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Work Background
McClatchySenior Lifecycle Marketing Manager
Jan. 2024Remote · RemoteMcClatchy is a digital media publishing company that operates under 29 different newspapers across the US. It has over 65 million monthly readers and has won 54 Pulitzer awards for its high-impact, local journalism. As Sr. Manager of Lifecycle Marketing, I lead the strategy and implementation of non-subscriber journey mapping and management, working with Acquisition, Data RevOps, and Advertising to ensure a holistic user journey that also maximizes the revenue potential per user. I also collaborate with Consumer Engagement to ensure a seamless consumer journey from acquisition to anti-churn milestones.
SumUpCRM + Lifecycle Marketing Manager
Mar. 2022 - Jun. 2023RemoteSumUp is a global financial technology company that supports more than 3.5 million merchants in over 30 markets worldwide. As CRM + Lifecycle Marketing Manager, I was responsible for strategizing and implementing lead and customer-centric programs that drove lifecycle maturity. My priorities in campaign strategy focused on customer acquisition, product adoption, customer engagement and retention, and win-back strategies using multiple channels across multiple customer touch points. I also worked extensively with GTM cross-functional teams to build a highly customized onboarding experience for a new core product in the US market. By building sophisticated customer journeys and marketing automations, we were able to increase historical activation rates by over 35%.
Verse.aiMarketing Operations Manager
Aug. 2021 - Jan. 2022United StatesVerse.io is a next-generation lead conversion platform that combines specialized AI technology and highly skilled human concierges. Verse focuses on engaging, qualifying, and converting inbound leads for marketing and sales teams 24/7/365. As a HubSpot-certified Marketing Operations Manager, my responsibilities included owning the marketing automation ecosystem (HubSpot, Salesforce, Chili Piper, etc.) and directing the lead management flow while ensuring compliance with GDPR, CCPA, and other requirements. My duties also included creating marketing assets and ABM and demand generation campaigns within HubSpot. Along with managing lead acquisition, lead scoring, and lead routing, I worked with Sales and Customer Success to create and update lead status and lifecycle stage definitions.
SGPA Architecture and PlanningMarketing Lead
Dec. 2019 - Aug. 2021San Diego, California, United StatesSGPA Architecture and Planning is a California-based design firm with offices in San Diego, San Francisco, and Fresno. SGPA's design and planning specialists pool their expertise together to design mixed-use, senior living, retail, residential, wellness, and educational facilities that enhance everyday life. In my role, I managed the marketing team and budget (~$200K) to pursue project opportunities, develop business development strategies, and maintain our brand voice and vision. My focus also included lead acquisition and nurture between multiple studios using CRM and e-mail marketing. By conducting comprehensive market research and responding diligently to RFQ/Ps, we developed over 50 proposals while maintaining a 60% success rate.
Coronado Yacht ClubAssistant General Manager
Jan. 2017 - Dec. 2019Coronado, CACoronado Yacht Club is a 501(c)(3) non-profit private yacht club that boasts over 1,200 members and a historical legacy that has lived on for over 100 years. CYC offers world-class regattas, one-design racing, fine and casual dining experiences, as well as live music and private events. My work experience with CYC spans over 8 years and 3 positions. In my role, I assisted managing a $5M annual operating budget and monitored expenses, revenues, and capital funds from membership, events, and services. I also managed a 30+ person, multi-departmental team while maintaining constant professional communications with Board of Directors, memberships, and guests. As the primary membership professional, I was responsible for executing member-driven marketing strategies across various channels such as email, SMS, direct mail, web, and social media to increase member acquisition and retention. Our high-retention efforts resulted in multiple membership waiting lists for the first time in CYC's 100+ year history.
Coronado Yacht ClubMarketing Manager
Oct. 2014 - Jan. 2017Coronado, California- Developed an automated CRM and lifecycle marketing program that sent triggered communications through email and SMS for all conversion events. Increased membership acquisition rates by 65% from 2014-2017.
- Strategized and implemented engagement and retention marketing campaigns using e-mail, website, direct mail, SMS, and social media channels. Built social media presence and engagement by launching the club's first Facebook, Instagram, Twitter, Google, and Yelp accounts.
- Successfully implemented universal club management software with CRM, accounting, reporting, inventory tracking, point-of-sale, and website functions. Delivered training to all employees on the proper use of software.
- Prepared all internal and external communications, financial analysis, and reports in support of the Board of Directors (serving as board secretary) and General Manager.
Coronado Yacht ClubMembership Secretary
Jan. 2012 - Oct. 2014Coronado, CA- Manage all membership communications, applications, onboarding, and renewal activities; contributed towards an increase of $1 million in new initiation fees from 2012-2014.
- Track membership account lifecycles and develop member-facing copy to reach renewal goals upon milestones. Analyze member journey and create suggestions to increase membership retention.
- Conduct monthly, quarterly, and annual reports, membership, and dues forecasts.
- Create monthly newsletters, direct mail, e-mail blasts, membership brochures, and annual rulebook.
- Serve membership, Board of Directors, and guests as a resource of club rules and guidelines.
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