Los Angeles, California, United States
Versatile professional with more than 10 years of experience and expertise in eCommerce. Further expertise in managing senior level accounts. Demonstrated success in direct marketing campaigns, process development and quality control and assurance. Proven ability in program and project management, technical support and computer aided production. Recognized for identifying critical issues and implementing effective solutions. Excellent communicator as highlighted by leading, managing and motivating highly effective teams.
Manage campaign production and analysis for multiple business units within Capital Group. Working in an Agile environment to enhance campaign messaging and targeting to financial professionals and investors. Manage lists between customer databases and maintain list hygiene.
TVG Network Contracted to work on digital marketing programs. Transformed one size fits all messaging and intuitive decision making to rely upon data informed decision-making. Created new reports providing 360 degree CRM impact view; built new segmented early life program based on customer activity, provided training and guides for internal team on Salesforce ExactTarget for agile, relevant message delivery in a fluid marketplace. - Revamped reporting to include CRM metrics and corrected inaccurate site revenue and conversion metrics. - Identified inactive segments to suppress from standard marketing messages and demonstrated that excluding the group of never converted users would save the business at least $100K annually. - Created project roadmap and provided data for ingestion of all CRM metrics into the data warehouse so segmentation could include 360 degree view of activity and response. Contract Consultation Provided marketing campaign and project planning for digital channels. Delivered analysis of customer behavior and recommendations on strategy and tactics for retention and acquisition. Improved client's use of email marketing tools by use of compelling content and segmentation to deliver personalized messages to consumers.
Managed digital marketing channel for email and mobile communications. Standardized reporting and personalized targeting to maximize effective outcomes. Streamlined the marketing campaign process, resulting in a 50% improvement in meeting deadlines and implemented mobile-friendly creative to service the 70% of customers using mobile devices. Revamped reporting to show the impact of targeting unique segments and to provide a C-suite with weekly analysis. Created triggered reactivation campaigns to lapsed customers and launched push messaging for the mobile app to increase customer activity. - Implemented metrics-based digital campaign tracking systems to optimize over 200 campaigns and optimized outreach to lapsed customers, resulting in an increase in revenue of $1 million annually. - Launched mobile app push messaging program which increased customer usage by over 100% and identified and resolved bugs within the app. - Created segmentation and testing strategies to increase customer response and provided reports and recommendations to influence strategies for CRM channel.
Manage campaigns from inception, design, development, targeting, and analysis. Responsible for ensuring CAN-SPAM compliance and deliverability performance across domains. Manage campaign calendar and production team work to ensure on-time delivery of campaigns. - Streamlined production process in first 6 months resulting in email team executing successful development/QA of approx. 90% more revenue-generating offer email versions vs. 1st half of year (approx. 340 vs. 180 emails TOTAL for the whole team) based on clear focus and improving the production process/cutting repetitive steps. - Collaborate with brand managers to develop marketing and improve campaigns using best practices and analysis of performance. - Compiled and analyzed reporting to improve campaign performance. - Testing creative, time of day, and subject lines to improve performance. - Evaluated and recommended Email Marketing Service provider for improved functionality. Successfully facilitated migration of programs to new platform that has improved performance. - Catalogued legal requirements and CAN-SPAM language to achieve faster turnaround times for legal review. Assisted legal department in evaluating messaging and ensuring all communications are compliant with applicable laws and regulations.