2013 – WUBS

Michael (MJ) AllenMichael J. (MJ) Allen
Contact | Michael (MJ) Allen Linkedin Profile LinkedIn
Nov 19

I lead a global role to define and steer the digital transformation strategy to reimagine the CX journey with a customer-centric, data-driven and agile approach to establish best-in-class digital eco-system for WUBS. I help steer the customer journey performance across multi-channel experiences, operationalize teams on various marketing technologies, and deliver channel strategy (paid, owned and earned) that impact CX, demand, lead generation and pipeline speed, and retention. I do this for both WUBS eco-systems of consumer e-commerce and B2B international payments and foreign exchange.

I’m responsible to transform CX by bridging technology, segmentation and personalization, data-driven science, devices by design and alignment to business strategy to transform the organization CX to build acquisition, growth and retention through multi-touchpoint distribution (paid, owned, earned).

1. Digital Transformation & Growth Strategies
I build, lead and enable customer growth strategies (including content strategy) for global and regional go-to-market plans that drive multi-channel customer journey performance. I deliver this through multi-channel strategy integration, channel strategy (paid / owned / earned), and technology enablement; CMS content management, analytics (Adobe Analytics / Omniture), data management platform (DMP Oracle BlueKai), marketing automation (Eloqua), search engine intelligence (BrightEdge), social media intelligence (Spredfast, Netbase) and CRM (SalesForce)

2. Customer Experience (CX) & Digital Channels
I lead the customer experience (CX) strategy to drive multi-device and multi-channel customer journey performance across our digital eco-system and touch-points of Website, Search, Social, Native, Content, PPC, Email, and Display. Across display I oversee look-a-like targeting employing both behavioural-based and BlueKai DMP across DSPs and networks of Exponential, MediaMath, MexAd (DataXU), Martini Media, RocketFuel and OutBrain, and exchanges as Double-click and Adbrite) and more.

Steering customer growth strategies, I’ve delivered deep content strategy, and marketing, for inbound and customer lifecycle performance for global and regional go-to-market plans.

3. Operations Performance
I lead an operations team to enable global and regional teams with marketing technologies, and the management and CX performance of the core digital eco-system of +70 responsive web properties across both consumer ecommerce platforms, and enterprise B2B website platforms. My operations team mentors and enables teams for global content management, demand and lead generation, analytics understanding, conversion optimization, lead acceleration (nurture and progressive profile) and shift users brand preference.