CHARLES de GRUCHY

New York, NY 10023

charlesdegruchy@icloud.com
(201) 906-8179
www.linkedin.com/in/charlesdegruchy/
B2C MARKETING EXECUTIVE
Retail Marketer; Integrated Solutions Builder; Optimization Strategist

Proven track record of success in customer engagement strategies.

Solid track record in growing, managing and optimizing customer traffic and sales
Experienced in the design and implementation of integrated reporting systems and analytics strategies
Proven success building integrated digital strategies and running digital teams
Experience across media from catalog to broadcast and with attribution modeling/LTV scoring
Demonstrated capabilities in applying integrated analytical solutions for business growth
Successful in building strategic consensus and motivating high performing matrixed

EXPERIENCE

Engagement Management, LLC

New York, NY

Retail & Integrated Analytics Consultant

Dec 2007 Present
A key strength is leveraging the hidden value in customer assets by aggregating digital and offline customer data. My
mission is to accelerate business growth based on the application of proven analytics methodologies to integrated
customer lifecycle management.
Recently worked with AVIS to build their loyalty marketing strategy and business case. The key project deliverable was
the launch plan including campaign and content strategy, tactical program design, offer structure, and proforma/forecast.
Contributions:
Built a successful business case based on consolidating multiple data sources into a 360 view of the
customer.
Brought customer analytics to the front of the business planning process
Standardized customer valuation and segmentation strategy across businesses
Set standards for LTV and goals for retention
Standardized offer strategy and implemented response optimization strategy
Implemented integrated campaign performance analysis by aggregating digital and offline data sets

Brooks Brothers

New York, NY

Head of Loyalty and Card Marketing

Oct 2012 May 2014
Lead credit and loyalty lifecycle marketing and operations across channels of sale. Leveraged existing data assets
through aggregation of digital and offline customer attributes.
Contributions:
Built best customer acquisition program by aggregating customer data and modeling for acquisition.
Drove significant growth of the credit business through multi touch (digital/offline) targeting
Minimized churn, lifted frequency and lifetime sales.
Built and implemented campaign optimization and AB test strategies
Delivered ongoing response and sales optimization through AB test program (email/site/store)
Head of Customer Marketing
Oct 2011 Oct 2012
Lead multiple projects, for example, customer profitability model, budget and payback, digital and offline media
planning. Primary focus was building an integrated credit and marketing planning process leveraging omni-channel
marketing assets, growing customer traffic and reducing marketing cost per sale for web, retail, and catalog and call
center.
Contributions:
Built requirements and managed RFP for marketing database build and migration.
Directed statisticians and analysts to identify at risk customers for integrated campaigns of retargeting,
site personalization, in-store clienteling and targeted email with clear financial upside.
Applied Life Time Value analysis to identify key opportunities to improve the customer experience, align customer
marketing strategy and optimize customer behavior.

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Maximized database mining, segmentation and modeling opportunities.

Designed customer segmentation strategy and cross channel implementation to drive increased
retention and profitability

Tumi

New York, NY

Director, global CRM

Jul 2010 Oct 2011
Responsibilities included data management, analytics, and integrated CRM (multi touch across channels, mobile, site,
store)
Contributions:
rd
Aggregated all customer data sets (digital, offline, 3 party, research, demographic, etc.)
Implemented campaign optimization strategies, e.g. personalization
Developed and implemented customer segmentation, LTV analysis and AB test strategy
Integrated customer research results into customer data
Integrated customer touchpoints planning for digital, offline, media and clienteling

Babies R US/TRU

Wayne, NJ

Director, marketing planning

Dec 2007 Jul 2010
Responsible for digital media/marketing planning and CRM lifecycle plans, and integrated analytics across channels of
sale from retail new customer acquisition, retention and loyalty to digital and offline program delivery. Responsible
for credit marketing and field operations. Lead the network and private label issuer reviews and transition process.
Contributions:
Implemented RFM based segmentation
rd
Integrated 3 party data sets (demographic, psychographic, research, transaction) to build customer
persona to support content strategy creation and brand strategy.
Tested into change with test and learn programs based on behavioral analytics
Successfully tested and applied Life Time Value analysis
Introduced and tested best customer look-a-like program.

Estee Lauder, specialty products group

New York/Hong Kong

Executive Director, global CRM

Oct 2005 - Nov 2007
Worked on three brands - La Mer; Jo Malone; Bobbi Brown. Responsible for global CRM and digital marketing (email,
site, SEM, social, mobile), program design, and analytics from Facebook/Twitter to display media.
Contributions:
Chief architect of the global customer database and analytics strategy and 360 view of the customer
Implemented a single voice of the brand (s) across markets and customer touchpoints (digital, offline, media)
Directed analytics strategy and execution by Identifying local market partners, and standardizing local
market and corporate KPIs across markets

Built a global framework for customer lifecycle marketing program design and local market adaptation.

LOccitane en Provence

New York, NY

Director, marketing and global CRM

Jan 2002 Sep 2005
Responsible for brand & digital marketing, global CRM, marketing analytics, and creative . Built a 360 view of the
customer combining digital and offline customer data to support integrated campaign planning. Launched an
integrated analytics team with successes in AB testing and Life time value integration supporting customer
optimization across channels.
Senior Consultant
Mar 2000 Jan 2002
Developed LOccitanes global digital marketing and web strategy and built the go to market plan for global rollout
from platform to merchandising.

EDUCATION
University of Toronto B.A., M.A., Administration