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Greg Dorgan

@gregdorgan

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CRM marketing leader at Uber; scaled Club Applebee’s to 32M members and won a 2025 CIO 100 Award.

United States

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At Uber, I lead CRM messaging strategy for policy advocacy campaigns and help define the requirements for Uber’s Iterable instance and evergreen advocate journey. I partner across policy, marketing, and operations, and apply generative AI to accelerate content creation and testing.

At Dine Brands, I owned Club Applebee’s, a 32M-member loyalty program. I built lifecycle journeys with holdout testing that reduced churn 33% and reactivated 7% of lapsed members.

I architected Club Applebee’s gamified NFL Super Bowl LIX sweepstakes, which won a 2025 CIO 100 Award and delivered 51% new-member acquisition and a 200% lift in repeat transactions. I also designed a loyalty pilot using digital spin-the-wheel, scratch-card, and stamp-card mechanics.

Across Salesforce Marketing Cloud, Citibank, and American Express work, I built consumer lifecycle journeys and led professional-services teams. My experience includes CRM integration and segmentation, retention strategy, and presenting performance results to C-suite stakeholders.

Experience

Work history, roles, and key accomplishments

Current

CRM Marketing Consultant

Current

Uber

Jan 2026 - Present (9 months)

Lead CRM messaging strategy for policy advocacy campaigns, partnering with policy experts and marketing teams on segmentation, retention logic, and lifecycle process optimization. Apply generative AI to accelerate content creation and test velocity.

CRM Segmentation Retention Lifecycle Marketing Generative AI Iterable Marketing Operations

Career Sabbatical – Professional Development

Self

Feb 2025 - Dec 2025 (10 months)

Took time following company restructuring to pursue volunteer work and personal reset before returning to full-time work.

Senior Manager, CRM Marketing

Dine Brands

Apr 2022 - Feb 2025 (2 years 10 months)

Owned Club Applebee's, a 32M-member loyalty program, operating at director-level scope. Architected end-to-end retention and customer lifecycle strategy, built trigger-based journeys, and delivered a gamified NFL Super Bowl LIX sweepstakes that won a 2025 CIO 100 Award.

CRM Loyalty Program Design Retention Strategy Customer Journey Mapping Segmentation Email SMS Push Salesforce Marketing Cloud Punchh Holdout Testing Budget Management Vendor Management Team Leadership

Senior Business Relationship Owner

Lazard Asset Management

Feb 2021 - Jan 2022 (11 months)

Directed Salesforce-Marketo integration unifying data across institutional and intermediary channels, designing scalable CRM architecture aligned to compliance standards. Defined segmentation frameworks and KPI structures for investor engagement and retention programs.

Salesforce Marketo CRM Architecture Segmentation KPI development Compliance

Digital Marketing Platforms Product Owner

Morgan Stanley

Mar 2020 - Dec 2020 (9 months)

Partnered with Product and Data Science teams on predictive models informing digital onboarding flows and customer journey design, growing engagement and conversion rates 6%+ through behavioral segmentation and experimentation.

Product Management Data Science predictive modeling Customer Journey Design Behavioral Segmentation Experimentation

Associate VP, Professional Services

Marketing Evolution

Aug 2018 - Jan 2019 (5 months)

Managed 8 direct reports and developed professional-services team, analytics, and lifecycle-investment advisory for enterprise financial-services clients. Oversaw a $15M Citibank analytics engagement integrating media and CRM data to inform lifecycle investment priorities and retention measurement frameworks.

Team Management Analytics Lifecycle Investment CRM Media Data Retention Measurement

Account Director, Client Services

Merkle

Feb 2018 - Jul 2018 (5 months)

Client services lead for L'Oréal Professional Products' enterprise SFMC account. Delivered $5M YOY account growth leading CRM roadmap redesign, migrating 9 brands to SFMC and optimizing 250 email triggers and 17 journeys.

Salesforce Marketing Cloud CRM Roadmap Email Marketing Client Services Account Growth

Program Director, Professional Services

Salesforce

Dec 2013 - Oct 2017 (3 years 10 months)

Set CRM and retention strategy for Eastern Region professional-services clients, including Citibank and American Express credit card programs. Built consumer lifecycle journeys and rewards-adjacent messaging, achieving significant lifts in conversion and revenue forecasts.

CRM Retention Strategy Lifecycle Marketing American Express Citibank Multivariate Testing Team Leadership Budget Management

Director, Customer Intelligence & Experience Management

Ralph Lauren

Oct 2012 - Nov 2013 (1 year 1 month)

Hired and managed team of 3, built predictive segmentation framework using behavioral and transactional data, and reduced churn while growing e-commerce revenue 15%. Designed VIP targeting strategy that exceeded revenue targets 21%.

Predictive Segmentation Behavioral Analytics Transaction Data Holdout Testing Churn Reduction Ecommerce VIP Targeting

Director, Email Marketing

Shutterstock

Jan 2011 - Sep 2012 (1 year 8 months)

Owned email channel P&L, hired and managed team of 1, led platform migration to Oracle Responsys, raising deliverability from 50% to 99%+ in 30 days. Personalized lifecycle journeys for 9 customer and 6 seller segments, growing conversions 37%, upsells 17%, and reactivations 25%.

Email Marketing Oracle Responsys Deliverability Lifecycle Journeys Personalization P&L management

Client Relationship Manager

Experian CheetahMail

Jan 2007 - Mar 2010 (3 years 2 months)

Managed 6 direct reports and directed retention and lifecycle programs for Borders, American Eagle Outfitters, and Vistaprint, re-engaging 40% of lapsed members through data-driven automation and personalization.

Retention Lifecycle Marketing Data Driven Automation Personalization Team Management