Sarah K.

- Led the initiative to connect Marketo to the internal data warehouse, working in partnership with business intelligence developers to create custom API connectors to map necessary data points into Marketo and create a real time two-way data feed - Developed predictive analytic triggers to help initiate service intervention that fed into the CRM to alert sales of potential member issues to create a proactive approach for addressing and managing member issues to improve the overall member experience - Curated and continuously improved 13 buyer journey engagement campaigns resulting in increased revenue for new products - Managed the implementation of full digital integration to drive product interest scoring as well as lead scoring through the use of a cohesive UTM strategy and Munchkin tracking that spans across all digital assets that feeds into the newly implemented attribution model - Created scalable business standards within the marketing automation strategy to help ensure data integrity by creating and maintaining global form and lead source strategies, various program templates, implementing dynamic content and lifecycle funnel definitions

- Worked within an agile environment by participating in daily scrum meetings to launch internal products as well as consumer facing products such as a new banking account, Mobile Wallets, onboarding experiences, all of which produced positive adoption rates - Managed and produced recommendations from a five-county competitive research study, twice a year, that provided insights into the market environment as well as the top competitors on elements including NPS, switch preference, aided and unaided awareness - Recruited, maintained and engaged a large member council that was utilized to gain feedback directly from members on a variety of topics, such as reward preferences, website analysis and different options to enhance member experiences - Led ad hoc research initiatives in partnership with a variety of business units to better understand and provide recommendations on areas such as business banking and member attrition

- Continuously built and improved real-time reporting through integrations with Marketo, Google Analytics, Salesforce, Microsoft Dynamics and PowerBI to provide data on KPIs, email performance, page visits, sales activities and lead quality - Provided insight on first-touch attribution while analyzing full funnel lead activity from lead generation efforts and content syndication to improve future execution - Revamped artificial intelligence software to drive lead engagement across various product lines based on internal data analysis

- Spearheaded an organization wide escalation product roll out by scoping the project, creating the workflow, training users, and quantifying overall success for hundreds of users - Managed over seven different project launches in the escalation process and provided individualized reporting and analysis - Tested and improved the new CRM system that launched to over 60 internal users while continuing to enhance the product to provide successful operational execution and delivery of all products