Tracy Y. Email & Phone Number

New York, Ny, Us

New York, Us

San Fransisco, Ca, Us

Supporting a business disrupting the mattress industry, leading the CRM strategy and execution of Nectar, Cloverlane and Awara. Ending 2023, impacted directly by CRM’s 18% contribution to its DTC business, and achieving +200% against top-line revenue goals. • With a culture prioritizing a data-driven and continuous testing approach, partnering closely with CRM Data Analyst to ensure testing mechanics are properly defined, created, and assessed, leveraging A/B and multivariate testing approaches. Testing inclusive of day of week, weekend time of day, MMS vs. SMS, and subject line testing• Supporting the efforts of Flash Sales, with a comprehensive approach of optimizing campaigns as well as flows or journeys. 75% of sales in Email & SMS attributed to high-converting flows, inclusive of: Welcome, Cart Abandon, Abandon Billing, and Abandon Review• Project managing Email creative production from briefing to final deployment, leveraging Figma to streamline the review and development process. Created efficiencies by absorbing freelance copywriter responsibilities • Klaviyo and Attentive power-user with ability to create, and flawlessly execute campaigns from start-to-finish• Main point of contact for Customer Service for reviewing customer inquiries and partnering to improve customer experience

Amsterdam, Noord-Holland, Nl

Lead CRM (Email & SMS) for the US D2C business for Philips’s Personal Healthcare (PH) division, driving the communication plan, from strategy through execution for the Sonicare, Norelco and Avent brands.• Executing CRM campaigns from briefing, through final QA. Process includes building campaigns through a content management system (CMS) that is integrated with Salesforce Marketing Cloud (SFMC)• Coordinate with D2C Web Store colleagues and category leads to align on product availability and promotional cadence to support Philips.com’s annual goal of $33.5 million for 2022• Own CRM (Email & SMS) calendar planning, inclusive of cross-category, commercial, brand and engagement moments, while partnering with brand and activation leads to ensure content developed is aligned with the brand voice and messaging goals • Partner with CRM colleague to optimize CRM sign-up units (that live on Philips.com and is powered by Attentive) to support 2022’s 1 million CRM acquisition goal• Main point of contact for Attentive (SMS agency) partnership, inclusive of adopting their new 2-way SMS conversation service, leading campaign planning as well as SMS execution within their platform

New York, Us

Subject matter expert and lead for the Email Marketing channel for the North America business. Owning the end-to-end process from briefing through final QA with support from Email Service Provider (ESP).• Beginning mid-March 2020, optimized the channel to further support the growing demand coming from the U.S. direct eCommerce business—upping the mailing frequency from a seasonal approach to a daily cadence.• YTD growth for the Email channel with the shift from Retail to Direct business: double digit growth in traffic (+36%), conversion rate (+35%), and demand sales (+50%), due to a strong Click-to-Open Rate (+13%).• Active participant in annual contract negotiations with ESP, Cheetah Digital, to optimize campaign sends and mailing volume for business-as-usual (BAU) campaigns as well as strategic initiatives.• With the launch of the Canadian eCommerce website in October 2020, worked with ESP on re-optin strategy, and like the U.S. business, built out the Marketing calendar, frequency, and overall messaging.• In addition to ESP, partnering with Movable Ink, to include dynamic marketing capabilities (e.g., recently browsed products) to offer personalized creative experiences with the goal of increasing conversion rate.

New York, Ny, Us

Working with vendors and internal teams to support the Acquisition Marketing channels of: Search, Display, Paid Social & Affiliate for Origins’ North America eCommerce business, which is trending toward 7.4% YoY growth• Secondary oversight of the Email Marketing channel through Retention campaigns and projects which include launching Origins’ first ever New Customer Cultivation Program, through a new ESP, Bronto, with the goal of getting customers to their 2nd order (looking to improve the repeat rate which is currently 38%)• Project managed an annual event with Gilt City with projected sales of $1MM, and was +35% to LY• Building collaborative relationships with cross-functional teams, especially Consumer Engagement (Digital Marketing), and Global CRM, to ensure alignment and project specific efficiencies

