Mckinzee Etter

Marketing Director @MRE Media

Active CampaignSEO ManagerKlaviyoYoutubeSemrushMailChimpGoogle AnalyticsMarket ResearchTeam LeadershipCampaign ManagementDigital MarketingInstagramBrand AnalyticsCRM PlatformsGoogle AdsData AnalysisBrand ManagementCustomer Data ManagementConsumer segmentationStrategic MarketingEmail Marketing Manager🔥 Startup Founder💸 MarketingDigital Ads ManagerMarketing DirectorCopywriterCRM managerAdvisorBrand Marketing Manager

I have a proven track record of developing and executing go-to-market plans, managing partner relationships, overseeing and optimizing SEO and paid campaigns, and leading performance analyses and reporting. I also have a certification in Klaviyo Product and Digital Marketing from Semrush, which demonstrate my expertise in e-commerce and lifecycle marketing. In my previous role as a Senior DTC Retention Strategist at El Dorado Digital, I was responsible for managing the end-to-end retention ecosystem within the email channel, executing creative briefs, developing A/B testing, and mentoring junior marketing managers. I am passionate about creating impactful strategies, optimizing key processes, and supervising high-performing teams. I have excellent communication, negotiation, business acumen, strategic planning, budget management, and resource management skills, which enable me to achieve maximum operational output with minimal resource expenditure. I am always looking for new opportunities to learn, grow, and collaborate with other professionals in my field.

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Network Power<100 people

Roles

💸66%

Marketing

🧨66%

Consulting

🔥33%

Startup Founder

Geos

Work Background

Self-employedFractional Growth Director

Jul. 2022Owns growth marketing strategy and informs customer-facing experience across acquisition and retention. Develops a go-to-market plan for business launch, including budget, forecast, efficiency targets, and channel and partner selection. Builds dashboards for measuring and sharing results on business-critical KPIs related to growth (volume, CAC, retention, LTV/payback) and own achievement of weekly and monthly KPIs. Manages partner relationships for campaign development Plans executes, and leads paid campaigns across online and offline channels. Oversees and monitors SEO strategy and cross-functional teams to execute programs that drive high-quality organic traffic. Manage cross-functional teams to execute programs that increase growth while maintaining KPIs. Design and implement optimization tests across our end-to-end customer funnel (from acquisition through lifecycle retention). Develop and drive lifecycle retention programs, including transactional messaging, trigger programs, and large-scale campaigns. Partner with cross-functional teams (product, creative) to develop advertising assets, landing pages, emails, and reporting needed to manage programs at launch and beyond. Own management and results of ad channels, including budgeting, reporting, and efficiency optimization. Collaborate with functional partners to forecast and plan company revenue growth.

HempFusion Wellness Inc., Apothecanna, Probulin, Sagely NaturalsDigital Marketing Director

Dec. 2021 - Apr. 2022Denver, Colorado, United States

Cloud Chamber VaporSales And Marketing Manager

Dec. 2014 - Nov. 2017Greater ClevelandMonitored product performance and set prices competitively to compete with e-commerce merchants for three locations. Maintained relationships with wholesale vendors and secured exclusive pricing that resulted in increased margins and more competitive margins. End-to-End management of promotions and offers that increased foot traffic. Lead a campaign to be one of the top rated retail locations in our industry regionally. Managed and identified opportunities for brand partnership with local influencers to increase brand awareness. Managed company Facebook Page and grew organic reach and engagement.

Cloud ChamberSales Associate

Dec. 2013 - Nov. 2014Greater ClevelandSet three sales records of over $3,000+ days that I broke each time. Consistently maintained a high average order value through up-selling and cross-selling. Directly served and nurtured high spending customers who specifically shopped with me. Built loyal customer base that accepted a higher MSRP than e-commerce competitors for increased customer care.

Patrick Burns Co.Lead Generation

Jan. 2022 - Mar. 2023Sales Navigator Automation and Lead Generation

El Dorado DigitalSenior DTC Retention Strategist

Jan. 2022 - Sep. 2022Responsible for end to end management of retention ecosystem within e-mail channel. Leads performance analyses, tracking and reporting on KPI's/metrics regularly. Oversees subscriber lists and hygiene ranging in size from 20k-500k+ Rehabilitates and maintains deliverability to ensure messages are received. Executes 48 creative briefs for copy and design to brand standards and email best practices. Develops A/B and Multi-Variant tests for the e-mail channel on a regular basis leveraging insights to inform future strategy. Mentors junior marketing managers to establish mutual agreement on strategy. Works along social and paid ad channel leads to execute omni-channel campaigns. Builds end to end customer value journeys using automations/drip campaigns that allow for a customized and authentic customer relationship. Solves for complex lifecycle communication problems that stray beyond the bounds CPG DTC. Incorporates and implements SMS strategy synergistically with e-mail. Creatively solves for complex problems with simplified solutions. Initiates and scopes technical integrations ensuring connectivity between SaaS platforms like Loyalty, Referral, Surveys and SQL data feeds. Operates Klaviyo, MailChimp, Campaign Monitor, Active Campaign, Litmus, SendGrid, Stripo, Send In Blue and MailCharts. Optimizes on-site and landing page lead capture forms for list growth

