Microsoft Office
Glennys Hedderman
Global Head Of CRM Strategy & Channels
Deerfield,Illinois
Summary
Experienced and bilingual Growth Marketer Executive with a proven track record of over 20+ years in strategic CRM and tactical business initiatives. Recognized for consistently surpassing company objectives, has successfully led large-scale business transformations and change management efforts. Exceptional communication, team building, and coaching skills have earned a reputation for fostering a professional culture built on trust and mutual respect. Committed to promoting the company's vision, dedicated to driving success and achieving results.
Overview
2025
2025
years of professional experience
1
1
Certificate
1
1
Language
Work History
Global Senior Director of CRM and Channels
Ford Motor Company
Detroit, MI
01.2023 - Current
- Created an agile working environment, enabling rapid response to changing business needs by delivering campaigns that took 45 day to 5 days without sacrificing quality or performance standards.
- Led the migration of +1500 plus campaigns from the Adobe platform to Salesforce Marketing Cloud for the US Retail business
- Spearheaded the design and execution of transformative business initiatives, driving enhanced performance by 30%, profit optimization by 25%, and uncovering new growth opportunities that resulted in a 20% increase in market share.".
- Led continuous improvement initiatives that boosted operational excellence by improving key performance metrics by 20% and reducing process cycle times by 18%."
- Grew the talent pool by 40% through the active recruitment of top-tier candidates from diverse backgrounds. Developed and executed comprehensive training programs that led to a 20% increase in employee skill proficiency and a 15% reduction in turnover rates."
- Within my initial 6 months, establish data-driven decision-making processes and implement analytics best practices across the organization to optimize performance. Specifically, aim to improve decision accuracy by 20%, increase operational efficiency by 15%, and achieve a 25% higher ROI on marketing campaigns.
- .Focus on building team cohesion, fostering effective communication, and ensuring alignment with organizational goals by tracking team performance through key performance indicators such as acquisition cost, conversion rate, revenue/market share, and ROI on annual process.
- Successfully managed a $30M budgets and allocated resources to maximize productivity and profitability.
Global Director of CRM & Digital Channels
Motorola Mobility
Chicago, Illinois
1 2018 - 01.2023
- Head the Global CRM Strategy and partner with regions to understand their market goals and develop campaigns to reach those priorities by bring these plans to life
- Deliver omni-channel campaigns across email, push notifications, web, and social platforms, as relevant to the customer experience
- Analyze and track CRM KPIs to unlock new opportunities, presenting KPIs and key drivers to senior management on a regular basis enabling and training brand key stakeholders to define their CRM strategy and execution
- Establish best-in-class segmentation and targeting strategies to deliver advanced, personalized consumer experiences and services
- Led a global digital team located in Chicago, Brazil, and India to deliver best-in-class customer experiences across all customer-facing channels
US Digital CRM/Loyalty/Kiosk Sr. Program Manager
McDonald’s Corporation
01.2015 - 01.2018
- Executed and oversee project plans to implement the Strategic CRM Framework and to create personal and compelling digital experiences
- Collaborated with internal McDonald’s stakeholders to develop and drive the Loyalty Marketing and Execution calendars across brand and channels
- Managed the day-to-day of the Loyalty Program activities across brand and channels including reward execution, collateral management and marketing execution oversight
- Oversaw the relationship with Loyalty Vendor Partners to successfully execute on-going Loyalty strategies as well as construct the future vision for program evolution
- Directed the daily Kiosk Product activities including the Development, Field Communication, Release Plans and prioritize the future iterations of the product
Digital Rewards Strategy Lead
Discover Financial Services
01.2014 - 01.2015
- Delivered Digital execution and response channel/tactic expertise across all mediums for each program/promotion (e.g
- Email, Web, Apps, Social/Mobile, Paid Media, etc
- Provided Digital Rewards leadership for 'on the edge' pilots and tests for new and emerging approaches in the Digital space
- Primary business owner for digital channel requirements including functional requirements, tagging implementation and the voice of the customer feedback post-implementation
- Maximized channel performance and deliver cost-effective and relevant offers to prospects and cardmembers
Rewards Program Manager
Discover Financial Services
01.2013 - 01.2014
- Managed engagement and usage for 2% Cashback Bonus program increasing overall sales by $350MM in 2013
- Responsible for the day to day management of the 2% Cashback Bonus Program, including budgeting, forecasting, accruals and reporting
Interactive Digital Design Engineer
Discover Financial Services
01.2011 - 01.2013
- Managed medium to large technology-enabled, cross-functional digital marketing projects in support of the company business objectives
- Accountable for digital strategy roadmap for Rewards and Benefits and Services
E-Commerce Project Manager
Lawson Products Inc.
