Robert Roche

Developed comprehensive, customer-focused engagement strategies on a national level for the General Merchandise and Hallmark categories.

• Analyzed shopping behaviors to develop customer engagement strategies for Category Managers and Vendors, delivered through Digital, Email, Coupon, and Direct Mail channels. Raised overall ROI by 7%.
• Identified affinity shopping behaviors with 3rd-party data providers to augment customer targeting logic. Achieved 6% growth in Shopper Spend associated with Hallmark purchases.
• Assigned as Subject Matter Expert for Email Strategy and Personalization for the Loyalty and Personalization team. Executed the launch of the 1st email reporting platform within 3 months in the SME role.
• Conducted regular performance appraisals for direct reports to provide feedback on their work performance.

Developed new engagement strategies to educate customers on the attributes of their health plans, increase utilization, & revitalize unengaged members.

• Designed a digital re-engagement initiative reaching ~700k dormant members using diverse channels such as social media, programmatic ads, mobile push notifications, and email. Re-engaged 10% of the population by Q4, 2021.
• Developed an omni-channel Lifecycle communication strategy focusing on disengaged health plan members, with high cases of chronic health conditions. Achieved 8% engagement across the customer base.
• Compiled and documented successful marketing strategies to standardize across the organization.
• Created a B2B lead nurturing communication strategy to acquire new insurance brokers, and re-engage the inactive.

Managed customer segmentation, targeting, personalization, & Lifecycle strategy development, based on behavioral analysis, & transaction activity data.

• Collaborated to deliver an omni-channel re-engagement strategy targeting inactive customers following the 2019 COVID-19 outbreak. Achieved 15% Winback across customer groups.
• Partnered with Analytical team to develop predictive retention models to identify at-risk customers.
• Developed triggered retention strategies to target customers experiencing dissatisfying engagements.

Created data-based, segmented communication strategies to maximize engagement & booking revenue.

• Prepared Engineering, Reporting, & Creative specifications for email creation / measurement
• Outlined A/B test scenarios to enhance communication timing and structure.
• Collaborated with Data Sciences to develop models for cohort identification and targeting.
• Implemented two innovative traveler engagement initiatives within first half-year of employment, accounting for $350k in annual revenue.
• Structured strategies attracting unengaged members by promoting local restaurants and activities.
• Created a transactional Abandoned Cart trigger program, targeting Members who opted-out of marketing emails. Projected to drive an additional $200k in net booking revenue per year.
• Developed a Member Anniversary recognition program, offering Members a discount to book on the annual milestone of joining TripAdvisor. Projected to generate $1.2 million in annual net revenue.
• Created a comprehensive digital engagement strategy for recommending top-rated activities and restaurants booked by locals. Forecast to generate $620k in annual net revenue.
• Led the overhaul of the Browser Retargeting program due to COVID-19 travel limitations

Created targeted communication strategies using data analytics for improved member retention and engagement across all business lines (Membership, Insurance, Travel, Financial, Automotive).

• Managed the Microsoft Dynamics implementation project for Marketing Leadership.
• Lead multiple teams utilizing Agile principles, creating omni-channel communication strategies to onboard new Members to the club, & retain Members identified as High Risk for attrition. Achieved a 60% retention of High Risk members, surpassing an expected 40%.
• Refined targeting logic for marketing scripts delivered to Members in Call Centers & Branch locations. Boosted YoY sales by 5%.
• Directed the Member Data Collection program, developed employee training & materials through focus group sessions. Enhanced data penetration by 23% for Emails, 9% for Birth Dates, 29% for Phone Numbers.
• Developed deep knowledge of AAA’s multi-tier Member database. Established a Next Best Offer (NBO) targeting model prototype, driven by mined data elements.
• Managed & calculated the Member Engagement Index (MRM), a corporate standard to measure annual Member engagement across all verticals, & identify areas of opportunity & focus
• Met or exceeded benchmarks each year

Designed data-driven, segmented marketing strategies, focused on new business acquisition and current customer lifecycles.

• Conducted data analytics to identify target segments & personas, opportunities for growth, support strategy development, & discover refinement opportunities.
• Managed staff, external vendors, & allocated budgets.
• Delivered presentations to executive-level audiences.
• Analyzed Market Research to capture customer feedback, and refine in-market initiatives.
• Oversaw marketing strategy for 'In the Car,' a partnership pilot between MetLife and General Motors targeting vehicle sales increase & companion insurance policies. Retained 30% of customers vs. a 25% goal.
• Designed & managed a data-driven, segmented, personalized CRM Lifecycle Communications Program, aimed at boosting cross-sold products & retention per household, foster referrals. Surpassed 2013 new & retained premium goal by 20%. Continued to surpass adjust goals by ~10%.
• Collaborated with the Data Science team to develop new segmentation models and better identify target cohorts, enhancing 1 to 1 relational marketing strategy.
• Created B2B acquisition & CRM strategies for all U.S. insurance agents. Produced tools to support agent efforts (segmented leads, commission calculators, web-based solutions, customizable collateral, strategy materials).
• Teamed with the Senior Manager of Digital to launch the first Email Service Provider for MetLife.
• Selected by Senior Management to serve on a task force focused on developing new national sales & retention strategies (based on The Challenger Sale).