Iowa State University - Ivy College of Business

Director, Retention at VEGAMOUR, INC.

Los Angeles, California, United States

VEGAMOUR, INC.

Director, Retention

Extra Edge Marketing is a boutique marketing consulting firm offering strategic and executional services in market planning, brand positioning, offer development, direct marketing, and omnichannel design. Companies ranging from early-stage ventures to established brands call upon us to help supplement their go-to-market efforts during critical performance windows such as product launches, staff transitions, and/or time-sensitive campaigns.Projects have included:♦ Planning and launching an omnichannel cross-sell program for subscription-based beauty products that included:  developing communication strategies; implementing test-and-learn plans; directing creative teams; producing targeted offline/online materials; tracking and analyzing performance; and incorporating research and results into continuously-evolving plans.♦ Creating the first catalog for a health/wellness company, including square-inch recommendations, copywriting/editing, designing, and print production management. ♦ Building marketing plans for two early phase start-ups, including: lifecycle journeys from acquisition through retention; acquisition efforts (channels, budgets, creative); email campaigns (multiple triggered-based series, creative, messages, promotions, segmentation); and content strategy.♦ Developing an email program for an improved men's health supplement that introduced the new formula to existing customers and created awareness among prospects

Extra Edge Marketing

Client Engagement Partner

A global nutraceutical company devoted to improving the way people age, ChromaDex’s primary direct-to-consumer product is Tru Niagen®, a supplement supporting cellular health. I was recruited to develop and manage retention strategies, with a focus on improving subscriber revenue and margin.Projects have included:♦ Developing and implementing the communication plan and pricing for converting and retaining existing subscribers to the new formula, which also generated incremental revenue♦ Increasing revenue YOY from emails sent via Hubspot by testing, segmenting, planning content and offers, and maintaining a consistent deployment schedule♦ Mapping customer journeys, identifying pain points, and developing and executing multi-channel customer communication strategies that have helped improve LTV, subscriber retention, and customer satisfaction  ♦ Overseeing acquisition initiatives for a six month period, during which CPO’s decreased and revenue increased.

ChromaDex

Senior Director, Retention and Winback

Scale Media is a direct-to-consumer company that develops and markets supplements from concept to scale, efficiently, profitably and quickly across multiple brands. To help facilitate this fast-paced growth, I led a team in planning and implementing strategies to profitably convert prospects, increase repeat purchases, and retain subscribers.Responsibilities included:♦ Leading transition from internal email marketing system to ActiveCampaign, including vendor selection, contract negotiation, data integration, IP warm up, and mapping campaign automation build out ♦ Determining prospect/customer journeys and building integrated programs using email, direct mail, content, social media, and outbound telemarketing to increase conversion, engagement, and revenue♦ Developing and executing highly segmented plans that improved deliverability and inbox placement♦ Establishing KPIs, then continual analysis of campaign and program performance using data gathered from Google Analytics, MailGun, 250ok, Litmus, and internal reporting tools.

Scale Media, Inc.

Senior Manager, Retention & Email Marketing

DRINKS uses mobile and ecommerce properties to offer high quality, affordable premium wine for US delivery and leverages data to generate customized packs for customers and subscribers. Acquisition and retention communications projects included: ♦ Initiating abandoned cart program♦ Designing and implementing targeted email strategies deployed through Responsys in support of brand launches ♦ Managing communications and award fulfillment for loyalty program♦ Mapping current and ideal customer journeys, and developing plans to increase engagement♦ Developing and executing landing page conversion testing.

