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Work Background
ThimbleSr. CRM Manager
May. 2024United States
Self Financial, Inc.Sr. Lifecycle Marketing Manager
Mar. 2023 - May. 2024• Lead strategy and oversaw execution of growth marketing via CRM channels including email, SMS, in-app, and mobile push in Braze.
• Developed the acquisition strategy for a product launch driving +119% net new subscriptions through segmentation and iterative a/b testing.
• Collaborated with Product, Analytics, and Engineering to establish automated trigger messaging that aligns with key milestones in the customer journey map aimed at engaging users in the onboarding funnel and retaining previously closed accounts.
• Regularly monitored and reported program performance to share with leadership and identify optimization opportunities
• Aligned quarterly plans to support business objectives and defines scope and requirements of strategic initiatives to prioritize resources
Electronic Arts (EA)Sr. Lifecycle Strategist
Apr. 2020 - Nov. 2021Orlando, Florida, United States• Developed 1:1 personalized omni-channel messaging for the Madden NFL player lifecycle driving acquisition, engagement, and retention via email, in-game, and mobile platforms.
• Increased new player engagement by +150% through enhanced onboarding of automated tutorial messaging.
• Guided the creative execution of 350+ campaign assets annually supporting MARCOM key beats, commercial sales, and subscription services by partnering with Brand, DOM, Gamechangers, and a team of coordinators, copywriters, and designers. • Led weekly status updates, identified process deficiencies, developed RACIs and managed implementation of improved, scalable workflows. • Built relationships and influenced global, cross-functional partners including product, engineering, and data science stakeholders.
• Aligned business objectives with customer insights to prioritize and deliver impactful experimentation that guided message optimization and channel best practices.
• Prepared learning-based use case briefs for innovative test plans and new feature requests by defining scope, gathering technical requirements, building governance and methodology, resourcing creative deliverables, and forecasting project timelines.
• Analyzed campaigns, created performance reports, and socialized learnings via presentations with Directors and VP-level management.
Citadel Federal Credit UnionEmail Marketing Manager
May. 2019 - Apr. 2020Exton, Pennsylvania, United States• Manages complete strategy and execution of email marketing channel and integrated lifecycle automation – driving an average 30% lift in campaign performance YTD
• Identifies data-driven opportunities and develops detailed customer journey workflow requirements for lead generation, acquisition, engagement, and retention programs
• Leading evaluation and implementation of martech tools including CRMs, ESPs and preference centers for company-wide adoption
• Collaborates and delegates tasks with cross-functional teams consisting of designers, copywriters, IT, data analysts and project managers to support business needs and initiatives
• Cultivates consumer insights through campaign engagement and applies learnings to program development for optimized audience personas, creative layout and content material, cadence structure and automated workflow prioritization
• Documents and maintains channel business processes into SLA format for vendors and internal clients
FreelanceCRM and Email Marketing Strategist
Oct. 2018 - May. 2024• Manages a portfolio of clients providing strategy and execution of omni-channel messaging across email, SMS, in-app, and mobile push.
• Owns end-to-end operations; develops marketing content calendars, brainstorms strategic initiatives, builds automated journeys, copywriting, audience segmentation, template creation, a/b testing, and reporting. Clients: Keurig, Instawork, Backer, MakeMerry, SEPTEMBER, dogIDs, EcoSox, Bower & Branch, Bay Power, The Classy Home, The Tarps Wholesaler, Oleavicin, California Coast Naturals, Trulioo
TinuitiCRM & Email Marketing Specialist
Mar. 2018 - May. 2019Remote• Executed daily operations of email marketing campaigns and strategies for high-volume, enterprise-level clients • Drafted creative briefs to effectively translate client vision to the graphic design team
• Coded emails using HTML/CSS and editors within various ESPs including Klaviyo, Bronto, Iterable and Mailchimp
• Optimized campaigns through A/B testing, segmentation and data analysis • Developed, implemented and tested marketing automated trigger series and third-party integrations • Analyzed data and reported metrics from Google Analytics to drive insight into overall campaign health
• Monitored deliverability performance and IP reputation through 250ok platform
• Managed deliverables and communication between internal stakeholders and clients
ListrakCreative Project Manager
May. 2015 - Mar. 2018Lititz, Pennsylvania, United States• Managed end to end operations of 50+ concurrent e-commerce projects and marketing automations for web, email, SMS and social. This includes developing the strategy, managing database segmentation, testing optimization, and execution. • Coordinated resources and needs with a cross-functional team of designers, developers, quality assurance and others
• Tracked progress of projects, kept detailed documentation, and reflected current status in Salesforce
• Facilitated project meetings, provided ongoing status reports and maintained communication with stakeholders
• Monitored and controlled projects in terms of risk, time and budget
• Developed and reviewed project proposals to establish time constraints, cost and resource requirements
• Analyzed performance of ongoing projects to aid in development of best practices and data driven strategies
• Launched over 180 projects in 2017 totaling roughly $300K and generated $3.5K in recurring monthly revenue.
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