Lifecycle & Engagement Strategy

Client: Premier Member Benefits
My Role: Marketing Director
Timeline: 2019–2022

Results & Impact
* Led transition from direct mail to a digital-first acquisition and engagement model, reducing costs by ~$20K per campaign
* Built scalable marketing infrastructure that supported growth from 60K to 3M+ members
* Implemented lifecycle marketing and automation systems to improve engagement efficiency and campaign consistency
Increased reach and frequency of member communications through multi-channel digital expansion
* Reduced manual execution while improving measurement, segmentation, and scalability

CHALLENGE:
Premier Member Benefits needed to modernize from a manual, direct-mail marketing model into a scalable, digital-first system capable of supporting rapid growth across multiple affinity organizations.

STRATEGY & APPROACH:

Marketing Infrastructure & Lifecycle Design:
* Implemented HubSpot as the central marketing system to unify data, campaigns, and reporting
* Defined customer journeys, lifecycle stages, and segmentation strategy to support targeted communication
* Built automated workflows for onboarding, events, and ongoing engagement

Platform & Program Development:
* Established a centralized digital presence across web, email, and social channels
* Developed scalable, affinity-branded websites and communication frameworks for partner organizations within WordPress and connecting HubSpot
* Designed modular, repeatable campaign structures to support personalization at scale

Multi-Channel Engagement Strategy:
* Shifted acquisition and engagement from direct mail to digital channels, increasing reach and communication frequency
* Launched lifecycle email programs and event-driven campaigns aligned to member behavior and lifecycle stage
* Expanded social media presence to reinforce brand credibility and support ongoing engagement

I built and scaled a digital-first marketing engine that drove significant growth; however, the business was later halted due to COVID-related disruption to in-person communication and business development across fraternity, sorority, and healthcare partnerships.