-Own strategic vision, planning, development, execution, and analytics of CRM & engagement initiatives to maximize retention & customer LTV (e.g., email, SMS, direct mail, loyalty, customer insights, site experience, etc.).-Develop & implement reports, dashboards, & trackers to arm leadership and key stakeholders with information to help facilitate data driven decisions (e.g., daily flash report, business/product/marketing dashboards, financial tracker, product & inventory trackers, etc.).-Building an analytics & reporting center of excellence; mining and merging data from multiple sources to conduct post mortem analyses on marketing, collabs, brand launches, customer insights, & promotional initiatives.-Spearheaded the development of a more holistic customer insights program to identify & establish specific customer personas to help guide segmentation, branding, creative direction, and brand voice.-Partner with the product, creative, and ecommerce teams to develop new strategic campaigns to drive incremental revenue.-Launch a direct mail program generating incremental revenue - driving higher LTV of existing customers, winback of lapsed customers, and acquiring new customers.-Implement a testing roadmap and continually iterate to optimize CRM efforts and add incremental revenue to the business.-Help manage & facilitate on-site experience testing (e.g., data collection, subscriber growth strategies, landing/collection page testing, exit intent re-targeting, upsell/cross sell testing, etc.).-Support the ecommerce team in planning and streamlining the management of budgets, projects, tools & platforms, and communication between teams.-Manage copy for all brands; ensure the use of a consistent brand voice across all channels (e.g., email, SMS, digital ads, blogs, pitch decks, packaging, site copy (PLP/PDP), product copy).

-Built the Client Success department from the ground up – developing a right-sized, scalable strategy for creating a seamless customer journey from data onboarding, enablement/training, adoption, and engagement to providing deep-dive analytics, developing a strategic roadmap, expanding professional services, & establishing best practices.-Key member of the product steering committee defining priorities and decisions regarding the short- & long-term product roadmap, UI, and UX; managed client-facing aspects of new product releases (e.g. release notes, training, usability testing, etc.).-Leveraged retail & customer testing experience to help drive the development of several new features through compiling and delivering business requirement documents, defining workflows, formulating use cases, and sharing analytics methodologies & best practices.-Conducted holistic business diagnostics for clients to assess opportunities for brick and mortar A/B testing & business improvements; leveraged data science team expertise, as needed, to supplement traditional analytics with robust statistics.-Led quarterly business reviews, conducted and presented deep-dive analytics, delivered decks for board meetings, presented & engaged with senior leadership contributing thought leadership to both company and client initiatives.-Produced high-quality materials (e.g. pitch decks, quarterly business reviews, training decks, change management proposals) to engage with clients & prospects (analysts to C-level executives) on test outcomes, partnership objectives, and strategies on embedding MarketDial into the broader testing governance/framework of their business.-Defined and tracked client success metrics to identify opportunities for continuous improvement, mitigate potential risk, inform product enhancements & roadmap, and assess needs for supplemental professional services & analysis.

-Built and led a high-performance team responsible for initiatives spanning across CRM/customer strategy & analytics, loyalty, PLCC, consumer insights, direct mail, email, reporting, & marketing database management/implementation.-Performed a complete business diagnostics to assess key contributors of YOY shifts in performance through a holistic evaluation of the business (e.g. marketing, customer migration, competitive landscape, promotional cadence, shipping, store & web traffic, product offerings, pricing, inventory, new store openings, customer service, etc.); led to and owned several follow-on projects such as cannibalization/market saturation study, site selection model, headroom analysis, unified commerce strategy, and brand equity assessment.-Spearheaded marketing database migration & BI tool implementation efforts end-to-end from managing the RFP process & compilation of BRD, leading data discovery, & establishing metric definitions to UAT, standard SQL development, operationalization, & utilization of new environment.-Promoted a data governance strategy in efforts to align metrics and ensure consistency in the measurement and assessment of business performance throughout the organization (e.g. reporting, analytics, dashboards, data warehouse, CRM).-Involved in the due diligence for quarterly business reviews, executive off-sites, board decks, and long-range planning (LRP) efforts through providing deep-dive analytics and translating findings into high-quality presentations.-Leveraged test and learn concepts (A/B & multivariate testing) to drive continuous improvements across marketing & loyalty programs.-Oversaw efforts around the revamp & relaunch of the loyalty program, creation of an exclusive loyalty panel, and building a customer insights discipline – resulting in decisions markedly improving the customer experience and engagement.

