Gwen Hasenauer Email & Phone Number

San Francisco, California, Us

New York, Ny, Us

Oversee and execute the member and prospect messaging program end-to-end, including segmentation strategy, content planning and approval, message staging and testing, deliverability monitoring, and tracking and reporting.Built email and SMS marketing program from the ground up, including: over 70 automated campaigns across all points of the customer lifecycle; weekly newsletters; annual enrollment period campaign; CSAT/NPS collection, and lead nurture campaigns. Work with the Partnerships team to build and test B2B and B2B2C collateral (digital and physical) to assist in new partner acquisition and end customer pull-through.Partner with other cross-functional teams, including member success, ops, and field marketing, to understand customer needs and iterate on key customer messages.Implemented new ESP ahead of timeline, including data structuring, IP warming, template migration, custom event API setup, and reporting integration.

New York, Ny, Us

Owned end-to-end multi-channel (SMS, email) customer journey and on-site merchandising strategy across two lines of business; built trigger-based and data-driven marketing campaigns including VIP loyalty program, lapsed customer program, cross- and next-sells, sitewide promotions, and newsletters; responsible for on-site conversion optimization including lead capture, site navigation, product merchandising and checkout experience.Co-owned P&L and forecasting for members across two lines of business.Built customer health dashboard to capture and monitor key portfolio metrics including: LTV, AOV, cohort analysis, and RFM model.

Napa, California, Us

Owned strategy and implementation of messaging and user experience for prospective, current, and former customers from lead capture to long-term retention; use customer data to build advanced segmentation and trigger-based / automated marketing to drive company revenue through acquisitions, renewals, and purchasesOversight of annual marketing calendar including implementation of messaging, creative, offer strategy, and website merchandising to existing customersBuilt framework for measuring success of retention programs, including creation of an overall portfolio health dashboard to monitor CPA-to-LTV and ARPU, an in-depth cohort analysis, and email performance metrics

New York, Ny, Us

Owned end-to-end customer journey including acquisition and retention marketing across multiple channels (SEO, SEM, paid social, organic social, display, retargeting, email, content)Responsible for retention and loyalty marketing to existing customers with goal of encouraging repeat purchases and increased lifetime value through trigger-based, segmented, and data-driven marketing campaignsOwnership of acquisition and retention marketing KPIs, including their development and tracking; delivers findings and results to managementAssisted with content strategy including content planning and content creation (SEO content, blog, email, website development)Worked consistently with cross-functional teams (including tech / dev, sales, customer success, and business insights teams) to deliver on growth marketing results

New York, Ny, Us

Responsible for acquisition and retention strategy at a high-growth start-up; focused on development of lifecycle marketing with primary goal of retaining and engaging customersKey accomplishments: generated month-over-month growth of the user base after implementation of a subscription model; launched referral channel as a key growth lever; successfully launched onboarding marketing program to increase conversion and early activation; developed retention and winback strategy and roadmap; developed and implemented cross-channel content strategyKey responsibilities include: acquisition and loyalty marketing strategy and execution (traditional and digital channels), development of A/B testing and targeting strategies, content development, tracking and reporting of campaign metrics, and marketing vendor and creative agency management

Delivered lifecycle campaigns via traditional and digital channels to drive conversions and card spend for Visa issuers; responsibilities include: campaign design, creative development, test-and-learn strategy, media buy, ad optimization, and tracking and reportingDrove additional digital marketing opportunities to issuers including social listening, digital customer profiling, paid social consulting, and search engine optimization with the help of agency partnersDeveloped and delivered education (webinars, playbooks, articles for visa.com) for Visa issuers on topics including social media best practices, loyalty marketing, search engine optimization, and social listening

Assisted with the research, development, and delivery of an end-to-end, data-driven product assessment, which included: credit portfolio performance analysis, card competitive landscape assessment, credit portfolio upgrade business case, cardholder spend analysis, lifecycle marketing strategy and recommendations, and credit rewards vendor assessmentAdapted end-to-end credit consulting engagements into scalable, repeatable and standardized modules for use with other Visa issuersDeveloped and delivered a loyalty marketing webinar and playbook to over 90 issuers

Delivered over 20 direct mail and email marketing campaigns on behalf of issuers, with average conversion rate 3.3X greater than benchmarks; solely responsible for campaign strategy and design, creative development, agency management, tracking and reporting, client contracts and billingSuccessfully transitioned all client campaign support in-house from a third-party vendor, including client onboarding, campaign setup, how-to calls, troubleshooting, and creation of all issuer-facing materialsDeveloped updated campaign tracking process and led weekly status calls with the agency and issuer clientsHelped create and maintain all Visa Integrated Marketing Solutions sales materials and conducted sell-in calls

New York, Ny, Us

Promoted to Vice President in August 2013; retain responsibilities from Analyst roleDrove new card acquisition and existing cardholder engagement for Merrill Lynch high net worth clients through integrated internal and external marketing strategy – execute key firm-wide communications initiatives, strategize direct-to-client marketing campaigns, develop internal and external collateralLed relationship with Visa to further enhance product loyalty through targeted marketing campaigns and high-end cardholder eventsAnalyzed campaign data to assess effectiveness of marketing campaignsSourced and executed cardholder offers with third-party vendors to increase client engagementLaunched new branding and developed enhanced value proposition for the lead Merrill Lynch card product

New York, Ny, Us

Supported growth of the Cards business by driving internal communications strategy – create and distribute communications for internal newsletters and associate educationAssisted with external acquisition strategy and review external marketing materials including direct mail, product fact sheets, program guides and webpagesCoordinated with marketing and network partners to update internal and external collateral, including marketing materials, product webpages, terms and conditions and service guidesImplemented new internal communications process – developed and maintain a communications calendar and archiveCreated additional team resources, including a competitive intelligence database and legal document repository

Ba, Economics & Psychology, Spanish Minor

Spanish