Mallory S. F. Leblanc

• Owned e-commerce P&L, site merchandising, & CX
• Evolved search & navigation for better CX
• Added bestseller & trending curations to drive 7-figure incremental demand growth
• Partnered with product teams to develop & test tactics to provide relevant and personalized site experience. Ensured tests were executed and measured accurately
• Prepared annual and quarterly forecasts and budgets for channels; manage expenses within budget
• Built net-new "customer center of excellence"
• Designed audience strategy, identified and built actionable customer segments for use across channels
• Responsible for customer-centric, data-driven strategies and implementation of lifecycle strategies, including paid, owned, and earned marketing channels and customer touchpoints (in-app, online)
• Worked with merchant teams to lead development of personalized promotion strategy to increase CLV
• Partnered with data engineers to analyze business and partner data to identify trends and KPIs and design strategies that drive desired outcomes
• Responsible for forecasting, budgeting, and delivering CRM revenue goals
• Provided vision and led teams to manage email, SMS/MMS, and push strategy
• Developed new Moda Rewards loyalty program to mitigate significant churn / one-and-done behavior

• Worked across Customer (now digital) org to design growth plans that drove maturation and CLV
• Built first customer P&L at Neiman Marcus
• Defined customer journeys and worked with product/service teams to deliver suite of integrated experiences that drove maturation and lifetime value
• Collaborated with insights leaders to identify pivotal conversion points & designed engagement strategies to minimize leakage
• Led promotions team to deliver margin-accretive public offer program and augment with personal, triggered offers that drive specific customer actions ('next best action')
• Built digital capabilities to enable personalized experiences/services beyond core customer
• Led Loyalty and proprietary credit (PLCC) team
• Core stakeholder for Capital One card partners
• Underwent effort to overhaul program, expand service offering, and build mobile-first ecosystem

• Center of excellence for luxury customer
• Managed team of 10 cross-functional leaders (marketing, product management, creative, insights) to build center of excellence for luxury customer in scrum agile approach to test engagement tactics
• Launched first-ever private offer / next-best-action platform at NMG in partnership with data science)
• Owned loyalty program and proprietary credit (PLCC)
• Led customer SWAT team through COVID-19 pandemic. Deployed promotions, services, experiences (many of which were net new to NM) to keep customers engaged. Led to promotion to Sr. Director and expanded role

• Served as strategic advisor and Chief of Staff to CMO
• Owned InCircle loyalty program and proprietary credit card, maintained best-in-class loyalty, spend, & card metrics
• Owned ~$150m gift card program
• Owned all payment partnerships
• Achieved meaningful improvement in co-marketing dollars / ROI for 3 of 5 partners; negotiated terms and launched digital wallets
• Led NMG's digital styling development (personal styling delivered digitally). Drove innovation in e-commerce service at startup speed within legacy enterprise. Product now scaled to >75 stylists and key growth arena
• One of four Directors selected to lead cross-functional effort to unlock +$20m in EBITDA; delivered over $30M
• Instrumental in opportunity sizing / identification for mytheresa.com acquisition

• Member of retail group at elite strategy consultancy
• Managed teams to deliver high-impact, accretive value to retail and other clients
• Global leader of Women of Oliver Wyman, advancing women consultants

Sample projects included:

• For North American wholesale club, redefined omnichannel pricing strategy; delivered measurable gains in member acquisition, development, retention
• For largest software company in US, developed go-to-market playbook for B2B services
• For third largest grocer in North America, led team of consultants in strategy diagnostic to lay out three-year business transformation plan
• For same grocer, led promotions transformation: optimized promotional program, with view to drive margin benefit from a) eliminating margin-destroying promotions without negatively impacting topline; and b) improve overall promotional 'utility' by building superior promotional plan. Delivered over $180M in margin benefit
• For large electronics retailer, developed and executed field operations and category management plan that resulted in incremental $35M in run-rate margin for client
• For Alaskan wireless provider, designed strategies to deliver value with view to obtaining 50% market share in 12-24 months, including product and pricing overhaul

• Reported to CEO, focusing on go-to-market product strategy, post-launch momentum
• Successfully launched BlackBerry in Alaskan market, as well as location-based services, and push to talk products

• Supported telecom, media, and technology clients (mostly investors) in heavy analytical role
• Integral in building go-to-market plan for initial rollout of Verizon FiOS