Lifecycle Marketing Manager

Emily Kilpatrick

***************@*****.*** 626-***-**** Thousand Oaks, CA in/emilykilpatrick WORK EXPERIENCE

Self-Employed July 2024 – Present

Freelance Consultant, Customer Marketing & Segmentation Thousand Oaks, CA

Consulting for an educational media company, focusing on database marketing strategies and spearheading projects including advanced audience segmentation, preference center updates, user surveys and subscription marketing.

Enhancing email personalization and optimizing automated customer journeys in Iterable for improved engagement and retention. 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, SMS, marketing automation and lifecycle 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 customer segmentation and frequency strategy with a focus on content quality, relevance, and customer lifetime value, improving the customer experience, exhibited by a 30% increase in revenue per thousand emails and reduced unsubscribe rates.

Increased traffic and revenue by 25% from the email channel by reimagining the email program and introducing new template elements using Figma and Epsilon PeopleCloud, including header navigation, dynamic content, store locator and value propositions.

Implemented and tracked high-frequency A/B testing, including tests on CTAs, product offering, pricing, special offers, subject lines, graphics and send times, resulting in a 15% increase in open rates and click-through rates (CTR).

Interfaced with ESP and IT teams on list hygiene, achieving 99% deliverability and compliance with CAN-SPAM & CCPA regulations.

Aided in RFP and negotiation for ESP/CDP migration (Salesforce, Braze, Iterable, Klaviyo, Adobe), resulting in $1M/year savings. Sr. Manager, CRM Campaign Marketing March 2021 – September 2022

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

Coordinated with cross-functional teams, including Marketing, eCommerce, and Creative Services, to execute integrated marketing campaigns for seven tentpoles and 24 secondary promotions per year, performing data analysis with Tableau and Adobe Analytics.

Oversaw a $2M CRM budget for ESP and third-party applications, developed accurate budget forecasts, and entered POs into the Basware accounts payable platform, resulting in improved financial tracking. Manager, CRM Campaign Marketing June 2019 – March 2021

Directed calendar planning, heavy email production, and ticketing for CRM campaign marketing operations, overseeing a team of four.

Analyzed email metrics (opens, clicks, CTO, conversion, A/B tests) to optimize direct marketing campaign performance. Sr. Specialist, CRM Email Marketing & Analytics October 2016 – June 2019 Produced and QA'ed multiple enterprise email campaigns daily, adjusting HTML for optimal rendering and functionality across all devices. St. Baldrick’s Foundation April 2008 – October 2016 Email & Content Manager, Integrated Marketing & Communications Monrovia, CA

Implemented targeted email strategies and monthly newsletters, resulting in increased subscriber base and record-high donations for the St. Baldrick's Foundation, a charity that funds childhood cancer research through peer-to-peer fundraising head-shaving events.

Crafted a Motherʼs Day email in Mailchimp that was selected and featured by a leading email design website, ReallyGoodEmails.com. EDUCATION

Azusa Pacific University

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

Applications: Adobe Analytics, Adobe Creative Suite, Apache FreeMarker, Epsilon CRM/CDP, Figma, Google Analytics, HTML Coding, Microsoft Office, Microstrategy, Narvar, Quickbase, SQL, Tableau, WordPress, Workfront, Wunderkind

Skills: A/B testing, analytics, budgeting, calendar planning, copywriting, CRM platform migration, customer journey mapping, 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 tripping, visiting national parks, thrifting, backyard beekeeping, reading nonfiction adventure, baroque pop, YouTube

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