Launched the organization’s CX function and designed the operating model against which AARP would embark upon becoming customer centric. Under my leadership, the AARPx team has set the enterprise CX vision, led break fix improvements that resulted in $3MM in savings and launched an award winning Voice of the Customer function.Set the annual CX strategy, lead training and change management, and serve as the spokesperson for CX and the consumer advocate across the enterprise.

Led a team to manage a suite of customer segmentation models that drove measureable lift in campaign response, as well as developed new models according to the needs of the business. Created successful product concepts based on the market needs and desires of the 50+ population on a variety of topics including brain health, caregiving and employment

Developed and implemented programs designed to drive member retention and engagement and move AARP to more relevant, coordinated communications. Launched the Association’s first integrated marketing function, providing campaign strategies and execution for AARP’s top 10 priority offerings. Launched three new, ROI positive experience programs: New Member Onboarding, Member Preference Capture and Trigger Marketing.

Developed and implemented ROI driven marketing strategies exceeding revenue goals by 6% for AOL Video. Programs included applications in online channels, display advertising, email campaigns, search engine marketing and print. Managed co-marketing promotional projects with partners including Intel, Sheraton, Marriott and Sony.