EMILY VAN LOON
Lino Lakes,MN
Summary
Senior level marketing strategist with 20+ years of experience and proven performance directing best-in-class credit card and loyalty marketing programs, defining program direction and developing compelling communications strategies. Dynamic leader who motivates direct reports to achieve excellence.
Overview
22
22
years of professional experience
Work History
Senior Manager, RedCard Marketing Strategy Lead
Target
Minneapolis, MN
09.2017 - Current
- Lead manager responsible for developing, executing and optimizing RedCard acquisition and loyalty retention strategies across multiple marketing channels to deliver aggressive annual application, new account and sales goals.
- Develop annual acquisition offer strategy leveraging historical results and key seasonal events to deliver growth and engagement. 2021 plan resulted in 40% lift in new accounts, increased activation and incremental sales for Target.
- Create and execute annual lifecycle marketing plan in partnership with promotional marketing, Target.com and Circle loyalty team to drive RedCard usage, loyalty program engagement, and incremental sales. 2021 plan resulted in increased activation, higher sales per active cardholder and lower attrition.
- Lead RedCard and Circle loyalty integration to increase guest engagement and awareness across both loyalty programs.
- Design test and learn strategy for Mastercard rewards conversion test. Analyzed results in partnership with Data Science team to determine full roll-out marketing plan.
- Manage research and development of RedCard value proposition, acquisition and retention strategies to deliver exceptional guest experience.
- Marketing and strategy lead for RedCard re-branding and Mastercard origination launch.
- Identify and manage execution of new digital affiliate partnerships which is on pace to increase RedCard acquisition online by +25% YOY, resulting in additional RedCard online sales, new T.com profiles and wallet usage.
- Partner with key marketing, Target.com and store operations contacts to increase RedCard presence within Target mass marketing channels (e.g. In-store signage, brand emails, circular, Target app) to increase RedCard acquisition and usage.
- Manage $20M annual budget to drive RedCard acquisition and awareness to maximize ROI.
Director, Financial Services Marketing
Best Buy
Richfield, MN
10.2015 - 04.2017
- Led strategic development and delivery of annual My Best Buy Credit Card marketing plan leveraging $15M Joint Marketing Fund, delivering $8B in annual sales.
- Developed personalized communication strategies to improve cardmember experience, increase engagement and retention.
- Created omni channel credit card acquisition strategies that contributed to 5% YOY application growth.
- Optimized new cardmember communications and lifecycle campaigns to deliver over $1B in annual incremental sales.
- Key relationship owner with creative agency and partner bank.
- Led internal integration strategies across owned vehicles to drive acquisition, attach and sales, as well as branding consistency across all channels.
- Marketing leader for co-brand conversion from MasterCard to Visa.
- Visa reissue communication strategy exceeded pro forma across all metrics including: internal and external sales, activation rates across all cardmember segments and on-going usage.
Senior Manager, Financial Services
Best Buy
Richfield, MN
10.2011 - 10.2015
- Created awareness/acquisition and lifecycle strategic marketing and promotional plans for the My Best Buy Credit Card portfolio to drive new account acquisition, retention and sales from cardmembers.
- Marketing lead for portfolio conversion from Capital One to Citi which included changes to existing communication strategy and redesign across all customer touch points.
- Co-created with internal and external partners including brand team, partner bank, card associations, loyalty marketing and campaign operation teams.
- Led development of business cases to drive behaviors based on cardmembers and business needs.
- Created process plans for seamlessly executing each customer touch point, within a multi-million dollar budget.
- Provided guidance and development to help direct reports excel in their careers.
- Presented marketing strategies and promotional plans at internal Best Buy and Financial Services meetings and events.
Senior Product Manager
US Bank
Minneapolis, MN
01.2009 - 10.2011
- Created and managed portfolio-wide strategic marketing communication plan and annual promotional calendar to meet or exceed annual plan goals.
- Responsible for multi-million dollar annual marketing budget and P&L.
- Managed and led team to ensure successful implementation of portfolio-wide communication and promotional initiatives across numerous communication channels resulting in higher portfolio engagement and lower attrition rates.
- Collaborated with internal research team and retail portfolio partner to uncover new growth opportunities and product recommendations.
- Presented quarterly financial review to partner, discussed results and reviewed marketing plan.
Loyalty Partner Manager, Loyalty and Alliances
Northwest Airlines
Eagan, MN
05.2000 - 01.2009
- Marketing and communication responsibilities for 30+ airline partners, for promotional and awareness campaigns, direct mail, web-based communications and advertising.
- Responsible for managing and allocating $20M annual alliances budget requests.
Education
Bachelor of Science - Business to Business Sales and Marketing
Skills
- Co-brand Financial Product Development
- Lifecycle engagement/CRM Strategy
- Multi-channel Marketing Campaign Development and Management
- Strategy Development
- Creative Strategy and Development
- Vendor/Partner Management
- Digital Content Management
- Cross Functional and Team Leadership
- Budget Forecasting and Management
- Business Model Strategy
- Customer Marketing
- Design Thinking and Journey Mapping
- A/B Test and Learn Methodology
Timeline
Senior Manager, RedCard Marketing Strategy Lead - Target
09.2017 - Current
Director, Financial Services Marketing - Best Buy
10.2015 - 04.2017
Senior Manager, Financial Services - Best Buy
10.2011 - 10.2015
Senior Product Manager - US Bank
01.2009 - 10.2011
Loyalty Partner Manager, Loyalty and Alliances - Northwest Airlines
05.2000 - 01.2009
St. Catherine University - Bachelor of Science, Business to Business Sales and Marketing
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