My Experience

Lifecycle Marketing Consultant

Put simply, I help businesses drive revenue through marketing automation.

My 17 years of experience across different verticals allows me to jump into any business and quickly assess what needs to happen next.

Services

• Platform migration / RFP
• Content strategy
• Data modeling to enable dynamic personalization and flexible content
• HIPAA compliance
• Full lifecycle program buildouts
• Sales and support enablement
• Performance reporting / Performance transparency
• Website development / 3rd party integrations
• Segmentation strategy / Customer personas
• Sentiment analysis and many more!

Platforms

• Salesforce and Salesforce Marketing Cloud
• Braze
• Listrack
• Customer.io
• Iterable
• Mailchimp
• Klaviyo
• MailerLite and dozens more!

Sr. Director of CRM

Previous roles: Director of CRM, Sr. Manager of CRM, CRM Manager

Established an end-to-end lifecycle function to scale a multi-site healthcare organization from pre-revenue to over $100 million annually in under 5 years.

Built a team and culture to foster strong cross-functional partnerships with member support, engineering, digital product, ops, finance, and clinical.

Thrived in a high-growth, venture-backed startup building complex data, operational, and marketing technology systems. Established and optimized customer feedback loops, experience-driven transactional comms, lead nurturing, promotional touchpoints and more.

Decreased acquisition costs from $250+ to $49 per patient. Increased patient retention with automated communications, presenting personalized treatment plans, and creating a best-in-class patient experience resulting in an industry-leading Net Promoter Score.

Digital Marketing Manager, Email/SMS

Hired to re-build the entire marketing / CRM tech stack and establish an internal execution team while sunsetting external agency partners. Led the entire platform migration, collaborating with engineering, merchandising, operations, finance, e-commerce, creative, and BI partners to deliver the project on-time and under-budget.  

Transformed the marketing team’s culture from opaque and difficult-to-work-with into a transparent, fast-paced, and highly collaborative team. While leading the team, email channel revenue grew from $150 a $180 million per year.

Conceived and implemented multiple strategic initiatives. One worth noting was an automated price-drop alert system that drove an extra $4.6 million per year. Another was a reactivation strategy that grew our active subscribers by 48.3%… moving our list size from 3.1M to 4.6M over a 6-month period.

CRM Marketing Manager

Established an end-to-end lifecycle function for a disruptive healthcare organization from pre-revenue to over $100 million annual run rate in under 2 years.

Conceived, built, and optimized 75+ automated touchpoints, which drove email specific revenue from $0 to over $1,000,000 per month. Established customer journey communications from inception to support patient care and sales teams. 

Email Marketing Manager

Previous roles: Associate Email Marketing Manager

Managed the strategy, execution, and profitability of Magazines.com’s email channel.  Established weekly KPIs to exceed aggressive e-commerce goals.

Identified an opportunity to increase revenue and decrease costs by migrating email platforms. Built a business case, led the RFP process, scoped the project, led the platform migration, and implemented the new system. This enabled more automation, which grew campaign revenue by 37% year/year.

Digital Content Specialist

Responsible for converting Photoshop files into coded HTML emails, ready for deployment. Used HTML and scripting languages to deliver top customer satisfaction scores and flawless execution. Clients included Time Inc., PNC Bank, FedEx, Calendars.com, & more.

Assistant Project Manager

Captured and organized data for qualitative marketing research campaigns. Improved research methods, data analysis, and email marketing tools to save $2,000+/mo.