Carl DiCocco
Wildwood,FL
Summary
Accomplished marketing leader with a proven track record of building and nurturing strong customer relationships that drive long-term loyalty and profitable growth. Expertise in retention, customer lifecycle, customer experience and loyalty. Recognized for combining analytical rigor with deep segmentation expertise to design targeted marketing programs that increase customer value, enhance engagement, and deliver measurable revenue impact.
Overview
29
29
years of professional experience
Work History
Director, Customer Retention & Loyalty
RealTruck Inc
Ann Arbor, MI
12.2022 - 05.2025
- Led the customer lifecycle and loyalty marketing strategy, developing data-driven, multi-channel programs that boosted customer engagement, retention, and lifetime value in a high-growth e-commerce environment
- Developed and executed multi-channel lifecycle marketing across email, SMS, and retargeting, contributing to a 22% YoY increase in repeat purchase rate.
- Implemented advanced segmentation and personalization at scale, improving campaign relevance and performance leading to a 25% boost in email CTR and 19% lift in conversion rate across key segments.
- Partnered cross-functionally to optimize first-party data usage, unlocking new behavioral triggers, high potential segments and increasing automation-driven revenue by 40% YoY.
- Drove continuous improvement through rigorous A/B testing and analytics, leading to a 35% improvement in campaign open rates and 14-point increase in NPS over a 6-month period.
- Launched integrated retention-focused campaigns that helped contribute to a 20% increase in returning traffic and supported an 8% increase in customer lifetime value (LTV).
- Managed a seven-figure lifecycle marketing budget and oversaw key martech tools and platform integrations (including Kustomer, Segment, Iterable), while leading a team of 3 direct reports.
- Built the strategy and comprehensive business case for the company’s first end-to-end customer loyalty program, strategically designed to engage customers at key moments in the journey and drive measurable improvements in retention and repeat purchase rates.
Director, Customer Lifecycle Marketing
ReadyRefresh, Nestle Waters USA (Blue Triton Brands)
Stamford, CT
01.2017 - 01.2022
- Recruited to build and lead a high-performing customer lifecycle marketing team with four direct reports developing and executing marketing strategies to engage customers throughout the lifecycle, improve lifetime value and elevate the ReadyRefresh brand through premiumization.
- Recruited, onboarded and retained SMEs – Email marketing, portfolio management and marketing support while establishing new organizational structure and talent management/coaching practices.
- “Premiumized” ReadyRefresh brand and achieved marketplace differentiation by expertly managing and coalescing every element of our service, customers and offerings. Conducted extensive research to understand the consumer, service demands and competitive landscape while crystallizing brand personality and visual identity to fully optimize customer experience and journeys.
- Overlayed the upgraded brand identity across every customer touchpoint with clearly articulated brand voice and visual identity. Strengthened customer relationships / drove profitable growth by reimagining and curating personalized customer journeys post-acquisition (increased email revenue YOY +50%).
- Increased upsell/cross-sell revenue by deploying multi-channel, targeted marketing strategies across owned channels (email, push notifications, SMS, Web, Call Center, Route) that increased customer engagement and drove profitable growth (Residential basket size +18% and Small Commercial +10% YOY).
- Developed multi-channel marketing strategy (leveraging email, DM, OBTM and inbound call center) to significantly increase equipment (water dispenser) sales revenue (+47% YOY); launched “installment plan” purchase option to capture cost-sensitive customer base.
- Built strategy for and led the development of a customer loyalty Membership Program that generated $4M in incremental revenue in the first year.
Senior Director, NA Customer Retention Marketing | Operations
PITNEY BOWES INC.
Shelton, CT
01.2008 - 01.2017
- Developed marketing strategy for customer retention initiatives across all lines of business and sales channels for 1MM customer portfolio. Managed and optimized $9MM operating expense budget for multi-site NA Customer Retention team consisting of eight direct reports with teams of 200+ Customer Retention employees.
- Developed and executed customer lifecycle retention marketing plans that increased engagement, improved renewals and reduced customer churn from 21% to 8% in a declining market.
- Led positioning and development of financially sound retention marketing programs for all sales channels targeting localized competitive threats and top cancel drivers. Built segmented product “bundle” programs that focused on enhancing the value proposition and reinforcing core benefits.
- Developed robust segmentation model leveraging customer behavior, product usage patterns and voice of the customer data that accurately identified highest risk segments. This model drove retention improvement and profitable growth.
- Delivered $18MM in contracted lease and rental renewals in 2016 (20% growth YOY) through direct oversight and leadership of the NA Retention team dedicated to handling all inbound client escalations.
- Led CEO Marc Lautenbach’s “Office of the President” Client Success team responsible for resolving all escalations that come directly to the CEO or his executive staff. Regularly presented to and collaborated with the CEO and Sr. Executives.
Senior Manager, Customer Experience & Retention Marketing
PITNEY BOWES INC.
01.2000 - 01.2008
Senior Relationship Manager, Partnership Marketing
PRICELINE.COM WEBHOUSE CLUB
01.1998 - 01.2000
Senior Account Executive, Professional Sports Sponsorships
OCTAGON
01.1996 - 01.2000
Education
Bachelor of Science (BS) - Accounting
Quinnipiac University
Skills
- Customer Retention
- Lifecycle Marketing
- Data Analysis
- Segmentation
- Customer Experience
- CRM Strategic Planning
- Cross Sell
- Sales Leadership
- Contact Center Leadership
- Process Improvement
- CPG
- E-Commerce
- Direct-to-Consumer
- Loyalty Membership Programs
- Continuity Programs
- Program Management
Websites
Certifications Affiliations
- Six-Sigma, Green Belt
- Better Business Bureau, Board Member, 2014-01-01, 2017-01-01
Timeline
Director, Customer Retention & Loyalty
RealTruck Inc
12.2022 - 05.2025
Director, Customer Lifecycle Marketing
ReadyRefresh, Nestle Waters USA (Blue Triton Brands)
01.2017 - 01.2022
Senior Director, NA Customer Retention Marketing | Operations
PITNEY BOWES INC.
01.2008 - 01.2017
Senior Manager, Customer Experience & Retention Marketing
PITNEY BOWES INC.
01.2000 - 01.2008
Senior Relationship Manager, Partnership Marketing
PRICELINE.COM WEBHOUSE CLUB
01.1998 - 01.2000
Senior Account Executive, Professional Sports Sponsorships
OCTAGON
01.1996 - 01.2000
Bachelor of Science (BS) - Accounting
Quinnipiac University
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