Creator. Problem Solver. Technically-Minded Marketer.

MANAGER, MARKETING CLOUD AGILE BUSINESS PROCESS ANALYSIS

June 2022 – Present
(REMOTE)

KPMG is one of the world’s leading professional services firms and the fastest growing Big Four accounting firm in the United States.

Key Responsibilities:

• Meet with stakeholders to elicit detailed Agile stories; write detailed Agile stories for Salesforce Marketing Cloud and Datorama in Agile format including Gherkin/Cucumber acceptance criteria
• Investigate and confirm the detail of these stories in Salesforce Marketing Cloud and to an extent Sales Cloud where connections or data flows exist between the two
• Ensure the stories are completed according to the stories as written
• Responsible for advanced verbal and written communication to formulate business needs obtained from multiple sources and translate those into application functionalities, while deciding when to advocate and when to compromise to arrive at a mutually acceptable solution
• Build trusted relationships among all involved stakeholders and/or leadership from business as well as the digital organization; understand, support and positively impact organization’s strategy and contribute ideas and feedback within department; promote the benefits of change and act as a catalyst for change across the organization
  

Key Achievements:

• Since taking leadership of backlog story creation and refinement, it has resulted in better quality stories and acceptance criteria, increased collaboration between all parties (business stakeholders, product owners and developers), and more efficient and productive sprint ceremonies.
• Achieved ITIL 4.0 Foundation Certification 
  
  

SENIOR MARKETING CLOUD CONSULTANT

Apr. 2021 – June 2022
(REMOTE)

Capgemini is a global leader in consulting, technology services and digital transformation

Clients: Herman Miller, JCrew, Madewell, Jacuzzi Group, Coty brands: Kylie Skin/Cosmetics/Baby, SKKN – Kim Kardashian, CoverGirl, Marc Jacobs, Sally Hansen, Max Factor, Rimmel

Key Responsibilities:

• Managed end-to-end execution of email campaigns and automations for clients
• Built emails using HTML and test rendering in Email on Acid and Litmus
• Helped clients optimize and build customer journeys to elevate the digital customer experience
• Implemented SMS in Journey Builder and MobileConnect
• Leverage Einstein analytics and recommendations to implement AI and data-driven solutions
• Created abandonment emails, journeys and strategies
• Day-to-day SFMC support and troubleshooting

Key Achievements:

• First individual on my team to earn the Salesforce Personalization (Formerly Interaction Studio) Accredited Professional credential
• Led our first Personalization (IS) implementation as the Solutions Architect; led discovery calls, gathered requirements, created the sitemap blueprint, recommended solutions for catalog data model and ETL configurations, provided guidance and direction for developer to build the sitemap and web templates
• Managed Personalization (IS) web template development for use cases, sitemap maintenance, and migration of campaigns from multiple platforms for another client (ex. Monetate and predictive recommendation engines) / RESULTS: Within the first month, the client saw ~40% increase in revenue for content areas where Personalization was implemented when compared to Monetate.
• Learned Adobe Campaign Standard and served as an ACS Operations Consultant for iconic luxury and consumer beauty brands

SENIOR MARKETING SPECIALIST

Mar. 2020 – Apr. 2021
(REMOTE)

Remine is a real estate web and mobile platform that connects agents and consumers on a digital transaction journey; serving over 1 million agents

Key Responsibilities:

• Executed email marketing campaigns, including writing copy, designing templates and content, segmenting audiences, and automations
• Implemented and managed Salesforce Sales Cloud integration for Act-On (ESP)
• Created marketing content and collateral – including product mockups, social media assets, support documents, promotional fliers, etc.
• Developed and execute marketing plans for product launches; coordinate with other departments and clients to ensure timely completion of deliverables
• Managed social media platforms, including Facebook, Twitter, Instagram and LinkedIn
• Created sales and training presentations to ensure consistent branding and voiceContent management for info.remine.com (Webflow)
• Created graphics and media for social, web, email, and print
• Designed and developed landing pages and create design mockups for product pages on partner sites
• Contributed to the development and analysis of marketing strategies and campaigns

Key Achievements:

