* Develop and execute retention strategy and related channel roadmaps, rooted in data with clear objectives and KPIs, to provide value to Fender customers and drive maximum Lifetime Value (LTV)* Create and execute marketing automation strategy to drive key actions of users on Fender properties across the customer lifecycle, with a focus on email and mobile marketing (push, in-app)* Lead a team and cross-functional support to execute on the lifecycle marketing / retention strategy, owning day-to-day management of Fender retention initiatives and driving a test-and-learn agenda focused on continuous improvement* Work collaboratively with Product, Engineering and eComm teams to develop user experience enhancements for Fender eComm and digital subscriptions* Drive A/B testing and multivariate testing with long-term control groups to identify impacts of full lifecycle programming* Partner with Customer Service and Product teams to identify optimization opportunities within subscription upgrade and customer cancellation experiences* Develop KPIs around free trial to first payment conversion of subscription products and identify key actions to retaining members to grow Lifetime Value (LTV)* Work closely with Technology and Marketing teams on analysis and reporting on the success of programs and retention KPIs

Reduced customer acquisition cost by defining, developing, and implementing lifecycle architecture, which utilized a custom scoring model based on tracking demographic and behavior signals.Identified lifecycle opportunities via customer journey mapping, resulting in new persona-based, cross-channel customer journey flows focused on: lead nurturing, behavorial triggered cross-sells and upgrades, and retention.Managed agency, then offboarded and created the internal department, which reduced department budget while improving production processes after hiring and managing specialists.Created a custom-coded HTML + HubL responsive email template design system within HubSpot that rendered desirably in various devices, email domains, and in dark mode.Iterated via A/B testing and KPI analysis to continuously measure and improve year-over-year:- Email and in-app communication production increased 73%.- Open rates increased 31%.- Click rates increased 49%.- Unsubscribe rates decreased 8%.Managed communications in various platforms:- Cirrus Insights (Salesforce)- HubSpot- Intercom- Pendo - Salesloft- Totango

Increased enhanced digital content sales leading the internal agency team that worked with clients to:- Create custom pricing and packaging for various digital products.- Produce customer lifecycle campaigns across web, email, in-app, and mobile.Oversaw 100+ B2B & B2C cross-channel lifecycle (email, push, in-app) initiatives annually with direct management 25+ strategic projects for key portfolio clients.Led marketing technology efforts as subject-matter-expert for Salesforce Marketing Cloud efforts in Email Studio and Journey Builder -- creating custom SQL query that were foundational in lifecycle audience targeting.Led brand management for partnership efforts.Developed strategic analysis in order to properly evaluate and communicate program success and areas of opportunities.

Lead multiple business units marketing plans, strategies and budgets to successfully:- Carry out the Company Mission and Vision- Build the brand with professional, innovative, consistent and profitable best-practice multi-channel marketing efforts- Manage a data-driven department that focuses on what works and effectively manages ROIBe the in-house expert in research and propose software, systems and staffing for the creation, launch and implementation of ROI-positive initiatives. Manage a team of specialists and lead initiatives for:- Google Analytics- Google Adwords- Search Engine Optimization (SEO)- Search Engine Marketing (SEM)- E-mail Marketing - Social Media Marketing- Affiliate Marketing- Sales, Promotions and Campaigns- Press Marketing (i.e., Press Releases and Press Relationships)- Website Optimization and A/B testing- Partner Marketplaces- Entertainment Earth direct-mail catalog- In-house client service based loyalty/VIP program- Comic-Con/Trade shows - Direct MailDevelop sales, promotions and campaigns that fit with our current product mix, encompassing all relevant one-time, seasonal and annual events.Responsible for direct oversight of all Marketing staff, including, but not limited to:- Interviewing, and recommendations for personnel actions- Conducting and documentation of personnel performance reviews and evaluations, including any significant incidents that occur- Training and goal-setting for staff members- Development of staff for growth, succession and redundancy of departmental skills- Development and constant analysis of departmental metrics which is to be accompanied by explanation and solutions to what doesn’t work, and proposal for extension of what does work- Ensure all departmental tasks are completed accurately in their established timeframe. If no deadline exists for a given project related to marketing, then create and manage the task to completion.

Managed the general business of over 200 distributed brands resulting in over 2 million in sales within Alfred Music, which included management of:Marketing & sales campaigns—ensuring appropriate branding & positioning. New product launches—manufacturing of Daisy Rock Girl Guitars with oversee factories, system set up of external brands, inventory management, and promotional efforts.External partner reports—periodic YTD sales, marketing campaign ROI, and inventory.Department budget—product revenue and costs as well as department operational costs.

Managed direct B2C and affiliate online campaigns: social, email, display advertising and web.Executed content creation for campaigns, including copy, graphics, and HTML when necessary.Created and analyzed online testing strategies. Made recommendations and implemented 2.0 versions based on testing ROI analysis.Worked as liaison with agency to development and launch new website.Managed campaign budgets, ensuring costs were below and revenues were above projections.Acted as first line of defense, managing customer experience via social media.

Planned, developed, and executed email marketing strategies for multiple partner product lines. Managed and oversaw content creation for campaigns, including copy, graphics. Created and analyzed testing strategies via A/B and 10/10/80 testing methods.

Managed direct B2C campaign strategies and calendar: social, email, and web.Managed direct B2C campaign content: copy, graphics, coding, video trailers, audio previews.Managed B2C and B2B public relations efforts.Managed print projects such as press kits.Managed intern and entry-level staff.Negotiated and managed vendor relationships.Marketing & Public Relations CoordinatorServed as company day-to-day public relations contact to various media sources.Maintained and updated website, including new products and company news.Assisted managing production and creation of annual new product catalogs.Analyzed data related to customer outreach: email, press, and online contest/promotions.Marketing Clinic CoordinatorExecuted event promotional projects via geo-targeted emails, print collateral, and press coverage.Managed exhibit print projects: in-booth advertising material and clinic signage.Managed logistics and budget for clinic materials, equipment, travel, and housing.

Assisted multiple departments, including Market Development and Marketing/Communications, with various operational tasks.Compiled and analyzed data for statistical industry research.

Managed all aspects of marketing communication, including e-mail broadcasts, print mailings, and new product catalogs. Maintained and updated website regarding advertising opportunities.