Portfolio Feature
Over the span of 5 years, I directly managed the ideation, go-to-market launch, and strategic evolution of the Hyundai Rewards loyalty program.
Hyundai Rewards enables owner engagement with the brand / dealer and leads to greater service retention, owner satisfaction, and vehicle repurchase rates.
Strategy
Managed the agency relationship with Hyundai Motor America. Consulted Hyundai on marketing and loyalty strategy during the creation of the Hyundai Rewards program, leading all internal teams and external agencies to bring the product to market. Functioned as subject matter expert for loyalty programs and customer experience through effective strategic direction and oversight.
Execution
Oversaw a 7-person multi-disciplinary execution team of creatives, developers, database managers, project managers, BSAs, and email specialists. Delivered assets including customer journey maps, user experience flows, lifecycle / communication planning, messaging / copywriting, website design, app design, API design / specs, reporting / KPIs, business requirements, functional specs, and creative briefs.
Product Management
Led the long-term vision and growth of the Hyundai Rewards program and developed a robust platform that served the needs of owners, dealers, and corporate levels with responsive websites, app / API integrations, relevant promotions, and engaging creative. Managed direct reports driving day-to-day operations.
KPIs
Responsible for routine performance reporting to client senior management. Consistently monitored and enhanced platform reporting to deliver KPIs reflective of Hyundai's business needs.
Grew the program from the ground up to over 1 million members (and more), spanning 800 dealers across the nation.
Brand Management
Effectively bridged the gap between strategy and creative for the Hyundai Rewards program. Built and closely managed brand throughout all channels. Performed ongoing customer and industry research to determine the best fit for key program decisions. Devised marketing and advertising plans and managed to budget.
Pitch Work
Successfully responded to Requests for Proposal, presented to client senior management, and secured new business in automotive and loyalty.
Expanded the agency footprint to new practice areas as well as other organizations, including Jeep and Ram. Developed, launched, and managed the Jeep Wave and Ram Care programs using core learnings from Hyundai Rewards.
