ad4i2z@r.postjobfree.com 562-***-**** Linkedin

PROFESSIONAL SUMMARY

Data-driven, analytic audience development director specializing in CRM, Retention and Product Marketing; connecting brands and audiences in journeys that are powered by data and rooted in empathy. My goal is to find the intersection of technology and storytelling and use it in innovative ways to make the internet a more interesting, dynamic and useful place to be.

WORK HISTORY

Director of Retention Marketing

Recognition Media 09/2022 - Current

The Webby Awards, Telly Awards, Signal Awards, Lovie Awards + more

● Leads Retention Marketing and CRM program and 5-person CRM team for 8 B2B Recognition Media properties, including The Webby Awards.

● Increased YoY send volume +48%, new subscribers +189%, clicks +137% and opens +152%. Launched +131% new lifecycle marketing journeys.

● Piloted centralized market research and quantitative analytics program to identify key audience segments, personas and schemas - ensuring key strategic decisions were in alignment with member experience.

● Launched A/B Testing program, accelerated testing to near 100% of outbound - prioritizing learnings by impact, confidence and fidelity.

● Develops comprehensive marketing plans for new award and partnership launches with the aim of increasing incremental revenue streams.

● Streamlined internal processes to maximize efficiency within our existing content calendar, allowing for increased focus on growth initiatives.

● Owns cross-sell strategy between awards, utilizing propensity modeling and data-driven segmentation techniques to optimize cross-property adoption. Senior Manager, CRM + Retention

Misfits Market 03/2021 - 09/2022

● Owned strategy, execution and analysis for all customer touchpoints across email, SMS, site and acquisition channels (transactional, lifecycle, triggered, and promotional) that increase retention, AOV, and LTV across key segments.

● Set up complex automated communication journeys; defining content, triggers, segmentation, channel, and cadence.

● Partnered with the Data team to analyze campaign response, customer behaviors, and segment performance - turning findings into actionables.

● Partnered with the Product to develop new ways to engage users and grow subscriber base. Built a custom in-house ESP/CDP platform and developed personalized merchandised content using predictive algorithms.

● Established and maintained a disciplined A/B testing approach and effective campaign measurement methodology, including design and management of control groups and regular reporting of results and insights.

● Owned all KPIs for programs and lifecycle segments and regularly communicated results and recommendations to the Misfits Market leadership team.

● Developed and executed an in-house loyalty program, increasing customer 3rd order retention by 12%.

TOOLING

● CRM:

Salesforce Marketing

Cloud, Iterable, Braze,

Ometria, Sendgrid

● SMS:

Attentive/Twilio

● App Marketing

● SQL

● HTML/CSS

● CMS Systems

● Tableau

● Google Analytics

● Adobe Omniture

● Mixpanel

● Asana/Monday.com

SKILLS

● CRM

● Retention + Churn Reduction

● Lead Conversion

● Monetization + Utilization

● Customer Lifecycle Marketing

● Cross-Sell

● Omnichannel Marketing

● Product Marketing

● Growth-first Strategic

Leadership

● Loyalty + Membership

Program Management

● Segmentation Strategy

● Deliverability, CAN-SPAM and

GDPR compliance

● Team Leadership and

Development

● Data and Analytics

● A/B Testing

EDUCATION

UCLA - 2010

Bachelor of Arts

Retention Marketing Manager, Targeting Production

Macy's 12/2020 - 03/2021

● Managed omnichannel marketing team of four specialists executing segmentation strategy for: email, SMS, app/ push, webpush, direct mail, targeted offers and loyalty/credit channels.

● Spearheaded hiring, training, onboarding and budget for all new hires.

● Supported testing roadmap and implementation of new predictive models and scores in partnership with Targeting Strategy, Analytics and Data Science partners.

● Thought Leader on improving complex workflows.

● Redefined processes to gain efficiencies and maximize bandwidth

● Identified technical enhancements, automation and cost-savings opportunities.

● Increased team productivity by implementing streamlined processes and effective communication strategies.

● Facilitated successful cross-functional collaborations for the completion of key projects, fostering strong working relationships among team members.

● Optimized resource allocation by conducting regular performance evaluations and providing personalized coaching for staff development. CRM Manager

Sofar Sounds 07/2019 - 12/2020

● Managed full-funnel CRM initiatives to maximize activation, retention and nurture LTV.

● Drove growth through localization, personalization, lifecycle automation, A/B testing, app marketing and analysis.

● Partnered with data team to ensure all programs were grounded in data-driven decision making

● Collaborated with product/engineering to determine scope and prioritize integrations and optimizations.

● Created detailed lifecycle triggers to address opportunities at each consumer touchpoint and nurture LTV.

● Optimized an onboarding user journey to establish brand values and instill loyalty early in the lifecycle.

● Increased lead acquisition and activations using sign-up module optimization, paid social ads, SEO/SEM and more.

● Optimized subscriber lifecycle through effective utilization of CRM tools, resulting in a 30% increase in overall NPS score.

CRM Analyst

Time Out North America 09/2017 - 07/2019

● Managed execution and analysis of CRM/email marketing across all of Time Out's North American O&O sites.

● Enacted dynamic content, an A/B testing & learning agenda and content marketing tools to help increase KPIs across all promotional content.

● Generated detailed weekly, monthly, quarterly and ad hoc analysis on all media engagement using Adobe Omniture, Looker and Google Analytics.

● Increased YoY Ecommerce revenue to +75% of goal in 2018.

● Built query-powered website zones that allow for fresh content to populate website and newsletters on an automatic basis.

● Oversaw migration of newsletter from a static send to one highly customized to user preference.

● GDPR-compliancy certified, acted as SME for ensuring privacy policies and deliverability best practices.

Contact this candidate