Lead team to develop measurable lifecycle programs across all touchpoints that drive engagement, retention and LTV:- Drive the strategy to deepen relationships with customers and all points in the customer lifecycle- Develop omnichannel marketing campaigns including welcome, on-boarding, second purchase, brand migration, abandon cart, replenishment, cross-sell, churn, win back, etc.- Partner with internal stakeholders and cross-functional teams to define the consumer journey, establish key KPIs to measure success, and roll-out insightful customer reporting to expand customer knowledge- Bridge gaps between customer insights, product priorities and file goals to socialize trends, learnings and campaigns customer strategies to broader business partners- Optimize campaign performance through segmentation and messaging decisions- Lead team execution of marketing campaigns for customer “playbooks”- Support the development and the iterative improvement of the brand’s customer database- Innovate through test & learn roadmap and customer learning agenda- Partner with analytics to interpret complex datasets to develop key, actionable insights on consumer behavior and preference as well as campaign performance and market competition.

Build the foundation for CRM programs for US and Canadian Markets:- Create end to end delivery of core CRM campaigns across lifecycle and trade communications including content planning, testing, audience segmentation, creative workflow execution and deployment- Manage bespoke business cases around product features and updates- Partner across multiple cross functional teams including legal, product, engineering, client success and merchant support teams to support various business needs- Work with analytics to lay the ground for key KPI reporting and dashboard development- Collaborate with other internal teams to identify and share best practices for member activation and enhance existing processes and user experience

Defined and developed CRM programs to drive a personalized client experience across lifecycle:- Owned multi-touch strategies across multiple marketing vehicles influenced by customer lifecycle, loyalty and purchase behavior, including onboarding, post purchase, and reactivation series- Established operational best practices and strategic learnings- Planned and orchestrated cross functional brainstorms to fuel ideation against driving high value consumer actions, such as app download, omni-shopping behavior, and loyalty- Partnered with Product to improve key user flows within lifecycle moments- Maintained hindsight dashboard reporting and insights to assess campaign performance and to inform

- Partnered with cross-functional marketing and promotions teams to develop the quarterly promo plan.- Created the quarterly campaign calendar for the Wedding Paper Divas brand.- Assessed and presented weekly performance.- Identified trends and drew insights to help guide future planning- Maintained reporting dashboard on a weekly and ad-hoc basis.- Developed quarterly email forecasts at the campaign and channel level. Accounted for numerous contributing factors including past performance, YOY trends, test learnings, and seasonality.- Facilitated the development of quarterly post mortems- Supported ad-hoc reporting and analytics projects.

- Planned, developed, and managed the batch and trigger program strategy from end-to-end: audience segmentation, content and messaging, email design, and campaign execution- Cross-functional lead between creative, engineering, analytics and business teams to effectively administer all aspects of executing email communications- Analyzed customer purchase characteristics, engagement behavior, and email campaign performance to identify opportunities for relevant targeting and cross-sell prospects- Lead contact for deliverability investigation

I provided CRM strategic and technical support to B2B and B2C clients, including Wells Fargo, Visa, American Cancer Society, Gap Inc., Blockbuster, Sony, AT&T and Intel.

I was responsible for the day to day management of client CRM campaign execution across B2B and B2C clients, including targeting, testing, QA, campaign tracking and data monitoring.

I was responsible for creating business insight and influenced organizational actions related to:- budget, GC bidding, and lien exposure- reduced financial and legal liability by participating in vendor qualification including RFPs, licensing and bonding- collected Construction Allowance receivables ($10.8 million collected in 2010 – exceeded goals by 10%; 14% improvement from previous year).