ApothecannaSenior Brand Marketing Manager

Jul. 2021 - Feb. 2022Denver, Colorado, United StatesManage and Maintain a Direct to Consumer $2 Million Annual P&L Direct campaign strategy and tech stack optimization for promotions and launches. Generated $500K of revenue in Q3-QTD for our organization. Directed and Completed SMART quarterly objectives for the company and my department. Promoted a culture rooted in data-driven, customer-centric, and fast-paced workflows and outputs that maximized team contributions and collaboration. Lead email strategies and tactics including list hygiene, webform creation, dynamic and triggered emails, personalization, campaign automation, campaign set up and deployments, monitoring and resolving email deliverability issues, ensuring data integrity, quality control, tracking and reporting. Implemented and Oversee Loyalty Rewards Program that generated $379K in the first 90 days. Improved and Maintain healthy owned marketing channel metrics with average monthly revenue of $185K 2021. Generated $31.4K in SMS Launch since September 2021 Launch. Improved CLV from $102 in Q2 to $116 in Q3.

ApothecannaSenior Project Manager

May. 2018 - Jul. 2021Greater Denver AreaSupported leadership with e-commerce strategies, processes and solutions for driving conversions – across all digital channels, including SEO, SEM, social advertising, and email for our organization. Provide analytical commentary and thinking to draw conclusions from data in order to improve campaigns results. Analyzed, reported on, and optimized against KPI's. This included daily, weekly, monthly and quarterly KPI reports of owned and paid marketing channels, and delivered updates and communication to leadership. Developed testing road map to systematically identify elements that drive optimal performance, including email layouts, subject lines, content, and landing pages with a high level of organization. Monitored and optimized the retention automation strategy and deployments – welcome flows, cart abandonment, win-back, and relevant drip campaigns. Owned segmentation and developed iterative testing plans to ensure ongoing campaign optimization. Managed marketing calendars in partnership with all cross functional departments, tracking implementation, project requirements and risk assessment. End-to-end management of marketing agency work that included Brand Guidelines, Product Packaging, Photography, Copy writing, SEO, SEM and Web Development. Maintained up to date knowledge of industry trends, technologies, methodologies, and best practices. Aligned objectives and bridged communications with cross-functional teams to develop innovative solutions to complex problems.

ApothecannaMarketing and Sales Project Manager

Nov. 2017 - May. 2018Deployed industry-standard project management processes, collaborating cross-functionally, partnering with strategy, creative, and production teams to hit defined benchmarks working on internal cross-functional projects. Established and managed the timeline and dependencies for product launches, including formulation development, packaging design and development, go-to-market deliverable's, creative assets, and procurement logistics. Products under my leadership have grossed $300K+ in lifetime sales. Oversaw the on boarding and business development road map with an international partner, generating $2 Million worth of revenue. Nurtured positive, collaborative working relationships with internal stakeholders through regular, clear, and streamlined communication. Managed project administration such as production status, schedules, resource requests, budget management, and reporting, working across departments and teams. Provided strong organizational visions – people, process, and governance – to help employees align toward business objectives.

Love Me Doo BabyFounder

Jan. 2021 - Feb. 2022I created Love Me Doo Baby on one fundamental premise: baby stuff shouldn’t clutter your home or cramp your style. Our curations are chosen to compliment, not complicate. LMDB connects new parents with small brands that create products with purpose. When you buy from us, not only are you supporting a mom owned-and-operated business, you’re supporting a network of mom’s (and dad’s!) seeking to pass on their wisdom through the products they create. When I was putting together my first baby registry, I was so focused on the needs I forgot to add the fun. This let me to begin collecting gifts I know my loved ones would have enjoyed giving to me and my son. Whether it be an heirloom toy that captivates them, a blanket that makes them feel safe, an activity that parent and child can experience together, or something lovely for a nursery, our selections are intended to create meaningful memories between little ones and the ones who care for them. We’re here to help you, your babies, and your loved ones find incredible, one-of-a-kind gifts we hope will create memories that last a lifetime