Growth Lead, Lifecycle Marketing

Adobe, Inc. 

2018 - present

 

Accountable for driving $100M in incremental ARR by identifying and capitalizing on key moments in the user journey to accelerate growth and time-to-conversion, while optimizing user experience across all products and offerings of the $5.5B Creative Cloud business

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Lead a team direct and in-direct reports consisting of growth marketers, product managers, technical PMs, developers, data analysts and cross-functional business partners to drive long-term growth and short-term experimentation across acquisition, retention and winback efforts for the Consumer, Small Business and Education segments

 

Translate business goals and opportunities into quarterly and annual growth marketing plans, then lead cross-channel campaign planning, alignment, execution, and measurement

 

Oversee planning, building and implementation of scalable, predictable and repeatable growth processes that achieve (and often exceed) targets while improving customer experience & ensure rigorous experimentation methodology and execution that is scalable and sustainable, along with a high velocity cadence of rolling winners to production

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Key Initiatives & Demonstrated Success:

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• Exceeded aggressive growth targets each consecutive quarter by anywhere from +4% to +21%

• After beginning to require credit card info for free trials, launched brand-new Trial Abandoned and revamped Purchase Abandoned triggered programs, resulting in an incremental +9% lift in trial downloads and +22% lift in order rate, respectively, in the first quarter after launch

• Entered Q4 with a ~$2M projected gap to target, but identified key levers and tactics and orchestrated an in-quarter plan that resulted in us finishing +21% at quarter close

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Senior Manager​, Retention Marketing

Macy's, Inc. (specifically Macy.com - digital division)

2016 - 2018

 

Customer contact strategy and production lead for our digital marketing channels and retention tactics - Email, In-Product Surfaces, Mobile (SMS, App Push, etc.) and Site Targeted Content

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Managed a team direct and in-direct reports consisting of marketing managers, product managers and analysts in collaboration with cross-functional business partners to drive program success and growth

Lead experimentation (testing), dynamic content personalization, and overall optimization & health of the production program for owned channels

 

Establish industry, programming, and marketing best practices for retention tactics, workflows, and processes  

Initiative and campaign support: loyalty/rewards program, lead acquisition and database growth, customer experience/journey, daily support for marketing, transactional, triggered, registry, international shipping, credit, customer service, third party messaging, and much more

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Key Initiatives & Demonstrated Success:

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• Experimentation: Designed and executed large scale experiment from ground-up with a task force of key stakeholders from various disciplines, focusing on content composition (promo vs. editorial), to help influence optimization and relevance. Yield was a set of new email templates/wireframes based on event type, that lead to an increase of 22% in conversion and 54% in sales over critical Holiday period, and continues to pay dividends into Q1   

• Personalization: Established use case model for serving up personalized content and implemented process efficiencies to realize increased exposure 440+%

• Team Development: Grew team by 50%; reassigned job functions to help accomplish business goals and objectives, established support model that made everyone an SME in a given area/tactic and also cross-trained so the team was fully prepared for bandwidth fluctuations and outages  

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Senior Brand Manager​, Jos. A. Bank & Joseph Abboud brands

Tailored Brands, Inc. (formally Men's Wearhouse, Inc.)

2014 - 2016

 

Go-to-market brand lead, ushering marketing, branding, product & promotional strategies and initiatives through our organization’s ecosystem to deliver the most compelling omnichannel experience possible to our consumer (Full channel mix including TV, Print, Digital, EM, DM, Social, PR, Mobile, Radio, etc.)

 

Manage direct reports and cross-functional team of 12, along with 3 external agencies, and a budget of $60M+

 

Key Initiatives & Demonstrated Success:

 

• Lead complete rebranding initiative for Jos. A. Bank, which repositioned the brand with a thorough differentiation strategy. The effort yielded a new brand platform, style guide, messaging matrix, lifestyle imagery library, etc., and a comprehensive redesign of all existing consumer-facing communications across every channel

• Realized a 65.8% increase in year/year tuxedo rental sales by re-launching the tux program at Jos. A. Bank with refreshed branding and operational standards

• Initiated and spearheaded consumer journey mapping exercise that optimized our contact cadence. Roughly a quarter of the way through implementation, we’ve seen a 5.5% lift in DM conversion, and a 4.7% lift in EM conversion

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Senior Marketing Project Manager - PM Team Lead

Men's Wearhouse, Inc.

​2011 - 2014

 

Project Management Lead, overseeing all integrated marketing and advertising initiatives across all lines of business, for a $3.5B+ suite of retail brands - wholly responsible for campaign planning, and execution against each of its projects' budget, scope and schedule
 

Specific responsibilities and contributions include, but were not limited to – managing traditional and digital/social channel tactics including direct mail, print, email, digital banner ads, homepage modules, store and event signage, catalogs, brochures, in-store collateral, etc. · creating and maintaining planning schedules and calendars · developing campaign/strategic briefs, creative briefs, work orders · multi-million dollar budget management · ad agency, vendor and partner procurement and management · addressing marketing/advertising requests and inquiries in the support of over 2,000 retail stores · support PR efforts with merch procurement and talking points · consult Legal team regarding marketing initiatives · sweepstakes management · consumer, competitor and general business research; etc.

 

 

Account Manager 

Rauxa (ad agency)

​2009 - 2011

 

Clients: Blue Shield of California, Wells Fargo Home Equity, Intuit (GoPayment, TurboTax, Quicken), Kaiser Permanente
 

Responsible for comprehensive campaign management of direct mail, TV, print, radio, social and event promotions from concept to completion (primarily English executions, but also include Hispanic & bilingual endeavors)

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Account Coordinator 

RBG Marketing (ad agency)

​2008 - 2009

 

Clients: CVS Pharmacy, Tria Beauty, Calrisonic, Kelly-Moore Paints, Globalstar, Accuray, Invisalign
 

Support the Account team in the execution all projects and initiatives for assigned clients

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Associate Brand Strategist 

Loomis Group (ad agency)

​2007 - 2008

 

Clients: Samsung, Western Digital, Generac, Qualcomm

Orchestrate the development and execution of creative briefs, screeners, discussion guides, brand audits, competitive audits, IDIs, focus groups, proposals, timelines, prototyping and brand platforms for the implementation of branding and consumer-facing advertising (B2C & B2B)