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I am a highly accomplished writer, editor, and content marketer with a passion for creating high-quality, engaging content that informs, inspires, and forges meaningful connections with audiences. My expertise lies in distilling complex ideas into clear, accessible narratives and designing content strategies that drive thought leadership, enhance brand presence, and deliver measurable business results.

At Mastercard Data & Services, I spearheaded thought leadership initiatives by sourcing and curating impactful content ideas from customer-facing teams, crafting narratives that aligned with business objectives while resonating with target audiences. Previously, I established and led the content function at Transfast, transforming it into a strategic asset that played a pivotal role in the company’s success, ultimately contributing to its acquisition by Mastercard in 2019.

As a published “…for Dummies” author, I excel at simplifying intricate topics for diverse audiences. My portfolio spans travel and music books, including an acclaimed biography of the legendary artist Prince, showcasing my versatility and storytelling prowess.

I bring a strategic vision, exceptional writing and editing skills, and a results-oriented approach to every project. Whether developing go-to-market plans, creating thought leadership assets, or producing creative works, I thrive on crafting narratives that captivate, engage, and drive value.

Let’s connect to explore how strategic storytelling and impactful content can create meaningful outcomes.

“You can make anything by writing.”

C.S. Lewis

Recent Articles

Mastercard Data & Services •

The essential guide to paid loyalty

Paid loyalty must deliver compelling value to appeal to a brand’s best customers and be seamlessly executed to validate the price with a winning experience.  To succeed, brands need to offer a clear value exchange and deliver incrementality while protecting core sales. At its core, the program should keep the brand’s hero product or use front and center without devaluing it; instead, the most successful programs will create more member value for continued purchasing and engagement with the brand...
Mastercard Data & Services •

The guide to lifecycle marketing for financial institutions

Data and KPIs are vital for improving the customer journey and setting up reliable tools will allow you to monitor KPIs effectively.Different stages of the customer lifecycle require different KPIs to measure success. These KPIs can be tracked monthly, yearly or even compared year-over-year to see how your strategies are performing.Here are the important KPIs that financial institutions review in each stage of the lifecycle:To effectively measure the EMOB performance, it is essential to understa...
Mastercard Data & Services •

Do tiered loyalty programs work?

Tiered loyalty programs have been leveraged across industries for decades. The travel & hospitality industry was one of the pioneers of tiered loyalty with the launch of airline “frequent flyer programs” with status tiers. American Airlines established one of the first programs, AAdvantage, in 1981.These programs now provide experiential rewards both in-flight and through other non-airline partnerships. For example, as part of the loyalty construct of higher status tiers, American Airlines partn...
Mastercard Data & Services •

Fighting loyalty fraud: Essential strategies for the travel industry

A growing pool of points and airline miles currency combined with a perceived lack of strong security and controls make loyalty programs an attractive target for hackers and cyber criminals.For many airlines, loyalty fraud is a multi-million-dollar challenge that’s on the rise. According to the Global Fraud Trends 2024 report from London-based fraud prevention and payments optimization company Ravelin, fraud increased for 75.7% of travel-sector merchants in the past year.But lost revenue is just...
Mastercard Data & Services •

Revolutionizing media measurement to maximize ad campaign impact

Thirty years ago, TV, radio and print were the only ad channels. Today, advertising is evolving at a head-spinning rate, with new channels appearing daily.Current ad spending is dominated by digital advertising through social media such as Google, Facebook and Instagram. But those are far from the only channels. Retail media networks (RMNs) are a significant trend, with brands like Uber, United Airlines, Target and Walmart showing ads to a captive audience on their apps and webpages.Internet adv...
Mastercard Data & Services •

Finally measure the true omnichannel impact of your ad campaigns

“Breaking through the digital clutter” is ranked a top challenge many marketers face today. It’s challenging to reach the right customers with the right message at the right time – and brands are struggling to measure which of their advertising efforts drove conversions. Publishers and advertisers seek accurate ad attribution while keeping consumer data privacy top-of-mind.Mastercard Test & Learn® Media Measurement takes a privacy-centric approach, using Mastercard's aggregated and anonymized tr...
Mastercard Data & Services •

Unified commerce basics

Step into the future of commerce, where a $3.3 trillion global opportunity awaits your business. Unified commerce is the next iteration of omnichannel, delivering a seamless online and offline consumer experience.A unified commerce approach connects backend systems with customer-facing channels via a single platform, allowing businesses to better serve customers through a panoramic view of shopper interactions, products and management systems. The result is a seamlessly connected organization wh...
Mastercard Data & Services •

What are retail media networks?

