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Work Background
CRI GeneticsDirector, Email & Product Marketing
Jul. 2019Los Angeles, California, United StatesCRI Genetics, a consumer DNA testing firm, empowers individuals with genetic insights for lifestyle changes. As Director of Email & Product Marketing, I lead strategic initiatives to enhance our market position through split testing, market research, competitive analysis, product messaging, go-to-market strategy, cross-functional collaboration, lead capture and conversion, customer retention, and data-driven decisions. Duties & Accomplishments: • Given "Employee Impact Award" for "significant contribution and positive impact on business growth." • Directed a Q4 2021 overhaul of user experience designed to increase accessibility to product and ease of use. Launch resulted in 374% jump in subscription purchases. • Planned and executed Q4 2022 marketing plan that brought in new company record of subscription purchases in November 2022 -- 41% higher than previous company record. • Achieved a 62% success rate in split testing marketing and product messaging, including a 7-test win streak in Q3 2023, with a 23% average conversion rate increase. • Scripted and supervised production of 8 educational videos to help customers understand product and how to use it -- Added video series to Customer Onboarding email sequence and featured them prominently inside product. This video series boasts a 26.6% clickthrough rate and is responsible for a significant boost to customer satisfaction and engagement with product. • Tested a revamped & expanded Lead Nurture email sequence -- increased conversions by 49%. • Created 15+ email automation campaigns for various stages of the customer journey, including:
-- Abandoned Cart sequence with a 10.4% clickthrough rate.
-- Browse Abandon sequence with a 8.6% clickthrough rate.
-- Rewards campaign for leads with a 32.7% clickthrough rate and a 13.6% overall conversion rate.
-- New Customer Product Engagement sequence that boasts a 16.2% clickthrough rate.
CRI GeneticsProject Manager, Marketing Operations
Apr. 2018 - Jul. 2019Los Angeles, California, United StatesThe departure of the Executive Marketing Director in March 2018 left a void with big shoes to fill. Given my proven reliability balancing dozens of assignments and my familiarity with the processes and systems in place, I was asked to take on more of a leadership role in the Marketing department. Duties & Accomplishments: • Managed cross-functional team of 5 copywriters, 4 designer/developers, and 2 video specialists. • Organized & hosted training sessions for copywriters to teach strategy & best practices. One copywriter was struggling to win an A/B test on a landing page. After a one-on-one review session, he turned in copy that resulted in a 33% win. • Delivered 11 presentations on marketing strategy and related topics to other departments with goal of improving communication and cooperation between teams. • Launched 5 products, including full execution of go-to-market strategy with help of cross-functional team, from website copy/design to online ads and landing pages to email campaigns. • Standardized and documented best practices for an array of marketing duties, from setting up email campaigns to copy structure for marketing assets to basic strategy. • Created and executed quarterly and yearly plans for all email marketing campaigns, from monthly sales to major product launches.
CRI GeneticsSenior Copywriter
Apr. 2016 - Apr. 2018Los Angeles, CaliforniaIn Spring 2016, I faced a once-in-a-lifetime opportunity that launched my life and career in an unexpected direction… After I wrote a couple blogs for a startup in Los Angeles, they wanted to hire me full-time. Duties & Accomplishments: • Rewrote an entire sales funnel that increased average order value by 155%. • Routinely won A/B tests of copy by 15% or more, with many over 20%. One A/B test of copy notably won by 146%, another by 82%. • Created automated Lead Nurture email sequence that achieved a 11.2% average clickthrough rate. • Crafted a Customer Onboarding email series that reduced “buyer’s remorse” refunds by 42%. • Wrote dozens of other email campaigns for 16 different products that directly added $2 million in yearly profit to company's bottom line. • Scripted consumer marketing assets such as videos (VSLs) and short commercials for 4 different products with 3+ drafts of each. • Demonstrated the ability to lead special projects from inception to completion within one year of being hired, including gaining trust of teammates and showcasing aptitude for marketing knowledge and growth.
Blue Crab Writing ServicesFounder & President
Aug. 2015 - Apr. 2016Rochester, New York AreaThis was my attempt at being a freelance copywriter and one-man-show advertising agency... And it was terribly named. I asked my son (who was 3 years old at the time) to name a color. He said "blue." I asked him to name an animal. He said "crab." The copywriting part was easy. I've always been a gifted writer. I discovered the world of direct response marketing and copywriting about a year before I started Blue Crab Writing services. I spent my final year at my previous employer studying and freelancing before attempting to establish my own "brand." I wrote resumes, LinkedIn profiles, emails, sales letters, and blogs, but I didn't enjoy developing my own website(s), managing social media, basically everything that has to do with running any business... As the only "employee," I had to do it ALL. In hindsight, I probably should have at least hired some contractors to delegate some tasks to, particularly the tasks I didn't enjoy (and, in the case of web development/design, wasn't even good at). Also in hindsight, I probably shouldn't have let a toddler name my business. Extra extra hindsight: I probably should have picked a niche, rather than doing a "jack-of-all-trades" kind of thing. Even though I loved no longer having a "boss," I decided it was time to join a team again where there were other experts to handle tasks like web development and media buying, etc. Despite all my complaining here about my brief stint as a writer-for-hire, I'm glad I did it. The experience opened up doors to much greater opportunities. Once-in-a-lifetime opportunities like the one at CRI Genetics.
