Data Driven CRM Strategist, With Over 15 Years Of Experience.

ROBERT ROCHE

**************@******.*** 401-***-**** Warwick, RI 02888 http://www.linkedin.com/in/rob-roche-0243359 Professional Summary

Experienced data-driven strategist with 15 years of expertise in developing personalized Acquisition & Customer Lifecycle strategies for various industries, including Telecommunications, Insurance, Travel, Financial Services, Food Service, & Retail. Proficient in utilizing 1st and 3rd party data provided by Data Aggregators. Skilled in forming cross-functional teams and overseeing all aspects of program development, encompassing Data Science, Creative, Engineering, Coding, Legal, Execution, Customer Service, & Analytics. Known for a democratic and visionary management style, with the ability to switch to an autocratic approach when required by leadership. Managed staff, developing their talents through continued training. Skills

Customer Relationship Management (CRM)

Targeted, Data-Driven Strategy

Customer Segmentation and Cohort Development

B2B, B2C, B2B2C Strategy Development

Automated Customer Journey Strategy Development

A/B Testing

Customer Data Analysis

Omni-Channel Strategy

Email, Direct Mail, and Digital Marketing Strategy

Writing Product Messaging for All Channels

ESPs - Responsys, Eloqua. MPT

Experience with V12 Journey Builder, MPT and BlueCore

Experience with Legal Regulations - CAN SPAM, Opt-Out, TCPA, EWC, HIPAA, PI / PII, GDPR

Agile Team Building and Leadership

Budget and Vendor Management

Advanced Excel, Word, PPT

Experience with Jira, Confluence, Teams, Tableau

Presentation Development & Delivery to multi-tier audiences

Effective Public Speaking

Experience

Self-Employed Consultant Warwick, RI

CRM, Lifecycle, and Segmentation Strategy

10/2023 - Present

CVS Health Woonsocket, RI

Senior Manager, Loyalty & Personalization

03/2022 - 02/2023

Review current customer touchpoint programs / strategies, and associated KPIs, to detect opportunities for enhancement or redevelopment.

Analyze customer database to identify integration opportunities, and common denominators across individuals to create specified cohorts.

Develop segmented, personalized lifecycle communication journeys, conducting ongoing A / B testing to optimize program performance.

Recommend external vendors for additional production services, managing negotiations, budgets, and projects.

Developed comprehensive, customer-focused engagement strategies on a national level for the General Merchandise and Hallmark categories.

Analyzed shopping behaviors to develop customer engagement strategies for Category Managers and Vendors, delivered through Digital, Email, Coupon, and Direct Mail channels. Raised overall ROI by 7%.

Identified affinity shopping behaviors with 3rd-party data providers to augment customer targeting logic. Achieved 6% growth in Shopper Spend associated with Hallmark purchases.

Collaborated with IT and Engineers to incorporate affinity shopping data into full customer database for deeper segmentation of customers.

Assigned as Subject Matter Expert (SME) for Email Strategy and Personalization. Executed the launch of the 1st email reporting platform within 3 months in the SME role.

Cigna Bloomfield, CT

Market Insight Advisor, CRM Manager

03/2021 - 03/2022

Developed new engagement strategies to educate customers on the attributes of their health plans, increase utilization, and revitalize unengaged members.

Designed a digital re-engagement initiative reaching ~700k dormant members using multiple channels (social media, programmatic ads, mobile push notifications, and email). Re-engaged 10% of the population by Q4, 2021.

Developed an omni-channel Lifecycle communication strategy focusing on disengaged health plan members, with high cases of chronic health conditions. Achieved 8% engagement across the customer base.

Worked with data warehouse and IT to incorporate flags to identify customers who downloaded specific content from the 3rd party CMS.

Compiled and documented successful marketing strategies to standardize across the enterprise.

Created the first B2B lead nurturing communication strategy to acquire new insurance brokers, and re-engage the inactive.

Panera Bread St. Louis, MO

CRM Manager

12/2020 - 03/2021

Managed customer segmentation, targeting, personalization, & Lifecycle strategy development, based on behavioral analysis, & transaction activity data.

Collaborated to deliver an omni-channel re-engagement strategy targeting inactive customers following the 2019 COVID-19 outbreak. Achieved 15% Winback across customer groups.

Partnered with Analytical team to develop predictive retention models to identify at-risk customers.

Created new strategies to promote specific menu items timed with national food

“celebrations”. Realized a 5% lift over control group on average.