• Set up Salesforce (CRM) integration for Act-On (ESP)
• Developed email automation for a new user journey that resulted in a 38% increase of new logins and 46% increase of training registrations within two months
• Wrote copy and provided creative direction for Remine’s 40+ page 2021 marketing brochure

MARKETING COMM. SPECIALIST

Mar. 2019 – Mar. 2020
St. Louis, MO

MARIS is a Multiple Listing Service (MLS) company serving 14 real estate associations in Missouri and Illinois

Key Responsibilities:

• Managed all email campaigns from inception to design and deployment in Salesforce Marketing Cloud
• Tested emails and ensure proper rendering across mobile, desktop and web email clients
• Created member journeys and analyze campaigns (Journey Builder)
• Leveraged Marketing Cloud Connector to track email engagement, segment audience and manage campaigns in Sales Cloud (CRM)
• Create Sales Cloud reports for segmentation and analysis of member surveys and email performance
• Created and managed surveys using Salesforce integration with third-party software such SurveyGizmo and Zapier
• Managed digital marketing plan for product releases
• Product copywriting, i.e., researching and communicating about new products and updates to existing products, writing and designing newsletters, marketing collateral, etc.
• Content management for the website, i.e., publishing photos, videos and articles
• Oversaw full social media management, strategy, analytics and content development
• Created graphics and media for social, web, email and other needs
• Planned and coordinate local and in-market events

Key Achievements:

• Key contributor to 2019 organizational KPIs
• Launched a series of nine on-boarding emails for the New Member Journey using Journey Builder (100% of those who responded to the New Member Journey survey found the journey helpful)
• Introduced dynamic content capabilities
• Led marketing and communications efforts for the launch of Remine Pro; increased product adoption by 30% in the first two weeks
• Developed automations and processes to streamline workflow and increase productivity in Marketing Cloud and Sales Cloud
• Leveraged Einstein (Salesforce AI) to improve communication strategies

EMAIL MARKETING MANAGER

Nov. 2017 – Mar. 2019
St. Louis, MO

With nearly 500 global retail locations, multiple online experiences and brand power that extends beyond retail, Build-A-Bear Workshop allows kids to make their way through hands-on, interactive process of making their own stuffed animal

Key Responsibilities:

• Built and executed US, Canada and UK email campaigns in Salesforce Marketing Cloud (SFMC)
• Developed weekly segmentation plan based on engagement and purchase patterns for over 4 million subscribers
• Planned and managed the email marketing calendar to ensure timely communication of product launches, promotions, events and other needs of internal and external partners such as Disney, DreamWorks, DC Comics, Marvel, Nintendo, NFL, NBA, MLB, NHL and more
• Created segmentation plans based on engagement and purchase behaviors
• Used third-party software, SmarterHQ, for cart and page abandonment triggered campaigns and retargeting
• Developed testing strategies to optimize engagement and drive traffic to BABW websites and stores
• Met with leadership on a weekly basis to review email performance and discuss ongoing projects
• Served as the SFMC administrator to ensure accuracy of data and monitor daily automation processes
• Identified messaging needs and forecast usage for contract renewals; monitor usage on a weekly basis and plan email calendar accordingly

Key Achievements:

• Under my leadership in 2018, email revenue was up 53% from the previous year; email was the channel with the highest YOY growth
• Key contributor in growing 1+ million subscribers within two weeks during the Pay Your Age campaign, the largest promotional campaign in Build-A-Bear history at the time
• Introduced and implemented SFMC features that were new to the team, such as Journey Builder, Ad Studio and Einstein Engagement Scoring
• Initiated new automated reports, customer journeys and segmentation processes
• Identified critical flaws in the current setup of data processes between the CRM and Salesforce and worked with IT to find resolution and test
• Key contributor to the planning and implementation of GPDR (EU General Data Protection Regulation) compliance processes
• Promoted from email marketing to email marketing manager in less than a year

EMAIL MARKETING SPECIALIST

Dec. 2016 – Nov. 2017
St. Louis, MO

Formerly the Brown Shoe Company, Caleres is a global footwear company, home to a diverse portfolio of loved and admired brand.

