Client-Led Webinar: CGC doesn’t have to be taxing

H&R Block has been building its Consumer-Generated Content (CGC) strategy with Bazaarvoice since 2011. During this time, it has learned that constantly improving and utilizing all the components of its Bazaarvoice program is key to success. 

Zerlina Jackson, lead web producer at H&R Block, shares how a phased-plan approach has proven successful at H&R Block. She discusses how:

  • Capturing consumer content has become key to H&R Block’s continued success
  • Showing business impact allowed her to continue to expand their program


About Zerlina Jackson:

Jackson is an experienced and passionate senior marketing manager and lead web producer who focuses on developing customer-centric user experiences that align to business objectives, advance goals and drive online conversion. With close to a decade of online marketing experience and over half of that in the financial services industry, Zerlina brings an enthusiasm and expertise in customer experience and marketing to her career. 

Since joining the H&R Block team in 2013 she has played an integral role in the development of the company’s overall brand positioning by completing the launch of the redesigned website. This design included a responsive experience, modular design, location services and an improved conversion flow. She recently launched a tax office Ratings and Reviews program with Bazaarvoice. Thus far, the program has collected over 180k reviews and exceeding preliminary goals. In addition, Zerlina also led the redesign of the online appointment setting system which increased YOY conversion by 90% and included the redesign of 11,000 tax office and 90,000 tax professional biography pages. 

Before assuming her current role, Jackson was the interactive marketing producer and assistant vice president with PNC Financial Services Group. In the role of interactive marketing producer, Jackson managed all online programs for PNC’s Corporate & Institutional Banking line of business. 

Jackson is a recipient of the 2014 H&R Block CEO Award, two Best in Class Interactive Media Awards in the banking and financing categories and the 2009 Black Professional Association volunteer of the year award.

A native of Michigan, Jackson earned a bachelor's of applied science in computer science from The University of Michigan and a master of science in management/marketing from Walsh College.  

Client-Led Webinar: CGC doesn’t have to be taxing

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