I bring an entrepreneurial mindset to marketing innovation, operational optimization and organizational change for direct to consumer brands with reoccuring revenue streams. With hands on operating experience, disciplined P&L management and clear communication, I lead teams through periods of strategic change by focusing on data-driven decision making and solving challenges within corporate constraints. And as seasoned manager, I am adept at restructuring, developing and motivating high performing teams in the following areas:FULL FUNNEL MARKETINGI led the creation of successful acquisition, retention, engagement and winback strategies at scale for brands like People, Time and Sports Illustrated. Across newsletter registration, content paywalls, customer journeys and ecommerce, I maximized conversion at all stages of the marketing funnel through rigorous A/B testing, creative best practices, content marketing, payment enhancement and offer optimization. With a focus on customer retention and long term ARPU, I built full funnel strategies for long term success.CUSTOMER DATA STRATEGIYI led the implementation of Salesforce Marketing Cloud (SFMC) for Time Inc. and oversaw email operations for an enterprise with 20 brands. I leveraged SFMC to expand offer targeting, streamline operations and reduce costs. I worked to unlock the value of 250 million customer records by enhancing 1st & 3rd party data assets, building waterfall segmentation, personalizing offers and deploying custom built propensity models. Most recently, I spearheaded the re-platforming of the Foreign Affairs customer database to enable expanded segmentation and multi-channel retention marketing while providing for the expansion of 1st party data collection. ANALYTICAL DISCIPLINEFrom developing divisional KPIs to running customer lifetime value (LTVs), I have created lasting analytical cultures at multiple organizations. This includes training staff, validating data architecture and developing dashboard reports that cover channel, brand and executive management views. I move seamlessly from campaign metrics to revenue and expense forecasting, rapidly connecting marketing performance to P&L changes.Areas of expertise:- Full Funnel Marketing Strategy- P&L Management- Customer Data Strategy- Acquisition and Retention - Audience Development- Digital Marketing - Credit Card Payment optimization & Dunning - Paid Media- SEM- SEO - Marketing Tech Stack evaluation & launch- Fulfillment logistics- Direct Mail- Board presentations- Revenue and Expense forecasting
Listed skills include Innovation, Strategy Implementation, Performance Marketing, Process Improvement, and 32 others.
