Lopez Negrete Communications launches Hispanic CRM/DM Unit.

Lopez Negrete Communications, Inc. launched a CRM/DM business unit and hired Kathleen Jones as the new Director of Customer Relationship Management and Direct Marketing Initiatives.

“Kathleen comes to us bearing a wealth of knowledge and talent honed by the 20-plus years of experience she has in her field. Several Hispanic marketing shops claim to have some form of direct marketing capability, but none have Customer Relationship Management abilities, knowledge and experience to the level we have now set in place,” said Alex López Negrete, president, CEO and chief creative officer of Lopez Negrete. “What Kathleen brings to the table is absolutely unique in our space: a clear understanding of the nuances that exist in applying CRM and DM strategies to the Hispanic segment and the enormous need that clients have today to retain and optimize the relationship they have with existing and potential Hispanic customers, now that databases, list and consumer information sources have reached a certain point of maturity and depth.”

In her role, Jones will be responsible for developing and integrating Customer Relationship Management and Direct Marketing strategies for the agency’s broad base of clients. CRM/eCRM functions include: customer-centric strategies; data management planning; marketing database development; customer segmentation; loyalty program consulting; predictive behavior modeling; customer intelligence deliverables leading to new data-driven one-to-one strategies; direct marketing A/B testing; campaign results tracking; multi-channel strategies and tactics for direct mail, email, web custom content, web personalization, web communities, mobile and outbound/inbound call center. Other functions include leadership consulting in combining web analytics (online) with advanced analytics (offline transaction data/loyalty data) for all traditional and digital platforms.

“Aligning with an established force such as Lopez Negrete will put my customer-focused marketing and database marketing best practices to work in partnership with clients who are looking for incremental revenue and ROI,” says Jones. “The Hispanic market continues to evolve. Traditional media – even in the Hispanic market – has experienced a level of implosion, albeit less than in the general market, but, yet, it has become much harder to reach the same volumes of audience, resulting in below and above the line disciplines transforming into multi-channel strategies. Agencies who want to remain competitive must stay ahead of the game in order to maintain leadership. Lopez Negrete has made such a commitment, and its clients have responded quickly and quite positively.”