Kathryn (Katy) Watson, Mba, Ms Email & Phone Number

Remote

• Led the launch and growth of a new subscription advertising product in collaboration with product and engineering, including the development of value proposition, marketing strategy, and multi-channel marketing assets..
• Established and managed a growth hacking lane focused on segmenting our database into high-intent purchasers with highly targeted campaign strategies. Increased landing page visits and awareness by 30%.
• Launched a high-tier plan of our paid membership product, including the development of retention and sales assets and ongoing research and conversations with beta members to understand their success with the plan.
• Developed the strategic mapping of user-generated content to match content creators with their target audience, creating value for both creator and consumer of content through multi-touch campaigns
• Executed multiple a/b and multivariate tests on multiple channels simultaneously. Responsible for monitoring results and reporting out to the executive team
• Planned, wrote, coded (Liquid and Handlebars), segmented, & reported integrated campaigns, including ad-hoc and triggered emails, in-app ads/pop-ups, and landing pages. Ran the end-to-end process of holistic marketing.

• Prioritized, managed, and launched targeted, data-driven automations that aim to optimize conversion and increase paid customer lifespan to Hotel and Restaurant Owners through comprehensive collaboration with creative.
• Owned the marketing strategy and end-to-end customer touchpoints of Tripadvisor’s listing management product, including supporting new feature launches, developing in-product copy and freemium upsell placements, and.
• Implemented and led the OKR process for B2B Marketing empowering a multifunctional, cross-discipline team to drive the growth of Tripadvisor’s freemium portfolio of small business solutions
• Collaborated with engineers to create specs and QA data to enable highly personalized and segmented campaigns with effective attribution tracking
• Established the Customer Lifecycle Management framework for the Restaurants segment of Tripadvisor’s audience, including multitouch marketing programs that support the customer journey from prospect to winback for 4.
• Led the go-to-market plan and initiative for a new global SaaS product through close relationships with product, including establishing branding and value propositions through customer interviews and market research.

Greater Boston Area

• Planned, developed, executed, and analyzed multichannel, global campaigns (email, a/b testing, automation, landers, banners, SEM, direct mail) to approximately 1MM restaurant owners that directly contributed to over.
• Optimized the discounting marketing strategy for multiple B2B products through a complex analysis of performance data leading to maximize monthly revenue and 50% increase in conversion
• Managed the relationship with multiple partners, including GrubHub and TheFork, to launch co-marketing campaigns that benefitted both brands with equal returns
• Grew and improved the NPS metric and reporting through in-depth analysis of survey data and survey optimization
• Developed, optimized, and expanded the onsite banner strategy to create holistic campaigns informed through a/b testing, featuring timely messaging across the customer lifecycle

Greater Boston Area

• Manage and provide analysis for approximately 36 Eloqua email and landing page campaigns per month for large enterprise corporations to drive B2B demand generation
• Develop and implement customized a/b testing strategies for clients to determine most effective methods of audience engagement
• Perform strategic database and campaign analysis using Excel, Tableau and R-Studio and present recommendations/insights to client for use in optimizing future campaigns
• Effectively manage client relationships by providing high quality service, careful monitoring of project budgets, and consistently executing within timelines resulting in repeat and expanded business
• Manage complex nurture and email programs across international teams utilizing Jira, Smartsheet, and Netsuite OpenAir

Waltham, MA

• Review undergraduate students’ assignments and papers to ensure course requirements are complete
• Research articles on macroeconomics via ProQuest and search engines; format a white paper from the text for Faculty to use in the classroom

Billerica, MA

• Developed social media marketing strategy and policy proposal and made recommendations to senior leadership for consideration in the brand relaunch strategy
• Analyzed and prepared data from surveys related to client satisfaction to determine areas where improvement was needed
• Researched and compiled information to create comprehensive databases (in Excel) of licenses, enrollments, and reimbursement contracts with government agencies
• Tracked and managed weekly contracts’ projects for distribution to Billing, Sales, and Finance

Boston, MA

• Sold and upsold luxury vacations to new and existing clients in inbound call center environment
• Averaged 500K per month in sales revenue; frequently exceed goals on upsells
• Consistently received accolades on service skills from clients and high ratings on service quality

Newton, MA

• Served as customers’ primary point of contact; efficiently resolved any issues/concerns
• Cross-sold a range of bank products; consistently achieved or exceeded corporate sales goals
• Proactively recognized and acted upon sales opportunities resulting in new customers

Boston, MA

• Processed deposits and withdrawals; created letters/spreadsheets/templates
• Delivered excellent customer service to clients in person and via telephone

Master Of Business Administration (Mba), Marketing, Gpa 3.74

Master Of Science (Ms), Marketing Analytics, 3.76

Bachelor'S Degree, Communication And Media Studies