Program Management 

Thrivent is a Fortune 500 financial services organization, providing advice, investments, insurance, banking, and generosity programs and solutions. Thrivent members have access to over 15+ resources and programs. For the western region of the company that covers ten states, I serve as the program strategist and am the leader in implementing a client engagement strategy to increase the use of member benefits. Client centricity and brand continuity are critical. 

 

For the 2023 financial year, I collaborated with enterprise stakeholders to develop an annual program strategy to promote specific member benefits, with a goal of increasing usage by 7-9% year-over-year. Leading a regional sub-team, the strategy focused on three benefits that data analytics and A/B testing showed to have the highest return on investment for client participation, generating referrals, and additional product purchases with current clients. The three focus benefits included - Thrivent Action Teams, Thrivent Choice, and the Thrivent Calendar. The strategy included a mix of email and direct mail tactics, and internal communication and coaching with financial advisors. 

 

The samples below are just a few of the marketing and communication pieces that were created and distributed.