Expertise: Skills

CUSTOMER JOURNEY MAPPING & LOYALTY

Drove adoption of loyalty programs, trade marketing initiatives, and targeted couponing strategies by integrating audience identification with in-store activations—boosting repeat purchase rate (RPR) and unlocking cross-sell and up-sell opportunities.
Led the development and execution of measurable, global, omnichannel lifecycle marketing programs across in-store retail, Direct-to-Consumer (DTC), and Ecommerce (Amazon.com, Target.com, Walmart.com). These programs fostered sustained consumer engagement, elevated Net Promoter Score (NPS), and increased customer retention and lifetime value (LTV).
Built, tested, and refined personalized consumer journeys that seamlessly integrated dynamic email content, mobile push notifications, SMS, and paid media—resulting in higher conversion rates and deeper brand affinity.
Implemented advanced segmentation frameworks, leveraging behavioral and transactional data to trigger tailored experiences based on product interest, brand affinity, gender, and prior purchase or engagement history.

MARKETING & ADVERTISING TECHNOLOGY STACK MANAGEMENT

Led end-to-end marketing automation system setup across platforms including Oracle Eloqua, Salesforce Pardot, Salesforce Marketing Cloud, and HubSpot—with proven ability to quickly learn and adapt to new systems.
Integrated automation platforms with CRM systems (Salesforce and HubSpot), ensuring seamless data synchronization to support sales enablement and closed-loop reporting.
Built and optimized lead capture mechanisms such as landing pages and forms, driving higher conversion rates and better user experience.
Designed and maintained lead flow and routing logic to ensure timely follow-up, proper lead qualification, and efficient sales handoff.
Implemented comprehensive campaign and lead source tracking to attribute performance across channels and drive continuous optimization.

Oversaw operations and activation within the Google Marketing Platform, driving effective use of tools across paid search, display, and social channels.
Crafted compelling ad copy and led end-to-end campaign planning, execution, and performance reporting across Google, Facebook, LinkedIn, Twitter, and Instagram—ensuring alignment with audience targeting strategies and business goals.
Managed full lifecycle of vendor relationships, including 3rd-party lead generation partners, sponsored newsletter providers, and external agencies or contractors, ensuring high-quality deliverables and ROI.
Evaluated and recommended demand-side platforms (DSPs) to enhance media buying efficiency and targeting precision.
Led the selection and implementation of a Data Management Platform (DMP) to enable advanced segmentation, audience enrichment, and cross-channel activation.
Oversaw creative asset development—either through hands-on design work or by managing graphic designers—to ensure brand consistency and timely delivery.

Designed, built, and continuously optimized website experiences to enhance user journeys and maximize conversion rates across key digital properties.
Hands-on experience with leading content management systems, including Adobe Experience Manager (AEM), Umbraco, WordPress, and Shopify—driving scalable, responsive site experiences tailored to audience needs.
Certified in site infrastructure, taxonomy, tagging, and digital measurement—ensuring strong SEO foundation, intuitive navigation, and accurate performance tracking.

Led the promotion of high-value content assets—including eBooks, guides, whitepapers, research studies, and webinars—across digital channels to drive lead generation and brand authority.
Crafted persuasive promotional copy for landing pages, email campaigns, digital ads, and social media posts, ensuring consistent messaging and strong calls-to-action across all touchpoints.
Skilled in repurposing long-form content into impactful short-form formats such as blog posts, nurture emails, and social media content—maximizing content lifecycle and audience reach.

Managed and optimized house email lists to ensure data hygiene, compliance (CAN-SPAM, GDPR), and audience segmentation for maximum deliverability and engagement.
Planned and executed regular email campaigns and newsletters to maintain ongoing communication with subscribers, delivering relevant content and driving consistent engagement.
Launched targeted house list sends to promote new content, offers, product launches, and key brand initiatives—fueling pipeline and accelerating lead qualification.
Developed and refined multi-touch nurture flows based on behavioral triggers, engagement signals, and lifecycle stage—driving higher open rates, click-through rates, and conversion.
Continuously tested subject lines, send times, design, and content to optimize performance and uncover insights for future campaigns.