Kayla Beck Email and Phone Number

Responsible for the operations and digital advancement of the Marketing Department. Leads a Team of cross functional technical and business Employees/Contractors that effectively and efficiently execute programs, promotions and technologies in support of the department. Proactively develops and recommends technical solutions that modernize and streamline processes and enhance our ability to interact with our Customers on a more personal basis. This entails casting a vision, defining the roadmap and prioritizing for Marketing’s current and future state needs. Leadership includes the following Teams: technical Audience Development (Business Systems Analysts), Front-End Web Content Development, Email Development and Quality Control in addition to Campaign and Project Management. Activities include ensuring executional excellence in our day-to-day operations, advocating for optimizations within current stack and net new Marketing capabilities, and establishing a strong multi-department relationship to drive our path foward.

Leads a Team responsible for developing, curating, and managing the Customer Experience plan and cross functional Customer portfolio. Core responsibilities include plan development, team budget/resource management, and implementation support of CX strategy.

Manages the Email Development, Quality Control, and Campaign Teams, with five direct reports and 13 total employees in the organizational structure.Oversees the development and execution of Southwest Airlines multi-million dollar email channel, including promotional and transactional emails, loyalty program lifecycle series, and pretrip multi-channel communications.Maintains subject matter expertise in multi-channel execution best practices, digital tools, and industry innovations, as well as drive innovations using new technologies, including the 2018 addition of Movable Ink, a real-time content generator for the email channel.Leads the charge to implement a new mobile app push messaging strategy to enhance the Southwest Customer experience, beginning with three transactional mobile app push messages in 2017 and expanding.Empowers direct reports to be creative, fearless, and thoughtful in their careers and ideas, sparking innovation and ingenuity across the Team and benefitting the advancement of our communication channels.

Managed the Email Development and Quality Control Teams, with nine direct reports.Built a powerhouse Team of full-time Employees by converting six Contractors to full-time in 2017.Ensured accurate, complete business requirements for email campaigns were provided and met industry standards on over 460 individual emails in 2017 alone.Collaborated with cross-functional teams, including Technology, Cargo, and Corporate Sales, in the development, implementation, and maintenance of our email programs.Maintained proficiency with dynamic-based content to deploy multiple content versions and market segmentations to support countless complex testing scenarios to maximize the revenue generated from our email channel.Established a strong working relationship with General Counsel for email and mobile app push message compliance topics, with acute awareness of CAN-SPAM, CASL, and other related legislation globally.

Influenced a new go-to-market process for the email channel, following a reorganization of the Marketing Department, which resulted in combining two separate email marketing Teams into one cohesive unit.Architected a solution for opt-out compliance by developing a global opt out process, ultimately preventing a costly Technology-driven project by using an out-of-the-box approach using Marketing-owned tools, a process that is still in place today.Launched new service level agreements, to ensure a zero error rate across the email channel and create alignment when working with intra-Departmental Teams.Coded and deployed a Responsys-hosted subscription process to support the creation of the Corporate Travel Insider, a Corporate Travel email marketing channel, which included developing the welcome email and sign-up form, and advised on subscriber acquisition techniques.Became a key point-person to represent the Email Development Team in kickoff meetings, providing integral information regarding the capabilities of Responsys regarding dynamic content targeting, audience segmentation, and data housed within the email marketing platform.

Use Responsys ESP platform to create email marketing campaigns that support the loyalty program communication strategies. Collaborate with internal cross-functional teams in the development, implementation and maintenance of our email programs. Design and develop new email templates for numerous concurrent marketing campaigns based on best practices and business needs. Proficiency with dynamic-based content to deploy multiple content versions and market segmentations. Build email campaigns with content provided by agency and in-house creative teams. Familiarity with CAN-SPAM laws, opt-out and bounce back processes, and troubleshooting deliverability issue resolutions (i.e., blacklists and spam traps). Test and create email/browser client compatible code. Experience with mobile optimized coding techniques. Implement testing scenarios, including segmentation, subject lines, and delivery day/time; present conclusions and make recommendations for improvements. Monitor campaign effectiveness through reporting and basic analysis. Knowledge of APIs and database structures.

Developed between 20-30 different emails each week to send to various segments of over 1 million subscribers.Spearheaded A/B testing, a first for the organization, by crafting a variety of test situations (subject line, time of send, day of send, remarketing) and executing them without error.Coordinated with 33 different category teams (including specialists and Executives) to meet their email marketing needs.Developed a new skill, SQL, to maximize the potential of Heritage’s email service provider, ExactTarget, to segment subscribers into data extensions, for uses including geo-targeting and remarketing.Designed graphics, proactively stepping in to create engaging hero images and CTA buttons for emails whenever Designers were limited.

Coded direct-to-consumer email campaigns to be compatible with an array of email service providers, browsers, and operating systems.Coordinated A/B test, including various subject lines, copy, images, and CTA button texts to maximize subscriber retention and engagement.Developed and copyedited creative for 11 different brands, each with a unique brand “voice” and target market.Compiled multiple reports on web traffic and email open/response rates to aid decisions on email content and site organization.Acted as a point-person during a major email service provider transition from Yesmail to Bronto.

Social media tracker, consistently adding KPIs to a dashboard which measures reach and engagement and assisting in the interpretation of metricsDamage controller, regularly scouring social media pages for inappropriate or inaccurate posts for clients

Spearheaded the nonprofit’s blog by both creating it and producing approximately 3 blog posts per week since February 2011 until December 2011.Curated and published the Lodestar Center Nonprofit News (LCNN), a bi-monthly e-newsletter that delivered to over 8,000 subscribers.Conceptualized and developed the Center’s social media presence, resulting in increasing Twitter followers by 74% in eight months and Facebook fans by 44% in seven months.Edited and designed of the 2011 annual progress report, showcasing the Center’s strengths and future.Contributed as an author and editor of the 2010 Nonprofit Compensation & Benefits Report, a vital report for Arizona nonprofits.

At the VNC, I administered medications to animals with neurological disorders (including spinal injuries) and diseases (frequently valley fever).I was responsible for maintaining the premises and interacting with veterinarians, vet technicians, receptionists, and patients.

Worked with a 15-year-old female with disabilities and a seizure disorder. Responsibilities included assisting the girl with personal care, including hygiene and nutrition, maintaining a monthly work calendar for 5 other caregivers, and working with a speech therapist to perfect the girl's use of a Dynavox.

Cared for a rotating group of 8 special needs and/or cognitively challenged adults (ages 15-35) for 9 weeks. Required staying awake all night, waking campers up at a specific time, and having them dressed and prepared for breakfast. Also required administering correct prescriptions for campers, as well as handling and updating private forms.

I assisted a University professor with class of 17 first semester freshmen. I aided the students by editing their papers and providing substantial, meaningful feedback, as well as graded their daily class quizzes. I also functioned as a grader of daily quizzes and general sounding board for difficult personal issues (as freshman students tend to have).

Developed 4 brochures for new volunteers, donors, and general information. Edited website content and letters for recruiting new organizations. Involved in 4 visits to organizations, which included handling of miniature horses, having