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Acquisition Campaigns
Acquisition efforts centered on driving rapid growth of the Chevron Texaco Rewards program through market entry strategy and cross-functional execution. I partnered with brand, legal, analytics, operations and external agencies to deliver high-visibility campaigns that combined broad awareness with targeted outreach. These efforts accelerated membership at scale and unified Chevron and Texaco under a single loyalty framework.
Market Launch - Nevada Rollout
Market Launch - Nevada Rollout
Challenge
Create urgency to drive rapid membership adoption in new markets while also migrating legacy Chevron & Texaco app users into the new Rewards program.
Approach
Developed bold, localized “Hello Nevada” campaign paired with $1 off per gallon incentive. Coordinated simultaneous execution across Chevron and Texaco brands, with email and push working in tandem to drive awareness and activation. Tested first-name personalization in push messages to assess impact on activation rates.
Execution
Email campaign: A sequence of launch emails (announcement, benefits overview, join-now offer).
Push notifications: Migrated legacy app users with join-now prompts; tested versions with and without first-name personalization.
Consistent creative across channels to build recognition and urgency.
Results
Accelerated new member enrollment in Nevada.
Successfully transitioned legacy app users into Rewards membership.
Personalization test provided early insight into how customized messaging could lift response rates.
Campaign became a template for subsequent geographic rollouts.
Role & Tools
Led campaign strategy, channel alignment, and creative sequencing.
Tools: Salesforce Marketing Cloud, mobile push platform, Google Analytics, and POS integrations.
New Member Onboarding Journey
New Member Onboarding Journey
Challenge
The onboarding journey needed to solve for two outcomes:
Reduce disengagement risk among members who didn’t redeem quickly after joining.
Accelerate high-value growth by identifying members who showed early signs of responsiveness to promotions and developing tailored offer strategies for them.
Approach
I designed a dynamic 90-day onboarding journey that segmented new members based on their early engagement behaviors. Members who redeemed early were placed in an incentive-reinforcement path, while those who hadn’t redeemed entered an education-focused stream designed to remove barriers to participation. High-value members were flagged through early activity signals and received targeted promotions to deepen their engagement. The system was fluid; as member behaviors changed, they were reclassified to ensure communications stayed relevant.
Execution
Welcome & Early Segmentation: Every new member received a welcome email, followed by tailored streams informed by early activity.
Active Path: Incentive-driven communications reinforced fueling and redemption behaviors.
Inactive Path: Education touchpoints explained how to earn and redeem points and use the app effectively.
High-Value Members: Identified based on early engagement patterns and targeted with promotions likely to drive incremental value.
Dynamic Reclassification: Members who redeemed moved into active paths, while persistently inactive members received reactivation triggers such as points expiration prompts.
Results
Increased early redemption rates among new members.
Higher engagement from members exposed to educational touchpoints.
Stronger promotional response from high-value members targeted early.
Reduced risk of churn in inactive cohorts.
Role & Tools
Architected segmentation logic, journey branching, and dynamic reclassification
Tools: Salesforce Marketing Cloud Journey Builder, SQL, internal loyalty dashboards.
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