MY EXPERIENCE

Senior Manager, Partnership & Affinity Programs

Lead the BMO team and function as primary client lead for pillar partners including Sobeys, Shell as well as 7 Benefit Enhancement partners and a further 64 Affinity & School partners. My remit is to reimagine how these partners can drive business growth and customer retention for both BMO and our partners. Working cross-functionally inside the bank (with the Data, Compliance, Marketing, Segments, Product, Legal and Strategy teams), creating, deploying and optimizing numerous programs and campaigns is a key component. My key KPI is partner growth and renewal.

International Marketing & Partnership Lead - Global Solutions Consulting

Create and revitalize loyalty programs - concepts and value propositions – for clients in North America, EMEA, China and Brazil. Engagements involve a rigorous Discovery-Analyze-Design-Validate methodology with strong focus on business and customer research, culminating in a Program Design, In-Market Tests and an Operational Blueprint, with most client contracts extended to cover incremental SOW. Lead Market Research around the program design and the Marketing Operational Blueprint, which details the program’s marketing communication strategic plan for each stage of their member's lifecycle to encourage members to perform desired behaviours and prevent missteps, advancing them towards the next engagement level.

Client Lead, Insurance Partner Portfolio - Air Miles Reward Program

Led the Life & Health Insurance partner businesses - Manulife, Royal Sun Alliance, Johnson Insurance and SGI - developing and implementing 1-3-year Air Miles Reward Program plans. Responsible for managing portfolio and partner revenue growth (Air Miles issuance) and driving key partner growth metrics (acquisition, retention, cross-sell, policyholder lifecycle management and overall profitability) leveraging analytics, loyalty marketing, digital and direct channels and assets of the Air Miles Reward Program. Worked with Analytics Team to scope out and build a partner specific, low- risk acquisition model, which when leveraged resulted in 75% improvements in preferred target audience acquisition.

Client Lead, Credit Card Portfolio - Air Miles Reward Program

Led the American Express Air Miles portfolio, comprised of the 3 consumer and 2 business credit cards, and 2 new credit card launches – one consumer and one business. Responsible for annual 1-3-year strategic planning and the growth or maintenance of revenue (Air Miles issuance) as result of cardmember acquisition, engagement, retention, while managing cardmember lifecycle and profitability; leveraging analytics, varied offers and digital and direct channels and assets of the Air Miles Reward Program.

Senior Relationship Manager - Nectar Loyalty Programme (UK)

Led the BP, Whitbread Restaurants (Beefeater Grill, Brewers Fayre, Table Table) and AA partner relationships at Nectar - the largest consumer loyalty program in the UK with 17 million members. I was responsible for maintaining revenue (Nectar points issuance) and driving growth (acquisition, engagement, retention). Made improvements to partner’s member lifecycle programs through segmentation and detailed offer testing; generating an average of 20% high campaign ROI’s, growing partner revenue while working on these accounts.

Senior CRM and Retention Marketing Manager - Priority Pass Programme (UK)

Led the strategy, creative development and execution of Priority Pass member program, which provides its members with access to ~1,200 airport lounges, internationally and IAPA member communications (lifecycle member communications, paper and email newsletters, directories and promotional campaigns). Defined and launched sequenced member communications based on member value, tenure and timing, achieving a 47% response rate within the first 3 months.

KEEPING CURRENT

Keeping my skills current is something I pride myself on.

Here are some examples:

2019 - Digital Marketing Certificate (Cornell University)

2018 - Design Kit & Protoyping (IDEO)

2018 - Human-Centred Design Thinking (IDEO)

2016 - Digital Marketing Bootcamp II (Kickframe)

2015 - Digital Marketing II (Canadian Marketing Association)