Strategy: Identify target audience segments through market research and competitive analysis. Map the customer journey to create a holistic approach across channels (email, SMS, direct mail, call center, branch, and mobile). Use automation (including AI) to deliver personalized content and capture customer behavior to continually optimize the journey.

Execution: Journey Build – Built automated personalized journeys to support customers wherever they were in their individual journey. Used AI models and automated orchestration to support content personalization. Email/SMS/Push: Implemented integrated campaigns to support customers across channels to increase cross-sell, mobile product adoption, and retention. POS/Call Center: Created marketing support materials to support branch and call center representatives to help increase customer engagement and retention.

Measurement: Used Salesforce Marketing Cloud, SQL, and Adobe Analytics to assess performance. Conducted A/B and multivariate experiments and analyzed cohort performance. Through a rigorous analysis of journey performance metrics, identified opportunities for data-driven optimization, continually refining programs to deliver maximum impact.

Results: A pivotal achievement was delivering a comprehensive customer lifecycle program for the US market, which drove substantial improvements in customer experience and campaign effectiveness. Program efforts increased overall customer engagement, mobile adoption, and cross-sell conversion rates, resulting in a 10% growth in deposits in its inaugural year. Through this alignment, automated customer journeys were connected and optimized, decreasing overall customer attrition by 7%.