Denise Serrano Email & Phone Number

San Diego, CA, US

Newtown Square, Pennsylvania, US

Chatsworth, CA, US

• Own loyalty and revenue goals (~$500k per month) for both D2C and CBI’s B2B audiences
• Designed, implemented and optimized CRM and Lifecycle strategies for new customers, non-purchasers, one-time customers, lapsed and high value customers across sites
• Managed integrated planning – calendaring, promotions, strategy, frequency and audience segmentation of Email and SMS for five distinct consumer brands and B2B
• Position required strong collaboration and alignment across multiple departments including Site Merchandising, Tech, Social and Performance Marketing, Site Operations, Fulfilment and CS
• Oversaw and defined loyalty program roadmap from strategy, branding, reward structure,acquisition efforts to promotion/reward points calendar
• Presented CRM results weekly with a focus on how we were tracking to goals and presented opportunities across brands on strategies to increase revenue and engagement each week/month

Detroit, Michigan, US

• Oversaw all touch points for prospects and customers to create a holistic journey to increase engagement and repeat purchases/ LTV across email and SMS
• Set retention calendar and worked cross-functionally with brand, merchandising, and product teams to ensure we hit our email channel order targets
• Developed personalized email content tailored to type of plant purchased and care needed
• Reported weekly on email/ SMS performance and learnings and monthly on repeat purchase cohorts and projected LTV and KPIs driving LTV
• Relaunched Abandon cart series generating a 15% increase in revenue
• Conducted A/B testing across segments to drive insights and deliver the most relevant content/ offers to prospects or customers at the right time

New York, US

• Responsible for all aspects of the customer experience, including understanding who they are, how they segment, how to target them, what product(s) to position to them, and how to communicate with them, particularly.
• Use direct surveys as well as behavioral indicators – email opens, site activity, and purchases in conjunction with analysis through our CDP to develop customer personas and personalize communications based on like.
• Launched direct to consumer Loyalty program and supporting communications (on site, via text and email) that resulted in $48 added revenue per customer
• Assessed value of Subscribe and Save Customers; implemented plans to grow subscriber base by establishing and testing comprehensive Email & SMS workflow communications and promotions to subscribers separate from.
• Tested strategies to reduce churn, increase number of subscriptions/ add-on to existing subscriptions, and to personalize subscriber's on-site experience
• Oversaw two direct reports

San Diego, CA, US

• Responsible for the development of Road Runner Sports’ SMS and $15M email marketing program
• Lead complex targeting and personalization strategies utilizing data points to develop advanced segmentation to ensure campaigns influence customer behavior, increase customer lifetime value, and help retain customers
• Inform the broader customer contact strategy to ensure consistency of messaging and relevance across channels
• Create email campaigns that drive personalization and hyper-focused segmentation (by Club type, gender, purchase category, etc.)
• Develop and test content, offers, subject lines, etc. to increase open rates, conversion and retention
• Collaborate with cross-functional teams such as Merchandising, Retail and Social to promote appropriate/ in stock products and relevant, engaging content

San Diego, CA, US

• Oversaw all aspects of customer retention with an emphasis on extracting more value from VIP loyalty club members, curbing churn and maintaining/ increasing renewal rates
• Managed targeting and communications to VIPs at various stages of the customer lifecycle
• Developed and launched automated email marketing streams for prospects, first time buyers, post purchase and lapsed customers that drove nearly $1MM in annual revenue
• Further customized communications according to loyalty program level, purchase/ browse history, product and channel affinities
• Utilized direct mail, in-store experiences and web personalization to augment email series and increase loyalty
• Provided recommendations and worked closely with IT to improve available data usability, data integrity, etc. as a foundation to expand and further customize lifecycle marketing programs

Chicago, Illinois, US

• Managed multiple direct mail and catalog programs throughout the year; including circulation planning, creative development, product selections, copy and design reviews, version management, vendor relationships and.
• Developed and enhanced lifecycle marketing programs via the direct mail channel in coordination with other channels to maximize customer engagement and lifetime value, retention, brand advocacy and loyalty
• Used data-driven analysis and consumer insights to develop hypotheses, execute robust A/B testing plans to optimize catalog cover direction, most effective offers and cadence
• Project managed a diverse set of functional groups - marketing, site experience, creative, merchandising, analytics and others - to drastically improve customer repurchase rates through catalog and direct mail sends
• Drove the development and testing of new approaches and audiences to deliver personalized marketing campaigns and optimize contact strategy to target customers in the direct mail channel
• Managed the P&L of the direct mail/ catalog channel to meet or exceed targeted revenue and margin within budget

San Diego, California, US

• Drove the strategic development of vendor funded CRM communications for consumables and dog/cat supplies categories
• Managed the strategic allocation of $5M+ vendor funding to promote cross sell offers and brand relevant targeting across direct mail, email and POS receipt campaigns.
• Obtained positive ROI and incremental profit on each campaign/ communication series.
• Designed campaign goals, target groups, offer strategy and test plans for customer segments in order to drive increased frequency, higher average transaction, category penetration and overall LTV.
• Managed relationships with Merchandising and key strategic partners including P&G, Nestle Purina, Hill’s Science Diet, Mars Pet Care and Big Heart Pet.
• Worked with Category Marketing team to select tactics that mutually benefit the customer and brand while ensuring communications align with Petco’s overall marketing calendar.

San Diego, California, US

San Diego, California, US

• Managed Donor Stewardship Program - Responsible for implementing tactics to successfully recruit, acknowledge, and retain donors.
• Developed, planned and managed direct mail, email appeals and e-newsletters to over 500,000 constituents per quarter.
• Achieved positive ROI on both direct mail and email in the first year.
• Calculated and presented projected ROI from proposed campaigns and customer segments.
• Performed detailed response frequency and average gift analysis after each campaign to optimize segment response and refine audience selection for future drops.
• Improved response rate 98% and average gift 30% quarter over quarter.

San Diego, California, US

• Managed loyalty program direct mail with an annual budget over $6 million and 9 million+ circulation
• Identifed mailing objectives and circulation targets.
• Created a segmentation plan that identified target markets based on the goals of each program.
• Segmented according to RFM, Claritas PRIZM segments, model scores and external lists.
• Worked with Merchandising to secure offers and coordinated with multiple departments including Creative, Production, Pricing, Inventory Management and Accounting.
• Ran redemption results monthly and evaluated ROI of each program/ individual offers.