CRM for Sony
“Kristi was instrumental in creating our GSN Rewards program. She has wonderful creative ideas, and understands how to leverage the principles of interactive marketing to create an engaging program.”
Eric Rosenberg
Senior Content Manager at Sony
As the Interactive Marketing Manager at Game Show Network (GSN), the partner and parent company, Sony, required technical training using Business Objects. This tool was utilized to look for insights when marketing to the Sony database, which was over 5 million. These insights resulted in the identification of personas, which were targeted for personalized and more relevant CRM marketing communications. These personas were key in the content development plan and communications, which Kristi was instrumental in developing and executing.
In this partnership with Sony, Kristi worked closely with Sony marketing, as well as multiple internal and external partner creative and technical groups, as well as vendors, to develop and publish the weekly content for their email newsletters, promotional emails, and website. The CRM plans were designed with the strategy of rewarding customers for their time interacting with the brand and games, and establishing a direct relationship with the “entertainment enthusiasts” (best customers), the end goal being increased loyalty to Sony brands and products.
“I worked with Kristi in support of the Sony Rewards GSN loyalty platform for two years. Kristi was my primary contact at GSN to create new marketing promotions to reward people based on activities like watching a specific TV shows or playing online games. She used online media, website and emails in order to achieve our goals for acquisition and retention of consumers. She was a very detailed individual and was great in driving this new program from a concept to actual reality. She was able to come up with new ideas to keep members interest in the program. Since Kristi has left the program has not achieved its goals over the last year.”
Gerard Lomonaco
VP Operations/Technology at Sony
CRM for Westfield
Ready for a change and a more creative environment, Kristi joined Brierley+Partners as an Account Director and Strategy team member. Kristi managed client accounts and projects, presented pitches to clients, identified new business opportunities, and collaborated in data analysis and strategy planning for clients. Key accounts were Westfield, Jiffy Lube, and e-Rewards, and Kristi also provided data analysis and strategy support on Fossil and StubHub. For Westfield, Kristi managed 55 dynamic, personalized versions of the Westfield Shopping Center website and email CRM program, utilizing Webtrends Web Analytics, Cognos for reporting, a proprietary database, Unica, and a partnership with Strongmail to send segmented, customized content based on geography and demographics. The team under Kristi’s leadership worked to streamline business rules and mobile technology to increase acquisition and membership by 229% in just one month. Kristi also hosted client brainstorming strategy meetings on ways to engage shoppers with their brand, both in person at retail stores and online using CRM.
“Kristi is an accomplished marketing professional whose insight in new media and loyalty truly supported our initiatives. Her exceptional ability to quickly absorb our company’s brand and goals were amazing. Despite our unique market, Kristi was able to provide various recommendations to grow our memberships and better segment our customers. It was a pleasure to work with her. She is truly an asset to any organization.”
Misty Rodriguez
Director of Digital Marketing – US Operations, Westfield
