1. Christopher Salmon
T: 07397995900 E: cjsalmon@gmail.com
Linked In Profile: https://uk.linkedin.com/in/christopher-salmon-1259154
Summary
Omni-Channel marketing master and pacesetter who recently relocated back to the UK; having over 15 years
experience in customer loyalty, direct and digital marketing, exerting a powerful force over customer acquisition and
retention... the force is strong with this one. With tremendous passion and significant expertise in improving the
customer experience through marketing and positioning, I have proven success using data to generate insights to
forward organizational retention and acquisition goals.
Relevant Experience
Life Line Screening Austin, TX
Director, Customer Retention August 2014 – December 2016
A preventative healthcare screening company conducting almost a million screenings annually, responsible for the
largest and most profitable division of the company; customer retention. Hired to turn a stagnant retention business
from declining revenue in 2013/4 to revenue growth in 2015 and beyond. Accomplishments include:
 Tested and validated a revised retention program within 3 months ofemployment. Quickly garnered credibilityand buy-in
to new approach with peers and senior leadership team and rolled outrevised multi-touch multi-channel contactstrategy
in January, 2015.
 Grew retention revenue by 9% in 2015, 5.2% over revenue budget. Only marketing channel to postgrowth in 2015 and
directly attributed to revised approach.
 Increased returning customers by 10.2% in 2015.To compare to previous year, the number of returning customers
declined 5% in 2014.
 Responsible for a team of analysts and marketing professionals and oversee all marketing activity againstan 8MM
customer database:Sentover 20MM pieces of mail and 90MM emails,made over 15MM outbound calls in 2015 .
 Guided implementation of bestpractices throughout2015 (digital retargeting campaigns,call center lead prioritization;
quantifiable testand learn program;customer segmentation,mailing and postal optimization, plus more).
 Instilled an attitude of continued program optimization around targeting,messaging,and incenting to drive profitability and
positive customer experience.
Scotts Miracle-Gro Company Columbus, OH
Manager, Direct Marketing and Analytics January 2013 – July 2014
Managed the direct marketing team for the Scotts LawnService SBU and oversaw the strategic direction of external
data, print production, and creative agencies. Primarily responsible for the acquisition and renewal / retention of
customers through direct marketing channels. Accomplishments and innovations include:
 Provided on-going strategic guidance for multi-channel customer acquisition campaigns. Overcame the worsttwo spring
seasons in companyhistoryto deliver over 100,000 new acquisitions,representing over $60 million in lifetime revenue.
 Introduced the conceptand oversaw the developmentofa cutting-edge campaign tool thatidentifies the optimal marketing
window in real-time by analyzing marketconditions (consumer sentimentthrough Google Trends,website traffic,retail
POS data, and marketconditions through weather forecasting).
 Created and led a creative agency search process. Directed the process from RFP creation,handpicked agencies to
participate,supported discoverysessions,served as the internal lead on agency pitches and post-evaluation meetings,
and culminated with integration ofa new creative agency partner.
 Legacy customer welcome and renewal campaigns were notoptimized,therefore,introduced and led the implementation
of multi-channel campaigns with dynamicallydriven and more relevantcontent, focused on keeping Scotts LawnService
relevant and top of mind. Reduced costs in the process,drove increased paymentplan (prepayand monthlypay)
adoption.
 Mapped out the customer journeyand identified gaps in customer communication from on-boarding through maturation,
and ultimatelyretention and win-back. Developed a multi-channel,trigger based communication strategy,which was
based on customer life stage triggers along with value and attrition risk predictive modelling
 Provided the organization with key actionable customer insights in the areas ofacquisition,retention,competition,and
marketintelligence.Led the developmentof strategic models for pricing (to determine where we could increase pricing
withoutadverse retention effects) and service area profitability (to reduce service area based on customer density)
Standard Register Dayton & Columbus, OH
Customer Loyalty Manager May 2010 – January 2013
Accountable for advancing a culture of customer loyalty within the organization. Focused on improving visibility and
accountability of the customer experience. Successfully instituted the following programs:
 Voice of the Customer – Overhauled into a comprehensive and closed loop program integrated into salesforce.com.
