KRISTIANA WHITE, M.S.

Strategic Marketer with more than 10 years of experience in the industries of retail, construction, publishing and alternative healthcare. An extrovert with excellent communication skills and interpersonal abilities who specializes in email marketing strategy planning, data analyzing, agency and project management. Boca Raton, FL +1-248-***-**** ac5fq5@r.postjobfree.com

www.linkedin.com/in/whitekristiana

EMAIL STRATEGY PLANNING & MANAGEMENT

10+ years of managing email campaigns

elements

DATA ANALYZING

Ability to provide actionable

recommendations

MANAGING CROSS-FUNCTIONAL TEAMS

Experience leading and working with cross-

functional teams to obtain optimum

campaign development

A/B TESTING

Conceptualize campaign

adjustments,construct hypotheses, design

then implement testing.

PROJECT MANAGEMENT

Develop processes to deliver projects within

budget while optimizing resources

AGENCY RELATIONSHIP MANAGEMENT

Evaluate, mediate and educate companies

in all areas of optimizing client-agency

relationships

Strategic Marketing Consultant

Self-Employed: Client- Assurance Power Systems

Assurance Power Systems (APS) a leading generator brand in the South Florida area, 65 employees.

Developed demand generation campaigns to position the firm as a thought leader in the industry. Implemented strategies for measurable long-term growth by finding, testing and optimizing customer acquisitions channels to create a scalable customer acquisition model. Email/SEM Strategy Planning & Management/HTML: Lead management methodologies and systems including lead scoring, lead nurturing, and demand funnel models to increase lead conversion and alignment with sales. Grew APS' leads 31% YOY. Ensured quality control on all copy, including managing approvals, fact-checking and editing/proofreading all SEO content.

Agency/Project Management/Managing Cross-Functional Teams: Conducted remote, and in office business reviews to identify near-, mid- and long-term roadmap. Transformed marketing strategy which involved everything from high-level strategy development to hands-on things such as building funnels, hiring agencies, marketing automation, blog, CRM platforms, and A/B testing, analytics, paid advertising, to create sustainable growth. Worked closely with the SEM agency, Web Operations, and SEO Agency to define objectives, and provide insights. Increased conversions by 10%. Data Analyzing: Audited APS prior to the partnership to discover opportunities and crafted a statement of work for consulting and pitching marketing services. Aggregated reports to provide visibility into marketing campaign results and measure campaign effectiveness. Analyzed pre-built nurture campaigns to optimize, test and build test funnels. Pushed data-driven decision-making in support of projects across multiple channels including SEO.

Marketing Director

Fierce Finds Mobile Boutique

PROFESSIONAL SUMMARY

PROFESSIONAL SKILLS

DEMONSTRATED

2015 - 2018

2014 - 2016

An innovative concierge level women's boutique shopping experience that elevates guest experience in surprising locations; partnered with Offices, Blue Martini, YOLO/O-Lounge, PACE for Girls Broward, Food & Wine Festivals and Whole Foods. Responsible for the vision, growth and overall strategy. Chaired all aspects of business operations.

Project Management: Secured locations, permits, staff, marketing, formalized calendar and procedures to host the Fashion Truck Tour a series of outdoor events and a variety of other shows. Designed and managed store build-out. Formulated policies, evaluated procedures, maintained strong cost controls and directly maintained vendor relations. Managed shot list, packing list and directed photo shoots successfully. Branding Strategy/PR: Established goals, objectives, partnerships, and networks. Chaired all public speaking engagements. Coordinated all press interviews; secured press coverage in local magazines. Directed creative team to construct brand image packaging, logo and storefront. Led all presentations for securing new partnerships with nonprofits, events, restaurants, and other B2B partnerships.

HTML/Email Marketing: Strategy Planning & Management: Constructed marketing messages, deployed emails and analyzed boutique foot traffic. Implemented e-commerce site, all application integration, and maintained marketing calendars. Online Marketing Manager

Boston Proper-Chico's FAS, Inc

Chico's FAS, Inc. CHS (NYSE) is a specialty retailer of private label women's apparel, accessories with ~23,000 employees, $2.6B in annual revenue serving women 30 years and older. Their brand portfolio at the time of employment consisted of four brands: Chico's, White House Black Market, Soma and Boston Proper. Boston Proper $111M in annual revenue, 200 employees.

Developed and executed digital marketing strategies, leading to increased customer engagement, increased traffic, channel growth, customer acquisition, traffic and ultimately revenue. Managed SEM (PPC, PLAs, CSEs), SEO, Display Advertising, Email, Affiliates, etc. Email Strategy Planning & Management/Agency Management/SEM: Managed online Paid Budget Management (at least $65k monthly). Implemented site and email welcome campaign to increase prospects and convert 27% of prospects into customers within 10 days of subscription. Sustain a high deliverability rate and minimize unsubscribes. Trained and managed 2 employees on email set-up and reporting. A/B testing/HTML: Conducted A/B testing of subject lines, content, images and offers which drove higher open, click-through rates and A/B Split tested landing pages, increasing the response rates for subsequent campaigns. Used KPI’s to create segmentation strategies, i.e. frequency, previous purchase, behavior triggers, spend, etc. Increased engagement/CTR by 23% YOY, opens by 17%. Data Analyzing: Trained and managed 2 employees to ensure proper and accurate data entry and auditing. Through proper data analysis improved affiliate sales by 60% and engagement by 100% YOY. Initiated affiliate compliance program that decreased fraudulent affiliate payout and coupon abuse by 40%. Researched, interviewed and selected new SEM agency.

