BELINDA LYNCH-THOMAS

As part of the Retail Credit Card team, accountable for management of card product benefits serviced through third party vendors & partners for the Canadian credit card portfolio. This includes credit card insurance benefits (partner Manulife) as well as travel related services (including airport lounge partnership with Visa). Responsible for ongoing vendor/partner management, contract negotiation & management as well as reporting, overall expense monitoring & P&L forecasts.

Highlights

• Lead in the successful implementation of the AMF requirement for the RADM (Regulation respecting Alternative Distribution Methods) for the Scotiabank Credit card portfolio across all channels.
• Lead on the relaunch of the lounge program for the Passport Visa Infinite card.
• Successfully restructured the invoicing remittance process with the insurer and Scotia procurement team,
• Ongoing Forecast management for the insurance vendor remittance and lounge program.
• Established operational cadence with insurer and consultant.

Within the Pricing department, spearheaded the operational reporting strategy that supported the national reporting team to develop reporting and custom analysis, providing recommendations to customer to efficiently use their budget, as well as improve the efficiency of communication between sales and their accounts. Led a team of 4 direct reports.

Highlights:

• Saved $800K over a 2-year period implement actionable profit enhancing and cost saving initiatives.
• 95% on time delivery maintained, with a year over year average annual increase of 8.5% totaling over 6,500 customer reports.
• Championed quota setting for key accounts - worth 50% of company sales (Top 51 and other National accounts) with sales leaders; including provide analysis and insights to inform the budget recommendations.
• Coached team to become the subject matter experts on a variety of reports for sales reps and customers including merchandising, pricing, and supply chain measures.

Within the Pricing department, spearheaded the operational reporting strategy that supported the national reporting team to develop reporting and custom analysis, providing recommendations to customer to efficiently use their budget, as well as improve the efficiency of communication between sales and their accounts. Led a team of 4 direct reports.

Highlights:

• Saved $800K over a 2-year period implement actionable profit enhancing and cost saving initiatives.
• 95% on time delivery maintained, with a year over year average annual increase of 8.5% totaling over 6,500 customer reports.
• Championed quota setting for key accounts - worth 50% of company sales (Top 51 and other National accounts) with sales leaders; including provide analysis and insights to inform the budget recommendations.
• Coached team to become the subject matter experts on a variety of reports for sales reps and customers including merchandising, pricing, and supply chain measures.

Executed the Loyalty partnerships vendor engagement for the PC Plus /Loyalty team. Negotiated the PC Plus program with 90+ vendors exceeding required targeted dollars by 26% to $6.7 million

Highlights:

• Developed and led the vendor go to market strategy, built relationships and managed vendor participation in the loyalty program building an engaged vendor base.
• Planned and hosted a successful manufacturer/vendor summit for 400+ vendor attendees to communicate new loyalty program
• Spearheaded a process that allowed for effective collaboration with loyalty requirements between internal and external stakeholders creating effecting planning, eliminating duplication of work and incomprehension for vendors and merchant teams

Analytical operational consultant lead for a notable US Drug retail chain account. Subject Matter Expert on other US client portfolios, providing knowledge in the areas of loyalty marketing strategy and operations to the Client service team

Highlights:

• Analytical lead on the design and implementation of measurable direct marketing programs using predictive models for the client that drove an overall 7-12% response rate.
• Consulted marketing client service team to develop efficient processes that aided in reducing errors in list generation and improving execution timeline by 3 weeks
• Subject matter expert for marketing and merchandising approach methodologies for the creation of new sell materials that drove the Go-To-Market strategy.

Directed the Ontario customer loyalty and insights initiatives. Led the strategic oversight for Ontario, working with the National Customer Insights team and Western region partners, to plan and execute national campaigns for Ontario.

Highlights:

• Spearheaded the Loyalty marketing strategic budgeting, planning and development for Club Sobeys (Sobeys Ontario) securing $3.2 Million.
• Used predictive models to develop and led the execution of database marketing campaign methodologies that improved customer retention by 7% with lapsed customer reengagement of 7%-9%.
• Created an integrated marketing program with real-time marketing tactics through email, that resulted in an increase in member acquisition of 51% generating, on card sales penetration of 4.5% and overall incremental sales of $700K
• Directed the integration and launch of the Customer insights tool.