Mike K. Tatum Email & Phone Number

The Hague, ZH, NL

• Orchestrate lifecycle marketing campaigns for Affirm's user base of over 17 million first-time loan borrowers.
• Leverage data analytics to identify and address bottlenecks in the savings account customer journey to create significant improvements in the activation and deposit metrics.
• Leading the development and launch of a comprehensive lifecycle marketing strategy to support my client's entry into the UK market.

New York City, New York, US

Culver City, California, US

• Built the lifecycle marketing strategy from the ground up, including establishing the technical infrastructure for marketing operations and developing creative across email and in-app messaging.
• Developed the product marketing messaging that describes JKBX's features to users.
• Advised on the paid social strategy to boost customer acquisition up to 65% by reaching alternative investors with an interest in music.
• Recommended high value product features that boost customer LTV by as much as 67% by removing friction from the process of buying shares.

Remote, US

• Grew gross sales attributed to email and SMS by 108% YoY by establishing the JTBD (jobs to be done) in the early customer lifecycle with the product marketing team.
• Increased email click rate by 79% YoY through content testing and leveraging zero-party data to better align the customer journey to buyer expectations.
• Lead and coached a team that consisted of 3 direct reports through regular 1:1s, educational team sessions, and giving them projects that aligned with where they wanted to grow.
• Helped one of my Program Specialists get promoted to Lifecycle Marketing Manager by setting clear promotion criteria and walking her through resources that completed the skillset she needed at the next level.
• Managed the end-to-end buying process for a reverse ETL which allowed me to activate all data currently living in the data warehouse which increased audience engagement by 87% through better segmentation.
• Oversaw the buying and implementation planning for an enterprise marketing automation platform (MAP) to replace our current MAP (Klaviyo) to overcome downtime issues we were having through the holiday season which.

San Mateo, California, US

• Built a lead nurturing and email marketing program that went on to create over $2M in pipeline revenue.
• Created an in-market buyer G2 strategy that led to our solution being named a leader in its category and it had such a huge impact that it was highlighted in the company's 2021 Q2 Letter to Shareholders.
• Revamped and relaunched the newsletter which went on to increase email click rates by 155%.

West Hollywood, California, US

• Designed and built a lead nurturing system in HubSpot Marketing Hub and worked with the web development team on conversion rate optimization to increase the volume of inbound leads by 456% while creating a 1,170%.
• Led the strategy and development of product marketing content including a WordPress Site Speed Cheat Sheet and a WordPress SEO Checklist that went on to bring in over 3,486 new leads every month.

Charlotte, NC, US

• Increased Facebook advertising new user acquisition by 1,037% while managing $20K in monthly ad spend.
• Developed and executed a product marketing pricing strategy by adding an annual subscription option which went on to increase monthly revenue by 14%.

New York, NY, US

• Managed regional brand campaigns, including a $130,000 marketing budget across a multi-channel campaign including print, OOH, and digital advertising that achieved a 5x ROI.
• Oversaw media planning and buying for over 50 real estate agents.

Victor, NY, US

• Planned and purchased strategic media placements for clients across various industries including telecommunications, senior care, government, financial services, and entertainment.

Miami Beach, FL, US

• Developed digital marketing strategies and managed marketing content, campaigns, and budgets across Facebook, Google, LinkedIn, and the company blog.

Mclean, VA, US

• Developed and presented an experiential campaign for college campuses, promoting the use of the student credit card, that was to be implemented during the 2015-2016 academic year.

Arlington, Virginia, US

• Served as an Infantryman and deployed to Iraq in 2007.

Executive Certificate, Data Science With Sql And Tableau

Y Combinator Startup School Graduate

Bachelor Of Science - Bs, Advertising