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Work Background
The Bedford GroupFounder | Retention Marketing Consultant
Jun. 2024Santa Monica, California, United States• Specialize in retention marketing strategy for direct-to-consumer (DTC) brands, focusing on building customer loyalty, increasing lifetime value (LTV), and driving sustainable growth.
• Design and execute lifecycle marketing programs across email and SMS, including segmentation, automation, onboarding flows, winback campaigns, and customer reactivation strategies.
• Optimize customer journeys by leveraging A/B testing, behavioral triggers, and data-driven insights to enhance engagement, deliverability, and retention rates.
• Collaborate closely with founders and brands to translate customer data into actionable strategies that support long-term business objectives.
• Manage Shopify ecommerce operations for select clients, optimizing product pages, promotions, and customer experience to drive conversion and repeat purchases.
• Develop and execute Instagram content strategies aligned with brand voice, customer lifecycle stages, and retention goals.
• Current clients include APOTHIA Los Angeles, Clark’s Botanicals, Reed Clarke, and Arctic Fox; past clients include rms beauty, NuFACE, Angela Caglia Skincare, LOOPS Beauty, and InBloom.
D.LUXURY BRANDSDirector of Retention
Jan. 2022 - Jun. 2024Los Angeles, California, United States• Spearheaded retention marketing strategies, resulting in a 25% increase in customer retention rates across 14+ DTC e-commerce brands in our portfolio.
• Implemented data-driven segmentation and targeting, resulting in an average 15% increase in revenue, a 10% boost in repeat customer rate and a 20% reduction in churn rate across all retention clients.
• Developed tailored solutions for individual client needs, resulting in improved customer retention rates.
• Developed and implemented lifecycle marketing programs, including email, SMS, reviews, referral and loyalty programs, leading to a 30% increase in customer lifetime value.
• Analyzed customer data and behavior to identify key retention drivers, optimizing campaigns for better engagement and conversion rates.
• Increased email and SMS engagement rates by 25% (on average per client) and improved LTV by 10% through effective retention marketing strategies and targeted tactics.
• Optimized key customer segments through comprehensive journey mapping, resulting in a 10% improvement in LTV across all client accounts.
• Collaborated with cross-functional teams to integrate CRM initiatives with broader marketing strategies and brand objectives.
YumiHead of Retention and Email Marketing
Mar. 2021 - Jan. 2022Los Angeles, California, United States• Responsible for developing, executing, and measuring end-to-end lifecycle strategies using email and SMS to drive conversion, retention, and revenue
• Owned the end-to-end customer experience for leads and current subscribers from conception to launch and execution to analysis, with the end goal of acquiring new subscription customers and building retention/LTV through the customer lifecycle
• Oversaw all lead and subscriber communications throughout the customer journey (from onboarding, to engagement, at-risk, and winback)
• Developed new strategies and tactics for driving customer relationships, new subscriptions, retention, and LTV
• Further developed and helped scale acquisition efforts by finding new and effective ways to market to leads
• Managed the development, QA and launches of campaigns and automated workflows, including mapping out all customer touch points and optimizing/testing as they accrue data
• Defined and mapped out clear goals for customer education flows, churn prevention, and other milestones within the customer journey
• Worked cross-functionally with brand, content, data, CX, and creative teams to optimize and personalize the customer journey, determining key leading drivers for retention, identifying audience targets key to subscription growth, and building out segmentation strategies
• Designed testing strategies to continually optimize and improve existing communications and automated workflows (copy, timing, email design, triggers, etc.)
