Christina Frank Erwin
Director of Marketing Strategy @Centurylink
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WORK HISTORY
Director of Marketing Strategy @Centurylink
Kansas City, MO, US
Deliver subscribers, revenue and margin and assigned operational goals through well-defined and well-executed segment marketing strategies that increase sales, average customer spend, and cost efficiencies. Direct product, pricing, promotions, market segmentation and distribution decisions. Responsible for creating a highly targeted and data-driven go to market plan to drive awareness, lead generation and conversion in a digital first environment (display, social, video, search, email, etc.). Hire and develop a team of 15 and manage ~$20M annual expense budget.• Achieved 175% long-term sales rate, 130% penetration goals, and 2X-3X onboarding net promoter scores in new Fiber investments through innovative pre-launch marketing program. • Worked cross-functionally to convert pre-launch offline reservations to online pre-orders and to accelerate post-launch sales rate with early bird offer, digital awareness, and lead generation campaign.• Delivered micro-targeted digital campaigns to drive localized growth, with 10X typical clickthru rates and efficient traffic and sales.• Partnered across consumer division to successfully launch online promotional offers and supporting digital and offline campaigns, leveraging data analytics to target underperforming areas.• Developed pricing and promotional offer strategy to support 11% growth in ARPC, while focusing on aggressive growth in new build and underperforming areas.• Defined metrics, benchmarks and reporting needed to ensure continuous improvement in business unit results and customer experience.
EDUCATION
Washington University in St. Louis
BS, Chemical Engineering
Indiana University - Kelley School of Business
MBA, Marketing
SKILLS
ABOUT CHRISTINA FRANK ERWIN
General Manager with over 15 years of strategy, operations, and team leadership. End-to-end strategist with a reputation for excelling in highly competitive environments and remaining agile to evolving business needs. Recognized ability to quickly distill and capitalize on actionable insights. Extensive experience designing and implementing marketing programs. Skilled developer of partnerships, problem solver, transformer of business processes, and champion of customer experience. Significant C-level and SVP interaction. MBA and BS (Engineering) from Top-20 programs.Areas of expertise:• Management & Leadership: team building, CXO reporting, client management, budgeting/forecasting• Business Development: strategic partnerships, financial modeling, ROI analysis• Customer / Market Insight: qualitative and quantitative research including focus groups, in-depth interviews, consumer panels, mystery shopping, surveys, adaptive choice conjoint studies• Customer Experience: journey mapping, predictive churn modeling, channel sales/care segmentation, post-sale fulfillment/onboarding support, interdepartmental process improvement• Pricing & Offer Strategy: price, positioning, segmentation and promotions• Advertising: agency management, creative development• Media Strategy and Optimization: campaign planning, A/B testing discipline, ROI modeling across all media with highly measurable results• Digital Marketing & Sales: display, social, e-mail, SEM, remarketing, content, e-commerce• Mass Media: direct-response and awareness advertising• Database Marketing: integrated direct mail, e-mail, and bill marketing• Retail Merchandising: print, digital, collateral in company-owned, dealer and third-party retail• Sales & Service: sales planning, compensation, incentive plans, training, digital/eCommerce merchandising
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