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EXECUTIVE DIRECTOR, GLOBAL CRM - LA MER AND JO MALONE LONDON 2008 2011
Built and managed the CRM function for 2 luxury brands; oversaw all CRM lifecycle strategies, programs, and analytics on
a global scale with primary focus in Asia, United Kingdom, and United States.
Launched La Mers first ever loyalty program in Taiwan, generating ROI of 300%+; program was adopted and
launched in China and has been established as blueprint for global rollout.
Delivered cost savings and efficiency improvements through introduction of digital printing; eliminated waste and
enabled more customized client communication (e.g., birthday mailer with 40+ versions).
Achieved significant KPI improvements in UK for La Mer (YOY capture +7%pts, retention +6%pts, 2X rate +4% pts).
Cut retailer direct mail circulation by nearly 50% while increasing incremental revenue and ROI by implementing
new reporting capabilities and campaign analysis automation.
Deployed as CRM Evangelist throughout the organization; presented at numerous global roundtable meetings.
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E MILY S CHWINGE 917.576.6022 | eschwinge@hotmail.com Page Two
DIRECTOR, MEMBER MARKETING PLANNING & ANALYSIS | MANAGER, MEMBER MARKETING PLANNING & ANALYSIS 1998-2002
Led retention strategy and analysis function for Music and Video Club businesses. Managed staff of 6.
Cut annual promotional costs by $7.5M via reduced frequency and better targeting of most profitable segments.
Conducted music pricing study; revised pricing strategy increased revenue by $8MM via 1% lift in sales per mailing
and 13% lift in commit completion.
Generated over $2.4M while saving $250K in sales promotion costs through new lifecycle program launch.
Designed financial business model and opportunity/risk assessment for DVD FunCash Loyalty program, which
launched in July 02; achieved 1-year redemption results within 6% of initial projections.
Member: Forrester, Inc. | Loyalty360 | Cosmetic Executive Women Foundation (CEW) | Remodista