Sep 2015 – Sep 2022 · 7 yrs

• Develop and execute the email marketing strategy, with ownership of all facets of customer segmentation and email execution.
• Execute CRM strategy to further evolve our customer communications approach and drive brand engagement.
• Help develop and implement strategy around reactivation of inactive customer files, focusing on re-engaging the buyer while maintaining positive ROI.
• Proactively drive analytics to track, monitor, analyze, and optimize campaign performance.
• Maintain the annual email marketing calendar, aligned with corporate strategy and built to capitalize on critical promotions at key points across all brands.
• Partner with cross-functional teams to achieve results and systems improvements.
• Work with strategic partners to develop and implement cross-marketing email campaigns.

Sep 2013 – Present · 12 yrs 9 mos

Jun 2010 – Jul 2013 · 3 yrs 1 mo

• Email channel lead, overseeing a four member team that was responsible for serving six different brands within the Thompson organization.
• Reduced emails and increased targeted campaigns by implementing a new email service provider which included a move first to the marketing automation platform Marketo. then Eloqua.
• Improved email reputation and deliverability for eight brands by implementing email best practices as well as using ReturnPath which monitored sender score and reputation.
• Created lead generation strategy and campaigns in concert with web properties manager which led to increased contact database.
• Created and managed all aspects of email and newsletter campaigns including HTML creative to deployment for over 120 million emails per year and as a result generated $4.9MM in revenue, an increase of over 10%. Responsibilities included scheduling, proofing, testing, tracking, and reporting. Created and analyzed reports designed to evaluate effectiveness of campaigns and develop and implement changes to optimize results.
• Increased number of orders and optimized exposure by launching integrated multi-channel campaigns across PPC, social media, email, paid search and web properties such as Facebook, twitter and award-winning blog sites.

Feb 2008 – Jun 2010 · 2 yrs 4 mos

• Facilitated the creation and deployment of 25 newsletters and 5 special offers emails. Delivered 1.2 billion emails in a year with 125MM opens and 39MM clicks. Managed an email budget of $1.5MM that generated total revenue of $1.7MM.
• Managed the transition and implementation of new email service provider. Transitioned 48 newsletters for 8 properties and acted as the company’s email liaison between the ESP and 50 users of the tool.
• Increased revenue 15% by marketing new products to registered users which included test design, setup and deployment of email campaigns.
• Analyzed newsletter lists for 90 day actives and performed list hygiene on all newsletters which saved $927k a year in email delivery costs.
• Optimized the registration and sign-in experience through A/B and multi-variate testing that led to increased registrations by 48%; implemented new email preference page that increased newsletter subscriptions by 30%; new sign-in and registration update that increased engagement and registrations by 120%.
• Transitioned washingtonpost.com customer care program to a more cost effective company, which generated a cost savings of $62k/year. Averaged 500 inquiries a week that needed a response within 24 hours. Maintained site Q&As which averaged around 10,000 total answers viewed a week.

Aug 2006 – Oct 2007 · 1 yr 2 mos

• Managed and optimized online programs that increased engagement and page views and increased AOL Toolbar downloads by 25%.
• Increased awareness and engagement of AOL’s change to free services by promoting 12 products and serving 2.8 billion impressions throughout the AOL network. Ensured the same brand strategy was maintained across all placements and coordinated with television, online paid media, PPC and word of mouth channels.
• Developed an online tool for Omniture tracking that was used company-wide which increased the accuracy and decreased the time to setup marketing campaigns.
• Developed and launched registration process for free AOL path which reduced cancelations of AOL service.
• Help developed and launched an optimized sign-in page used across AOL properties that increased successful registrations by 30%.
• Rated in the top 10% of employees and as a result honored with 2006 Top Talent Award for maintaining and achieving all goals and benchmarks.

Dec 2003 – Aug 2006 · 2 yrs 8 mos

• Managed acquisition programs through AOL.com to generate 360,000 dial-up and 125,000 broadband registrations while staying within budget.
• Consolidated all AOL price plans and premium services into one site while incorporating third-party optimization and ad serving to increase results and overall ROI.
• Worked with content page owners and network inventory to identify relevant contextual placements and new promotional opportunities which added five new placements generating an additional 30,000 registrations year over year.
• Developed a working relationship and testing with third-party company to improve conversion rates and site optimization which led to a better user experience and generated 30% additional revenue.
• Planned, implemented and analyzed various online direct marketing tests including registration path, creative, messaging, headline, functionality, audience, offer and price tests which increased response rates by 150%.
• Successfully launched largest online campaign in AOL’s history through coordinated efforts between three buying agencies, two ad servers, various creative teams, and numerous AOL product teams while maintaining brand consistency.

Apr 2001 – Dec 2003 · 2 yrs 8 mos

• Created, managed and maintained launch schedule for Broadband product through online channels (popups, banners, emails, etc). Includes creative management of art inventory for each promotion type.
• Reduced order failure by 50% in the Broadband Online Ordering Process by implementing pre-launch testing which allowed time to fix promotions so impressions and orders were not lost.
• Refined existing schedules for more effective communication to marketing operations, marketing analysis and management.
• Assisted in the analysis of direct marketing research and testing.

Sep 1999 – Apr 2001 · 1 yr 7 mos

• Developed and enforced processes for tracking codes to ensure consistent use across all programs resulting in accurate and meaningful cross-channel reporting.
• Managed expensing and budgeting for entire Online department. Instituted new process whereby spend is centrally monitored and managed. Helped improve the marketing managers’ management of actual versus plan for spend. Served as primary interface with outside vendors as well as internal parties.
• Supported administration and compilation of department’s weekly executive report. Drafted and distributed reporting on AOL Affiliate program and Sign On A Friend gift registrations.
• Developed flow chart of marketing fulfillment processes.
• Managed departmental event calendar, including the planning and execution of all internal events.
• Monitored and researched current internet trends and issues, to provide online team with up to date and timely data that would help drive project planning and development.