Case study

CRM and Lifecycle Strategy at Rocket Mortgage

Omni-channel marketing, CRM transformation, and KPI design used to improve engagement strategy and executive visibility.

Overview

At Rocket Mortgage, George’s work connected channel strategy, CRM measurement, experimentation, executive communication, and transformation work across marketing, compliance, IT, and vendor stakeholders.

Key contributions

Led channel strategy across SMS, chat, and email
Built KPI logic for engagement, opt-out, and performance lift
Supported enterprise CRM migration and scope alignment
Created a measurable win through segmentation strategy and structured A/B testing

Why this case matters

This project shows George’s strongest marketing-facing value: strategic thinking backed by measurement, communication, and operational follow-through.

Role

Marketing strategy, CRM transformation, and KPI framework design

Problem

Marketing and lifecycle teams needed stronger channel strategy, clearer measurement, and better coordination as systems and reporting matured.

Outcome

Improved lifecycle decision-making, supported enterprise CRM migration, and reduced full-scale client opt-outs by 50 percent through stronger segmentation and testing.

AI usage

This project is primarily a marketing and measurement story. Its AI relevance is indirect: the same KPI, experimentation, and adoption discipline supports future intelligent systems.

Tools

Evidence

Reduced full-scale client opt-outs by 50 percent

Delivered bi-weekly updates to senior leadership and C-suite stakeholders

Supported enterprise migration from legacy CRM systems to Salesforce