Join us as Heather Turner, Director of CRM Strategy with VMLY&R, will explore how to use your customer data to develop impactful journey moments and create custom messaging that goes beyond variable content.

The session will cover the following topics:

•  Understand the customer journey and where CRM plays a role at different stages within the customer lifecycle

• Harness the power of your data to develop audience segments and personalize communications

• Use data to help you move beyond one-and-done email campaigns to automated, repeatable journeys

• Measure success with techniques for tracking results to show the value of your CRM program.

By the end of the session, attendees will have a better understanding of how to use your data to optimize the CRM customer journey from acquisition to engagement and loyalty.

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About Heather:

Heather Turner is a director of CRM strategy with VMLY&R, a global brand and customer experience agency. She consults with clients to develop end-to-end customer journeys built on data-driven approaches. Her broad marketing background in consumer products and services includes work in the automotive, healthcare, food & beverage and technology industries.

As Director of CRM for Driven Brands she drove the strategy to acquire and retain automotive customers across email, direct mail, SMS and digital programmatic & social retargeting. She partnered with data architects and data scientists to build proprietary targeting models, testing plans and strategies to optimize emails based on results.

During her time as Sr. Director of Marketing at Novant Health, she led the implementation and optimization of the organization’s first CRM system, where she leveraged predictive models to target new patients as well as retain and cross-market to existing patients.

Heather also spent time at Coca-Cola Consolidated where she led the shopper marketing function for their on-premise division, and she began her career as an account manager with a technology-focused PR Agency that is now part of Ogilvy.

Heather is a life-long Tar Heel fan who graduated from the University of North Carolina Chapel Hill with a BA in Journalism. She also received her MBA from Wake Forrest University. She and her husband Brian are the proud parents of a two-year old Mini Dachshund named Roux who keeps her company while she’s working from home.