The retail media revolution is here. Over the last few years, retail media networks (RMNs) exploded in popularity and created a major shift in the marketing landscape.Retail media networks are advertising platforms that allow brands to advertise on a retailer’s media properties, like their website or mobile app. As marketing evolves in a cookie-less world, advertisers are looking for new ways to access and use first-party data. Retail media offers brands a wealth of retail data, and with it, the...
Mastercard Data & Services •

What makes a great guest loyalty program?

The rise of online booking platforms and alternative accommodations options has created fierce competition in the hospitality industry. Industry players are going the extra mile to differentiate their brands and develop deeper connections and loyalty among guests. Guest loyalty programs are key for hotels and travel companies to improve customer retention and foster loyalty and trust among guests, especially at a time when the travel industry is breaking boundaries with record number of traveler...
Mastercard Data & Services •

The beginner’s guide to lifecycle marketing

Retargeting: Mostly at the acquisition stage, retargeting is about reaching out to customers who haven’t converted. These customers have visited your website or app, but their encounter didn’t convert into a purchase. Programmatic engines and advertising can be used to reach out to them. For retargeting, banner ads, video ads, audio ads social media and lifecycle email marketing can be used. A strong call to action when you deliver your message can encourage customers to reevaluate your offer.Ea...
Mastercard Data & Services •

What is share of wallet (SOW)?

Share of wallet (SOW) quantifies how much of a customer’s spending a company captures within a specific category or market. Unlike market share, which provides insights into a company's dominance within a broader industry, share of wallet zooms in on the individual customer level. This vital metric is a powerful indicator of the depth of the relationship between a company and its customers.That's because share of wallet reflects the percentage of a customer's available budget allocated to a part...
Mastercard Data & Services •

8 reasons why consumer spending patterns change

Business leaders need to make informed decisions. However, fast-evolving market conditions, from demographic shifts to changing competitive dynamics and consumer financial health, have made forecasting particularly difficult.While making accurate predictions is no easy feat, there is a wealth of information that can help. Keeping a close eye on consumer spending preferences — from where consumers are shopping, to what they are buying, to how much they are spending — can help you stay on top of t...
Mastercard Data & Services •

How to build a customer loyalty program

A well-designed program is a win-win for the customer and the brand. For nearly every type of business, the goals of a loyalty program are to acquire new customers and engage with existing customers. Businesses that achieve these goals can grow sales through increased visit frequency and larger basket sizes.The financial benefits of a loyalty program for customers are clear. They can often save money with discounts and discover new products with free trials. There are also emotional benefits, li...
Mastercard Data & Services •

The ultimate guide to customer behavior analysis

In the dynamic world of retail, customers are more than just shoppers -- they are active participants in a complex system of choices, preferences and decisions. From the moment they consider a purchase to the final checkout, their actions are shaped by many factors.In this guide, we dive into the world of customer behavior analysis: what it is, how to do it, and how you can use it to maximize business success. Customer behavior is how individuals, groups or organizations make purchase decisions...
Mastercard Data & Services •

Driving growth with airline ancillaries

There are well-defined differences in the ancillary maturity levels of airlines. Using the drivers of success, we can see a progression from the early stages to middle stages and finally, the advanced stages.  Airlines in earlier stages are still working on segmenting audiences for offers, managing data or developing an app. Solutions that can contribute to improving capabilities so they can achieve next levels, including external data expertise, can be a game changer in the process. But no matt...
Mastercard Data & Services •

Elevating the airport experience for domestic travel in India

More Indians are traveling in 2024 than in any time in history. According to the Mastercard Economics Institute’s Travel Trends 2024, travel is democratizing rapidly in India, bolstered by the robust growth of the economy and a growing middle class with an appetite for travel. Nearly 20 million more people are expected to enter the middle class in the next five years and given the cache airport travel holds, the future is bright for the travel industry in India. The main driver of India’s travel...
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