Multi-faceted global marketing executive adept at driving strategy and implementation across all phases of the customer experience. Demonstrated accomplishments through creating and leading high-impact marketing programs that consistently exceed targeted revenue goals. Successfully orchestrated the design and launch of numerous customer experience, loyalty and engagement initiatives across both digital and traditional communications. Participative leadership style with excellent skills in driving cross-functional collaboration and quality performance. Deep experience leading projects in various markets across South America, Eastern Europe, the Middle East, Asia, and the US.
Founder, Global Gente — New York, NY [2016 – Present]
globalgente.com
Launched new travel-focused website (beta) designed to connect urban travelers to authentic, local experiences in cities across the world. Plan and execute all product, financial, and marketing initiatives, resulting in consistent subscriber and engagement growth. Develop and maintain search engine product leveraging web scraping technology.
Program Director, Citi Cards — Long Island City, NY [2010 – 2016]
Global Rewards
Led overall program management for Global Rewards for Citi consumer customers across 30+ countries worldwide. Secured over $250MM in global funding. Reduced program development costs by 40% versus Plan. Drove 45% decrease in points liability in pilot market. Developed new branding and positioning for global program, gaining buy-in for Product and Marketing executives across all regions. Led local development of operating and servicing processes to ensure Day One readiness. Managed direct team of ten employees based in the U.S. and Singapore, along with cross-functional team across platform development, digital design and regional product organizations.
Segmentation Strategy & Customer Experience
Led the development of a customer-focused segment approach to managing and measuring the consumer cards business to drive greater customer engagement and satisfaction. Includes segment-based market sizing, identification and prioritization of profit pools, and development of treatments across the customer lifecycle. Responsible for end-to-end customer experience for the US Rewards product suite. Drove over $2.8B in incremental sales by capturing increased share of wallet, exceeding target by 40%.
Brazil Retail Banking Segmentation
Developed a new segmentation and engagement strategy for Cit Brazil Retail Banking customers based on levels of affluence and assets. Created differentiated treatments across customer segments, communication channels and lifecycle stages based on segment profitability.
Marketing Director, American Express — New York, NY [1998 – 2010]
Membership Rewards, Global Commercial Card
Led product management and marketing of industry-leading Membership Rewards® program for Corporate Card clients and card members. Developed new Corporate Rewards program and segmentation strategy specifically designed to capture 70% increase in Middle Market wallet share, to drive improved client engagement, and to deliver tangible value for customers and prospects. Exceeded reengineering savings target by 82% through customer-friendly actions.
Director, Consumer Retention
Developed customer retention strategy for the U.S. Cards business of the world’s largest card issuer by purchase volume. Led a cross-functional initiative across Risk Management, Finance, Operations and Technology to develop and implement a value-based retention strategy. Drove one-year spend retention improvement of over $2.2MM in incremental pre-tax income through skill based customer servicing strategy.
Director, Business Planning – Chief of Staff
Served as Chief of Staff to Executive Vice President and General Manager of 200+ person department, overseeing Proprietary Lending, Consumer Card acquisition and Marketing Capabilities teams. Developed business plans and led strategic initiatives across the U.S. Cards business for one of the world’s most trusted brands. Selected to lead an initiative to attract, hire and develop diverse undergraduate and MBA talent from top universities and diversity channels, resulting in a 67% increase in under-represented minority interns.
Senior Manager, Strategic Relationship Services
Responsible for product management and marketing for myriad value-added service offerings for American Express customers.
Additional Experience
Marketing Associate, Advisory Board Company – Washington, DC [1997 – 1998]
Marketing Associate, NationsBank – Charlotte, NC [1994 – 1997]
North Carolina A&T State University — Greensboro, NC
B.S., Marketing – Summa Cum Laude
Nikki's Big, Passionate Life 