Liza Fletcher

• Lead the change management driven by transformation across offer governance, targeting/eligibility, bonusing setup and channel setup processes and capabilities
• Partnering with international markets & marketing partners to define the optimal solution or project design for complex or new initiatives
• Liaise and collaborate across borders with large cross functional and central teams to drive forward innovative and scalable prioritised projects
• Lead regular market connects to share updates, new capabilities, best practice and understand future planning
• Work with partners to define & deliver training needs for marketers
• Manage a small team, providing motivation, thought leadership and coaching

Highlights

• Streamlined small business and consumer campaign process, reducing time and effort to maintain campaigns by 20% by leading global marketing alignment on key senior executive transformation project across 10 priority markets
• Launched new marketing product platform in record time of 3 months (ideation to production launch) by aligning with marketing and other stakeholders on requirements, approvals, testing & project managing the execution

• End 2 End digital marketing offer campaign set up, monitoring and reporting. Providing insights on campaign performance back to the business to drive learning and improvements
• Enhancements (work with marketing teams to facilitate the development and launch of new Offers enhancements)
• Customer Service and Tech Liaison to drive issue resolution for live campaigns
• Act as a subject matter expert on Offers and offer consultation and advice to local market teams
• Across all digital offer systems, help establish best practices and identify areas for improvements

Highlights:

• Driving several market first capabilities loyalty currency fulfillment types, 1Click enrolment channel, x-border offers, new partnership onboarding with the result of increasing Card Member engagement and transaction growth

• Support Marketing Automation platform and Martech strategy, managing partners and working collaboratively with IT to drive capability improvements.
• Manage capabilities that support acquisition, service and retention campaigns to customers across multiple channels (including search marketing and optimisation, email, website), and tune the program of interactions to drive optimal customer experiences and business benefits.
• Design and deploy 'test & learn' interactions, and control group mechanisms to quickly and accurately quantify the opportunity in interactions and offers.
• Track and analyse the performance of interaction programs in market against KPIs, identifying opportunities for performance improvement and engaging across a broad stakeholder group.
• Drive best practise and deliver process efficiencies in campaign and content hub planning and execution.
• Have a strong respect for risk, ensuring strong governance is embedded within our operating rhythms.

Highlights

• Creation of a new partner portal for client card members
• Website migrations and lead form upgrades
• Established quarterly global Marketing Best Practice and benchmarking community with structured forums and sharing tools
• Creation of training to uplift knowledge of marketing tracking tools across regional Asia Pacific marketing teams

• Owning marketing partnerships with Westpac, HSBC, Qantas and others. Planning annual marketing strategy and executing joint end to end digital marketing (SEM), retargeting, electronic direct mail (eDM), landing pages, website, microsites, below the line (BTL) initiatives and transforming client touchpoints to achieve new acquisition and revenue outcomes. Ensuring contract compliance, issue resolution through close collaboration with customer facing teams, project involvement in new product developments, homepage and lead form refresh, and regular reporting of performance to internal and partnership senior leaders.