-Implemented Adobe Campaign ‐ building a single marketing view of customers to facilitate the execution of impactful cross‐channel campaigns & strategies.-Transformed a negative ROI direct mail program into a positive one; projected to generate an incremental $1.8MM in revenue and $1.0MM in incremental profit by end of fiscal year.-Overhauled daily batch & blast email program and initiated personalization and segmentation; launched win‐back, persona, multichannel conversion, and cross‐brand shopper campaigns – increasing YOY revenue 56%.-Established a new level of testing, analytics, reporting, and dashboards allowing for actionable insights and data-driven decision‐making to further fine‐tune CRM, email, & testing roadmaps.-Managed the loyalty program of 9.8MM+ members; developed strategies to increase overall customer engagement and drive purchase behavior (YOY, sign‐ups +10%, revenue +7%, penetration rate +10%).-Built a team with analytics, strategic, technical, direct mail, and email expertise.

-Develop customer contact strategies (such as re-activation, new customer development, next product to buy, high value retention, etc.) to drive incremental sales and profit.-Responsible for the development and execution of both short-term and long-term tests (such as cadence, format, A/B, model, etc.) to further optimize spend and develop insights for future strategy. -Measure campaign effectiveness and communicate results via reports and dashboards; develop compelling PowerPoint decks to present key findings and recommendations.-Continually mine and analyze the database to understand changes in customer behavior and state of the business (shift in spend, frequency, migration, acquisition/retention/attrition rate, etc.).-Manage annual direct mail circulation and budget – ensuring spend is optimized to drive the most incremental revenue.-Build financial models to project profitability of new programs and strategies.-Collaborate with executives, cross-functional teams, stores, and vendors to ensure flawless execution of both enterprise and brand specific objectives. -Responsible for understanding the enterprise database structure, query logic, and data validation practices to ensure accurate segmentation for campaigns and analyses.-Responsible for the hiring, training, and development of direct reports as well as other new hires in the department.

-Responsible for strategic marketing and circulation management of 8.4 million catalogs from planning to execution (schedule, budget, list rental selections, merge purge process, printing, response analysis, etc.).-Tracked and managed expenses and revenue to recommend cost cutting and revenue enhancing strategies. -Established and managed relationships with outside vendors and various internal departments. -Conducted demographic, RFM, LTV, and segmentation analyses to develop future strategies and to assess current performance.-Developed and executed test strategies within mail plans to increase response rates (%), AOV, and overall sales ($). -Collaborated with IT, sister brands, and vendors in the acquisition and implementation of a new business intelligence (Microstrategy 9) and campaign management tool (Unica Enterprise).-Compiled business requirements, technical requirements, and reporting requirements in collaboration with sister brands for the transition to a new MSP.

-Responsible for integrated marketing communications programs from its conception to execution.-Measured results, compiled reports, and analyzed marketing activities.-Liaison between the corporate office and external contacts to ensure seamless execution and implementation of marketing campaigns and sales programs.-Spearheaded the efforts to update and produce new marketing collateral; developed copy and collaborated with designers on layout and design concepts.-Responsible for event management; managed and coordinated vendor relations, cost analysis, event logistics, event schedule, presentations, product demonstrations, content development and speaker participation.-Conducted market research using primary and secondary data sources to identify and qualify leads.-Composed highly targeted 1:1 direct mail letters, prepared press releases, and engaged in other PR activities as needed.-Responsible for the continuous validation and enrichment of market and prospect data in the marketing database.

-Responsible for direct marketing efforts (print and online) from the development of target segments, campaign offers, creative and copy to generating mailing lists, tracking response rates, analyzing campaign effectiveness and measuring ROI. -Translated raw data into presentable and comprehensible findings and drafted reports for upper management as well as other internal clients. -Managed and coordinated with outside vendors, as well as internal groups, to efficiently execute campaigns, enrich the existing database of 15+ million customers, develop programs to increase customer loyalty/retention, and decrease the attrition rate. -Required knowledge of quantitative analysis, data mining, segmentation, consumer behavior, the ability to multi-task, manage and understand databases, and execute queries.