CRM / Email / SMS Experience
Cariloha
- Increased the email file size by 97% in one year.
- Launched the SMS channel on Attentive, growing the database to over 50K phone numbers in one year.
- Transitioned from Constant Contact to Bluecore, allowing for a much more robust email service offering.
- Launched an omni-channel loyalty program that was digital-first, with integrations with point-of-purchase in retail stores between BigCommerce and Microsoft Dynamics.
With 60 owned and operated retail stores, Cariloha had a unique situation where these stores were a primary source of brand awareness and lead generation. I built a lead generation program that incentivized stores based on the level of data they collected from customers: email address, mobile number, and zip code. This resulted in rapid growth of the house file, ability to geo-target our campaigns, and a model for customer acquisition that helped tell the story potential investors were looking to hear.
Brydge
- Transitioned from Constant Contact to Klaviyo.
- Rebuilt the email marketing strategy by redesigning all triggered email campaigns.
- Led the email marketing and creative teams to focus on the RFM methodology (Recency, Frequency, Monetary) to better understand customer purchase history and engagement.
- Launched the SMS channel using Klaviyo.
Cratejoy
- Transitioned from Braze to Klaviyo, saving an estimated $50-75K per year.
- Implemented a test & learn process for the new visitor email popup and welcome email series.
- Rebuilt email reporting templates to provide Y/Y and benchmark comparisons.
- Cleaned up several triggered campaigns that had not been reviewed for well over a year, resulting in new designs and new rules for when they get triggered.
- Focus on "flagship" triggered emails: welcome, abandon cart, abandon browse, retention/churn, post-purchase.
Skullcandy
- Took over the email channel and transitioned to Responsys (now part of Oracle Marketing Cloud).
- All email marketing was previously focused on campaigns (batch & blast) and very few triggered flows. I implemented an RFM strategy, focused on moving customers to higher tiers.
- As part of a re-platform and re-design of the website, I helped direct the re-design of all key emails, introducing several new campaign templates plus key triggered email templates.