Overview:

Developed and scaled a cross-functional customer trust and reputation strategy leveraging Trustpilot as a public-facing customer engagement and feedback platform. The initiative combined lifecycle marketing, operational workflow redesign, and scalable customer engagement systems to improve public perception, strengthen customer trust, and operationalize review management at scale.

Problem:

Cash App faced growing public trust and reputation challenges on Trustpilot, where limited operational engagement and low review participation negatively impacted customer perception and visibility. The organization needed a more proactive and scalable approach to customer feedback management that could strengthen trust signals while improving customer engagement across public review channels.

My Role:

Customer Trust Opportunity Identification

Identified Trustpilot as an underutilized but highly visible customer trust and reputation channel after concerns were raised by the Risk organization. Recognized the opportunity to improve both public perception and customer engagement through a more proactive and operationalized approach to customer feedback management.

CX & Platform Strategy

Led evaluation and strategic planning efforts across the Trustpilot platform, partnering with internal Marketing stakeholders and external platform representatives to define a scalable engagement strategy aligned to customer experience, trust, and brand goals.

Support Workflow & Engagement Redesign

Redesigned customer support workflows to operationalize personalized review engagement at scale, introducing new response management processes and service standards that improved responsiveness and customer perception across public review channels.

Cross-Functional Program Leadership

Led coordination across Support, Marketing, Lifecycle Marketing, Risk, and external platform partners to align execution, measure performance, iterate on engagement strategies, and scale the program across the organization.

Approach:

Customer Review Generation & Lifecycle Integration

Partnered with Lifecycle Marketing and In-App Marketing teams to embed customer review generation into key customer journeys through targeted email and in-product engagement campaigns designed to increase positive review participation and strengthen customer trust signals.

Scalable Engagement & Optimization

Developed scalable engagement and review management workflows focused on increasing response coverage, improving customer perception, and continuously optimizing customer outreach and review participation strategies through ongoing performance analysis and iteration.

Outcomes:

• Increased Trustpilot score by 283%, improving from 1.2 to 4.6 stars and significantly strengthening public customer perception and trust.
• Generated more than 15,000 customer reviews through coordinated lifecycle marketing, in-app engagement, and customer outreach initiatives.
• Achieved 100% review response coverage through newly operationalized support engagement workflows and public review management processes.
• Drove a 75% positive review rate following targeted customer review solicitation campaigns embedded into lifecycle and in-app customer journeys.