Lauren played an integral role in establishing NetJets as one of the world’s best-known and respected luxury service brands. During her 13 years in senior level marketing roles, she doubled the prospect base, tripled revenue from $1 Billion to $3 Billion, and grew the number of customers by 600% through targeting and driving engagement amongst HNW individuals and businesses from small and mid-sized to Fortune 1000. Brand awareness grew from 28% to a record setting 93%, 22% higher than the next competitor.
Highlights:
- Helped create the marketing function at NetJets, instituted results-based annual market plan process and conducted market research to define the key purchase drivers and competitive differentiators.
- Led the company wide rebranding effort to change the corporate name from Executive Jet to NetJets that included a new logo, branding guidelines, and completely revamped marketing materials.
- Evolved messaging and branding in advertising and marketing communications from a more rational industrial marketing approach to a more emotional lifestyle club, approach, in tune with the changes in views towards private flying during this time.
- Created robust membership communications and benefits program including the development of a magazine, event calendar of "money can’t buy" events, as well as exclusive partnership benefits.
- Developed marketing strategy based on combination of data, analytics, and marketing technology tools to refine target segments, improve relevance of messaging and score leads based on those most likely to close.
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