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E MILY S CHWINGE New York, NY 10128 | 917.576.6022 | eschwinge@hotmail.

com

T ARGET P OSITION : S ENIOR - LEVEL R OLE IN D IGITAL / L OYALTY / C ONSUMER E NGAGEMENT


Marketing executive with diverse experience leading high-profile consumer engagement, digital and loyalty programs.
Create and deliver best-in-class CRM, digital, consumer experience, and loyalty capabilities across global brands. Drive
strategies that capture and retain high-value consumers by leveraging marketing analytics. Proven track record in fast-
paced, high-growth and entrepreneurial environments. Successfully manage diverse teams. Experienced in effectively
operating on a global scale within a complex matrix structure.

CRM Marketing Analytics Omnichannel Integration


Digital Engagement Consumer Journey / Segmentation Campaign Execution
Consumer Experience Management CRM Infrastructure ROI Improvement
Loyalty Strategy & Programs Database Management Change Management
Retail Marketing Marketing Automation Stakeholder Engagement
PROFESSIONAL EXPERIENCE
The Este Lauder Companies, Inc. | New York, NY 2008 Present
GLOBAL LEADER IN PRESTIGE BEAUTY WITH $11.3B IN NET SALES AND OPERATIONS IN 150+ COUNTRIES.

VICE PRESIDENT, GLOBAL CORPORATE CRM & LOYALTY 2012 Present


Selected to new Corporate Marketing Leadership Team managing staff of 20 (+ 8 functionally); oversee Global CRM and
Loyalty Center of Excellence. Drive strategy and establish corporate-wide capabilities for 25+ brands; lead implementation
of new consumer-facing technology solutions, marketing processes, loyalty program design and analytical methodologies.
Define and deploy marketing frameworks, best practices, and enable scaling on consumer-focused marketing excellence.
Defined business requirements and guided deployment of multimillion-dollar infrastructure investments from 360
data integration (SCV), campaign management, loyalty to reporting, world-class analytics and POS clienteling.
Created unique evaluation methodology and conducted ROI scorecard assessments of 20 existing loyalty programs;
achieved program optimizations valued at over $12M in conjunction with new Loyalty Strategy Framework.
Introduced consumer/store segmentation methodology including automated field reporting utilized in optimizing
visual merchandising, forecasting, artist training, retail expansion, targeting, event planning and staff rotation.
Supported annual strategy process through opportunity assessment, marketing planning and program development.
Implemented comprehensive campaign management solution in Japan, now positioned for global roll-out.
o Delivered 30% reduction in annual agency costs and $45K in savings from data cleansing.
o Increased volume of multi-channel campaigns by 200% and achieved 50-90% improvement in campaign
execution lead time versus prior agency.
Led development of a comprehensive CRM/Loyalty education program; shared learnings/best practices globally.

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

Equinox | New York, NY 2005 2008


LUXURY WELLNESS & HEALTH COMPANY WITH 135 LOCATIONS AND 18K+ EMPLOYEES.

DIRECTOR, CONSUMER MARKETING


Hired to build member marketing function. Leveraged prior analytics background to develop integrated lifecycle
strategies across multiple business lines such as Spa, Apparel, Gift Cards, Group Fitness and Personal Training. Guided
omnichannel efforts across direct mail, email, online, in-store, and digital. Managed team of 5.
Grew revenue per customer by $51 (2006) and $101 (2007) through innovative programming across business lines.
Increased emailable customer base by 68% within one year through improved sales training, email address append,
in club promotions and IT system changes; enabled reduction of direct mail budget to nearly zero.
Re-launched equinox.com, a 1-year project with $1.3MM budget; directed design and content development of
website and implemented new customer portal called MYEQ to increase engagement while enhancing functionality.
Established $5M gift card business with YoY growth of 41% (2005), 60% (2006), and 48% (2007) by introducing POS
touch points, revamping merchandising, launching gift card ecommerce and expanding into corporate gift giving.
Developed integrated national partnerships (e.g., BMW, Fiji Water, and City Magazine) supported via email, website,
kiosks, fitness programming, windows, and in-store signage.
Improved member experience through value-add programs (e.g., TimesDigest, in club magazine program, member
alerts, MYEQ portal, member appreciation gifts) contributing to highest retention rate in the industry.
Oversaw all marketing analytics including member profiling, campaign evaluation, and dashboard reporting.

The Columbia House Company | New York, NY 1997 2005


SUBSCRIPTION BASED DIRECT TO CONSUMER MARKETER OF ENTERTAINMENT PRODUCTS.

DIRECTOR, NEW MEMBER MARKETING PLANNING & ANALYSIS 2002-2005


Oversaw Music & Video Club acquisition strategy and analysis; created and evaluated campaigns focusing on pricing,
segmentation, and channel optimization for DM, online, print, partnerships and telemarketing. Managed staff of 7.
Improved response by 42% through management of online real-time offer segmentation (bill me vs. prepaid).
Accelerated profitability per member by $2.60, equating to $1.4M gain in 2004 through new screening strategy.
Doubled profitability with 62% reduction in media spend for Latin niche club.

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.

Served as Senior Marketing Analyst for Columbia House from 1997-1998.

EDUCATION & PROFESSIONAL DEVELOPMENT


MBA, Marketing & International Management | Friedrich Alexander University - Germany
Graduated in Top 8% of Class - Fluent in German Green Card Holder

Member: Forrester, Inc. | Loyalty360 | Cosmetic Executive Women Foundation (CEW) | Remodista