Summary
Overview
Work History
Education
Skills
Websites
Performance Awards
Timeline
Generic

Kelly Hayse

Performance Marketing & Customer Analytics Leader
Overland Park

Summary

As a dedicated marketing and analytics leader, I specialize in transforming customer insights into actionable strategies that enhance business decisions and drive revenue growth. With a proven track record in leading high-performing teams, I excel in one-to-one marketing, loyalty programs, marketing technology, signage, and national promotions. My passion lies in leveraging advanced analytics, loyalty programs, and personalized marketing to improve customer experience and boost retention and lifetime value.

Overview

23
23
years of professional experience
4
4
years of post-secondary education

Work History

DVP of Customer Retention & Analytics

Helzberg Diamonds
North Kansas City, Missouri
08.2021 - Current
  • Oversee the strategy and execution of one-to-one marketing (email, SMS and direct mail), marketing technology, in-store signage, national promotions, and customer analytics
  • My team and I are focused on growing customer retention and lifetime value through advanced analytics, personalized marketing, and improving customer experience by knowing our customers and serving them better
  • Strategic and analytical partner for Paid Media, focused on testing and measuring media effectiveness, identifying CRM opportunities in paid media, and guiding media investments with customer and marketing data
  • Key accomplishments include:
  • Migrated from legacy CRM tools to Salesforce Marketing Cloud, Salesforce Data Cloud, and Salesforce Service Cloud
  • Tripled email and SMS subscribers and corresponding omni-channel revenue
  • Identified top contributors to customer loyalty and lifetime value
  • Migrated legacy lifetime care plans from paper to fully digital program accessible in each customer’s digital jewelry box that allows easy lookup of past purchases and warranties in-store and online
  • Built test and learn practices that are statistically significant and balance external factors
  • Introduced more impactful promotions and events that drove multiple millions in revenue while still protecting margin
  • Piloting digital easel signage to drive significant incremental traffic to the stores and reduce printing and paper waste
  • Developed a tiered marketing construct to align incremental media investments in markets representing highest sales and profitability
  • Designed a loyalty program tailored to the unique retail industry of fine jewelry that scored very high in appeal in customer reach while balancing costs and ROI
  • Assisted in creating departmental goals focused on enhancing customer retention strategies throughout the organization.
  • Implemented targeted retention campaigns that addressed specific customer segments based on their unique needs.
  • Analyzed trends in customer feedback to identify areas for potential improvement within the organization.

Director of Loyalty Marketing

AMC Theatres
Leawood, Kansas
08.2019 - 07.2021
  • Fostered loyalty and incremental spending of AMC Stubs members through a multi-tiered, digital loyalty program including the leading movie theatre subscription service
  • The AMC Stubs program consisted of over 23M members across a monthly subscription membership (A-List), an annual paid membership (Premiere) and a free membership tier (Insider)
  • This role was responsible for the overall strategy and execution of the AMC Stubs program including customer lifecycle marketing, core program benefits, financial return, and revenue generation
  • Key accomplishments included:
  • Growing the customer base while reducing cost by identifying the benefits that were most impactful in driving incremental revenue and eliminating costs that were unlikely to drive purchases
  • Navigating the programs through COVID to protect customer benefits while allowing for usage of program in markets where theatres were operational
  • Relaunched the subscription and loyalty programs once vaccines were available and introduced benefits and offers to drive members back into theatres
  • Managed budgets effectively to ensure optimal use of resources while maintaining financial stability.
  • Employed advanced data analytics insights for strategic decision-making in key areas like sales and budgeting.

Director of One-to-One Marketing

AMC Theatres
Leawood, Kansas
12.2016 - 07.2019
  • Led the strategic direction and execution of push marketing channels including email, SMS and mobile push notifications
  • In the three years that I led the team, we launched multiple triggers and automations, tripled the number of sends while increasing engagement rates and attributable revenue by over 500%
  • Migrated from Exact Target email platform to Salesforce Marketing Cloud and launched mobile push notifications using Airship platform
  • Partnered with Loyalty Director to launch AMC’s subscription program (A-List) with triggered and personalized one-to-one marketing messages supporting membership, benefits and awareness marketing
  • Created highly personalized lifecycle marketing including a post-purchase email that asks guests to rate the film that they saw, links the movie previews that played before their film, and allows members to set alerts for the movie previews when tickets go on sale which triggers future email series to remind the members of the upcoming films that they wanted to see

