stacy sanford.
SELECTED WORK / PHOBIO / 2020–2021

30% more
completed
trade-ins.

Tracking data from Salesforce Marketing Cloud revealed the drop-off. Fixed links and clearer emails helped customers complete their trade-ins.

As Head of Marketing, I led this email-journey fix alongside a brand overhaul, review program, and client portal.

Explore the thinking
LET THE HAPPY CUSTOMERS BE HEARD.

In four months.
A fuller picture of customer experience.

AVERAGE CUSTOMER-REVIEW RATING
THE WORKBrand & messaging / Customer experience / Partner enablementSCROLL TO EXPLORE ↓
01 / GIVE THE BUSINESS A SHARED LANGUAGE
RESEARCH → MESSAGING → BRAND EXPERIENCE

A shared understanding.
A stronger way
to communicate.

Inconsistent descriptions of Phobio’s business lines confused clients and prospects.

I interviewed employees, clients, and prospects, then developed messaging that clarified the offerings and gave sales a shared language.

I led its rollout through a new website and every collateral asset.

Phobio website showing the brand identity, trade-in solution navigation and the message: Build your company’s buyback program for laptops the way you want.
THE STRATEGY IN USE / PHOBIO WEBSITEMessaging, website and collateral across the business

The customer journey and partner tools needed the same clarity.

02 / HELP CUSTOMERS FINISH.

The data showed
where the story
broke down.

30%

increase in
conversions

The right message.
At the right moment.

Customers started trade-ins but weren’t completing device returns. The tracking showed me where they stopped.

I fixed a link error in the emails and corrected their language and cadence. Completed trade-ins increased 30%.

01

Isolate the drop-offMarketing Cloud tracking

02

Fix the breakEmail links, language + cadence

03

Improve the outcomeConversions increased 30%

03 / CHANGE THE RESPONSE
PEOPLE + PROCESS

A customer
experience worth
speaking up for.

Satisfied customers weren’t being asked to review their experience, leaving complaints to dominate.

I created a call-closing script and a monthly gift-card competition for contracted customer-service representatives. A separate raffle included anyone with at least one positive review that month.

The script made asking repeatable. The competition motivated the request; monthly resets gave everyone a fresh chance. The raffle kept participation worthwhile beyond the leaders.

CUSTOMER REVIEWS
2.1 4.0

Out of 5 stars · In four months

Starting ratingResult

Recorded endpoints, not monthly measurements.

04 / MAKE IT REPEATABLE
A SYSTEM PEOPLE CAN USE

From one-off requests
to one useful place.

I developed a client portal that brought brand and promotional resources into one place.

Partners could find materials without one-off requests.

Brand guidelinesLogos & downloadsCampaign assetsIn-store materials
PHOBIO / CLIENT RESOURCE PORTAL
Original Phobio portal screenshot displaying six promotional designs and downloadable formats for digital banners, Facebook posts, and in-store signage.
THE RESULT>50%

reduction in client
onboarding time

Original work / Client marketing-resource portalResource labels above summarize the approach.

THE THREAD THROUGH THE WORK

Find the friction.
Think differently.
Make it work.

Strategy carried through to the tools and habits people use.

Need a leader who finds where the customer journey breaks—and fixes it?

Let’s talk See my résumé

Phobio client-resource portal

Full original portal screenshot with promotional designs and downloadable formats.