Overview:

Led integrated direct mail and digital marketing campaigns designed to increase Old Navy credit card acquisition, customer engagement, purchase frequency, and cardholder lifetime value. The work combined lifecycle marketing, customer segmentation, experimentation, and performance optimization to drive measurable revenue growth and strengthen long-term customer retention.

My Role:

Integrated Lifecycle Marketing Strategy

• Led integrated customer outreach initiatives across direct mail, email marketing, and digital advertising channels to drive credit card acquisition, customer engagement, and increased cardholder spending behavior.
• Developed targeted lifecycle marketing strategies designed to improve purchase frequency, average order value, and long-term customer retention.

Experimentation & Campaign Optimization

• Managed A/B testing initiatives focused on offer optimization, messaging strategy, creative performance, and customer engagement effectiveness.
• Partnered closely with Creative and Design teams to develop integrated campaign assets and customer communication strategies across channels.

Performance Analysis & Revenue Optimization

• Oversaw campaign performance analysis, financial reporting, and customer behavior insights to identify optimization opportunities and improve campaign effectiveness.
• Utilized customer engagement and performance data to refine targeting strategies and maximize revenue impact across acquisition and retention initiatives.

Outcomes:

• Generated more than 17,000 new credit card signups, increasing acquisition performance by 363% year-over-year
• Drove approximately $14M in incremental revenue through integrated acquisition and retention campaigns
• Increased customer engagement and card usage frequency through targeted lifecycle marketing initiatives
• Improved campaign performance through continuous A/B testing, segmentation refinement, and offer optimization
• Strengthened customer retention and long-term cardholder value through integrated cross-channel engagement strategies