San Francisco, California, United States
Results-oriented online marketer with strong organizational, analytical, financial forecasting and budgeting skills. Proven track record of success in campaign management, lifecycle marketing, segmentation and business analysis. Passionate about using data and process improvement to increase marketing relevance in cross-channel campaigns. Specialties: Email marketing, CRM, online marketing, customer segmentation, campaign management, A/B and multi-variate testing, inbox monitoring, international marketing and domain rollouts, project management, spam compliance (CAN-SPAM), team leadership, executive reporting and presentations, channel strategy and optimization. Software platform experience: Basecamp, Jira, Adobe Creative Suite, Office (Excel, Powerpoint, Word), Google Analytics, ESPs (Responsys, CheetahMail), Return Path.
Promoted to Email Marketing Manager with increased focus on strategic channel initiatives and team management. --Drove new email capture program generating 500%+ lift in new sign-ups during first quarter --Led the migration process of ESPs from CheetahMail to Responsys --Redesigned and optimized the lifecycle cadence of the Art.com triggered email programs --Led channel overhaul of the Art.com brands, driving lifts of 8%+ revenue growth post-rebrand --Landing page testing and optimization, resulted in 20%+ revenue lifts --Developed email team weekly/monthly/quarterly/yearly performance reporting and ad-hoc analyses --Provided strategic insights and optimization strategies to executives to improve business initiatives --Ideation and implementation of email campaign performance database --Team development and mentorship of direct reports and cross-functional partners
Responsible for team leadership of cross functional partners – Merchandising, Creative Services, and International Marketing – in the development of over 120 dynamic and localized email versions per month across 25 global markets. --Drove incremental revenue lifts of 70%+ from 2009-2011 on AllPosters international domains --Analyzed and evaluated trending business metrics, funnel conversion, and engagement metrics --Utilized and optimized stratified segmentation strategies --Created timely, high-quality dynamic emails from conception to deployment --Provided backend reporting and campaign performance insights to executive management team --Used data-driven targeting strategies to improve performance and provide greater personalization
Responsible for creative marketing strategy development for Art.com US, and international rollout for Allposters.com. --Developed and optimized Art.com email campaigns generating 28%+ YoY lift (2010 vs. 2009) --Drove increase in conversion on click by 47bps and AOV by 10%+ --Created and implemented global strategy for email lifecycle programs in 16 new markets --Led cross-functional creative, merchandise and translation teams in designing weekly campaigns --Designed and managed A/B testing strategies to support increased engagement and performance --Built international campaign process flow structure, enabling production of 30 unique creatives in 15 languages on a weekly basis
Supported $175M+ business through customer selection, segmentation and penetration strategies. --Created and optimized A/B testing strategies resulting in $1M in savings for FY’08 --Developed and planned annual catalog circulation of 36M+ --Analyzed productivity of mailing strategy based on stratified segment level performance --Drove alternative catalog distribution to meet in-home dates and sales goals --Managed PB Teen production budget of $38M across various brand partner cost centers --Setup reporting system to enable performance tracking by source code and segmentation depth
Played instrumental role in managing $40M+ top-of-bed business for Pottery Barn Kids. --Drove 30% operating cost reduction with strategic inventory analysis and optimized forecasting --Systematic dissection of OTB for popular collections or markdowns leading to reduced liabilities --Created and monitored demand plans aligned with merchandising strategy and financial budget --Presented variance insights to executive management based on weekly reporting analysis --Proactively identified and communicated risks and opportunities to current forecasting --Recommendations on inventory flow, markdown, and disposition strategies based on productivity