Brands: Naturalizer – US/Canada/Outlet, Dr. Scholl’s Shoes, LifeStride, Franco Sarto, Via Spiga, Ryka, George Brown Bilt, Fergie Footwear, Carlos Santa Shoes and Bzees 

Key Responsibilities:

• Coded and executed email campaigns in Salesforce Marketing Cloud
• Maintained all email marketing campaigns, including transactional emails and journeys (ex. Welcome, Birthday and Half Birthday journeys)
• Used SFMC Predict Intelligence to provide product recommendations based on customer transactions, viewing history and like-customer profiles
• Created microsites/landing pages for English and French toggles in emails
• Performed A/B testing to optimize delivery time, design and subject line
• Contributed to segmentation and targeting strategies
• Built target segments with SFMC Audience Builder and in Aptos CRM
• Provided leadership with week-over-week analytics on email performance and revenue generated by the email channel

Key Achievements:

• Simultaneously supported email marketing for ten brands
• Deployed over 30+ emails per week across all brands during regular seasons
• Performed send time optimization testing over the course of a month to determine best times to send emails for various brand based on email engagement and revenue
• Contributed efforts to address CASL (Canada’s Anti-Spam Law) implementation
• Removed bottleneck from the email development process by taking ownership of all email coding responsibilities; eliminating the need to involve web developers reduced production time from two weeks to one day per email

ART DIRECTOR

Oct. 2015 – Dec. 2016
St. Louis

Serving 8,000 members, St. Louis REALTORS® is one of the largest real estate associations in the United States

Key Responsibilities:

• Provided marketing and design support for all departments
• Developed email campaigns and designed/coded emails
• Created content for the website and social media in a variety of formats, including images, videos and forms
• Managed and updated the organization’s website and mobile application
• Served as the staff liaison for the Young Professionals Network

Key Achievements:

• Promoted from marketing specialist to art director in less than a year of being with the association
• Established new relationships with vendors to reduce costs; saved approximately $3,000 to publish the REALTOR® Report each quarter while increasing print volume and quality
• Revived the e-newsletter and redesigned all HTML email templates two months after hire
• Created a number of compelling infographics for various initiatives, including the St. Louis Housing Report which was distributed to members and the media every month

TAILORED BRANCH OFFICE ADMIN SPECIALIST II

Apr. 2015 – Oct. 2015
St. Louis, MO

Edward Jones offers a personal approach to investing with 18,000 financial advisors ready to support retirement, education savings and insurance needs

Key Responsibilities:

• Provided remote Branch Office Administrator (BOA) support to Financial Advisors (FAs)
• Provided solutions in response to incoming telephone calls and written correspondence from FAs, BOAs and clients, which includes account administration, cash processing and working with other home office teams and vendors
• Completed necessary training and keeping up to date on changes in processes or information necessary to do the job
• Contributed to the overall success of the team by acting as a resource for others and supporting new initiatives, projects or process changes

Key Achievements:

• Simultaneously supported up to six branch offices
• Created knowledge articles for the team

SENIOR APPLICATION SPECIALIST

Jun. 2007 – Jan. 2014
St. Louis, MO

AT&T is the world’s largest telecommunications company and the largest provider of mobile telephone services in the U.S.

Key Responsibilities:

Business Service Management Team

• Developed scripts that mimicked specific user transactions within an application; scripts were automated on an ongoing basis in order to monitor application availability and performance
• Created application maps that identified key application components and infrastructure
• Collaborated with stakeholders to gather business requirements and develop monitoring solution
• Provided HP BSM training and support to internal clients
• Created internal documentation for training purposes

Mercury Application Mapping Team

• Used the Mercury Application Mapping/HP UCMDB tool to develop maps for applications, by identifying system software components, interdependencies and infrastructure
• Created maps for applications across the Enterprise, including legacy Southwestern Bell, AT&T and AT&T Mobility systems
• Worked with application owners to identify key map components and confirm accuracy of maps

Key Achievements:

• Two-time recipient of the Key Contributor Award
• Served as the lead for all business critical U-Verse application projects
• Achieved 90% same-day turnaround in ticket resolutions
• Led large migration projects to move monitoring processes from various platforms to HP Business Service Management (each projects consisted of 30+ applications)
• Top monthly producer of application maps while on the Mercury Application Mapping Team