JB

LOYALTY

Starting my career in CRM work, I dove into deliverables that demanded attention to detail, especially behavioral triggers, audience signals, and brand ambitions. My experience spans creative versioning by audience segments, journey mapping, and onboarding programs.

JP Morgan Chase, Invest

Task: Create an onboarding journey that convinces users to revisit the investing product.

We knew that JPMC Invest users were sourced from cross-sell initiatives, so they were bombarded by unrelated CRM comms that diluted their experience and understanding of the product. I merged this knowledge with the fact that JPMC Invest is likely not their first time with this product, extending their consideration phase in the consumer journey even after signing up.

With this information, I outlined CRM content pillar priorities in the onboarding experience driven by product features that would incentivize continued engagement. It was imperative to educate users in alignment with their investment priorities by analyzing key user behavior signals in their account.

Ally Bank

Task: Create a triggered retirement email that leverages the user’s account information as the key data signal.

Leveraging user data, I sized the audience opportunity for those actively saving for retirement, segmenting the audience by their proximity to retirement as the methodology to version and tailor the CRM comms.

I went beyond age segmentation by including their total financial balances as a data signal, prompting more accurate and contextually relevant messaging triggers. By using a framework reliant on age and financial readiness, messaging was further personalized by referring to the type of product users used the most at Ally Bank.

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