01.2008 - 01.2011
- Applied exemplary leadership expertise toward directing team of six in daily UAT (User Acceptance Testing) activities in support of E-Business Unit
- Spearheaded daily operations of E-Procurement site inclusive of developing marketing campaigns and maximizing ROI by precisely evaluating consumer data
- Analyzed pre-implementation profitability of Electronic Data Interchange (EDI) projects to estimate financial risks and/or gains
E-Commerce Customer Care Manager
W.W. Grainger Inc.
01.2007 - 01.2008
- Steered daily operations of service center with a constant focus on elevating quality assurance and productivity
- Documented and established process integration maps to accommodate and optimize future appearance and functionality of company’s website
- Motivated, mentored, coached and led six personnel to exhibit performance excellence
Competitive Intelligence Associate
W.W. Grainger Inc.
01.2006 - 01.2007
- Employed considerable critical thinking abilities to provide strategic recommendations on company-wide initiatives such as future eCommerce functionality developments and new service offerings
- Identified and explored Latino potential in Maintenance Repair Operations industry to determine and capitalize on future growth strategies
- Orchestrated competitive intelligence road shows throughout the US to educate and empower 60 sales leaders in enhancing positioning of products and services against nationwide and local competitors
Education
MBA - Marketing Management, International Business, Entrepreneurship and Strategic Management
The University of Chicago, Booth School of Business
Chicago, ILBA Degree - Spanish and Marketing
Ball State University
Muncie, INCompetitive Intelligence Certificate - undefined
Fuld’s Academy of Competitive Intelligence
Skills
Collaborative leadership
Team management
Organizational development
Stakeholder relations
Key performance indicators
Team building
Team building and motivation
Culture transformation
Data analytics
Analytical thinking
Project management
Verbal and written communication
Affiliations
- American Marketing Association
- Executive Board Member of Boys and Girls Club of Lake County Illinois
Software
Salesforce Marketing Cloud
Salesforce Data Cloud
Project Management
Adobe Experience Manager
Social Media
Mondaycom
Jira
Certification
Competitive Intelligence
Interests
CRM
Performance Driven
Strategic Marketing
International Marketing
Digital Marketing
Growth Marketing
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Languages
Spanish
Native or Bilingual
Timeline
Global Senior Director of CRM and Channels
Ford Motor Company
01.2023 - Current
US Digital CRM/Loyalty/Kiosk Sr. Program Manager
McDonald’s Corporation
01.2015 - 01.2018
Digital Rewards Strategy Lead
Discover Financial Services
01.2014 - 01.2015
Rewards Program Manager
Discover Financial Services
01.2013 - 01.2014
Interactive Digital Design Engineer
Discover Financial Services
01.2011 - 01.2013
E-Commerce Project Manager
Lawson Products Inc.
01.2008 - 01.2011
E-Commerce Customer Care Manager
W.W. Grainger Inc.
01.2007 - 01.2008
Competitive Intelligence Associate
W.W. Grainger Inc.
01.2006 - 01.2007
BA Degree - Spanish and Marketing
Ball State University
Competitive Intelligence Certificate - undefined
Fuld’s Academy of Competitive Intelligence
Global Director of CRM & Digital Channels
Motorola Mobility
1 2018 - 01.2023
MBA - Marketing Management, International Business, Entrepreneurship and Strategic Management
The University of Chicago, Booth School of Business
Qualifications Summary
Business Operations
Work Preference
Work Type
Full TimeLocation Preference
RemoteHybridImportant To Me
Career advancement401k matchPaid time offCompany CultureStock Options / Equity / Profit SharingQuote
I cannot believe the purpose of life is to be happy. I think the purpose of life is to be useful, to be responsible, to be compassionate. It is, above all, to matter, to count, to stand for something, to have made some difference that you lived at all.
Leo Rosten