Program measures and extrapolates customer experiences based on multiple metrics to gauge relevance and impactto

2. Christopher Salmon
T: 07397995900 E: cjsalmon@gmail.com
Linked In Profile: https://uk.linkedin.com/in/christopher-salmon-1259154
customer loyalty: Net Promoter Score (for strategic value), Customer Effort Score (for transactional efficiency),and
functional area satisfaction scores (to identify targeted areas for improvement).Leverages multi-channel communication
targeting employees,customers,and 3rd parties
 Customer Qualityprogram – Identifies and mitigates risk within the entire customer portfolio.Leverages enterprise-wide
predictive triggers thatindicate potential for dissatisfaction,validates and classifies the level of risk and the appropria te
level of intervention required.Standardizes the methodologyto address risk and provides interactive web-based reporting
 Partnership Performance Review program - Transformed from a metric and operational focus to a solution and customer
focus.Program is focused on strategic customers and provides a platform to demonstrate relationship value and credibility
to grow the business and quantifycontinuous improvement
 Opportunity Response program – Introduced a new cross functional and collaborative process to respond to incoming
sales opportunities (RFI’s,RFP’s,proposals,etc).Process validates and classifies opportunities for response and
leverages a content library for content. Quantitative and qualitative win / loss analytics is employed for continuous
improvement
Adplex Houston, TX
Director, Strategic Marketing April 2008 – September 2009
Primary role within Adplex was to create and present ROI-driven marketing strategies to prospective and existing
clients. Solutions generally included communication and channel strategies, segmentation and targeting
methodologies, and analytical expertise for direct marketing and loyalty based programs. Accomplishments include:
 Spearheading marketing strategyfor new business pitches and presentconcepts to prospective and existing clients.New
clientbusiness wins to date total over $1.3M in gross revenue;existing clientbusiness wins total over $348k in gross
revenue
 Providing the largestclientwith strategic direction on their loyalty program:Recommended and implemented a significant
cost-saving initiative that reduced dependencyon direct mail,introduced email as a viable channel and an in -store kiosk to
deliver rewards and other softbenefits;introduced segmentation strategies based on behavioral customer data;and
implemented a mail reduction plan based on predictive response modeling
Alliance Data Columbus, OH
Client Sales – Fortunoff account August 2005 – September 2007
Primary role within Alliance Data was to strategize and implement private label credit card marketing programs for
retail clients, along with providing recommendations to clients in all aspects of credit card marketing. Accomplishments
include:
 Successfullydeveloping and executing strategic accountplans by reviewing clientindustry and business performance
then identifying key business issues/opportunities to establish the critical initiatives to drive annual accountgrowth
 Proactively managing customer acquisition and retention efforts,which along with creditsales,experienced double digit
growth in 2007
Digitas New York, NY
Senior Associate · American Express account April 2004 – August 2005
Primary role within Digitas was to manage multi-channel credit card loyalty and acquisition direct marketing
campaigns for co-branded (Hilton, Starwood, and Delta) credit card products. Campaigns included both online
(eNewsletters, e-mails, search engine optimization, and website creation) and offline (letters, billing inserts, self
mailers, brochures, postcards, and card applications) promotions and communications. Accomplishments include:
 Demonstrating a thorough understanding ofthe business and client operating environmentand working with senior
managementand senior clients to help coordinate creditcard rebranding and launching ofnew products
 Successfullyimplementing the marketing and communication strategyfor be-branded Hilton HHonors creative platform
 Responsiblysupervising the status ofthe accountby managing and reporting on P&L,staffing models,and forecasting on
a weekly basis;ultimatelyheld to profitability and contribution margin
Skills
Direct Marketing (Retention and Acquisition) Customer Relationship Marketing (CRM)
Digital Marketing (Google Certified,email,and SEM - both
PPC and SEO)
Marketing Campaign and ContentStrategy and
Management
B2B & B2C Customer Loyalty Programs Voice of the Customer (VOC)
Enterprise Feedback Management(EFM) Net Promoter Implementation
ROI Driven Marketing Strategies Creative and Content Developmentand
Management(both Clientand Agency-side)
Education
Rider University · Lawrenceville, NJ, USA
2 B.S., Business Administration Degrees
Double Major: Marketing and Advertising