licensee and corporate owned locations. Responsible for strategy and execution of TV, radio and print commercial ad campaigns and implementation of grand openings and space design.

Key achievements:
-  Oversaw 50 licensee locations in weight control industry with in store marketing efforts- focused in company owned locations
-  Developed national marketing and advertising campaigns for retail weight loss programs and foods (print, TV, radio)
-  Worked on a local level to coordinate activities within in the community- health fairs, in-school programs, corporate programs
-  Worked with Product Development for new product creation, packaging and forecasting based on consumer research and focus groups
-  Supported Operations team with Grand Openings in new locations as well as ongoing support for current locations (PR and local print Advertising)
-  Wrote and edited monthly mailers and newsletters for distribution to centers and center staff
-  Worked with Franchise/ Licensee Sales Department to generate new sales and new center openings
-  Coordinated new testimonial campaigns for TV commercial and print photo shoots, food styling, and design

Medifast, Inc

Corporate Marketing Manager

Managed over 73 franchises in the lawn care industry with Public Relations, Marketing, and Advertising.

Key achievements:
-   Coordinated partnerships with the American Horticultural Society, NCAMP (National Coalition Against Misuse of Pesticides), Businesses for the Bay, EPA PESP, Rachel Carson Council, Toxics Information Project, and National Park Service.
-   Designed and developed the Public Relations Department at NaturaLawn of America, Inc.
-   Coordinated/ wrote/ edited Naturally Speaking customer newsletter and NLA Newswire franchise newsletter, distributed 4 times per year each.
-   Coordinated, scheduled, and designed industry trade show booths and equipment.
-   Created and designed marketing/ advertising/ public relations campaigns and materials.
-   Designed (2003) website at <a href="http://www.nl-amer.com">www.nl-amer.com</a> and individual franchise web pages.
-   Designed packaging/ scheduled/ coordinated photo shoots (3D) for retail product line and catalog.

Melissa Foreman

Melissa Foreman