• Drove effectiveness of retention program by maximizing engagement metrics (open rate, click thru rate, conversion) through continued a/b testing and optimization
• Owned existing vendor relationships and identified opportunities or strategies with new technologies, platforms, and channels to reach our audiences through owned marketing channels
BeautycounterDirector, CRM and Loyalty
Mar. 2020 - Mar. 2021Santa Monica, California, United States• Developed the overall CRM strategy and communications plan across multiple marketing channels (Email, Direct Mail, Site, App) to leverage the most effective marketing messages to drive success against critical KPIs through an in-depth and on-going analysis of consumer insights and journey mapping
• Forecasted email revenue and traffic; analyzed email performance across KPIs; leveraged learnings to inform future campaign planning
• Planned and executed a robust email marketing calendar including campaign, transactional and trigger-based emails (welcome series, abandoned cart, post purchase, lapsed buyer, 1x buyer)
• Led multi-channel creative kickoffs, developed clear, comprehensive briefs that mobilized and inspired our creative teams to create high-impact, on-brand assets
• Utilized data, customer insights and campaign performance to create and optimize all campaigns
• Drove continued optimization and evolution through automation, A/B testing, and personalization
• Created the strategy and launch plan for revamped loyalty program that rewards and retains our highest-value and most loyal customers, focused on participation and upward migration
• Responsible for owning, optimizing and relaunching the loyalty program to drive new member acquisition, repeat purchases, AOV, LTV, while integrating product-specific goals
• Responsible for successful launch of new website features; collaborating with Content, Creative, Product Marketing and Tech to develop a digital merchandising strategy to deliver on a commercial plan and product strategy
• Mentored and developed Email Marketing Specialist, providing coaching, oversight and help prioritizing work and resource support
FabFitFunSenior Manager, CRM
Sep. 2019 - Feb. 2020West Hollywood, California, United States• Developed the strategy and communications plan for the prospect side of FabFitFun's CRM to onboard and increase lifetime value by engaging leads with personalized, targeted and relevant marketing at every stage
• Responsible for delivering highly integrated prospect campaigns focused on increasing the conversion rate per prospective customer
• Leveraged channels (email, SMS, paid) to develop strategic campaigns to acquire new customers and move them through lifecycle phases
• Devised and implemented a robust testing program to enable experimentation aimed at increasing the effectiveness of CRM efforts • Partnered with product, creative, & media teams to continuously iterate and test new lead capture campaigns and landing page concepts
• Managed and coached email team for higher performance and engagement
• Actively managed the email marketing calendar for prospect communications
• Worked collaboratively to create a seamless user journey that thoughtfully connects different FabFitFun products and assets
• Partnered with creative and editorial teams to fulfill channel and business KPIs and align with the brand platform, visual standards, and voice • Supported the ongoing maintenance/operations of marketing technology tools and helped launch and integrate new communication channels into our marketing strategies (SMS, Preference Centers)
Pet PlateSenior Manager, Email Marketing
Dec. 2018 - Sep. 2019New York City Metropolitan Area• Managed all aspects of our email program: campaign ideation, goal planning and strategy development
• Drove the roadmap, strategy, and execution of lifecycle marketing to onboard, retain, build loyalty and increase LTV
• Produced and managed all outbound email campaigns, including copywriting, designing, coding and deploying through ESP
• Built new trigger programs to support customer lifecycle flows focusing on upsells, win-back, retention, and lead nurturing strategies
• Implemented lifecycle programs dedicated to building brand loyalty by improving subscriber experience through relevant messaging
• Optimized and identified opportunities to increase open rates, click through rates, visits and sales through A/B testing and segmentation
• Developed templates and iterated on creative through testing for continuous learning and results-based refinement of offers • Pulled and analyzed reports measuring the performance of email campaigns and advised on improvements to subsequent campaigns
• Managed subscriber database, including creating and updating lists and segmenting data for targeted email campaigns
• Oversaw Instagram campaigns to ensure content is on-brand and optimized for acquisition
• Created copy that compelled pet parents to become lifelong members of the Pet Plate family through blog posts and email campaigns
• Produced engaging, high-quality creative work, including content for social channels, marketing campaigns, website pages, and blog posts
Paperless PostSenior Manager, Integrated Marketing & Communications
Oct. 2016 - Oct. 2018New York City Metropolitan Area• Earned promotion following superior performance and demonstrated ability to quickly learn and master complex concepts
• Developed, implemented and optimized email program with an emphasis on automation and lifecycle marketing; identified opportunities to re-engage lapsed and dormant users and activate new users while retaining consistent loyalty from our existing database
• Led complex targeting and personalization strategies to deliver the right message to the right consumer at the right time to drive retention and acquisition, reduce churn, while maintaining strong engagement • Created data-driven, segmented marketing campaigns, lifecycle promotions and dynamic messaging through email and app channels
• Oversaw the development of the editorial email and integrated marketing calendars to understand key initiatives and maximize use of the email channel to drive awareness and engagement • Established quarterly goals, generated forecasts and projections and drove improvement across email KPIs including open rates, click rates, conversion rates and opt out rates, reducing churn and optouts by redirecting users to an optimized preference center • Responsible for weekly, monthly, long-term reporting, and providing strategic recommendations and tests based on performance • Managed one direct report, in addition to overseeing relationship with our email service provider
Paperless PostEmail Marketing Manager
