Sami Hassanyeh

About Sami Hassanyeh

I’m a growth-driven C-level leader with a wide-ranging value proposition encompassing digital marketing, technology and business strategy, team building and leadership, enterprise change, and more. I empower people to drive digital transformation by solving complex and meaningful problems, helping organizations thrive culturally and technically.I find synergies between digital marketing and technology to develop and deliver intuitive, efficient systems and applications that spur growth, scale, and optimal customer experience. My record of success includes demand generation, marketing operations, and partner marketing, always operating with a keen eye on return on investment.In all, I bring 20+ years of technical, business, and marketing experience and a solid background in industry-leading solution development, hands-on programming, architecture creation, and engineering team management.My career highlights include:• Significantly growing digital ad revenue and scaling from 2M to 25M+ monthly unique website visitors.• Leading multiyear, AI/ML-enabled technology platform modernization initiative.• Enhancing customer value and experiences to build large-scale digital marketing channels, including email, app notifications, and SMS.• Delivering exponential growth in catalog sales by testing, designing, and launching rewards program.• Creating a leading digital destination for people aged 50+.

Experience

1. Senior Vice President, Digital Strategy & Membership

   AARP

   Jul 2015 — Present · Washington, DC, US

   Developed and executed an aggressive digital transformation strategy to grow membership, boost renewals, deliver revenue, and drive web traffic for a $2B, 37M-member interest group focused on issues affecting people aged 50+, with the 2 largest-circulation US publications. Oversee 240+ FTEs and 9-figure budget. Delivered Results:• Significantly grew digital ad revenue and scaled from 2M to 25M+ monthly unique website views after establishing AARP’s digital presence almost from scratch. Created and executed vision to expand into digital channels.• Increased memberships acquired via digital channels by scaling online platforms, generating millions of membership orders annually and making a significant contribution to operating revenue.• Increased number of auto-renew (subscription) members to improve renewal rates and reduce operating expenses.• Led a multiyear technology platform modernization initiative to transform products and services for members aged 50+. Enabled highly personalized experiences and consumer journeys by making innovative use of AI and ML.• Delivered exponential growth in reward catalog sales by testing, designing, and launching a rewards program. Oversaw rapid prototyping, social impact partnerships, and product design, pricing, and rollouts.• Optimized response rates, terms, LTV, and costs by continuously testing and adjusting strategies across owned digital channels, email, social media, search, direct mail, online, DRTV, affiliates, and alternative media.• Refined digital UX across web, apps, email, and SMS ecosystems to meet the high standards of people aged 50+.• Modernized advocacy and fundraising into a single platform used across phone, email, SMS, chatbot, and web, leading to growth in the advocates list.• Improved customer and agent satisfaction by leading the implementation of a best-in-class consumer care platform.

Education

• London South Bank University

  BSc, Scientific Computing

  1987 — 1990

• Georgetown University McDonough School of Business

  AARP , AgL Leadership Program, Sponsored by AARP for Executive Leadership Program

  2018 — 2018

Skills

• Program Management
• Blogging
• Vendor Management
• Strategic Planning
• Web Analytics
• Web Strategy
• Management
• Team Building
• Cross-Functional Team Leadership
• Fundraising
• Marketing Strategy
• Entrepreneurship
• Marketing
• Strategy
• E-Commerce
• Business Development
• Start-Ups
• Digital Marketing
• Online Marketing
• Web Content Management
• Team Leadership
• Non-Profits
• Leadership
• Negotiation
• Email Marketing
• Social Networking
• Social Media Marketing
• Digital Media
• Digital Strategy
• Project Management
• Analytics
• Public Relations
• Business Strategy
• Strategic Partnerships
• Social Media
• Crm
• Negotiations
• Online Advertising
• Nonprofits
• Deal Development