• Set the overall engagement and retention strategy for Twine• Built the engagement marketing tech stack—conducted vendor assessmentsand oversaw marketing messaging tool implementation• Defined KPIs across customer lifecycle stages—activation, establishment, engagement, and churn• Partnered with Data & Analytics team to build out dashboards, as well as conducted ad hoc analyses to inform campaign decisions• Handled end-to-end campaign planning and execution, working with internal creative team and external contractors to produce campaigns• Worked with Product to launch in-app experiments to deepen user engagement• Maintained backlog of engagement experiments and created a testing playbook on how to conduct experiments and report on business impact

• Planned and executed multi-channel cross-sell campaigns to drive subscriber growth for suite of SaaS products, working towards quarterly conversion targets• Leveraged internally developed machine learning models to identify audience segments with highest propensity to convert• Drove adoption of triggered lifecycle campaigns across team, focusing on seller engagement and retention to increase customer LTV• Worked cross-functionally with Product Marketing, Data Science, Creative, and Marketing Ops teams to produce campaigns• Partnered with Marketing Analytics to create dashboards for monitoring important campaign metrics and benchmarks, including deliverability, engagement, and conversion rates• Spearheaded team’s efforts to explore third-party marketing messaging tools, working closely with internal engineering team on technical evaluation

• Built consumer lifecycle communications from the ground up, encompassing lead nurturing, new customer onboarding, ad hoc promos/offers, cross-promotional efforts for partnerships, and re-engagement/winback• Partnered with Director of Customer Experience to lead implementation of new marketing automation tool (Pardot)• Established foundation of systems and processes for delivering consumer communications via CRM integration and marketing automation rules to keep customers informed throughout the sales cycle• Acted as interim project manager for team—launched company re-brand and website re-design project on an aggressive 10-week timeline

• Managed multi-channel lifecycle campaigns for Kabam’s player base on both web and mobile—including onboarding, monetization, retention, and winback• Worked cross-functionally with BI, Product Marketing, Product Management, and Live Ops to launch successful campaigns across email, push, in-app messages, and web display ads• Tested new BI predictive models and helped validate them in behavior-based campaigns for more accurate targeting• Continuously tested and optimized campaigns for reach and efficacy—actively improving upon list growth, deliverability, and engagement metrics• Oversaw daily data import processes for our third-party tools• Managed vendor relationships with our ESP and other marketing channel providers

• Managed campaign strategy, execution, and analysis for 2 of our main marketing communication channels: email and push• Managed inter-departmental coordination on new game launches, feature releases, and in-game events for marketing support and cross-promotion• Leveraged consumer insights and BI data for better campaign targeting and cadence in efforts to increase payer conversion, reduce churn, and reactivate lapsed payers• Worked closely with Product Management on testing and developing optimal strategy for winback efforts

• Executed rigorous testing and optimization across email campaigns—testing new audience segments, creatives, offers, and campaign ideas to optimize engagement rates and maximize player retention and ARPU• Worked with BI teams to better understand the Kabam customer lifecycle• Managed relationship with our ESP, closely monitored the overall Kabam portfolio’s email performance, and troubleshot deliverability issues

• Designed and developed all marketing communications for Trulia’s inside and outside sales teams• Maintained an online repository of up-to-date marketing and sales collateral• Managed Trulia’s industry event marketing marketing stratey and calendar• Built and managed lead generation landing pages and nuture campaigns in Marketo• Supported product marketing efforts – inter-departmental coordination on product release timelines, positioning, and messaging• Drafted industry PR press releases• Wrote copy for and maintained editorial calendar for nationally circulated agent newsletter e-mail on a weekly basis; measured and reported newsletter response metrics - mailings sent via StrongMail (now StrongView) ESP

• Provided technical support and account optimization consultations for Trulia's 300+ top-tier, highest-value clients• Onboarded top paying customers in pilot program, educated them about Trulia's products and features and reduced first month churn by 33%• Built and maintained relationships with clients via e-mail, phone, and in-person interactions to increase retention rates• Daily maintenance of customer database in Parature and Salesforce• SME (Subject Matter Expert) for Trulia's fast-growing rentals sector, acting as a liaison between account management department and product engineers

• New client acquisition, management, and retention• Consulted real estate professionals on how best to utilize Trulia's marketing tools for optimal lead generation and conversion• Developed and nurtured professional relationships with agents, brokers, mortgage lenders, and builders• Generated new revenue streams and minimized churn