EXPERIENCE
// WORK //
Platforms Used:
OCT 2022 - PRESENT
Senior Owned Communications Consultant
Southwest Airlines // Airline & Hospitality
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Develop owned channel plans to support key Customer lifecycle journeys and cross-functionally collaborate on innovative digital solutions utilizing Agile sprint methodology and data-driven decision-making
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Review and enhance web/app merchandising content placements and over 50 Customer communications for SWA’s largest transformation project to-date: Assigned Seating
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Identified key strategic optimization and personalization areas for the Pre-Trip Car email automation which resulted in an 80% increase of car rental reservations Year-over-Year (YoY)
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Achieved a 1.5% increase in conversion rate and 27% increase in nominal Sales YoY for the automated Daily Abandon Browse trigger email communication by implementing subject line testing, personalized offers, and improved landing page experiences
Platforms Used:
JULY 2021 - OCT 2022
Associate Manager
PepsiCo // Consumer Packaged Goods (CPG)
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Supported the ongoing evolution of the portfolio’s brand loyalty program PepsiCo Tasty Rewards through its entry into gamification of the rewards experience utilizing Salesforce Marketing Cloud and Oracle Crowdtwist solutions
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Launched the first R&D product trial study through the loyalty program’s PepsiCo Tasty Maker survey panel which resulted in an 84% response rate (+16% above average third-party vendor results)
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Partnered with technology and product teams to gather requirements and align with external agencies on the development and support of technical solutions for CRM loyalty programs across North American PepsiCo Food and Beverage brands
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Consulted and assisted departments with data privacy standards in their initiatives and methodologies for the acquisition and integration of first-party data (1PD)
Platforms Used:
JULY 2020 - JULY 2021
Email & CRM Manager
The Citizenry // D2C Home Goods
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Own the email-service provider relationship, campaign execution, segmentation, coding and deployment of promotional, trigger, and transactional campaigns
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Partner with brand marketing and creative teams to find optimizations areas for content testing and first-party data integrations
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Built an SMS program from the ground up: identified an appropriate vendor, continue to develop testing scenarios for subscriber acquisition, map out content strategy, and deploy campaigns that adhere to TCPA compliance standards
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Established goals and KPIs for email and SMS programs and instituted a consistent reporting cadence to deliver results to stakeholders
JULY 2018 - JAN 2020
Senior Marketing Manager (June 2019 - Jan 2020)
Marketing Manager (July 2018 - June 2019)
JCPenney (JCP) // Department Store
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Led a 12-person team on the planning, strategy, execution, and analysis of Owned Media channels: email, SMS, push notifications, and direct mail
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Diagnosed process inefficiencies and provided proactive solutions to increase internal team productivity and manage vendor utilization of the budget
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Worked closely with key stakeholders and executives to identify ways to improve channel performance, enhance creative/copy design, and implement testing strategies to understand customer behaviors while upholding audience segmentation best practices of a 17 million active CRM database
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Represented JCPenney as a panelist at Brightwave's Edge of the Inbox in Dallas (October 2019)
and featured speaker at Movable Ink's Email Transformation Tour in Dallas (August 2019)
Platforms Used:
Work Examples:
MAY 2016 - JUNE 2018
Digital Marketing Manager
J.Hilburn // Custom Menswear Apparel
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Spearheaded the RFP process, governed the budget, and oversaw the CRM framework for the transition of email service platform (ESP) Act-On to HubSpot to broaden email design templates, improve testing scenarios, and increase insights into email metrics
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Managed technology and creative teams in Basecamp to implement digital marketing campaign calendars and strategies that optimized customer acquisition and retention across website, email, social, and search/display channels
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United corporate objectives and knowledge-share through internal WordPress blog, live trainings, and online learning labs in SAP Litmos LMS for sales field and customer service representatives
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Outlined key initiatives to senior and executive leaders about email and website enhancements based on consumer needs, sales rep feedback, industry trends, customer segmentation, and business analytics using Google Analytics and Tableau
Platforms Used:
Work Examples:
Holistic marketing campaign to promote the seasonal 3 in 1 Tech Jacket. Finalist in Email Monks' 2017 "The Best Email Design Hunt" Contest. Click on each medium to enlarge.
JULY 2013 - MAY 2016
Campaign Marketing Manager (Jan 2016 - May 2016)
Project Manager (Mar 2014 - Jan 2016)
Marketing Coordinator (July 2013 - Mar 2014)
Dynata (formerly Research Now SSI) // Market Research Firm
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Received fast-track promotions for top performance on high-priority initiatives to improve Member experiences, increase responsiveness, and reduce attrition through native email marketing and mobile app-based communication platforms for the market research panel e-Rewards, Inc.
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Tracked and reported open rates, click-through rates, conversation rates, and Member activity levels used to calculate email campaign effectiveness and trendsetting
JUNE 2012 - JUNE 2013
Project Coordinator (Jan 2013 - June 2013)
Market Research Assistant (June 2012 - Feb 2013)
Alexander Babbage // Market Research Firm
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Organized all phases of the consumer research process including client management, project design, survey design, analysis, and presentation of results to keep projects on time and on budget
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Blended client-perspective and data visualization techniques using Microsoft Office and Adobe Creative Suite to create, modify, and proof documents and presentations for the President/CEO and Vice President of Market Research
Work Examples:
Select slides from 2013 Chicago Cubs presentation. Some information redacted for confidentiality.
MAY 2011 - JUNE 2012
Research Analyst Intern
The Walt Disney Company // Mass Media Company
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Presented key insights to the New Product Development team from ethnographic studies of consumers as they evaluated and purchased the Disney Parks D-Tech electronic accessories line which drove decisions to increase merchandise production
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Created a presentation for a two-part qualitative and quantitative study of the Disney Princess D-Tech Me experience which contributed to the expansion of the D-Tech Me figurine line