Emily Kilpatrick

ad4hyi@r.postjobfree.com 626-***-**** Thousand Oaks, CA in/emilykilpatrick WORK EXPERIENCE

Guitar Center, Inc. October 2016 – March 2024

Director, CRM & Lifecycle Campaigns September 2022 – March 2024 Westlake Village, CA

Oversaw a team of 12 employees, managing email and SMS strategy and production for four national musical instrument retail brands under the Guitar Center umbrella, a $2B/year company with 10K employees and 120K products.

Enhanced segmentation and frequency strategy, resulting in a 30% increase in revenue per thousand emails (RPM).

Reimagined the email program and introduced new template elements, increasing traffic and revenue from email by 25%.

Prepared and presented comprehensive CRM campaign plans to executives and colleagues, followed by weekly reporting.

Implemented and tracked A/B testing of CTAs, products, pricing, subject lines, graphics and send times.

Developed and optimized customer lifecycle journeys to increase retention and LTV through triggered messages.

Collaborated with ESP and IT teams to conduct list hygiene, ensuring compliance with CAN-SPAM & CCPA regulations.

Engaged with industry leaders at the 2023 Salesforce Connections conference in Chicago, staying current on CRM trends. Sr. Manager, CRM Campaign Marketing March 2021 – September 2022

Prior to my promotion to Director, CRM & Lifecycle Campaigns, I fostered a team of nine specialists to oversee the production and deployment of approximately 50 emails per week to 5M+ subscribers, working both remotely and on-site.

Coordinated with cross-functional teams, including Marketing, eCom, and Creative Services, to execute integrated marketing campaigns for seven tentpoles and 24 secondary promotions per year.

Managed $2M CRM budget for ESP and third party applications, including forecasting and entering purchase orders. Manager, CRM Campaign Marketing June 2019 – March 2021

Recruited, onboarded, and managed a team of four email specialists to execute CRM campaign marketing strategies.

Oversaw calendar planning, high-volume production, and ticketing for CRM campaign marketing operations.

Analyzed email performance metrics, including opens, clicks, CTO and conversion to optimize CRM campaigns. Sr. Specialist, CRM Email Marketing & Analytics October 2016 – June 2019

Reviewed email campaigns for content, functionality and rendering across devices, adjusting HTML code as needed.

Led special projects related to third-party emails, B2B and AI to generate additional revenue. St. Baldrick’s Foundation April 2008 – October 2016 Email & Content Manager, Integrated Marketing & Communications January 2013 – October 2016 Monrovia, CA

Implemented a targeted email strategy and monthly newsletters, resulting in increased subscriber base and donations for the St. Baldrick's Foundation, a charity that funds childhood cancer research through volunteer-led head-shaving events.

Designed Motherʼs Day email featured by a leading email website, ReallyGoodEmails.com.

Produced SEO-optimized original content in WordPress for the foundation’s blog and wrote creative landing page copy. Matching Gifts Coordinator, Constituent Information April 2008 – December 2012 Monrovia, CA EDUCATION

Azusa Pacific University

Bachelor of Arts in Communications, Mass Media Azusa, CA APPLICATIONS, SKILLS & INTERESTS

Applications: Adobe Analytics, Adobe Creative Suite, Epsilon PeopleCloud, Google Analytics, HTML coding, Microsoft Office, Microstrategy, Narvar, Quickbase, Tableau, WordPress, Workfront, Wunderkind

Skills: A/B testing, analytics, budgeting, calendar planning, copywriting, customer journeys, customer service, editing, email marketing, generative AI, goal setting/OKRs, marketing strategy, people management, persona development, problem solving, project planning, QA/QC, reporting, segmentation, team leadership

Interests: road trips; national parks; hiking; urban homesteading; Scrabble strategy; niche YouTube creators