Project Overview

As Lead Marketing Automation Specialist for First Service Credit Union, I developed end-to-end lifecycle campaigns that increased product adoption, improved member retention, and streamlined communication across all financial touchpoints. Operating in a compliance-focused banking environment, I prioritized segmentation accuracy, timely messaging, and strong infrastructure to ensure security, relevance, and measurable ROI.

Key Contributions:

• Onboarding & Cross-Sell Campaigns: Built journeys to welcome new members, promote account usage, and cross-sell loans, credit cards, and savings products.
• Data-Driven Personalization: Used account activity, product ownership, and financial behaviors to serve personalized offers and reminders.
• Omnichannel Engagement: Synced email, SMS, and landing pages for consistent, unified messaging across member devices and preferences.
• CRM Integration: Pulled live data from First Service’s internal banking systems to trigger workflows in real time.
• A/B Testing Strategy: Ran ongoing experiments to identify high-performing subject lines, offers, and CTAs across campaigns.
• Inbox Placement & Compliance: Rebuilt infrastructure to meet banking compliance and sender reputation standards, improving deliverability at scale.
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Project Execution

1. Strategy & Planning

• Mapped member journeys across product lifecycles—from new account opening to credit card activation to loan payoff
• Audited legacy campaigns and built a modular strategy to support long-term automation across all product lines
• Collaborated with compliance to build content frameworks that adhered to regulatory and brand standards

2. Campaign Architecture

• Deployed automated workflows in Salesforce Marketing Cloud for onboarding, auto loan nurturing, credit line offers, and reactivation
• Used behavioral and demographic segmentation to customize messaging frequency and content
• Introduced workflows for key financial milestones: pre-approval, inactivity, balance thresholds, and refinance triggers

3. Template Development

• Designed responsive, branded HTML templates optimized for mobile banking users
• Integrated dynamic content modules: real-time rates, account-specific messages, and CTA paths based on funnel stage
• QA-tested across all major email clients and device types to ensure flawless rendering

4. Personalization & Segmentation

• Leveraged CRM integrations to dynamically pull first names, account types, product eligibility, and loan status
• Created segments based on financial goals, credit score ranges, location, and service engagement history
• Used conditional logic to show only relevant offers (e.g., mortgage vs. auto) for each recipient

5. Testing & Optimization

• Conducted iterative A/B tests on content tone, urgency-based language, time-of-day sends, and subject line structure
• Optimized “Apply Now” vs. “Check Your Rate” CTAs and measured impact on conversion rate
• Applied findings across lifecycle stages to refine long-term performance

6. Performance Monitoring & Reporting

• Set up real-time dashboards for email engagement, product adoption, and channel attribution
• Delivered monthly reporting with recommendations to the marketing, lending, and compliance teams
• Integrated learnings into quarterly strategy reviews to align with business goals
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Project Result

📈 Performance Highlights:

• 60% increase in product upsells from onboarding and lifecycle journeys
• 32% increase in credit card activations within the first 30 days of membership
• 21% rise in auto loan applications from targeted lead-nurture sequences
• 0.02% unsubscribe rate across high-volume, regulated campaigns
• 100% email deliverability maintained across IPs and sender domains

🏆 Business Impact:

• Improved new member engagement and reduced time to first product activation
• Increased adoption of key financial services (e.g., personal loans, online banking, and mobile deposits)
• Freed internal teams from manual follow-ups by automating repetitive processes
• Strengthened compliance confidence through secure, trackable, and scalable messaging systems

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