May 2000 to
CUSTOMER RELATIONSHIP MANAGER
MARKETING, VERIZON WIRELESS (IRVING, TX, United States)
Led a team of 5 direct reports (plus indirect reports) in the establishment of Verizon’s best-in-class marketing program (campaign management, marketing analytics, and automated decisioning).
Played a leading role in the launch of 2000+ Marketing/CRM campaigns. During this period, Verizon’s campaigns contributed significantly to:
Established (created, updated, and presented) strategic campaign roadmap for HQ Marketing.
Led weekly Campaign Review meetings attended by Area Marketing, Retail, and Customer Service.
Established (created, wrote, and presented) new standard processes by which campaign requests are discussed, submitted, and reviewed for approval.
Worked hand-in-hand with IT, Customer Service, Legal, and various Marketing groups from beginning (campaign conceptualization) to end (campaign launch & tracking).
Played a leading role in communicating (writing, reviewing, and disseminating) business and technical campaign requirements to cross-functional VZ teams.
Designed/drafted campaign communications (message and creative); communications reviewed with Marketing stakeholders and Legal (for approval).
Analyzed campaign performance, translated metrics to findings/insights, and presented study/campaign results to Marketing, Customer Service, and Verizon Leadership.
Established (created, updated, and presented) predictive analytics roadmap for HQ Marketing;
Created the first Analytics program (product propensity, LTV, churn modeling, and Next Best Activity) for HQ Database Marketing group.
Pioneered VZ’s reporting & evaluation platform. This was used by Marketing and Customer Service to 1) gain consumer insights and 2) guide campaign changes (as needed).
Played leading role in partnering with external businesses (e.g., American Express, E*Trade, Western Union, and Marriott) utilizing Verizon’s analytics & CRM capabilities.
Led the first co-branding marketing campaign launch (VZW & E*Trade) with Marketing Precisions team. Project responsibilities included establishing 1) operational workflows, 2) experimental test designs, 3) targeting requirements, 4) messaging requirements, 5) reporting requirements, and 6) readouts to VZW leadership and external client leadership.
Effective business communications was essential on my part because 1) I was tasked as the subject matter expert for Verizon and 2) I was the key point of contact interacting with external companies seeking to partner with Verizon.