• Business lead for implementation of campaign management system, including project charter, RFP process and selection, business requirements, data validation, training and development of standards and processes within the system• Responsible for the design, development, execution and analysis of marketable customer segments, offers & campaigns across various touch points• Works with Customer Development and eCommerce teams to develop marketing strategic roadmap, customer growth goals and campaign segmentation requirements• Partners with eCommerce, Testing and Consumer Insights teams to conduct incremental valuations, optimize KPIs and identify new touch points opportunities• Develop segmentation and contact strategy best practices at a channel and customer level• Managed, led and mentored team responsible for developing campaign level segmentation, facilitating generation of campaign lists and management of automated email program

• Recommended, planned for and aided in execution of campaign testing focused on improving campaign response, including offer messaging, subject line, imagery and launch time tests• Proposed, reported on and presented campaign results along with recommendations for future optimization and testing to various levels of management• Strategized campaign segmentation to ensure campaign sales, session, conversion and efficiency expectations were achieved • Collaborated with Consumer Insights team to build digital sales plan for email marketing channel• Oversaw team of Email Project Coordinators

• Prepared creative briefs that include campaign objectives, messaging, audience segmentation, navigation links, and banner promotions• Facilitated list and content loading, functionality testing, deployment and monitoring of campaigns• Partnered with multiple departments across the organization to launch, update and manage deployment of numerous large scale event based message email series through Email Service Provider• Developed and managed targeted marketing promotions (direct mail & email) for customers at key points within the customer lifecycle • Cultivated, developed and managed external printer, ESP and deliverability vendors

• Strategized and budgeted marketing for direct mail, trial offers, email and call center campaigns• Developed and executed projects from inception to completion, including segmentation planning, copy and layout direction, product selection and release date• Conducted post mortem campaign reviews for senior management along with recommendations for future effort optimization