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2025-2026
A significant part of my role as CRM Marketing Manager at Mercedes-Benz USA focuses on evolving always-on CRM journeys that engage customers throughout their ownership and purchase journey. Unlike national campaigns with defined start and end dates, these programs run continuously and require ongoing enhancements as customer expectations, vehicle technology, and digital capabilities evolve. My focus is identifying opportunities to make the customer experience more relevant, personalized, and valuable while supporting key business objectives across the customer lifecycle.
Below are several journey enhancements I have led as part of our broader CRM evolution strategy. Since this is proprietary information, the images are intentionally blurred, but provide a soft glimpse for visual reference...
New Lead Nurture
New Lead Nurture
One of the most exciting initiatives I led was the development of a new lead nurture journey from concept through launch. Prior to this effort, many of MBUSA's experiential events and website interactions lacked a dedicated CRM follow-up experience. Working across multiple teams, including Lead Management, eCommerce and Brand Experience Marketing, we created a new entry point designed to acknowledge a customer's interaction with the brand and guide them into the most relevant ongoing CRM experiences.
The journey delivers a tailored follow-up based on how a customer engaged with Mercedes-Benz, whether through a dealer quote request, event attendance, or other high-intent digital actions. By connecting customers to relevant resources and next steps, the emails help strengthen engagement at a critical moment while creating a foundation for future personalization enhancements.
Lease-End
Lease-End
The Lease-End journey is one of our most important retention touchpoints, helping guide customers toward their next decision with the Mercedes-Benz brand. Because lease maturity follows a defined timeline, the journey was redesigned to begin customer engagement earlier and provide meaningful guidance before key decisions are made.
To better support individual needs, we incorporated customer intent signals from Mercedes-Benz Financial Services (MBFS) survey data, allowing content to dynamically adapt based on whether a customer plans to purchase their current vehicle, lease another Mercedes-Benz, remains undecided, or intends to leave the brand. This creates a more relevant experience while supporting our goal of building brand loyalty.
Retail Maturity
Retail Maturity
The Retail Maturity journey helps customers understand when they may be in a favorable position to consider their next Mercedes-Benz. In partnership with MBFS, I led enhancements that shifted the journey from a percentage-paid approach to a more sophisticated positive equity trigger using first-party ownership and third-party vehicle valuation data.
In addition to optimizing the audience strategy, we introduced dynamic content based on vehicle affinity and next-best-offer recommendations. The journey now adapts based on customer click engagement, creating a more personalized experience while providing tools and resources that support vehicle upgrade and trade-in consideration.
Owners Welcome Series
Owners Welcome Series
As vehicles become increasingly connected and technology-driven, digital onboarding has become a critical component of the ownership experience. The Owners Welcome Series helps new owners get the most out of their vehicle by providing setup assistance, educational content, connected service resources, and vehicle-specific guidance.
My focus has been on evolving the journey into a more personalized onboarding experience that connects customers with the tools, features, and resources most relevant to their specific vehicle. By simplifying the ownership experience and driving engagement with key digital services, the journey helps establish a stronger customer relationship from day one.
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