Katy Baker Email & Phone Number

Reynoldsburg, Ohio, United States

Victoria’s Secret is the leading specialty retailer of women’s lingerie, prestige fragrance, body care, accessories, athletic and lounge wear. PINK is a lifestyle brand that is focused on celebrating and supporting the power of community, fostering positive mental health among young adults and being kinder to the planet.  Lead Personalization team, including 2 direct reports and ~15 cross-department partners, to support implementing personalization capabilities on site and in direct customer communications  Support personalization tools including Adobe Campaign, Adobe Target, and Adobe Audience Manager  Work with Marketing team and external vendors to determine opportunities and add additional capabilities

Dallas-Fort Worth Metroplex

Brinks Home offers cutting-edge products coupled with professional monitoring to provide home automation and best in class security services. Responsible for temporary company initiatives with transformational impact to business. Developed go-to-market plan and managed execution while working across teams to ensure all touchpoints were coordinated against consistent messaging and timelines. Performed thorough market research and competitive analysis to understand and effectively communicate product value proposition. Developed automated processes to increase efficiency and decrease staff overhead.

Dallas/Fort Worth Area

Meeting Professionals International (MPI) is the largest association dedicated to supporting the meeting and events industry.  Managed team of Member Engagement Representatives. Assessed and revised current strategies and refocused resources, building on team strengths and member needs. Audited and evaluated existing marketing technology stack with respect to lead processing, data hygiene, automation capabilities, process management, and overall value to the business. Directed implementation of new technologies according to business goals. Identified customer pain points and causes of churn through analytics and feedback from agents and customers. Partnered across the business to solve root causes and develop strategies to resolve customer problems long-term. Performed in-depth research of competitors prices, strategies and offers to better set our own strategies and effectively combat customer churn. Provided insights on future growth and profitability strategy through historical business analysis and forecasting of customer trends. Built credible, highly collaborative relationships with internal partners, external vendors, and collaborated with external partners to achieve strategic goals. Managed department budget, working with key partners on marketing and finance teams to build budgets and reforecast, analyze ROI, and optimize spend efficiency. Developed and implemented marketing strategies for membership acquisition and retention to strengthen company's market position.

Irving, Tx

Globally, SiriusXM provides satellite radio and online radio services. The Irving office is the Connected Vehicle (CV) Services division of SiriusXM, which builds and delivers software-based services on connected car platforms. My role in Sirius was largely focused on the technical marketing aspects, bridging IT and the Marketing department.  Worked cross-functionally, collaborating with key stakeholders and analytics to gather data and understand challenges/opportunities for growth that marketing can impact. Defined the approach, project scope, schedule, requirements, and deliverables for Campaign Development efforts. Planned sprints, reviewed and prioritized initiatives, and assigned work across the campaign development team to achieve project goals in a timely and competitive fashion. Researched, developed, and implemented marketing campaigns for leveraging the consumer brands (B2B) to aid recruiting efforts and marketing objectives (B2C). Lead A/B testing strategies and execution across all channels. Partnered with the data-engineering team to ensure our data warehouse is continuously evolving and meeting our analytic and campaign development needs. Utilized SQL to research opportunities, customize marketing campaigns, and investigate issues. Part of special team responsible for implementing Workfront project management tool. Utilized Teradata CIM for campaign development and Salesforce email platform.

Dallas/Fort Worth Area

Pier 1 Imports Inc. is an omnichannel retailer specializing in imported home furnishings and décor.  Oversaw measurement and analytics of key CRM metrics to ensure maximum Customer Lifetime Value, high performing campaigns, and progress against KPIs. Constructed customer segments for targeted marketing to increase customer loyalty and drive sales. Instituted lifecycle marketing/pipeline management best practices and continuously monitored campaign activity; established A/B tests, monitored results and made proactive course corrections to ensure that initiatives meet expectations. Partnered with market research vendor APT to test effectiveness of marketing channels and brand strategy. Utilized Adobe Campaign for campaign development and Workfront project management tool.

Springfield, Missouri Area

Bass Pro Shops is the leading national retailer of outdoor gear and apparel. The 200 retail and marine center locations across North America deliver true destination experiences.  Determine customer interests and trends through complex data mining analyses such as customer profiling, segmentation, purchase cycle, and others. Develop reports through mapping and geo-analytics with a focus on creating communications for real estate and executive groups. Communicate with peers and external partners through reports and presentations that generate interest, create actionable insights, and identify opportunities for growth. Utilized SAS and IBM Cognos for campaign development and ESRI mapping software.

Springfield, Missouri Area

Ozark Trails Council is the regional headquarters for the Boy Scouts of America, serving 31 counties in Southwest Missouri and Southeast Kansas. Managed schedules for four properties and registrations for multiple events for a 31-county service area; coordinated special events Created and maintained documents and recorded information using various computer programs including Word, Excel, Publisher, Adobe, SharePoint and Scoutnet (database program) Communicated program objectives and provided support to 10,000 plus volunteers

Springfield, Missouri Area

Good Samaritan Boys Ranch is a facility for youth in custody of the state. I worked at Attitudes, and division created to give dedicated care to youth before transitioning out of custody. Liaison for various government agencies, schools, and medical offices Represented agency during court sessions and state meetings  Prepared reports and made recommendations for program updates and funding  Provide education and support to youth transitioning from Foster Care to independence

Mba, Business Administration, 3.87 / 4.0

Activities and Societies: MBA China Trip 2012

Bachelor'S Degree, Business Administration, 3.87 / 4.0

Activities and Societies: Alpha Sigma Lambda Honor Society Magna Cum Laude, Departmental Distinction