ConServeU.S. Dept of Treasury PPA Admin Support
Oct. 2012 - Aug. 2015Rochester, New York AreaWithin 3 months of working at the company, I was selected as the ideal candidate to spearhead ConServe's PPA project on the prestigious Treasury contract. Innovative leadership skills on display, I helped to create and streamline my department's entire PPA process. For the majority of my time there, I was the department's only PPA representative. Other job duties included:
-Meet daily, weekly, and monthly productivity goals and deadlines
-Receive inbound calls from consumers looking to pay their monthly bill
-Ensure monthly payments are made on time and accurately applied to the correct accounts
-Organize detailed records of payments, calls, and contacts via various programs including Excel
-Make collection calls on accounts that are in a late payment disposition
-Negotiate terms with consumers that are mutually beneficial to them and the government
-Personally responsible for well over $100,000 of monthly cash flow
-Assist admin team with other duties relating to wage garnishments and administrative resolutions
-Maintain government security clearance WHY DID I LEAVE? Honestly, it was a very difficult decision. I didn't enjoy the job necessarily, but I enjoyed the company culture and I loved the team I was on. However, it was not fulfilling or even advancing any of my career goals in writing, nor was it paying enough to justify giving up on those career goals.
Broadband ExpressCable Installation Technician
Mar. 2011 - Aug. 2012Rochester, New York AreaI worked for a contractor for Time Warner Cable and installed cable TV, phone, and internet services in homes. Job duties included:
-Extensive one-on-one interactions with customers, often needing to gauge wants and needs and present available options to meet and exceed expectations
-Safely fulfilled time-sensitive tasks with efficiency and care
-Adhered to a rigorous schedule with several appointments per day
-Showcased extraordinary problem-solving skills under pressure
-Submitted reports of each day's work via Microsoft Office WHY DID I LEAVE? The only reason I worked here at all was because it paid slightly better than Walmart and had better health insurance. I needed both of those things to support my wife, who was chasing a career in teaching at a time when full-time teaching positions were hard to come by. Once she landed a full-time teaching position, I put in my two week notice and began seeking a job that better suited my skills and career goals. Don't get me wrong: I value the time I spent as a cable guy. I learned many invaluable skills that help me solve "first world problems" without having to call for help. Don't tell anybody about that though or else they'll call me every time their internet is down. Anyway, it's a tough job. Bless the folks who make a career out of it. At the end, my decision to leave had more to do with safety concerns than it did anything else.
WalmartSales Associate
Jan. 2008 - Mar. 2011Fredonia, NY, and Macedon, NYI worked at Walmart roughly 32 hours per week while attending college full-time, primarily as a sales associate in the grocery and fresh meat departments. Job duties included:
-Assist customers with various needs
-Keep shelves stocked, organized, and clean
-Unload receiving trucks and get products to appropriate departments
-Work both individually and as a team to complete tasks WHY DID I LEAVE? Because I graduated college and wanted to have a full-time job with better pay and better benefits. Walmart was always meant to be a temporary gig for me, to help support me in college and then to move on to opportunities that better matched my career goals.
Cummins Inc.Summer Hire
May. 2007 - Aug. 2007Jamestown, New York AreaI worked on the assembly line of an engine factory for a summer. Job duties included:
-Strong attention to detail to avoid defects
-Work with a team to construct parts of an engine
-Abide by strict safety protocols WHY DID I LEAVE? The summer ended and it was time to go back to school. I didn't return the following summer because I got a more permanent part-time job at Walmart.
Camp Merz, BSALifeguard
Jun. 2006 - Aug. 2006Mayville, New YorkI was a lifeguard and counselor at a Boy Scout camp. Job duties included:
-Responsible for the safety of several children
-Teach a canoeing class and coordinate various activities
-Serve meals on a rotational basis with other teams
-Physical labor including cleaning, painting, etc
-I won the "Workhorse Award" at the end of the summer, as I was someone they could count on to commit to any given task and get it done well. WHY DID I LEAVE? The summer ended and it was time to go back to school. I didn't return the following summer because the job at Cummins literally paid 10x better. Not an exaggeration.
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