Experience

Financial Wellness Strategies

• United States
• Human Resources Services
• 1 - 100 Employee

• Director of Financial Wellness Programming

  • Oct 2023 - Present

  New York, New York, United States Lead the education and marketing efforts for Financial Wellness Strategies founded by Bobbi Rebell CFP(R). Financial stress has never been higher for U.S. employees, and that means distraction, reduced productivity and low morale in the workplace. With our live, shared community events we remove stigmas, address financial pain points, present strategies and help attendees find the right path to their financial goals. The perfect way to elevate existing employee benefits packages or provide real… Show more Lead the education and marketing efforts for Financial Wellness Strategies founded by Bobbi Rebell CFP(R). Financial stress has never been higher for U.S. employees, and that means distraction, reduced productivity and low morale in the workplace. With our live, shared community events we remove stigmas, address financial pain points, present strategies and help attendees find the right path to their financial goals. The perfect way to elevate existing employee benefits packages or provide real world educational opportunities for college students via lecture programming. Show less



IPP - Independent Pet Partners

• United States
• Retail
• 1 - 100 Employee

• Senior Director of Strategic Initiatives, Planning & Partnerships

  • Nov 2020 - Feb 2023

  New York, New York, United States Led marketing for corporate strategic initiatives, including private label product marketing, brand partnerships and event activations for all 4 pet wellness brands. Two Direct Reports.

• Director of Consumer Engagement & Loyalty

  • Nov 2018 - Nov 2020

  New York, New York, United States Led Loyalty, CRM, Performance Marketing and Digital Marketing for Independent Pet Partners. IPP is a digital, retail, education and services platform for holistic pet wellness comprised of four independent brands across the country – Loyal Companion, Kriser’s, Natural Pawz and Chuck & Don’s.



Verizon

• United States
• IT Services and IT Consulting
• 700 & Above Employee

• Loyalty Marketing & Member Experience Lead

  • Feb 2017 - Nov 2018

  New York, New York Led brand development and go-to-market strategies for Verizon's brand new loyalty program, Verizon Up, which launched in the My Verizon App in August 2017. Built loyalty marketing platform and triggers, consumer engagement across all stages of the member lifecycle (acquisition to retention), and integrated marketing efforts online, social media, stores and events. Also managed channel engagement efforts across retail, indirect agents, customer care and telesales to create awareness and generate… Show more Led brand development and go-to-market strategies for Verizon's brand new loyalty program, Verizon Up, which launched in the My Verizon App in August 2017. Built loyalty marketing platform and triggers, consumer engagement across all stages of the member lifecycle (acquisition to retention), and integrated marketing efforts online, social media, stores and events. Also managed channel engagement efforts across retail, indirect agents, customer care and telesales to create awareness and generate frontline activity and adoption. Achieved aggressive Year 1 program targets for enrollments and app engagement. Two Direct Reports. Show less



Starwood Hotels & Resorts Worldwide, Inc.

• Hospitality
• 100 - 200 Employee

• Director, Global Loyalty Marketing

  • Oct 2016 - Feb 2017

  New York City Responsible for strategically growing and engaging the SPG member base through the use of lifecycle marketing, broad global promotions, recognition campaigns and innovation strategies.

• Associate Director, Global B2B Loyalty Marketing

  • Sep 2013 - Oct 2016

  New York City Program lead on the launch of industry-first loyalty program (SPG Pro) focused on meeting and travel professionals. Major Starwood initiative; $30M project. Program drove +27% YOY revenue, and exceeded incremental revenue goals by $45M. Lead all marketing for the program including branding, positioning and innovative member communications. Responsible for new campaign tactics for all stages of the member lifecycle (CRM) and robust promotional strategies using data and analytics. Activate the… Show more Program lead on the launch of industry-first loyalty program (SPG Pro) focused on meeting and travel professionals. Major Starwood initiative; $30M project. Program drove +27% YOY revenue, and exceeded incremental revenue goals by $45M. Lead all marketing for the program including branding, positioning and innovative member communications. Responsible for new campaign tactics for all stages of the member lifecycle (CRM) and robust promotional strategies using data and analytics. Activate the program at national events/tradeshows to increase awareness, further enhance the customer experience, engage the sales organization and create brand building moments. Manage all digital paid media and advertising including test and learn tactics for optimization. Develop, present and review roadmaps, annual marketing calendars and budgets. Directly manage a Marketing Specialist. Extensive experience partnering with diverse teams across the organization, agencies and vendors to deliver on business priorities.

• Marketing Manager, Global Loyalty Marketing

  • Mar 2011 - Sep 2013

  Stamford, CT Collaborated with cross-functional teams across organization to launch 6 new benefits to members as part of “SPG Transformation." Led annual credentials process, member communications, and reimagined a new visual identity for the program. Led global photo shoot in 9 cities and collaborated with celebrity photographer. Brought to life first of its kind partnership with Kate Spade New York, including exclusive product launch (branded tote bag) to promote Starwood's resort collection… Show more Collaborated with cross-functional teams across organization to launch 6 new benefits to members as part of “SPG Transformation." Led annual credentials process, member communications, and reimagined a new visual identity for the program. Led global photo shoot in 9 cities and collaborated with celebrity photographer. Brought to life first of its kind partnership with Kate Spade New York, including exclusive product launch (branded tote bag) to promote Starwood's resort collection. Implemented 360-degree launch plan, including email, sweepstakes, social media contests, in-hotel surprise and delights, influencer trips, integrated PR strategy and activation in partner channels (store windows, customer lists, etc). Drove member-lifecycle initiatives, including acquisition incentives, broad and targeted promotions and gifting for unexpected milestones.

• Specialist, Global Loyalty Marketing

  • May 2008 - Mar 2011

  White Plains, NY Executed in-hotel initiatives, including associate enrollment incentives and collateral and inventory management for 1,200+ hotels globally in 10 languages. Won SPG team awards for "Reimagining Hotel Enrollments" and "All-Star Marketing."



The Lacek Group

• United States
• Advertising Services
• 200 - 300 Employee

• Senior Account Executive

  • Jan 2007 - May 2008

  Minneapolis, Minnesota, United States Dedicated to Starwood Hotels & Resorts (Starwood Preferred Guest) account developing marketing and loyalty initiatives to drive client's business objectives. Heavy involvement in strategic planning, brand positioning and competitive research. Monitored client’s industry and the loyalty landscape to proactively identify needs – always with a curious eye and innovative spirit. Project managed diverse campaigns ranging from targeted emails and website builds to direct mail and print ads… Show more Dedicated to Starwood Hotels & Resorts (Starwood Preferred Guest) account developing marketing and loyalty initiatives to drive client's business objectives. Heavy involvement in strategic planning, brand positioning and competitive research. Monitored client’s industry and the loyalty landscape to proactively identify needs – always with a curious eye and innovative spirit. Project managed diverse campaigns ranging from targeted emails and website builds to direct mail and print ads. Collaborated with designers, writers, developers, production and digital team members on execution. Won Lacek company awards for “Par Excellence” and “Total Dedication” in the Achiever Awards.

• Account Executive

  • Jul 2005 - Jan 2007

  Minneapolis, Minnesota, United States

• Traffic Coordinator

  • Jul 2004 - Jul 2005

  Minneapolis, Minnesota, United States