Aug. 2015 - Oct. 2016New York City Metropolitan Area• Developed and executed trigger and calendar-based email marketing campaigns to increase product awareness and sales
• Optimized and identified opportunities to increase open rates, click through rates, visits and sales through a/b testing and segmentation, resulting in an average open rate increase of 250% from 16% to 56%
• Set up emails in ESP, including uploading of sliced graphics, HTML coding, tracking URLs, audience list pulls and data loading
• Managed the overall email calendar, using metrics to meet revenue and business goals on a daily basis
• Benchmarked email campaigns against internally categorized campaigns as well as the competitive landscape
ANN INC. (parent company of Ann Taylor, LOFT & Lou & Grey)Assistant Manager, Digital Marketing
Jan. 2015 - Aug. 2015New York City Metropolitan Area• Promoted within company because of demonstrated ability to deliver consistent, high quality work in a fast-paced environment
• Managed the strategy and development for both LOFT and Lou & Grey email programs from start to finish
• Managed and developed two direct reports in a dynamic environment to carry out execution of the email program • Owned and drove segmentation efforts and execution to deliver more targeted and relevant messaging to improve brand engagement and sales
• Developed and executed customer acquisition strategy to attract new customers and increase loyalty of existing customers
• Managed competitive analysis reporting, understanding and monitoring the competitive landscape, providing insight and recommendations to drive the company business forward
• Measured, analyzed and reported on email campaign results and all KPIs, highlighting successes, opportunities and providing insights on best practices
• Recommended, implemented and managed innovative ideas and promotions to drive greater email and digital marketing relevance and engagement
• Conducted extensive A/B testing of email program, managing and recommending new testing strategies based on data-driven decisions including: segmentation/targeting, deployment timing, creative layout, tailored offers, and subject line testing to develop best practices for ongoing email campaigns
• Partnered with cross-functional business teams including merchandising, design, and CRM to identify and provide email marketing solutions to achieve business goals
• Collaborated with copy team on writing subject lines that are on brand and top performing, increasing open rate by 15%
ANN INC (Ann Taylor | LOFT | Lou & Grey)Email Marketing Coordinator
Apr. 2013 - Jan. 2015New York City Metropolitan Area• Responsible for daily execution of email campaigns from bundling of creative assets and email instructions, delivery to ESP, creative set-up, QA and deployment via email service provider
• Managed marketing calendars, traffic creative assets and own complete campaign approval process
• Wrote and delivered email marketing briefs for daily emails, events, special programs and new initiatives
• Managed campaign workflow by coordinating with merchandising and creative teams to ensure deadlines were met
• Worked closely with Manager on sweepstakes initiatives from conception to execution
• Responsible for LOFT Outlet email cadence, QA and deployment
• Interfaced with cross-functional partners (Merchandising, Planning, CRM) to create and implement customer retention strategies
Georg Jensen, Inc.E-Commerce and Social Media Coordinator
Oct. 2011 - Feb. 2013New York City Metropolitan Area• Oversaw day-to-day activities of Georg Jensen's US E-Commerce website and online ventures
• Analyzed e-mail marketing activity on a regular basis, created performance reports providing insight on campaign activity, consumer profiles and delivered improvements in revenue and click through rates
• Worked closely with our web designer to create our email newsletters and developed new templates for each season and campaign
• Drove sales and traffic to the Georg Jensen US E-Commerce website by providing the best online shopping experience to our customers while continuously optimizing the performance of our online sales website
• Stayed up to date on trends and kept an eye on competition
• Developed a web marketing strategy and promotion calendar • Ensured the site's efficiency in terms of facility of use, updates, speed
• Managed and updated the site contents as well as the creative and visual aspects and coding; updated the online promotions and campaigns and ensured the visibility of the brand on the site, in conjunction with the marketing and sales • Worked with the web service supplier on technical issues and website platform updates
• Presented analysis and recommendations to the marketing and sales teams
• Promoted brand awareness on social networks (Facebook, Twitter)
Real Simple MagazineFashion Assistant
Nov. 2010 - Oct. 2011New York City Metropolitan Area• Managed an organized system for both checking in and checking out samples
• Coordinated the shipment and delivery of all clothing and accessories used for photo shoots
• Worked hand-in-hand with the fashion market assistants and directors as related to receiving all clothing and accessories
• Assisted four editors in general/administrative tasks; fielded questions and tasks from the fashion department, stylists, interns, the photo department, showrooms and publicists
MarchesaPR Intern
Aug. 2009 - Oct. 2009New York City Metropolitan Area• In charge of general office duties such as answering phones, greeting visitors and scheduling
• Kept track of all packages sent and received • Showroom maintenance
• Updated and maintained media lists and contacts
• Managed showroom, including tracking samples and documenting all product for gifting and loans
• Dealt with sample requests and sample traffic
• Participated in model fittings as needed
• Archived press clippings and updated clippings library
• Monitored returns; helped PR coordinators call back outstanding samples from press and stylists
• Maintained the sample closet in perfect condition
• Assisted in planning special events, such as the Marchesa Resort 2010 Presentation for New York Fashion Week
• Organized and distributed PR loans, client database, and current loan inventory
Godel & Co. Fine Art (Art Gallery)Fine Arts Intern
May. 2007 - Aug. 2007New York City Metropolitan Area• Organized painting and art historical inventory while maintaining quick and efficient service
• Catalogued, developed and implemented filing system for outdated slides
• Photographed paintings, transparencies, and slides for the gallery’s archive • Conducted research for art collections and assisted patrons
• Collaborated with staff on most effective ways to display artworks
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