bell Flashcards
tell me about yourself
My name is Colleen. I am a marketing professional known for my ability to learn quickly, a passion for developing customer-centric + data-driven marketing campaigns.
I started at Sun Life 4.5 years ago, I was recruited righ after business school to join their competitive leadership rotation program, designed to fast track your career by rotating through different business areas.
I got to rotate across project management, pricing, and marketing strategy roles.
In my last role in the program, I OWNED the lifecycle marketing strategy for a new produt launch → opp to work on high, impact + high visibiltiy projects
That role really showed me passion for working closely with the customer and using data to develop customer-centric strategy.
So my last role at Sun Life was on the loyalty team, where I managed the strategy and execution of campaigns to our members across mobile app, push notifications, secure site and email.
Did engagement newsletters, partnership marketing
During my time on the loyalty team, I optimized 50+ campaigns and, helped consistently achieve total engagement that 30-40% above benchmark
What makes me a good fit - my two mrketing roles gave me a solid background in the fundamentals of CRM and campaign planning and execution
The rotation program gave me the opportunity to work cross-functionally, manage different initiatives both big and small, analyze complex different types of data (qual, quan, pricing, survey),
I left the financial services industry to chase my passions in media and entertainment, so I’m looking to advance CRM skills in an industry I’m passionate about. I
’ve used this time off to network with different individuals from studios, agencies, other streaming platforms to learn about their career and how they ended up in entertainment. I subscribe to 8 streaming platforms and I’m a premium crave subscriber, wanted to work on a product i love
What I like about bell media is that you’re a leader in the entertainment space with so many diff assets, with a customer centric, data driven, and collaborative organizational culture.
I want to use this role to further my CRM experience in an industry I’m passionate about, and I really think that my ability to learn quickly, build relationships, think analytically, and create customer-centric campaigns makes me a great fit.
walk me through your resume
bell media values
crm metrics and kpis
what is CRM?
types of crm campaigns
what does a crm manager do?
what is lifecycle marketing and its benefits?
whats the difference between crm and lifecycle marketing?
CRM is the broader approach of how to use data and all interactions with customer (data is transactional). Life cycle marketing is the marketing strategy that uses CRM data and customer centricity/developing personas to develop tailored messages to send at each phase of the lifecycle. Goal: Convert customer from awareness to customer.
examples of crm data
what are your strengths?
why bell media?
what lifecycle phase do you have experience in
Majority of experience is in engagement phase and upselling.
- In my previous role as Senior Marketing Strategist, I contributed to engagement stage because I oversaw strategy and end-to-end execution of digital campaigns for our members on owned channels (email, email newsletters, secure site, mobile app)
Used CRM data like contact info, communication preferences, and marketing campaign data to:
optimized campaign performance,
developed A/B tests on content
created relevant targeting
consistently improved engagement metric on our emails by 30-40%
consistently kept unsubscribe below benchmark
Campaigns: partnership marketing campaigns (get customers to buy partner produts), content newseltters
Strategy: segmentation strategy, ontent strategy, A/B testing
Metrics: engagemnet, unsubscribes, sales
Also have experience Onboarding and Welcome
Marketing Strategy Consultant Role
Develop Welcome campaigns for new customers
Welcome emails, training our sales team how to talk about the product
. Trial to Paid
Marketing Strategy Consultant role, developed an App to go with life insurance product for ppl with T2. They can track their steps and premiums in the app for a year, then lock in at the new premiums for the remainder of their policy.
Behavioral Emails (triggered by activity) - Triggered if customer doesn’t engage with App
Success Stories - Part of our loyalty strategy, to email customers with success stories of customers who’ve improved their health and saw decline in premiums
retention vs engagement
Retention - keep existing customers or subscribers and reduce customer churn (when customers stop using a service)
→ metrics: Churn Rate, Customer Lifetime Value, Customer Retnetion Rate
Engagement - How actively customers engage with product (fostering enthusiastic and active interctions with customer)
→ metrics: click through rate, open rate, time spent on website
types of upselling at bell media
what crm/loyalty + retention tactics are competitors using?
what are competitors doing well?
do u have experience with braze?
whats ur understanding of this role
how would you create a campaign to convert trial users into paying customers?
Context
Gather relevant context: comb through emails, project documentation
Meet with teams to understand what’s been done before, campaign briefs, post-campaign analysis
How ong is the free trial?
Work with project sponsor: Do I have a budget? Who are the relevant stakhoelders i might want to start reachng out to?
Goal and objective:
Set clear goal + benchmarks (eg. % conversion in 2 months)
Invovle working with team, project sponsor
Timeline
Data Analysis/CRM Data
How far along is the trial user in their free trial?
What kind of content has the trial user been watching?
What channels do they engage with?
Segmentation
Work with analytics team to segment customers based on CRM data
Eg. Segment baed on trial period
Personas
With Insights from consumer marketing, develop personas that represent characteristics, preferences, and pain points for these segments. This helps us personalize the content
Eg. Within third month of Trial period, there are two segmetns: 1) People who know what they want to watch 2) People who arent frequently engaed with Crave service
Eg. Sarah:
Demographic data = Age, Location, Language, Occupation
Behavior: Tech enthusiast (multiple devices), Content Junkie (dedicated fan of various shows and has multiple streaming platforms)
Streaming Habits: Multiple devices, binge watch, personalized content, watches episodes the day they’re released
Pain Points and Goals: Discovering new content (wants to explore/recos), Content overload (too many streaming platforms)
How To Retain Sarah: 1) Send recommendations of bingeable series based on our watch history 2) Remind her when episode is released 3) Multi-channel campaigns 4) Remind her of services
Campaign Strategy:
Use personas and work with consumer marketing to determine strategies, channel mix, messaging and tactics for all segments. EXAMPLE OF CAMPAIGNS:
Eg.1) People who know what they want to watch = reminder that trial is almost over, remind them of the shows they enjoy that cant be watched anywhere else
Segmetn 2: People who arent engaging with Crave Service - send some recos based on what they HAVE seen or what’s trending, recommended basic version, NOT premium
Channel mix - in app notifs, email
Execute and iterate based on A/B test feedback
A/B test = Determine which campaign elements are effective
Subject lines, creative, BE elements
what is lifecycle marketing important for Bell’s B2C strategy
Lifecycle Marketing Goal: Retain and create loyal customer base by delivering personalized/targeted messages to subscribers throughout their relationship with our product, using CRM data (all data we collect about customers from various interactions)
Why is lifecycle marketing important for subscriber strategy?
Subscriber retention + prevent lapsed customer: Nature of the industry has no loyalty due to competition and seasonality (eg. TSN = some only subscribe for sports season), so keeping customers engaged and aware of all the new content available improves customer loyalty
Better user experience/Personalization: By understanding the subscriber journey, we can tailor their experience at every stage and personalize the experience. This increases user satisfaction
Data-driven insights For Long Term Growth: Lifecycle marketing allows us to collect data and provides valuable insights through data, to understand subscriber behavior, preferences. This helps us with future campaigns
Increased monetization and customer lifetime value: Lifecycle marketing is designed to convert trial users to paying and upsell to premium packages or ad-ons. improved customer lifetime value (upsell $, subscription $)
how to establish effective communication and collaboration with stakeholders?
example of managing short term and long term deadlines while balancing multiple priorities
what are the key elemnets of onboarding, engagemnet and retention in the context of CRM? what metrics?