Senior marketing leader - CRM, customer engagement, retention, loyalty

Meredith A. McCracken

**********@*****.*** ? 646-***-**** ? Maplewood, NJ

www.linkedin.com/in/meredithmccracken

* ******** *********/*** *** Product Marketing Leader

Accomplished, results-driven marketing leader with 18 years of experience

increasing customer lifetime value by strategizing and developing customer

experience, loyalty, and retention programs, with a particular focus on

membership and subscription models. Recognized people manager who has led

teams of up to 17 people across Retention, CRM, Analytics, and Customer

Service departments. Strong communication skills and highly proficient in

data analysis, team building, and process improvement.

Core competencies include:

PROFESSIONAL EXPERIENCE

Audible Inc. (an Amazon company), Newark, NJ

2008-2015

2 Director, Product Marketing (Customer Retention/CRM)

Strategized initiatives to reduce member churn in four critical areas of

the customer's membership lifecycle: early-stage onboarding, ongoing usage,

attrition, and delinquency/billing. Improved the value proposition of

membership with the addition of new benefits. Developed predictive models

and new customer segmentation schema. Launched new communication programs

focusing on building loyalty and reducing delinquency. Improved billing

processes.

Accomplishments include:

. Built Audible's first-ever Retention department, reducing the churn

rate by 18 bps in the first year and growing the group to five

employees at its largest.

. Launched Amazon's successful wallet cycling billing service to the

Audible membership, resulting in a 700+ bps increase in trial

conversion rate and a 91 bps decrease in the delinquent churn rate

among new members. This process attempts to bill the next card in a

customer's virtual wallet after an initial card decline.

. Strategized and launched a dynamic, rules-based onboarding experience

consisting of a new "thank you" page in the acquisition flow, purchase

confirmation email, and welcome email, resulting in 20.8% increase in

app activation, 5.3% increase in new content orders, and 2.4% increase

in first content download.

. Launched a credit card pre-authorization process at enrollment,

reducing fraud/trial delinquency by 18%, a $3M annual savings.

. Developed two new communication channels - chat and push notifications

- to build a more holistic CRM experience for customers. The member

chat service increased the month 3 retention rate by 5.2% by targeting

members in the critical first few months of membership. A push

notification pilot to members with credit cards expiring in the

following month resulted in a 70 bps increase in members updating

their credits cards.

. Strategized and launched the "Great Listen Guarantee", a successful

new member benefit allowing customers to make unlimited returns,

resulting in a 6% increase in additions and 0.54 month extension in

lifetime duration.

. Improved the user experience and save offerings in the online cancel

flow, increasing the save rate by 120 bps for canceling members.

Launched the membership pause save offer, welcomed by customers as a

much-needed solution during the 2008 recession, resulting in a

retention rate up to 8 bps higher than shorter-term offers.

. Developed a predictive cancel model (with the new Data Science team)

that leveraged over 150 customer engagement inputs and accurately

predicted the 30-day time frame where 90% of cancels will occur.

. Migrated Audible's complex email platform and programs from a third

party to Amazon's internal system.

. Developed a video tutorial center for Audible.com and YouTube,

generating millions of views, to help onboard new members on Android,

iPhone/iPad, and Windows Phone.

BMG Columbia House, New York, NY

2006-

2007

3 Associate Director, Customer Retention & Loyalty Marketing

Developed strategic engagement, retention, and loyalty initiatives for

Music and DVD negative option continuity members, increasing sales by up to

15% and decreasing attrition by 10% through both online and offline

programs.

Barnes & Noble Inc., Barnes & Noble.com, New York, NY

2004-2006

2 Marketing Manager, Customer Acquisition

Managed online and offline acquisition for Barnes & Noble's loyalty Member

Program, increasing enrollments by up to 20% through a new online user

flow, package insert program, Customer Service upsell program, new third-

party channels, and development of best practices, contests, training

manuals, and promotional materials for all stores.

Institutional Investor, New York, NY

2002-2004

3 Marketing Manager, Customer Retention

Managed subscriber retention for twenty financial newsletters, increasing

payment rates by 8%, renewal rates by 5%, and conversion rates by 2%

through new renewal, billing, and conversion programs. Launched backend

renewal, billing, fulfillment, and distribution processes for two new

publications. Managed one direct report.

Time Inc., New York, NY

1997-2002

1 Marketing Manager, Customer Acquisition & Retention

Managed subscriber acquisition and retention in the TIME, LIFE, SI, People,

EW, Money, and Fortune negative option continuity book series, increasing

acquisition by 8% through various sources, including direct mail,

telemarketing, magazine cover wraps, package inserts, and third-party

partnerships, and increasing retention by 3% through the creation of

centralized retention programs. Promoted twice, from Assistant Product

Manager (1997-1999) to Associate Product Manager (1999-2002) to Marketing

Manager (2001-2002). Managed one direct report.

1 EDUCATION

2

3 Mini-MBA Certificate, Digital Marketing

Rutgers Center for Management Development ? Newark, NJ ? 2012

Real Estate Licensing

Newark, NJ ? 2007

Hold license with commercial real estate firm Hopkins, Sampson & Brown,

Newark, NJ (Currently inactive)

Bachelor of Arts in Public Policy (Departmental and Faculty Honors)

Trinity College ? Hartford, CT ? 1997

. Leadership

. Strategic Planning

. Marketing

. Direct Marketing

. Product Marketing

. Retention

. Project Management

. People Management

. Customer Segmentation

. Testing Best Practices

. Process Improvement

. Analytics

. CRM

. Customer Experience

. Onboarding

. Engagement

. Loyalty

. Delinquency / Billing

Contact this candidate