Vice President, CRM
Lord & Taylor
Lead CRM, internet, database marketing, advertising, credit card and loyalty marketing teams for this world-renowned department store, synonymous with high quality fashion and a personalized approach to customers.Manage P&L and annual budget of $23M.Consultative client service for brands. Revamped outdated, proprietary websites, customer database and contact strategies. 5 direct and 18 indirect reports. Report directly to CMO.
·Championed the build and launch of a new CRM database marketing solution, matching customers with the right number of marketing contacts, offers and creative.
·Oversaw lordandtaylor.com, directed re-branding effort, organic search, enhanced keyword buys, web analytics, new CRM-driven email system and site-navigation improvements. Delivered online sales and increased conversion that increased 18% over the previous year in a challenging retail environment.
·Launched company-wide web and CRM initiatives; reduced costs 15%, while increasing sales 15% (incremental sales $70M) and profit 30% over the prior system. Utilized sophisticated segmentation, statistical analytics and web analytics to best leverage and optimize customers at all levels across over 400 campaigns annually.
·Managed client relationships and campaign development for variety of client merchandisers and brands, including Estee Lauder, Clinique, Bobbi Brown, BCBG, Free People, Burberry, True Religion and others.
·Rolled-out re-branding of Lord & Taylor credit card with new private label provider; enrollment up 18%.
·Have grown email database 700% in 1 year from 200,000 to 1,600,000 via leadership of email capture across all customer touch-points, email append and co-registration partnerships.
·Rolled-out 4 analytic tools to optimize 60 campaigns, enabling 20% reduction in campaign circulation. Resulting savings of $5M with a 8% sales gain.