Consumer Marketing (My Past Life)

Before I focused on employer brand and employee experience, I worked as a B2B2C marketing professional. I partnered with clients like VISA, American Express, Fidelity, Merrill Lynch, Google, eBay, and Discover, developing marketing partnerships for customer and employee loyalty programs. This focus on creating value and multi-tiered reward programs set the stage perfectly for my future work in building employee programs.

One of our big successes was with Bank of America. We launched a consumer-facing online portal where customers could use points to buy event tickets, gifts, flowers, or make dining reservations. By implementing a multi-channel strategy, we significantly increased spending and redemptions.

Nordstrom, known for its top-notch customer service, asked us to create exclusive events for their most loyal customers. We collaborated to design aspirational experiences that were sell-outs across the board. Similarly, Neiman Marcus, with their InCircle Access concierge services, offered everything from exclusive travel packages to events like Fashion Week and the Tribeca and Sundance Film Festivals. These programs elevated their top-tier rewards to new heights.