Developed triggered retention strategies to target customers experiencing dissatisfying engagements.

TripAdvisor Needham, MA

CRM Manager

03/2019 - 05/2020

Created data-based, segmented communication strategies to maximize engagement & booking revenue.

Prepared Engineering, Coding, Reporting, & Creative specifications for email creation / measurement.

Outlined A/B test scenarios to refine communication timing and structure.

Collaborated with Data Sciences to develop customer micro-targeting models.

Implemented two innovative traveler engagement initiatives within first half-year of employment, accounting for $350k in annual revenue.

Coordinated with IT and Data Warehouse on the integration of data from TripAdvisor’s sister entity, Viator, providing a more robust view of customer engagements, further enhancing segmentation and targeting capabilities.

Structured strategies attracting unengaged members by promoting local restaurants and activities.

Created a transactional Abandoned Cart trigger program, targeting Members who opted-out of marketing emails. Projected to drive an additional $200k in net booking revenue per year.

Developed a Member Anniversary recognition program, offering Members a discount to book on the annual milestone of joining TripAdvisor. Projected to generate $1.2 million in annual net revenue.

Created a comprehensive digital engagement strategy for recommending top-rated activities and restaurants booked by locals, for locals. Forecast to generate $620k in annual net revenue.

Led the overhaul of the Browser Retargeting program due to COVID-19 travel limitations.

AAA Northeast Providence, RI

Manager, Member Relationship Management

(CRM)

03/2016 - 03/2019

Created targeted communication strategies using data analytics for improved member retention and engagement across all business lines (Membership, Insurance, Travel, Financial, Automotive).

Managed the Microsoft Dynamics implementation project for Marketing Leadership, representing all 5 business verticals.

Lead multiple teams utilizing Agile principles, creating omni-channel communication strategies to onboard new Members to the club, & retain Members identified as High Risk for attrition. Achieved a 60% retention of High Risk Members, surpassing an expected 40%.

Used DirectFocus to refine, and created net-new, targeting logic for marketing scripts delivered to Members in Call Centers & Branches. Boosted YoY sales by 5%.

Directed the Member Data Collection program, developed employee training & materials through focus group sessions. Enhanced data penetration by 23% for Emails, 9% for DOB, 29% for Phone Numbers.

Gained deep knowledge of AAA's multi-tier CRM database & system, V12. Established a segmented customer lifecycle communication flow, and a Next Best Offer targeting model, driven by mined data elements.

Managed & calculated the Member Engagement Index (MRM), a corporate standard to measure annual Member engagement across all verticals, & identify areas of opportunity & focus. Met or exceeded goals each year. MetLife Auto & Home Warwick, RI

Marketing Project Manager, CRM

03/2008 - 03/2016

Designed data-driven, segmented marketing strategies, focused on new business acquisition and current customer lifecycles.

Conducted data analytics to identify target segments & personas, opportunities for growth, support strategy development, & discover program refinement.

Managed staff, external vendors, & allocated budgets.

Analyzed Market Research to capture VOC, and refine in-market initiatives.

Oversaw marketing strategy for 'In the Car,' a partnership pilot between MetLife and General Motors to increase vehicle sales & companion insurance policies. Retained 30% of customers vs. a 25% goal.

Interfaced with SmartFocus to create multiple segmented cross-sell and retention campaigns.

Designed & managed a data-driven, segmented, personalized CRM Lifecycle Communications Program, aimed at boosting cross-sold products & retention per household, foster referrals. Surpassed 2013 new & retained premium goal by 20%. Continued to surpass adjust goals by ~10%.

Lead the data integration project with IT and Engineering, building the centralized customer database, enhancing all marketing functions.

Collaborated with the Data Science team to develop new segmentation models, to better identify target cohorts, enhancing 1 to 1 relational marketing strategy.

Created B2B acquisition & CRM strategies for all U.S. insurance agents. Produced tools to support agent efforts (segmented leads, commission calculators, web-based solutions, customizable collateral, strategy materials).

Teamed with the Senior Manager of Digital to launch the first ESP for MetLife.

Selected by Senior Management to serve on a task force focused on developing new national sales & retention strategies.

Education / Certifications

Merrimack College Bachelor’s in International Business & Marketing Dale Carnegie in Sales & Presentation Training

Forrester in 360 Marketing Training Certification

HubSpot Academy in Email Marketing Certification, Social Media Certification

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