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