Alicia L. Robinson
Smithfield
Summary
Results-driven professional leveraging data-driven insights and strategic collaboration to enhance customer experiences and drive business growth. Committed to fostering innovation, optimizing processes, and building cross-functional partnerships to align business goals with customer needs. Focused on creating impactful solutions that deliver long-term value.
Overview
12
12
years of professional experience
Work History
Sr. Manager, Coupon Strategy, Price and Value
CVS Health
04.2022 - Current
- Oversee the tracking, monitoring, and reporting of customer feedback across all Price & Value touchpoints and focus areas, including coupons, promotions, pricing, and loyalty programs, achieving a Front Store NPS of 73
- Identify opportunities for growth and engagement, prioritizing to ensure enterprise strategic alignment, working in close tandem with digital product and IT leaders, growing our digitally engaged customer population by +12% vs. LY
- Manage CVS’s Coupon Policy, collaborating closely with Legal and Loss Prevention teams to strengthen policies and capabilities aimed at safeguarding the organization against fraud, resulting in 3.8M in scan margin savings
- Foster exceptional partnerships with colleagues across the organization, effectively engaging and influencing individuals at all levels, to cultivate alignment and enthusiasm surrounding the customer and colleague experience
Manager, Business Insights, Personalization
CVS Health
01.2021 - 04.2022
- Monitored financial performance indicators, highlighting trends, and analyzing cause of unexpected variance, providing insights and decision-making support to the business resulting in 127.4M in Front Store sales growth
- Coordinated cross-functional teams to build out project plans serving as road maps for key annual growth pillars, providing leadership with confidence hitting budgeted sales growth
- Managed the continued development of budgeting, financial forecasting, and modeling tools, providing increased ability to plan marketing activity against incoming vendor funding budgeted at 34M annually
- Prepared weekly reporting capturing key performance indicators across marketing channels in a single dashboard illustrating channel level impact on customer behavior and total Front Store sales
Manager, Financial Planning, Personalization
CVS Health
03.2018 - 01.2021
- Built system for understanding, tracking and forecasting incremental impacts of COVID-19 providing the business with the insights needed to pivot and mitigate risk
- Exceeded forecasted goal of 34.3M and collected 36.4M in vendor funding for personalized marketing driving 1.8M in Net Sales Lift in the Front Store
- Manage 24 colleagues across 5 teams to synthesize financials across 3 channels collecting an average of 3M in funding per month used to drive Front Store marketing activity
- Established Center of Excellence Team; responsible for driving innovation, developing infrastructure, and collaborating with internal partners to deliver on long term goals of the Loyalty and Personalization Team
Assoc. Manager, Expense Funding, Personalization
CVS Health
10.2017 - 03.2018
- Developed a deep understanding of the current Loyalty and Personalization billing process identifying areas for improvement and initiated collaboration among teams to streamline current billing processes
- Analyzed funding trends to support operational planning and strategic decision making
- Attended to over 100 suppliers by effectively troubleshooting questions and providing a consistent point of contact
- Created training and educational content to address the most common inquiries regarding billing for both internal teams and external stakeholders, creating a better supplier experience
Director of Marketing
CopEx Inc.
09.2016 - 08.2017
- Partnered with a team of 5 sales representatives to coordinate marketing activities focused on the successful promotion of used copy machines selling over 900 units per month resulting in 500K total monthly sales
- Developed, executed, and maintained data driven customer loyalty program based on buyer behavior
- Directed preparation of marketing collateral including descriptions, photographs and copy for print and digital
- Tracked and presented monthly sales KPIs, campaign metrics, and pricing trends to leadership
Sales and Marketing Support
CopEx Inc.
09.2014 - 09.2016
- Identified customer persona through surveys, behaviors, and transaction data improving sales and marketing efforts
- Created unique content shared across 3 social media platforms and within email campaigns
- Maintained and updated Infusionsoft CRM while developing ways to improve analytic capabilities
- Conducted market research on export and domestic markets to assist sales reps with lead generation
DirecTV Retailer, Operations Controller
Prism 48 LLC
10.2012 - 09.2014
- Directed all day-to-day operations of door-to-door sales team ensuring the team had the resources necessary to quickly close deals
- Developed and managed company social media accounts, website, database, banking, and bookkeeping
- Hired and mentored core start-up team, outlined initial company policies and procedures
- Participated in networking events to establish community ties, B2B relationships and industry connections
Education
Bachelor of Science - Marketing Management
Rhode Island College
Providence, RI05-2012
Associate of Science - Computer Science
Community College of Rhode Island
Warwick, RI05-2009
Skills
- Team leadership
- Strategic planning
- Program management
- Promotion strategy
- Product innovation
- Cross-functional collaboration
Timeline
Sr. Manager, Coupon Strategy, Price and Value
CVS Health
04.2022 - Current
Manager, Business Insights, Personalization
CVS Health
01.2021 - 04.2022
Manager, Financial Planning, Personalization
CVS Health
03.2018 - 01.2021
Assoc. Manager, Expense Funding, Personalization
CVS Health
10.2017 - 03.2018
Director of Marketing
CopEx Inc.
09.2016 - 08.2017
Sales and Marketing Support
CopEx Inc.
09.2014 - 09.2016
DirecTV Retailer, Operations Controller
Prism 48 LLC
10.2012 - 09.2014
Bachelor of Science - Marketing Management
Rhode Island College
Associate of Science - Computer Science
Community College of Rhode Island
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