Marketing Automation & Growth Enablement

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

Challenge:
Premier Member Benefits needed to modernize its marketing approach while supporting rapid growth across affinity-based organizations. The company was new and as such relied heavily on direct mail and manual processes, lacked a centralized digital presence, and had limited capability to scale communications, events, and engagement.

The goal was to transition the business toward digital-first marketing, establish scalable platforms, and build systems that could support personalization, automation, and long-term growth, while running lean and without increasing complexity for internal teams.

My Process:
I led the development of Premier Member Benefits’ digital marketing ecosystem from the ground up. This included defining brand presence across web, email, and social channels, establishing and creating scalable systems to support affinity program members.

I implemented HubSpot as the central marketing platform, mapping customer journeys, defining lifecycle stages, and building automated workflows to support events, member education, and ongoing engagement. I partnered with operations, sales, client success, and leadership to ensure marketing systems aligned with operational and revenue goals.

Program & Platform Design:
The strategy focused on building interconnected digital connections that reduced reliance on manual and print-based efforts while increasing reach, frequency, and consistency.

Key initiatives included:
* Establishment of company digital presence
* Creation of affinity program websites to support employer and partner-specific experiences
* Development of a social media presence to extend reach, reinforce brand credibility, and support ongoing engagement
* Event promotion and follow-up workflows
* Customized, affinity-branded lifecycle email communications
* Customized affinity-branded websites and social media accounts
* Segmented campaigns based on behavior, lifecycle stage, and audience type

All programs were designed to be repeatable, measurable, and easy to maintain as the organization scaled.

Tools & Tech:
* HubSpot (CRM, email marketing, automation, lifecycle management)
* WordPress CMS and landing pages for the company website, the affinity program websites, and events
* Facebook and Instagram for social media management and content workflows
* EmailOnAcid for rendering and coding of email templates
* Modular email templates designed for customization at scale

Results & Impact:
* Led a successful shift from direct mail to digital-first marketing, saving approximately $20,000 per campaign
* Built scalable digital infrastructure that helped grow the customer base from 60,000 to 3 million members
* Established Premier Member Benefits’ digital and social media presence, increasing visibility and engagement
* Implemented HubSpot-powered automation to support events, lifecycle communications, and personalized outreach
* Reduced manual effort while improving consistency across affinity and member communications