Jason Kappel

− Improved business decision-making and marketing campaign development by advancing the utilization of customer data and analytics; directed internal and external agency staff in development of CRM strategies. − Led direct-channel program and technology initiatives to drive revenue and enhance multi-channel experience. − Championed new behavioral and attitudinal customer segmentation model; the foundation for new customer programs. − As interim Loyalty Director, evaluated and proposed strategic program enhancements to increase member engagement.

Directed eight person staff across email marketing, customer intelligence and sales tool development teams. − Introduced database health and activity reporting to monitor relative strength of database segments. Applied insights to develop corresponding welcome and reactivation communication plans to engage customers through the design cycle. − Led improvements in email strategy planning, processes, and internal service levels. Evolved team to become a strategic partner with marcom and provide guidance on utilizing the channel to engage customers throughout customer design cycle; resulting in double digit growth in email engagement metrics. − Led development efforts to improve application performance and user experience of proprietary sales tool.

Led cross-functional team (Operations, Creative Services, Merchandising, Market Research, Product Management, IT, and Finance) in concept development to test and assess potential modifications to core business propositions. Accountable for strategic development and planning, market-testing and analysis, and balancing improvements in key business metrics with the consumer experience.

Championed new segment-focused marketing strategy within Blockbuster; results and findings continue to influence marketing tactics and operating activity in non-marketing functions.

Directed marketing activities to preserve revenue contribution from Used Retail Film and Trading businesses in market experiencing downward pricing pressure.

− Instrumental in developing the strategy and testing of multiple rental propositions designed to profitably improve the consumer rental experience - ultimately led to launch of “No Late Fees” campaign in January 2005. − Led marketing strategy and category revitalization plans to grow rental participation and revenue from catalog movies.

- Launched first, national DVD trading promotion. - Responsible for strategic concept development, planning and testing of key corporate initiatives to drive new revenue streams within the store environment.

- Directed cross-functional team in detailed business review and subsequent development of marketing plan for IP VPN product portfolio. - Analyzed and interpreted market conditions within the small-business international long-distance market to develop and manage marketing programs. - Launched pilot of Sprint’s first product for the price-sensitive segment of the small business market; identified the customer target, quantified the opportunity, developed and priced the offering, secured and trained the sales and service channels, and directed advertising tactics.