VISIONARY SMS & EMAIL MARKETING SPECIALIST

Digital Experience Content Management Customer Journeys Accomplished in developing customer email and SMS marketing programs and brand strategies to drive growth, expansion, and competitive market positioning. Decisive, strategic, and results-driven with a talent for leveraging data and analytics to increase top-line revenues and maximize ROI while establishing a sustainable market presence, identifying growth opportunities, and cultivating strong client relationships. Skilled at working with cross-functional stakeholders and providing leadership to staff at all levels to deliver results. HARPERCOLLINS CHRISTIAN PUBLISHING (2023) – PUBLISHING/DTC/E-COMMERCE Email Marketing Manager (JULY 2023 – NOV 2023)

• Owned execution of promotional email and SMS, partnering with Brand and Publishing teams to create email templates and SMS messages, suggest and build audiences, and schedule all campaigns. Additionally, they will align on campaign calendars and provide thought leadership and executional excellence to deliver optimal results.

• Lead email A/B testing. Communicate test results to stakeholders and continuously iterate.

• Monitored email deliverability and responded to situations that affected IP reputation, domain reputation, or both. Monitored list health and data hygiene. Work collaboratively with Tech resources to ensure email program is running smoothly and lead future improvement projects.

• Grew and managed multiple email and SMS databases. Developed and optimized tactics for capturing emails/phone numbers, e.g., via website pop-ups.

• Developed and executed a retention marketing strategy, including direct accountability for email and SMS channel performance. Core KPIs include email and SMS engagement rates, revenue, subscription opt-in and churn, customer repeat purchase rates, and LTV.

• Mapped out and optimized lifecycle email strategy, including welcome series, win-backs, up-sells, and other automation with email based on RFM and other segmenting strategies. Continuously evaluated and optimized to increase engagement and revenue from these flows.

• Developed and launched a direct-to-consumer loyalty program in partnership with Product Management team.

• Report creation showcasing the performance of email and SMS and plans for strategy and tactical improvements. APOLIS (2023) – HEALTHCARE/DTC/E -COMMERCE – PROJECT MANAGEMENT – CONTRACT Customer Relationship Management Manager (FEB 2023 – JUNE 2023)

• Directed Klaviyo CRM and marketing operations, partnering with cross-functional stakeholders and contractors to develop and execute campaigns and programs across a portfolio of 24 brands

• Oversaw email and SMS campaigns from brief submissions to copywriting to design and development

• Launched and implemented SMS programs based on client needs while optimizing signup forms for optimal customer experience

• Managed audience segmentation and sought opportunities to build customized messaging for specific customer profiles.

• Optimized email delivery for performance and developed and executed ongoing A/B testing plans, sharing relevant results with cross- functional teams.

• Strategized and developed customer lifecycle communications and content marketing that can be leveraged within the Email/SMS Marketing channel.

• Managed contractors to execute the design of the desired marketing ad-hoc emails and automated email communication across the organization

• Ensured assets are received by brand owners for MLR submission QUANTUM ENERGY SQUARES (2022) – CPG/DTC/E-COMMERCE Head, Email & SMS Marketing (MAY 2022 – DEC 2022)

• Owned and optimized Quantum’s Email/SMS Marketing channel with an ongoing focus on driving long-term customer retention and LTV.

• Analysed cohort performance to identify areas for improvement, reported on overall engagement and retention rates, understood why people churn, and addressed loyalty and retention.

• Managed audience segmentation and sought opportunities to build customized messaging for specific customer profiles.

• Optimized email delivery for performance and developed and executed ongoing A/B testing plans, sharing relevant results with cross- functional teams.

• Strategized and developed customer lifecycle communications and content marketing that can be leveraged within the Email/SMS Marketing channel as well as more broadly in additional areas of the business.

• Reviewed Email performance dashboards and analysis with related cross-functional teams and stakeholders weekly. PROFESSIONAL CHRONOLOGY & IMPACT

JAMES DANIEL SPIVA

ad3ou2@r.postjobfree.com Dallas, Georgia 30157 404-***-**** LinkedIn AREAS OF EXPERTISE:

Program Development & Execution

Data Driven Analytics, Metrics, & KPIs

CRM & Affiliate Marketing

Campaign Performance Optimization

Strategic Planning

Customer Experience

Market Segmentation & Channel Development

Client Service & Retention

A/B Testing

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INDEGENE (2022) – PROJECT MANAGEMENT – HEALTHCARE SMS Program Manager (AUG 2021 – MAY 2022)

• Built the foundation for multiple SMS programs leveraging Mobile Studio & Twillio

• Lead onshore and offshore IT teams to ensure program logic is delivering SMS messages optimally for client needs.