Marketing Specialist

Miller Construction Company

Miller holds a leading position in South Florida’s marketplace, with clients like Marriott, BMW, Art Institute, Cleveland Clinic and others in the commercial, industrial, healthcare, and education sectors.

Management of tasks involved in business development including media buying (print and digital), website maintenance, B2B direct mail campaigns and team CRM system training. A/B testing/HTML: Constructed B2B direct mail A/B testing packages, sourced mailing list, directed design team, printers, and analyzed feedback via CRM system. Increased the response rates for subsequent campaigns.

Data Analyzing: Identified, analyzed, and interpreted trends of direct mail, email and trade show feedback by using CRM tags, building data sets, Excel, and purls to recommend changes to current promotional efforts. Project Management: Directed training programs to help employees maintain or improve job skills. Partnered with organizational leaders to build department specific curriculums that were time resourceful and ultimately impacted client conversions. Successfully lead the design team to update branding site and remodel trade show display. Project Manager

Wellness Research & Consulting

2011 - 2014

2010 - 2011

2008 - 2010

Wellness Research & Consulting is a n alternative supplement, skincare and healthcare publisher with ~ 50 employees and ~ $5M in annual revenue with partners like The Truth About Cancer, Agora Publishing, and Weiss Research, Inc. Directly managed the launch of new partnerships. Primary responsibilities included sourcing, negotiating, scheduling projects from planning through completion, ensuring deadlines and that each resource in the process understood their deliverables. Email Strategy Planning & Management: : Supported email marketing strategies through testing, execution, analytics, data integration, and project management. Ensured quality control on all copy, including managing approvals, sourcing assets and media, fact- checking and editing/proofreading all communications. Implemented a cross-sell email program that resulted in a 30% increase in AOV.

Data Analyzing: Led Google PPC program, conducted multivariate copy and landing page test. Across all channels (PPC, Affiliate and Email ) provided analysis, and proper data analysis led to the organization's best performing SEM lead generation campaign bringing in the amount of new-to-file names 2:1 over the next competing lead generation campaign and at a lower rate of $0.30 CPA vs $0.47 Project Management/Managing Cross-Functional Teams: Worked in partnership with copywriters, designers, production teams to develop effective solutions to marketing challenges i.e. estimating project resources, assembled criteria and workflow for "on brand" products to endorse, which improved team productivity allowing us to increase our internal partner acceptance rate from 1:5 to 3:5 Affiliate Marketing Manager

Wellness Research & Consulting

Wellness Research & Consulting is a n alternative supplement, skincare and healthcare publisher with ~ 50 employees and ~ $5M in annual revenue with partners like The Truth About Cancer, Agora Publishing, and Weiss Research, Inc. Transformed the affiliate channel strategy by building and maintaining strong relationships with new and existing affiliates in order to drive the growth of the affiliate channel. Email Strategy Planning & Management/HTML: Developed creative email templates and testing strategies that maximize affiliate retention and acquisition. Maintained 50% open rate average for affiliate announcements, reactivated affiliates with the potential to be high performing; retaining solely those partnerships accounted for 15% of total supplement sales in 2009 and 10% New-to-file customer acquisitions Managing Cross-Functional Teams: Collaborated with internal and external content marketers, inventory auditing team, and creative team, to execute email strategy, email design, copywriting, web marketing materials and to motivate publishers. Project Management: Remodeled process and procedures for creative briefs, affiliate email marketing calendar inventory teams communication systems to cross- functionally increase productivity and ensure email campaign success. Cheetahmail Email, Interspire Email, Infusionsoft, Mail Chimp Email, Klaviyo Email, FTP, Microsoft Office, Word, Excel, Outlook, PowerPoint, Project-Sales Achiever CRM, Social Media Platforms, Brand Verity, InDesign, Dreamweaver, Trello, Linkshare, Google Docs, Google Sheets, IFTTT, Google Hangouts, Google Analytics, DocuSign, Go ToMeeting, FileZilla, Facebook Ads Manager, Shopify, Weebly, Eventbrite, Hootsuite, Google Ad Words Certified

Masters of Science

Eastern Michigan University

Integrated Marketing Communications

Bachelors of Science

Ferris State University

Advertising

Certificate

Ferris State University

Direct Marketing

2008 - 2010

TECHNOLOGY SKILLS

EDUCATION

2008 - 2009

2003 - 2007

2005 - 2007

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