Lausanne, Ch

Drive activation, conversion and engagement through email marketing communications (and a lesser extent direct mail), to support monthly coffee capsule forecasts for the United States Nestlé Nespresso market. Considered a ‘market to watch’ and achieved double digit YOY growth of 15% in 2016. • Project manage on average 6-8 campaigns per week, from creative briefing through QA of proofs, working closely with digital design agencies, and Merkle, the 3rd party CRM agency, deploying emails through the Salesforce Marketing Cloud platform (ExactTarget)• Engage customers, outside of promotion specific campaigns, with activations including: Nespresso’s free capsule recycling program, coffee sample packs, and gifting high-value customers with limited-edition coffee• Collaborate with cross-functional stakeholders to ensure alignment and preparation for CRM specific activities, which include: 3rd party fulfillment center (Jagged Peak), CRM Analytics, Call Center, Supply Chain, and IS/IT • Defined and created a localized CRM strategy resulting in new market specific activations, including the 1st CRM Iced Coffee campaign for the U.S. market in 2015 • With 75% increase in CRM campaigns (from 2015 to 2016), efficiently managing the CRM budget, to ensure proper allocation of estimated monthly spend & requesting Purchase Orders for statement-of-works

New York, Us

Supported the eCommerce Director on projects crucial to Q4 and developed presentations needed to review 2014 and plan 2015. • Served as main point of contact to optimize Godiva’s 1st and 3rd party relationship with Amazon.com and ran a sponsored ad placement test resulting in 410% more revenue than anticipated with a ROI of $31k• Provided a mobile deep dive analysis, which included: uncovering mobile behavior and activity by marketing channel, and outlining the mobile competitive landscape to recommend specific UX optimizations

Emmaus, Pa, Us

Managed and implemented email marketing for rodales.com, a startup eCommerce website by Rodale Inc. (publisher of Men’s Health, Prevention and other popular magazines) offering a curated selection of eco-friendly products including apparel and personal care items.• Defined and implemented the email marketing calendar for year 1 of sales for rodales.com• Project managed the email production: brief creation, design/copy development and QA of email proofs• Production of promotional offer setup through the Business Manager tool in the Salesforce Commerce Cloud platform (Demandware)

Paris, Fr

Managed and implemented eCommerce marketing, sales and merchandising for Kérastase and Shu Uemura Art of Hair’s eCommerce websites. • Created and executed the marketing calendar (driven by email and search) to achieve 35% YOY revenue growth• Project managed creative requests submitted to designer through feedback received from Brand Marketing• Using Demandware, ensured all marketing activities were aligned with website specific updates, such as: new product pages, new content sections, sample/offer setups and related merchandising

Paris, Fr

Participated in 2-part rotational program with responsibilities that supported performance media channels for the Luxe Division, and the operational/production aspects of the Lancôme eCommerce business.• QAing of site refreshes, merchandising, and offer setup for lancome.com to help achieve $24.7 million net sales in 2012 to ensure a seamless and error-proof customer shopping experience• Provided creative asset deliverables needed to support affiliate, search, and CSE marketing for Lancôme, Kiehl’s, YSL and Giorgio Armani Beauty

New York, Ny, Us

Directed paid search and affiliate marketing for clinique.com’s customer acquisition strategy, designed to grow the customer database, expand consumer reach, and generate additional traffic to the website.• Developed and executed paid search strategy to drive sales and optimize brand’s online presence• Supported the affiliate strategy, with Linkshare, to maximize partnerships through incentive based offers

New York, Ny, Us

Worked to retain high-value clinique.com customers through email marketing communications that include weekly newsletters on product launches and promotions, as well as customer behavior driven campaigns.• Took the ‘test and learn’ approach to optimize email marketing performance, which included a comprehensive navigation test, with the winner estimated to drive an additional $200k in revenue• Worked closely with CheetahMail to implement the automated Ratings & Reviews post-purchase emails

New York, New York, Us

Built and executed online marketing strategy for the Ziff Davis Game Group, comprised of Electronic Gaming Monthly and Games for Windows: The Official Magazine, using affiliate networks and direct partnerships.

Jersey City, Nj, Us

Assisted in the development and implementation of direct marketing promotions for Forbes Magazine through direct mail campaigns, subscription insert cards, email blasts, and banners ads on forbes.com.

Bachelor Of Science In Business Administration, Marketing & Accounting

Education record