• Advised client leaders and directors on SMS best practices to ensure a standard and ideal user experience across brands

• Managed the relationship between the client, property managers, & internal stakeholders to ensure an adequate launch

• Worked with stakeholders and 3rd party agencies to ensure compliance between SMS aggregators, US mobile carriers, & Medical, Legal, and Regulatory bodies while ensuring the overall program objective(s) remain as desired by the client

• Created documentation showing the SMS flow and process for each message sent to a user for MLR review

• Created processes to ensure all deliverables and goals were created and achieved for optimal client satisfaction and to ensure all possible outcomes were accounted for

• Created SMS documentation for both internal and external stakeholders to ensure optimal channel setup, use, and understanding to ensure scalability for this and future clients

THINOPTICS 2016 to 2021) – HEALTHCARE/DTC/E-COMMERCE Head, Email & SMS Marketing (JAN 2021 – MAY 2021)

Senior Manager, Marketing, CRM, & Affiliate (JULY 2017 – JAN 2021)

Oversaw and directed Klaviyo CRM and affiliate marketing operations, partnering with cross-functional stakeholders to develop and execute custom-focused campaigns and programs to build sustainable client relationships. Leverage data-driven metrics acquired via Google Analytics and customer experience strategies to optimize ROI and boost brand exposure across target audiences.

Improved email open rates from 6–9% to a high of 18-22% through a comprehensive analysis and clean-up of the email list.

Lead ongoing evaluations of campaign success and performance, using Google Analytics and other data points to identify and implement.

Created and delivered customer experience transactional emails.

Partnered with key design team stakeholders to develop a marketing portfolio, spanning email, Attentive SMS, and web assets, penetrated target markets and customer base via weekly segmented email sends.

Implemented automated, transactional email sends based on customer behavior and touchpoints to expand reach.

Transformed the affiliate marketing program leveraging Pepperjam to boost revenues from $500 per month to $30K monthly with no additional marketing budget and using vast experience in content creation and customer journeys.

Established and built an affiliate program, focusing on publisher relationships while improving brand loyalty through user-generated content (UGC) in and out of affiliate marketing.

Managed all phases of the project lifecycle in partnership with cross-functional stakeholders and team members to achieve milestones, employing such tools as G-Suite, Taskworld, and Slack. Customer Service Manager, Social Media (JAN 2017 – SEPT 2018) Promoted to manage social media customer service functions, including creating processes and procedures and fostering the build of an environment with a customer-first focus using Zendesk and AgoraPulse.

Leveraged various tools to eliminate barriers between traditional and new customer service channels.

Managed the social media supervisor to ensure KPIs were met and maintain alignment with overarching business priorities.

Developed and executed content strategies, employing customer loyalty programs and UGC.

Facilitated training for new and existing employees on company procedures and practices; developed training materials used company- wide, building a high-performing infrastructure.

Customer Service Representative, Social Media (AUG 2016 – DEC 2016) Customer Relations Representative (2016)

Responded to incoming client inquiries in a timely and accurate manner, driving both satisfaction and retention. Professional Development: Klaviyo product certificate, Deliverability Certified, SMS Strategy Certificate, What is Social?, Coursera Couse Certificate; Affiliate Marketing: Advertising, LinkedIn Learning; The Importance of Listening, Coursera Course Certificate; & Marketing in a Digital World, Coursera Course Certificate

Technical Skills: Klaviyo (Email & SMS); Mobile Studio (Salesforce SMS); Shopify; Attentive; Lifetimely; Databox; Adobe Photoshop; Google Analytics; Sailthru; Sendgrid; Pepperjam; Share-A-Sale; CJ Affiliate; Hootsuite; AgoraPulse; GSuite; Slack; Microsoft Teams; Monday.com; & Taskworld

CERTIFICATION & CREDENTIALS

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