Led the CRM email marketing team through 3 years of growth, executing lifecycle marketing campaigns (emails, ads, landing pages, in-app messaging), with 2 direct reports, overseeing the strategy and production process from kickoff to deployment. Launched personalized journeys, automations, and campaigns based on customer behavior and first-party data. Built plans grounded in data to exceed business goals and led new initiatives for segmented email marketing, achieving a 67% increase in year 1 and a 150% increase in year 2 activations.Developed monthly email promotional schedule and testing plan that produced a 40% increase in AOV.Expanded seasonal campaigns beyond the inbox to include targeted ads and landing pages, resulting in 200% increase in activations. Developed new strategy for Black Friday/Cyber Monday in '21 that generated 42% more revenue YOY.Created strategic email marketing plan to reactivate former customers resulting in 400% increase in average monthly restart enrollments YOY.Led the development and launch of Referral Rewards program including strategy, multi-channel communications, ongoing analysis, and optimization.Collaborated with Brand, Design, and Copy to create a new, modular system to increase email production and personalization in monthly email sends, significantly increasing productivity and A/B testing capabilities. Optimized abandoned cart journey with distinct content for buyer types, innovative personalization for our customer personas, and improved UX for leads to increase conversion rate.

Managed operations for team of 12 marketing and 6 technology associates, implementing complex, multichannel, customer-facing projects and marketing campaigns in scope and on time, aligned in the most efficient and productive sequence. Provided positive, pragmatic leadership demonstrating excellent problem-solving skills and strong business acumen; communicated effectively with a diverse team, aligning on all decisions to achieve our collective goals, and nurturing strong relationships.Created and implemented new, agile project management system that advanced operational efficiencies and increased productivity of Marketing & Experience Design team.Led cross-functional scrum team of marketers, developers, QA analysts, and business analysts; managed project schedules and prioritized backlog.Spearheaded initiatives to enhance company culture, transparent communication, and enhanced employee performance and job satisfaction during COVID-19 company-wide transition to work-from-home.Led crisis management communication strategy, marketing and technology workflow during unprecedented inventory shortages.Partnered with the VP of Marketing to create the annual Marketing Plan that ladders up to business goals. Managed marketing project timelines and marketing plans, while coordinating technical execution with cross-functional teams.

Managed a large portfolio of complex marketing and technology projects in both non-agile and agile environments from inception to completion on time and in scope, including ecommerce & community website launches, Salesforce implementation, Salesforce Marketing Cloud email journeys and automations, retail price increases, new product launches, and deprecation of products.Partnered with functional leaders to align on business goals and timelines. Collaborated with stakeholders and technical team members to ensure business requirements were accurately reflected in the technical specifications. Led cross-functional teams (marketers, developers, QA analysts, and business analysts) through sprint planning, backlog grooming and prioritization, demos to stakeholders, managing project schedules, reporting progress and influencing positive outcomes to achieve business goals. Pragmatically made decisions collaboratively or independently, demonstrating creative problem-solving skills and business acumen.Provided consistent, clear communication and documentation to all stakeholders and cross-functional team members, with passion for attention to details and organization.Proactively demonstrated initiative to take on new responsibilities and leadership where I determined I could add the most value based on evolving needs of the company:Initiated social media strategy, launch, and ongoing engagement management, including training all employees on best practices, and onboarding team members to take over content management and moderation.Provided consulting for licensed accounts’ (hospitals) websites, maintaining HMR’s brand standards, and following best practices for ecommerce for consumer marketing. Published website content, demonstrating exceptional eye to detail, maintaining commitment to zero defect.

Preparation and delivery of weekly behavioral groups to coach clients on making lifestyle health changes using empirical, data-driven approach.Promoted quality patient care through phone follow-up for clients in program.Coordinated the collection and validation of clinic data of all clients in program.Identified and spearheaded process improvements in day-to-day operational functioning of clinic to improve client outcomes and efficiency.