BRAND EVOLUTION & INTEGRATED MARKETING 

My primary focus while at Banfield was integrating our digital and traditional marketing communication programs for the nearly 900 hospitals we served. A significant aspect of this strategy was evolving our brand messaging, overhauling our brand guidelines as well as creating a comprehensive brand activation plan for our entire marketing ecosystem. This touched everything from our digital properties to our print ads to our in-hospital brand experience.

 

CUSTOMER ACQUISITION & ENGAGEMENT

The underlying objective for all our communications was driving new member acquisition and existing member engagement for our veterinary wellness plans - a bundled set of products and services that our customers paid for monthly. The area I had a significant impact was creating our overarching client strategy which focused on the idea of establishing an 'everyday partnership ' with our clients that would extend beyond the walls of our hospitals. We were able to build out our digital and social properties to carry the burden of this strategy.

 

CROSS-FUNCTIONAL RELATIONSHIPS

Beyond that, our senior leadership team asked me to lead and/or participate in numerous strategic, cross-functional initiatives focused on topics ranging from innovating our customer experience to rolling out new technology to improving the connection and communication with our 14,000 e mployees. I was also responsible for managing our agency and industry partner relationships with PetSmart, Zoetis, Elanco, and Greenies, to drive awareness and engagement programs

EMAIL MARKETING INNOVATION

A critical element of this strategy was establishing a comprehensive approach to email marketing. While there, I grew our email marketing from a simple monthly newsletter strategy to a full-scale communication program that became the backbone of our client communications. This included creating dynamic, real-time communications to our 7 million customers and also rolled out key marketing technologies to support these efforts. This program established integration with other on and offline programs including SMS and snail mail and also paved the way for paperless communications with our clients.

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REPORTING

Before leaving, I led the effort to develop monthly reporting standards that tracked key metrics across our digital and traditional marketing channels. The objective was to bridge the gap between the annual OGSM's and the finite metrics tied to our day to day programs. This helped prioritize those programs that best supported our OGSM's and also clarified how each person's role had a direct effect on the success of our organization.

 

PARTNER RELATIONSHIPS/ PARTNERSHIP MARKETING

 I was also responsible for managing our agency and industry partner relationships with PetSmart, Zoetis, Elanco, and Greenies, to drive awareness and engagement programs