•Senior strategy director overseeing the direct marketing programs of multiple national non-profits.•Develops annual direct mail programs focused on growing revenue and engaging donor bases.•Implements campaigns tailored to increase engagement at each stage of the donor journey from donor acquisition, conversion, and retention through lapsed reactivation. •Analyzes campaign performance across channels and implements strategic optimizations on audience, message and creative.•Conducts in-depth custom analyses, leveraging multiple reporting and visualization tools to convey current trends, identify untapped opportunities, and forecast future results.•Presents regular updates on key metrics, progress, and forecasts. •Utilizes a suite of analytic tools including SAS, SQL, Snowflake, Power BI, and Excel, to uncover actionable insights and inform annual strategies.•Implements audience segmentation and scoring methodologies at each stage of the journey to identify high-value and meaningful contacts.•Assists in the execution of annual direct marketing campaigns.