Major International Airport

A major U.S.-based international airport serving 40+ million passengers annually with billions in economic impact. The airport needed a sophisticated lifecycle marketing strategy to maximize pre-booked parking revenue during peak travel seasons while maintaining strict brand guidelines and vendor neutrality.

The airport's email marketing was underperforming with limited segmentation, inconsistent messaging, and no systematic approach to campaign optimization. They needed someone who could both design comprehensive marketing strategy and execute in the trenches—from copy to analytics to technical implementation.

I implemented a "learning laboratory" approach—using smaller campaigns to gather behavioral data that informed larger, highly personalized follow-up campaigns:

• Behavioral Segmentation: Built sophisticated audience segments based on travel patterns, booking history, and engagement data—not demographics

• Send Time Optimization: Tested and validated Wednesday 6:03 AM as peak performance window, achieving 60%+ open rates consistently

• Multi-Channel Orchestration: Integrated SMS with strategic 3:00 PM follow-ups to non-openers, adding $50K+ incremental revenue

• Psychological Sequencing: Led with testimonials to build trust, followed with scarcity messaging to drive urgency

• A/B Testing Framework: Systematic testing of subject lines, messaging themes, and audience responses with 48-hour resend protocols

While others focus on vanity metrics, I built a revenue-first lifecycle system powered by:

1. Behavioral Intelligence: Created dynamic audience segments that evolved with customer behavior—business travelers received different messaging cadences than family leisure travelers, with some segments achieving 8.6% conversion rates.

2. Psychological Timing: Mapped messaging themes to the customer decision journey. Early touchpoints featured social proof and testimonials; later messages leveraged scarcity and urgency. This sequencing drove 90%+ open rates on retargeting emails.

3. Cross-Channel Precision: SMS wasn't just "another channel"—it was strategically deployed at 3:00 PM to non-email-openers, generating $50,000+ in incremental revenue across campaigns while maintaining engagement quality.

4. Continuous Optimization: Every campaign became a learning opportunity. Spring Break insights informed Summer strategy, which optimized Fall execution—creating a compound growth effect that doubled revenue performance.