Loyalty · CRM · Omnichannel
Global Loyalty & CRM Marketing Executive
Contents
Background, experience pillars, and core competencies
Motheur, Aveda / Estée Lauder Companies, Tecmark
8 portfolio pieces — dashboards, UX, campaigns, AI strategy & more
Discovery → Planning → Execution → Review & Optimize
Get in touch — email and LinkedIn
About
Global loyalty and CRM executive driving revenue, retention, and omnichannel growth through data and customer-first strategy. Data-driven, decisive leader who aligns teams around clear priorities and executes with consistency — blending creative thinking with operational discipline to resolve complex issues.
"I bring a proven record of turning loyalty and CRM ecosystems into engines of commercial growth, grounded in data, technology, and customer insight. I lead with authenticity, clarity, and respect for the people behind the work."
Core Competencies
Experience
Independent consultancy specializing in loyalty, CRM, and omnichannel marketing strategy for global brands. Delivered UX audits, dashboard development, and loyalty program enhancement roadmaps.
Directed Aveda's global loyalty, CRM, and omnichannel strategy, leading the award-winning Aveda+ Rewards and Pure Pro platforms across North America, EMEA, APAC, and LATAM. Managed a $7M budget and cross-functional teams of up to 15.
Loyalty and marketing technology provider. Oversaw global loyalty technology engagement with Aveda across four markets and served as technology advisor to VP-level leaders.
Early career brand management role with Mosaic Sales Solutions, managing the Best Buy account program.
Portfolio
Transformed CIBC Aventura's marketing dashboard into a story-driven performance tool anchored to strategic pillars. Unified data from CIBC, Amazon, Expedia, and external agencies into a single reporting source.
Developed a comprehensive online salon appointment booking customer journey map. Redefined the booking process as a high-value lead generation engine with cross-functional ownership at every stage.
Built a dynamic salon referral map with Movable Ink for email campaigns. Leveraged CDP data — zip code and salon affiliation — to show each guest their preferred or nearest salon.
Delivered strategic UX recommendations for CIBC Aventura Rewards FY26 roadmap. Conducted a competitive audit of leading credit card programs and delivered an effort-sizing matrix.
Built end-to-end strategy and tool to convert digital traffic into physical salon visits using an appointment booking aggregator. Piloted via Optimizely across three regional markets.
Multi-phase campaign strategy across acquisition, retention, and engagement. Executed new global nav UX, Braze overlays, email creative refresh, app relaunch, and member migration strategy.
Managed end-to-end loyalty platform transition — RFP across 7 Forrester-rated agencies, cross-functional leadership across 8+ departments, and on-time delivery with full functional specification documentation.
Developed branded AI chatbot strategy (AVA) presented at Estée Lauder's annual innovation meeting. Partnered with R/GA to reduce call center cost and drive wholesale revenue and education efficiency.
How I Work
Leadership
Friendly, direct, and straightforward approach focused on facts backed by data. Succinct communication style leveraging bullet points and providing relevant context — meeting people where they are without ambiguity.
Focus on getting facts on the table and analyzing the scale and scope of a problem. Investigate challenges and identify solutions rather than reacting. Install stop-gaps, then create a plan to fix root causes.
Enable agencies and vendors to succeed by providing necessary resources while ensuring delivery on promises and scope. Partners are expected to own their work, understand the business, and provide timely remediation.