Integrated Marketing Senior Manager

Caroline Parisi

Addison, IL ***********@*****.*** 773-***-**** linkedin.com/in/carolineparisi

SUMMARY

Senior marketing professional seeking a director of integrated marketing role that is passionate about creating exceptional customer experiences that drive loyalty from lead generation through advocacy. Proven success in planning and executing integrated marketing strategy and campaigns with engaging content and generating $12M in net customer value. Known for exceptional organizational skills and project management skills, managing competing priorities, and expert insights on creative and messaging with a focus on measurement and improvement.

CORE COMPETENCIES

Create and update marketing processes

Developing, coaching, and mentoring teams

Build cross-functional team and relationships

Integrated marketing campaigns and planning

Agency and vendor management

Results analytics and reporting

Creative content marketing and optimization

Brand marketing and strategy

Salesforce, SFMC, Unica, Hubspot, ZoomInfo

Social media, Mobile, Display, email, eCom

PROFESSIONAL EXPERIENCE

Sunnova Energy, Houston, TX 09/2023 – 02/2025

Senior Manager, Integrated Marketing, 09/2023 – 02/2025

Spearheaded integrated campaigns to grow product & service penetration into existing customer base. Led cross-functional, strategic initiatives to increase customer penetration.

Key driver behind the creation of an upsell model that when implemented drove five basis points on email open rates and click through rates.

Built lead generation programs for Customer Care, Customer Portal, Mobile App & Field Services that drove an incremental 1,500 leads YOY.

2,500 incremental customer upsells in first six months of new program & campaign enhancements.

Broadcom, Lisle, IL 09/2021 – 12/2022

Senior Digital Marketing Manager, 09/2021 – 12/2022

Created, executed & refined creative marketing strategy to drive brand awareness & engagement core accounts. Responsible for growth initiatives to increase leads at core accounts as well as social followers & job applicants.

Implemented demand generation campaigns resulting in a net 0.13% increase in LinkedIn Engagement rate. Combined channels, including social, display, SEO and SEM to drive an average of 26% site traffic.

Led multi-channel efforts for enhancing current customer data to increase the number of marketable contacts. Approximately 12k contacts have been updated with a marketing job title.

Share account insights & intent trends with sales and provide results & insights on campaigns & initiatives to stakeholders.

UScellular, Chicago, IL 08/1996 – 02/2021

Senior Manager, Direct Marketing, 10/2015 – 02/2021

Owned the strategy development & implementation of all customer acquisition and lifecycle communications. Ensured compliance with CAN-SPAM and TCPA regulations. Managed a team of four marketing managers.

Achieved $12M net positive customer lifetime value by driving customer action through implementation of the brand strategy & value proposition throughout all creative channels.

Streamlined CRM initiatives for lead nurturing & acquisition that increased incremental revenue by 10%.

Managed relationships with creative agencies & third-party vendors.

Designed & drove implementation of marketing automation & CRM tools & platforms.

Saved $2M in production costs & improved bid time for mailers by reducing to one print vendor.

Identified business requirements to ensure campaign performance reporting provided actionable insights.

Direct Marketing Manager II, 05/2006 – 09/2015

Planned & executed campaigns to drive engagement, retention, upsell/cross-sell product sales & loyalty through direct mail, telemarketing, SMS, & email for strategic target segments.

Retention campaigns produced an incremental response rate of 5%.

Developed customer journeys to drive frequent engagement with relevant touchpoints for customers ready to upgrade their phones. Achieved a net positive customer lifetime value between $8M and $12M.

Planned & implemented a win-back strategy for customers that brought back 2% of former customers.

Developed an engaging communications strategy for a rewards program that led to more than 50% customer base migration.

Increased renewal rates 10% by testing personalized URLs and videos using an innovative channel.

Launched email marketing program to create a low-cost channel and reduced cost per responder 40%.

Manager Customer Retention, 10/2002 – 05/2006

Collaborator on the development of strategic marketing strategies that maximized customer engagement & value through increased retention. Led execution of retention programs to ensure they were coherent & preserved strategic & financial objectives.

Provided frontline associate tools & policies to execute marketing programs seamlessly.

Developed policies & processes for the Excellence Guarantee, which increased brand consideration.

Managed strategy & testing of the customer value management (CVM) initiative.

Pricing Strategist, 12/2000 – 10/2002

Responsible for managing & analyzing the pricing of marketing products and services, as well as developing rate plan & promotional strategies for all market segments. Responsibilities included ensuring that pricing was consistent with overall pricing strategy, identifying opportunities for new applications & improvements to the pricing model, & monitoring the integrity of consumer & business price plans.

Launched brand, pricing & promotions in new market yielding an expanded customer base.

Led co-marketing events to drive awareness of the brand in a new market.

EDUCATION

DePaul University, Chicago, IL

Master of Business Administration, Marketing, Leadership and Change Management

DePaul University, Chicago, IL

Bachelor of Science, Accounting

CREDENTIALS

Certified Public Accountant

Certificate, Direct Marketing, Direct Marketing Association

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