DRINKS

Director, Customer Retention

eSalon offers customized hair color—as well as salon quality hair care products—for those who want a salon experience at home. To support this experience, I developed and managed email and other ecommerce initiatives for acquisition, retention, winback, cross-sell, upsell, and referral programs to prospects and subscribed or cancelled customers. Projects included:♦ Creating, and integrating into the CRM strategy, an automated cross-sell email program that used personalized content to generated awareness and initial/repeat purchases for hair care/styling products♦ Revamping portfolio of trigger-based emails to incorporate new branding, additional personalization, and targeted content, leading to increased clicks, engagement, and revenue♦ Testing and implementing changes involving content, promotions, and cadence that improved conversion in email lead gen program♦ Acquiring accounts at budgeted CPAs via email and display/banner ads in CPC ad network programs♦ Maintaining 99%+ deliverability and strong inboxing by ensuring programs complied with CAN-SPAM and other worldwide regulations♦ Building KPI reports using Google Analytics, ReSci, and SendGrid, analyzing data, and applying insights to future efforts.

eSalon.com

Director, Email Marketing and Merchandising

Guthy - Renker specializes in beauty and health products offered to customers via subscriptions. I was responsible for planning and executing winback and cross-sell strategies that supported nine brands. P&L's were achieved/exceeded by using personalized direct mail, email, other ecommerce initiatives, and inbound and outbound telemarketing. Major initiatives included:♦ Developing and implementing email contact strategy that optimized promotions, content, and deployment timing to re-engage cancelled customers and produce renewed paid subscriptions♦ Generating additional sales and improving LTV via dedicated ecommerce promotions introducing other Guthy - Renker beauty brands such as Sheer Cover and WEN♦ Retargeting lapsed subscribers by designing and implementing integrated digital/social campaigns using multiple creative and copy versions as well as audience segmentation♦ Optimizing campaign performance by building systematic test and learn plans; refining list segmentation; developing new creative and promotions; and analyzing and incorporating research and test results into evolving strategies♦ Increasing conversion, especially among mobile users, through sales funnel improvements♦ Boosting deliverability and open rates by segmenting and deploying based on email best practices♦ Improving efficiency of online and offline campaign production via process refinement ♦ Building and managing multi-million dollar P&Ls to support existing business and launch new products and brands♦ Managing six direct reports as well as agencies, and partners.

Guthy - Renker

Director, Acquisition Marketing

Healthy Directions is a direct-to-consumer retailer of doctor-formulated nutritional supplements and beauty/skincare products. My primary focus was to increase revenue and retain customers by developing integrated marketing communication programs targeted to current and lapsed buyers. Responsibilities also included program analysis; cash flow, call center, and inventory forecasting; and managing a team of five direct reports.Key projects involved:♦ Optimizing communication touchpoints via CRM strategies to improve customer LTV by more quickly generating a second order, stimulating repeat purchases, and extending the time customers remained active on the database♦ Creating and managing the content calendar, promotions, new product launches, and targeted communication materials for 250+ annual campaigns to increase revenue/LTV♦ Performing cost/benefit analyses to allocate resources among highly profitable campaigns♦ Transforming supplements/personal care/beauty catalog from break-even to profitability♦ Developing strategies and personalized materials to keep customers enrolled and active in subscription program♦ Reducing backorders by building forecasting/inventory model used throughout the company♦ Building and achieving annual multi-million dollar P&Ls by creating and implementing targeted strategies to increase customer retention♦ Improving effectiveness and efficiency of campaigns by identifying gaps in existing financial information and developing ad-hoc reports to provide necessary data.

Healthy Directions

Executive Director, Loyalty/Retention Marketing

At the time, Sprint was a global wireline and wireless telecommunications provider. I managed internal and external personnel in developing and executing strategic direct response programs that met/exceeded sales and customer retention objectives. Responsibilities included market planning and research, program analysis, multi-million dollar budget management, agency selection and on-going management, and materials production. Major accomplishments included:♦ Developing integrated, targeted communications programs spanning direct mail, telemarketing, collateral, print, package inserts, and online for multiple customer segments, including those acquired through strategic marketing partnerships ♦ Leading teams in process improvement efforts for multiple marketing programs that streamlined development cycles and generated cost savings♦ Increasing customer retention in loyalty programs by developing and executing strategies incorporating targeted, personalized customer communications in six languages.

Sprint

Market Manager

Barkley is the largest employee-owned advertising agency in the U.S. with regional and national clients.  Working with various departments in the fully integrated agency, I enhanced client satisfaction by developing and executing coordinated advertising, direct marketing, and public relations initiatives.

Brenda Richmann

Brenda Richmann