Manager, Loyalty Marketing

DEG
Overland Park, Kansas
01.2016 - 12.2016
  • Managed a team of analytical marketers responsible for customer segmentation, analyzing trends and forecasting liability for our client's loyalty program
  • Drove significant incremental revenue from members of the loyalty program thru best practice CRM campaigns, reminders of loyalty benefits, and targeted offers and messaging
  • Measured performance using test and control and ad hoc analyses to inform creative and investment levels in direct mail and email
  • Provided strategic direction for program and promotional campaigns including liability forecasting and membership migration
  • Migrated client to Sales Force Marketing Cloud from outsourced solution

Director of Analytics & Account Management

HSB Marketing
Kansas City, Missouri
09.2005 - 01.2016
  • Built an analytics practice in a startup agency focused on strategy and execution of our clients' loyalty programs, CRM and customer analytics
  • Our longest tenured client was Hallmark Cards, a multi-billion-dollar organization with a heritage brand who was also a pioneer in retail loyalty programs
  • Responsible for building a team of database analysts, marketing analysts, and financial analysts who targeted tens of millions of customers each year in direct mail and email driving members into stores and online
  • Measured and reported on incremental sales, consumer trends, and identified growth opportunities through customer data insights
  • Forecasted liability, marketing costs and coupon redemptions
  • Partnered with our clients to update their mature loyalty program, cutting cost and increasing incremental revenue
  • The new tiered program has remained largely intact for over 15 years and at its peak had over 12 million customers
  • Participated in the construction of a fully digital wholesale loyalty program including launch and ongoing execution
  • Managed all program tests, benefit recommendations, analysis and reporting
  • This required partnering with various vendors, IT, Accounting, Operations, Marketing and Research teams
  • The program exceeded the membership expectations, drove significant incremental revenue, and was very popular with customers

Financial Analyst

Hallmark Cards
Kansas City, Missouri
09.2001 - 09.2005
  • Responsible for managing over $100 million marketing budget that included TV, direct mail, and loyalty liability budgets
  • Supported the sales team in forecasting sales & costs of our grocery chain customers
  • Conducted detailed financial analysis to identify and evaluate changes in sales, trends and potential areas of improvement.
  • Streamlined financial reporting for better decision-making with clear, concise analysis and presentation.
  • Facilitated smooth month-end close processes by efficiently reconciling accounts and addressing discrepancies promptly.
  • Played a key role in annual audits by preparing detailed schedules, supporting documentation, and assisting auditors throughout the process.
  • Initiated process improvements that increased the efficiency of budgeting cycles while maintaining accuracy standards.
  • Evaluated proposed projects'' ROI using NPV, IRR, and other financial metrics, helping prioritize initiatives with maximum value potential.

Education

Bachelor of Science - Business Administration

University of Missouri-Columbia
Columbia, MO
08.1997 - 06.2001

Skills

  • Advanced CRM and customer analytics

  • Loyalty Marketing

  • Paid and owned media strategy & execution

  • Accounting & Budgeting

  • Salesforce Marketing Technology Tools

  • Tableau & BI Tools

  • Excellent interpersonal and communication skills

  • Performance driven leader

Performance Awards

AMC Marketing Award in 2019 - tripling email, SMS and mobile push notification revenue in 3 year period

Helzberg Awards Club in 2024 - one of eight associates chosen within corporate headquarters for contributions to company performance

Timeline

DVP of Customer Retention & Analytics

Helzberg Diamonds
08.2021 - Current

Director of Loyalty Marketing

AMC Theatres
08.2019 - 07.2021

Director of One-to-One Marketing

AMC Theatres
12.2016 - 07.2019

Manager, Loyalty Marketing

DEG
01.2016 - 12.2016

Director of Analytics & Account Management

HSB Marketing
09.2005 - 01.2016

Financial Analyst

Hallmark Cards
09.2001 - 09.2005

Bachelor of Science - Business Administration

University of Missouri-Columbia
08.1997 - 06.2001

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Kelly HaysePerformance Marketing & Customer Analytics Leader