Brand Repositioning & Data Driven Engagement Strategy for FinTech Client

Deloitte Digital | Senior Consultant

• Spearheaded a Year-Round Engagement strategy that repositioned the brand from a seasonal tax solution to a trusted, everyday financial partner, broadening customer relevance and deepening long-term customer engagement.

• Overhauled the CRM testing framework, designing data-driven tests that generated actionable insights and optimized creative messaging to enhance campaign effectiveness in a complex stakeholder environment.