Resume

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Email Marketing | Data Analytics | Marketing Automation | Data Insights | CRM Platforms | Responsys | Oracle Eloqua | Salesforce Marketing Cloud (SFMC) | Edialog | CheetahMail | Epsilon | ReturnPath | Movable Ink | Litmus | Cross Departmental Project Management | 

July 2023 - April 2024

• Develop and executed the overall email marketing strategy in alignment with company goals and marketing objectives.
• Email request and production process co-ordination and optimization
• Worked alongside business unit marketing managers to ideate, strategize and implement email campaigns
• Manage email intake and ensure that requests meet proper requirements for build and deployment
• Project manage both B2B and B2C email and marketing automated campaigns based on business requirements from key stakeholders
• Conducted A/B testing on various elements of email campaigns to optimize performance.
• Ensure consistency in messaging and branding across all email campaigns.
• Oversee the growth and maintenance of the email subscriber list.
• Monitor and analyze key metrics, providing insights and recommendations for continuous improvement.

January 2021 - July 2023

• Develops and executes email marketing programs including segmentation, A/B testing, deployment, and continuous optimization
• Builds and measures the success of new campaigns and automation to support email marketing campaigns for lead nurturing, sales communication support, webinars/events, and more
• Develops, implements, and maintains automation programs focused on the prospect and client journey
• Leverages Salesforce and Eloqua to provide ongoing metrics in support of marketing campaign effectiveness, regularly updates performance and test reports, and other analysis
• Oversees inbound inquiry routing and form creation and ensures seamless integration between Eloqua and Salesforce for inbound leads to reach the sales team
• Assists with and provides insights into database optimization including data acquisition, list segmentation within CRM, and marketing automation databases
• Understands the framework of campaigns, lead routing, list uploads, and data management between sales and marketing systems
• Identifies ways Eloqua can increasingly support overall business objectives, specifically on new business opportunities and maximizing revenue
• Works with stakeholders to define KPIs, create reporting, analyze campaign performance, and provide recommendations to improve campaigns continuously
• Owns marketing automation efforts and processes, proactively researching and implementing the latest best practices, strategies, and industry standards
• Plans and performs A/B testing to define and execute enhancements to productivity, conversion rates, programs/campaign ROI, and sales growth

Responsible for leading the deployment of B2B and B2C email campaigns, text campaigns, call campaigns from setup to deployment. This includes data configuration, personalization, audience selection, quality assurance and final deployment.

 August 2018 – January 2021 

• Collaborate with cross-functional teams to execute email campaigns, ensuring campaign accuracy, effectiveness, and adherence to email best practices. 
• Collaborate in all aspects of consumer marketing communication including the journey mapping, creative design, messaging optimization and testing. 
• Act as primary administrator of Jackson Hewitt’s Marketing Automation Suite, responsible for the end-to-end performance and ensuring best practices in marketing automation including data integrity, system performance, sender reputation management, and uptime.
• Responsible for developing and instituting processes and procedures for the organization that reflect best practices in the creation and deployment of marketing campaigns. 
• Manage external vendors that acted as part of the wider marketing automation team 
• Working closely with technology and business intelligence teams to integrate custom data to support new products, improved personalization. 
• Increase automation of marketing communications including the development of triggered lifecycle campaigns, automated platform communications, resulting in better l time-to-marketed and improved cost efficacy. 
• Examine current processes and marking recommendations for improving them. For instance, customized landing pages to track direct mail or streamlining tax pro and franchise recruitment efforts. 
• Identify areas of improvement and implement steps to build efficiencies in marketing database, digital campaigns, and database health 
• Responsible for overall management of vendor relationships for mobile, call campaigns and ESP. This includes budget oversight and forecasting, monitoring vendor compliance, audit review and ultimately, vendor performance based on JH requirements. 
• Daily and weekly reporting on email, call campaigns and text campaigns 
• Performance monitoring and optimization including A/B testing, recommendations for creative or user experience improvements. 

  June 2016 – June 2018   

•  Conceptualized, implemented and managed the centralized email production process with product and business marketing teams on the Eloqua platform. 
• Work with marketing teams to manage calendars/priorities.
• Help develop best practices re: content, subject lines, A/B testing.
• Manage, give direction, and QC e-mails and work with the ESP team in building the campaigns. 
• Deliver campaign level reports.
• Directly work in Eloqua to make e-mail, form, and landing page edits. 
• Manage the e-mail marketing calendar, project manage requests coordinating with various teams.
• Maintain and coordinate email campaign test planning of subject line, content and offers and provide results and reporting 

  Feb 2015 – March 2016   

• Responsible for planning, scheduling, set-up, deployment and performance analysis of email marketing campaigns on the Responsys platform, supporting a wide range of retail omnichannel strategies including: Store traffic drivers, Store events, Category drivers, Loyalty programs, Ecommerce programs
• Support Omni-channel campaign deployments
• Manage the Email Marketing Calendar and coordinate campaign planning, briefs and asset trafficking between merchants, creative and marketing
• Manage the setup, scheduling and results reporting for up to 20 email campaigns a week, for a database of 2.1 million customers
• Contribute to email content and segmentation strategy, execution and continuous optimization of email marketing campaign performance
• Maintain and coordinate email campaign test planning of subject line, content and offers and provide results and reporting 
• Implemented a subject line test that lead to a 38% improvement in open rates and a time of day test that lead to a 24% increase in revenue
• Proposed and implemented automated campaigns such as loyalty reward and reminder emails 
• Provides Daily/Weekly/Monthly campaign performance reporting leveraging data from all relevant sources to provide actionable insights to improve email campaign content and performance
• Collaborate with CRM team to target content to specific customer segments