Brian Abracen - Lifecycle Marketing, Exigen

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Work Background

ExigenManaging Principal

Apr. 2024Toronto, Ontario, Canada

UJA Federation of Greater TorontoDirector, Omnichannel Marketing

Oct. 2023 - Mar. 2024Toronto, Ontario, Canada- Owned the development of an omnichannel strategy to acquire, renew, and retain donors - Leveraged Salesforce’s deep data insight capabilities to identify key opportunities for growth - Produced direct marketing campaigns, raising several hundred thousand dollars - Managed UJA Donor Outreach Team, consisting of 6 fundraising staff

Muse® by Interaxon Inc.Director of CRM

Sep. 2022 - Mar. 2023Toronto, Ontario, Canada- Accelerated vital customer engagement/retention strategies for brainwave-sensing technology - Delivered data-driven recommendations to propel new Muse membership pilot - Developed tiered transition plan to propagate membership model to rest of world - Established critical KPIs for customer lifetime value and retention/churn rates

Kijiji CanadaManager, Re-engagement Marketing

Jan. 2015 - Jun. 2022Toronto- Owned end-to-end B2C lifecycle marketing program for Canada’s leading online classifieds site - Built CRM marketing technology stack from ground up, deploying more than 500MM digital messages per year, and engaging over 5MM customers - Improved key customer engagement and retention metrics by 3-5x - Partnered with Product Managers and Product Marketers to execute go-to-market plans - Led deployment of Adobe Campaign and Oracle Responsys MarTech platforms

BrainStationGuest Educator

Jun. 2015 - Dec. 2018Conducted guest lectures on Email Marketing as part of the Digital Marketing course

Intelex Technologies Inc.Director of Customer Engagement

Jun. 2014 - Jan. 2015Toronto, Ontario- Developed and implemented customer self-service resources - Managed and optimized online customer community hub - Led B2B Email Marketing channel using Marketo - Maintained high levels of customer retention - Conceived and produced ‘Navigator’ and ‘Co-Pilot’ product tutorials

FreshBooksSenior Conversion and Retention Manager

Feb. 2013 - Mar. 2014Toronto, Ontario, Canada- SaaS product: drove conversion rate optimization on trial-to-paid and upgrades - Responsible for entire Email Marketing channel - Primary contact for Marketo marketing automation platform - Implemented revenue-driving marketing strategies

DealfindDirector, Customer Retention and Loyalty Marketing

Oct. 2011 - Jan. 2013Toronto, Canada Area- Head of email marketing division: defined standards, led team, managed deployments & metrics - Directed initiative to fully automate Daily Deal email processes - Managed relationship with ExactTarget ESP, and database of ~10 million engaged subscribers - Crafted loyalty and retention initiatives and programs, rolled out customer segmentation strategy - Designed ongoing email testing schedule to produce lifts in email KPIs and conversion rates - Oversaw key aspects of acquisition contests

BellConsultant, Email Marketing and Online Business Strategy

May. 2006 - Aug. 2011Toronto, Ontario, Canada- Developed roadmaps and BRDs, conducted discovery and competitive intelligence analysis - Serviced enterprise-class clients, including Royal Canadian Mint, Globe & Mail, Canadian Press - Played key consulting role on for 2008 rebranding of Bell.ca; won Infopresse Boomerang award

Federation CJAManager, Interactive Communications

Jul. 2004 - May. 2006Montreal, Canada Area- Overhauled fully bilingual web platform (www.federationcja.org) for $45MM+/year non-profit - Introduced eCommerce strategy and capability for accepting online donations and registrations - Conceived, produced, and operated successful email marketing program - Awarded top prize in the Mérites du français dans les technologies de l’information 2006 from the OQLF

Exigent MediaOwner, Web Producer

Jan. 2002 - Dec. 2004Montreal, Canada Area- Supplied specialized consulting services and tailor-made online solutions to diverse client base, including SMEs and NFPs, creating cost-efficiencies by driving customers and staff to online channel - Contracted and directed multiple parallel teams of programmers and graphic designers - Selected achievement: development of customized intranet system for U.S. Cotton, LLC.

G1 InteractiveDirector, Design and Development

Jan. 2000 - Dec. 2002Montreal, Canada Area- Firm focused on web solutions for small business: websites, eCommerce and functional applications - Established quality standards for graphic design and technical development of all web solutions - Employed and supervised production teams of 7-10 direct reports - Selected achievement: Initiated concept for Search Engine Optimization (SEO) service, boosting company revenue by 5%

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