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Work Background
ZeroWaterCRM and Loyalty Manager
Mar. 2023• Own marketing automation efforts end-to-end (including strategy, segmentation development, email capture, and A/B testing) to optimize customer communication and reduce churn resulting in an email program earning over $1 million in annual revenue and contributing 25% of DTC sales • Manage an agency team overseeing the development of execution of email creative, strategy, and reporting • Overseeing subscriber journey from acquisition to retention, analyzing customer behavior to strategically implement initiatives (including a website CX overhaul, pricing updates, SMS program launch, and a post-purchase nurture series) leading to a 200% increase in monthly recurring revenue • Coordinating cross-functional execution of ZeroWater.com promotions from profitability modeling to content briefs to guarantee an omni-channel customer experience • Evaluated loyalty program vendors by researching best in class programs and aligning with business goals to develop a program framework for cross-brand loyalty programs with the goal of improving customer retention for future launch
ZeroWaterDigital Marketing Manager
Apr. 2021 - Apr. 2023• Collaborated with external agencies to manage E-tailer marketing by monitoring performance adjustments, making content optimizations, and overseeing promotions, resulting in a 27% ROAS increase and an average $4 return for target and an 18% ROAS increase and an average $5 return for Walmart. • Managed an agency overseeing the execution of paid media and demand generation, utilizing first party-data and thorough creative reviews to align messaging and segmentation with business goals, culminating in an 88% increase in ROAS. • Successfully launched an affiliate program in July 2022, resulting in revenue of over $185,000 and an average Return on Advertising Spend (ROAS) of 44.9%, exceeding initial expectations.
Petplan Pet Insurance (North America)Email Marketing Manager
Jan. 2021 - Apr. 2021• Established an email marketing team to manage the program including strategy, creation, A/B testing, conversion rate optimization, deployment, and post-send analysis of promotional, triggered, and transactional sends resulting in a program that is responsible for a rolling average of 24% of new business • Strateged campaigns, new nurture drips, promotions, and an optimization testing plan for all prospecting emails, which has resulted in 20 consecutive months of double digit program growth and a 78% increase in new business year over year • Orchestrated an ESP migration by collaborating cross functionally to set requirements, evaluate options, select an ESP, warm the IP address, and migrate the program resulting in increased email agility contributing to a 23% increase in average open rate and a 51% increase in email transactions. • Managed digital gift card fulfillment process from determining redemption rates, managing technical issues, troubleshooting, and creating new streams for new promotions • Brainstormed subject lines based on historical past performance, industry trends, and email content resulting in email open rates averaging over 20%
Petplan Pet Insurance (North America)Associate Email Marketing Manager
May. 2019 - Jan. 2021Newtown Square, Pennsylvania
MRPMarketing Specialist
Oct. 2017 - May. 2019Greater Philadelphia Area• Managed the strategy and execution of multiple outbound marketing tactics (including but not limited to events, email, and direct mail) to effectively generate demand in key accounts directly resulting in 80% of the marketing qualified leads generated in 2018 • Responsible for the global event strategy (including MRP-hosted, 3rd party sponsorships, and webinars) ranging from selection, budget management, execution, and post event follow-up • Optimized the post-event lead management strategy by increasing speed to market, improving cross team communication, and cultivating sales/marketing alignment resulting in a 140% increase in conversion rate and a 308% increase in pipeline revenue year over year • Spearheaded analytics for the marketing department including the development and management of a PowerBI dashboard, regular department performance reports, marketing attribution reporting, and lead conversion tracking • Assisted in managing the marketing budget in order to track campaign results and ROI to make suggestions for improvement • Oversaw the implementation and strategic execution of a video engagement software to assist the sales team with prospecting
Catherines Stores CorporationEmail Marketing Specialist
Apr. 2017 - Oct. 2017Bensalem, PA• Owned the complete email deployment process including campaign request forms, link tables, email quality assurance, and segmentation approvals for all emails (including promotional, triggered, and transactional) sent by the brand averaging 60 campaigns with 5.1 million sends per week • Collaborated cross-functionally to implement a testing plan for key email components such as subject lines, CTAs, and creative assets helping to increase the email distribution list by 14,000, converting 10% of prospective customers into active customers, and keeping email revenue consistent at an average of 40% of website sales • Create and maintain the company-wide email calendar by synchronization with the marketing block plan and eCommerce content execution strategy to ensure consistency across all necessary teams • Complete regular post-deployment analysis and reporting of all emails, including weekly promotional reports, weekly trigger email reports, and ad hoc analysis to help identify trends and make recommendations for improvement • Manage customer segmentation and the implementation of dynamic content to improve email relevance and customer engagement, resulting in the identification of a reactivation segment of 7,000 people previously omitted from the strategy
Catherines Stores CorporationOnline Merchandising Specialist
May. 2016 - Apr. 2017Bensalem, PA• Partnered in the development of seasonal marketing strategies and based on trends, promotional cadence, and merchandise to deliver a seamless omni-channel customer experience • Collaborated with marketing team to support the merchandising strategies through homepages, landing pages, and emails to increase sales resulting in the first $1 million Cyber Monday in company history • Managed launching an average of 200 products monthly onto the website through working with cross functional teams to ensure that the accurate product information was available online in a timely manner • Executed the digital item production calendar and improved the item tracking process reducing the number of zero-selling products from 100 items per week to an average of 3 items per week • Maintained two websites throughout the launch of the new platform while learning new site content tools and merchandise systems resulting in becoming a subject matter expert of the software
Catherines Stores CorporationSocial Media Intern
Jun. 2015 - Aug. 2015Bensalem, PA• Brainstormed solutions to marketing issues with team of 5 to be presented to 100 people including the Executive Leadership Team and department leaders in order to drive sales, increase awareness, and attract new customers • Analyzed metrics across 3 key social media platforms and compared them to competitors in weekly reports to inform and suggest improvements such as Instagram hero images, Pinterest contests, and engaging Facebook posts • Implemented social media tactics which resulted in a 50% follower increase on Instagram (1,100 new followers), a 36% increase in Pinterest followers (400 new followers), a 5% Facebook fan increase (7,600 new likes) and a 31% increase of average total post reach on Facebook
Union and Student Activities at Penn StateMarketing Coordinator
May. 2014 - May. 2016University Park, PA• Assisted student organizations with designing banners, posters, and administering tickets in order to increase awareness of and attendance at their events •Designed and compiled advertisements for two weekly publications placed in high-visibility locations in the highest trafficked building on a 46,000 person campus • Utilized Four Winds Interactive to publish and schedule digital marketing content on four interactive kiosks and four televisions in the same central building • Conceptualized informational materials to be distributed to over 500 members of student organizations containing price information and detailing our services to spread knowledge and eliminate confusion
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