Scott Lugar

• Operations and Marketing consultancy focusing on revenue generation, customer portfolio performance and AI Strategy

Client: Props – New York City - Growth Executive Officer

• Props delivers new leads and customers to clients by combining the attraction of creator content with the precision, scale, and performance of paid media. As a member of the senior team, I drive the creation and delivery of the strategy and tactics to ensure that Props' lead and revenue streams are diversified. Key areas of accountability are:
• Collaboration on the design and execution of the Props Growth Strategy.
• Diversification of Props' lead and revenue streams through strategic partnership creation.
• Drive innovation, conversion, engagement, and retention for new and existing clients & partnerships.
• Integration of Props into client and partner strategies.

• Directed operational management of AAA Club Alliance, the third largest club in the United States, serving over 8.5 million members across 13 states.
• Managed strategies for new member acquisition and retention to drive organizational growth
• Directed management of $100 million annual budget across digital, traditional, and experiential marketing channels to drive awareness and usage of AAA products and services
• Cultivated member trust and relevance for AAA while overseeing initiatives that generated over $750M in annual gross revenue.
• Designed and executed marketing strategies aimed at exceeding membership targets and achieving sustained revenue increases.
• Transformed consumer perceptions through insight-driven campaigns that significantly increased product adoption and cross-selling opportunities.
• Orchestrated high-performing cross-functional marketing teams, fostering collaboration and driving excellence across diverse specializations.
• Restructured marketing investment strategy to maximize impact across high-performing channels while maintaining brand equity.
• Developed integrated strategies with business leaders to capture upsell opportunities. Key areas of focus included creating proactive retention strategies and generating reactivation increases.
• Led enterprise loyalty strategy for largest business line achieving retention of over 88%, consistently exceeding expectations and trends.
• Partnered with data science experts to create and deploy attrition modeling, boosting renewals by over 2.5%.
• Designed a customer onboarding strategy, improving 90-day engagement by 22% and reducing churn by 12%.
• Oversaw collaborative efforts of creative and content teams to enhance brand recognition through award-winning projects.

• Provided consulting services focusing on all aspects of marketing as well as the Customer experience. Clients included small business lending, a digital marketing and compliance firm and a Home Loan portfolio performance group.
• Created streamlined lead & workflow for small business lender leading to 22% increase in conversion from lead to loan quote.

• Developed and implemented strategies to reach $1 billion in annual customer balances via retail and wholesale sales teams.
• Reinvented performance metrics and management for a team of 100+ Associates increasing monthly production by over 10%. Lead prioritization and nurturing tactics were created deployed creating new contact opportunities for Associates.
• Improved Customer pricing models and tools to deliver high value to Customer and JG Wentworth which directly affected corporate revenue targets, increasing quarterly asset portfolios by an average of 6%.

• Reorganized the sales force, defined strategic growth plans, and created the infrastructure for growth. Created national Sales and Loan Officer teams responsible for converting brand marketing, direct response and Realtor Partnership leads.
• Created hiring and compensation strategies, lead distribution and performance, market business development, production forecasting and execution and maintained industry leading Customer Service (NPS).
• Achieved Q1 to Q3 Originations growth from $41M to $100M (144% quarterly increase) and Application growth up 131% via improvements in lead tracking and disposition; enhanced communication tactics; and implementing lead screening process.
• Q3 NPS tracking at 62 vs. mortgage industry average of 40.

• Customer and Associate Experience Executive (November 2014 - November 2015): Accountable for introducing and promoting a culture of improving the Customer Experience and Associate Engagement for all departments.
• Interim Head of Home Loans Centralized Sales (April 2014 - November 2014): Responsible for all Home Loans marketing conversion via management of inbound and outbound call center strategies.
• Head of Customer Experience- M&A (November 2012 - April 2014): Introduced and integrated a Direct Marketing team into Capital One Home Loans while developing Customer and Associate-facing programs and digital tools. Accountable Executive for Brand Day One and Legal Day One Integration Team.

• SVP, Direct Mortgage Lending (September 2006 - November 2012): Managed marketing, product development and Customer Experience strategy and execution. Home Loans Customer Experience recognized as TOP 3 by JD Power in 2009.
• Chief Marketing Officer, ING DIRECT Canada (December 2004 - September 2006): Oversaw all aspects of marketing, brand, and product teams to achieve corporate targets; re-invigorated the brand and internal culture.
• VP, Customer & Product Development (December 2000 - December 2004): Created new products and improved and catalyzed the Customer Experience as a member of the startup team.