At The Great Courses, I own customer retention, lifecycle marketing, offer strategy, and the annual marketing budget and forecast for a 4MM+ customer subscription business. I was part of the leadership team that launched The Great Courses Plus and steered the company's digital transformation from catalog dependency to digital-channel-driven revenue.
I map the customer journey from acquisition through retention and reactivation, and use test-and-control analysis to identify churn and acquisition bottlenecks. Those insights informed strategies that acquired and retained hundreds of thousands of subscribers, while revenue grew 10% YoY in 3 of 5 years.
I set promotions and offers across five product lines and direct hundreds of annual campaigns across email, SMS, display, and affiliate channels. I partner with the CFO on the budget and forecast, and use customer and campaign data to guide investment and present recommendations to executive leadership.
Earlier, at The Great Courses, I drove over 30% of company revenue through lifecycle campaigns and data-driven segmentation. At Feld Entertainment, Inc., I oversaw customer service and direct-response marketing initiatives that generated more than $15MM in annual ticket sales; at America Online, Inc., I managed retention and loyalty efforts for 20MM tenured customers, including the AOL AAdvantage Rewards partnership with American Airlines.
