Erin Wiratunga Email & Phone Number

Los Angeles, Ca, Us

Woodland Hills, Ca, Us

Austin, Tx, Us

Woodland Hills , Ca , Us

Owned all aspects of post-purchase customer behavior with a focus on increasing LTV and preventing churn. Developed requirements for and implemented reporting on customer behavior, including all aspects of customer service. Set strategy and implemented campaigns to drive loyalty, retention, and reactivation. Partnered with acquisition teams to create cohesive customer experiences.Select Accomplishments:> Customer Lifecycle Strategy: Created strategy and implemented tactics to grow subscription revenue, resulting in YoY increase of 17.6%. > Subscription Retention Performance: Developed and oversaw broad activation, engagement, and reactivation campaigns to drive subscription LTV, resulting in a 5% increase in 3-mo LTV in Q3 2020 vs the prior two quarters.

Jacksonville, Fl, Us

Set strategy and oversaw all acquisition and customer marketing efforts via direct mail, email, and online advertising. Main stakeholder for the SMB division among the larger marketing leadership team. Managed team of 5 and $12M marketing budget.

Jacksonville, Fl, Us

Managed team in charge of developing and executing all customer lifecycle strategy, including loyalty, retention, win-back, upsell, and cross-sell campaigns. Focused on increasing retention and lifetime value through highly personalized messaging and meaningful product engagements. Ensured an integrated customer experience from marketing touch to sales to product engagement through seamless messaging and product strategy.Select Accomplishments> Demand Generation Performance: Developed and oversaw targeted upsell and win-back direct mail and email campaigns using specific personalization, resulting in a conversion rate of 21% and an 11x ROI.> Lifecycle Marketing Strategy: Expanded product lifecycle strategy from simple campaigns to automated, behavior- and data-driven content to stimulate product engagement through automated onboarding and usage alerts.

Jacksonville, Fl, Us

Managed team that drove go-to-market and integrated marketing plans for B2B SaaS product launches and upgrades. Oversaw all lifecycle marketing efforts to ensure customer satisfaction and reduce churn. Facilitated cross-functional launch activities across demand generation, technology, finance, legal, sales operations, and sales enablement. Created and distributed all sales enablement collateral, including sales training, talk tracks, one sheets, and job aids.Select Accomplishments:> Integrated Marketing: Oversaw the go-to-market plan for new product launch and partnered with product, marketing, sales operations, sales enablement, and sales functions to align and integrate marketing and sales efforts, resulting in a 6-month timeline executed in 4 months> Cross-Functional Alignment: Oversaw creation and execution of migration plan of existing customers off a sun-setting technology to a new product by collaborating across finance, product, technology, marketing, legal, and sales, resulting in over $25MM in revenue at an average 12% uplift

Jacksonville, Fl, Us

Oversaw go-to-market activities for new B2B product launches, including creating value propositions, positioning messaging, competitive research, and sales and marketing collateral. Led team that developed all in-product messaging to drive engagement and upsell/cross-sell.Select Accomplishments:> Increased Top-line Revenue: Created customer messaging and sales strategy to increase product price for customers at time of renewal, resulting in a 6% YoY revenue increase> Marketing Strategy: Revised positioning of existing product suite by gathering feedback from key stakeholders to advance value propositions and emphasize product benefits

Jacksonville, Fl, Us

Set strategy for and oversaw all company websites, microsites, and landing pages. Drove product improvement and system enhancement initiatives to meet top-line and bottom-line revenue goals. Set JAVA/PHP requirements and prioritized workflow as part of the Agile release process. Evangelist for SEM, SEO, UX on company web properties Select Accomplishments:> Increased Top-line Revenue: Directed creation of an online ecommerce site that increased overall revenue by 400%; set requirements, designed wireframes and mock-ups, defined user flow and use cases, and governed technology progress> Created New Revenue Streams: Launched B2B SaaS “freemium” product, resulting in over $1M in upsell revenue within 6 months

Jacksonville, Fl, Us

Oversaw multi-million-dollar online marketing budget with aggressive e-commerce ROI goals. Set SEM, SEO strategy for high-growth online marketing department and provided performance analysis to senior managementSelect Accomplishments:> Media Management: Managed third-party agencies and vendors with a multi-million-dollar annual branding and acquisition marketing spend > Website Optimization: Achieved a 110% increase in site visitors and a 20% increase in revenue> Divisional Revenue Ownership: Piloted the budgeting and forecasting process for 2012 by analyzing past performance, defining additional KPIs, developing a model, and presenting the model to executives to secure buy-in

Abbott Park, Illinois, Us

Developed market re-launch plan for continuous glucose monitor (CGM) product, including performing market research, competitive analysis, customer segmentation, and product positioningSelect Accomplishments:> Market Research: Oversaw market research to understand the insulin-using patient, including defining recruiting requirements, formulating probing questions for subjects, quantifying the results, and incorporating the findings into the master product positioning for new product launch> Competitive Analysis: Analyzed financial reports and other business information in the diabetes landscape market to inform strategic recommendations and to create a competitive sales training tool

Glendale, Ca, Us

Built and optimized SEM marketing campaigns for clients with a combined $2.1M annual marketing spend. Collaborated with cross-functional team of account managers and analysts to perform ad and landing page optimization, A/B testing, and competitive analysisSelect Accomplishments:> SEM Strategy: Designed new social media ad campaign strategy for key client increasing site traffic by 11%; researched emerging ad space; presented recommendations to senior management and implemented the recommendations > Client Win: Identified and implemented a more effective ad campaign for a premium vitamin retailer, resulting in a 68% monthly sales increase> Product Management: Increased efficiency by 60% by defining and implementing a keyword research tool used by 8-member editor team

Los Angeles, Us

Reported directly to Editorial Director, coordinated a cross-functional team of art and production departments to meet tight deadlines. Published 18 issues annually with a circulation of 50,000+ subscribers across 12,000+ companiesSelect Accomplishments:> Online Audience Growth: Executed strategy to increase the digital e-newsletter from 6 to 24 issues per year, increasing readership by 300%> Third-Party Management: Managed contributed article recruitment that accounted for 75% of editorial content, including pitching stories to senior managers at device companies and assigning freelance projects for issues up to 6 months in advance> Process Building: Led 10-member team of senior management and staff to develop best practices for upcoming issues including daily status and monthly postmortem meetings > Represented the magazine at conferences and trade shows attended by 16,000+ medical device industry decision-makers in an effort to increase magazine brand visibility> Conducted monthly survey of 40-member advisory board on magazine content and analyzed feedback to implement changes in the magazine’s quality, format, and direction

Mba, Marketing Strategy

Ba, English Literature, French