California State Polytechnic University-Pomona

University of San Francisco

MarTech & CX Executive  -  FinTech  -  Testing & Optimization  -   Personalization  -  VoC  -  Marketing Automation  -  Omnichannel Lifecycle Communication  -  Google Analytics  -  Adobe Suite  -  Salesforce Marketing Cloud   -  Braze  - 

Streamlined governance processes for tech acquisition and renewals, including documentation for new technology requests, use cases, build vs. buy analysis, checklists and timelines, RFP processes.

ServiceNow

Marketing Technology and Operations Leader

Led Web Ops team, overseeing Web optimization, DAM & Analytics Infrastructure for all GDOT web properties and apps.

Achieved a 54%+ increase in web conversion rate by implementing content testing and real-time customer experience personalization campaigns.

Spearheaded initiatives resulting in a 15%+ reduction in website downtime through the implementation of robust tagging infrastructure and Adobe/VoC tools.

Built and managed a high-performing digital team of 15 engineers, UI leads, analysts, content managers, and QA engineers, optimizing project execution aligned with revenue goals.

Successfully doubled organic web traffic by migrating multiple web properties to the enterprise CMS.

Strategically planned and executed web and mobile app tagging and reporting initiatives for an enterprise referral program.

Demonstrated cost-saving prowess by slashing MarTech budget by 40% through vendor contract renegotiation and optimization.

Green Dot Corporation

Sr Director, Customer Experience and Marketing Technology

Led retention efforts across six lines of business, including Green Dot Prepaid, Green Dot Network, Walmart MoneyCard, GoBank, Uber Checking by GoBank, AccountNow.

Achieved a 37% increase in customer retention across multiple brands through the implementation of an omnichannel communication strategy encompassing web, app, email, SMS, and push channels for $50M+ customers.

Secured executive buy-in and commitment for attrition risk prediction model development, identifying "at-risk" customers and uncovering over $97M in incremental opportunity through enhanced lifecycle communication strategy and promotional initiatives.

Accountable for forecasting, planning, and execution of all campaigns and programs aimed at improving LTR & retention rates.

Elevated marketing email performance metrics by 58% in open rates, 74% in click-through rates, and achieving revenue increases of 25%+ through enhanced lifecycle strategy.

Developed SFMC customer segmentation strategies and governed marketing database contact strategy across major brands to ensure a relevant customer experience while maximizing revenue return.

Delivered operational efficiencies by reducing costs by 30%+ and improving time to market through migrating all customer communications from legacy ExactTarget to SFMC.

Spearheaded recommendations for SFMC data feed design to attain a comprehensive 360-degree view of the customer.

Identified opportunities for efficiency and integration within the marketing technology ecosystem, driving enhancements and optimizations.

Director - Retention & CRM 

Spearheaded successful campaigns across global digital channels, including web, mobile, email, SEO, content marketing, marketing automation, and digital analytics.

Achieved a 30%+ increase in email engagement rates by implementing a new email service provider (ExactTarget), leveraging A/B testing and real-time campaign automation.

Implemented innovative solutions within the Adobe Marketing Cloud, including SiteCatalyst and Adobe Target, to deliver personalized and relevant experiences across diverse marketing channels.

Instrumental in developing and delivering the company's next-generation enterprise-wide digital solutions, driving market penetration and sales of products and services to consumers.

Sr Manager, Digital Marketing Strategy, Major Accounts 

* Led creation of complex SQL queries, stored procedures and reports using T-SQL to extract, manipulate and/or calculate information to fulfill data and reporting requirement.
• Processed and created ad-hoc reporting requests from the multiple departments in order to support the changing needs of the association. 
• Implemented several online marketing channels, such as social media, SMS, and mobile integration. Established and maintained organization’s YouTube channel, containing over 3,500 videos and over 1.5 million views.
• Created, optimized and tested custom HTML email templates, effective landing pages and other online messaging for various audiences to enhance SEMA brand. 
• Provided Marketing department with pre- and post-campaign analysis, and make recommendations for future campaigns. Analyze marketing programs for effectiveness and identify/report areas for improvement to management.
• Provided insight and analysis to understanding member behavior, suggested site enhancements leading to enhanced member experience.
• Interpreted the collected data and made comparisons within the organizations activities; identified and documented business metrics; observed member behavior and forecasted trends.
• Developed strategies to increase search engine optimization and landing page optimization. Optimized the sites content for branded and non-branded keywords to increase page and search rankings of the company websites. Generated holistic dashboards by pulling data from different sources. 
• Generated reports and provided data to develop organization-wide key performance indicators, create effective online marketing campaigns, develop user experience, and increase website traffic. 
• Installed Google Analytics and ClickTale tracking codes on company’s web properties to track visitor behavior and gather website statistics across sub-domains and multiple root domains.

Specialty Equipment Market Association (SEMA)

Marketing Database Manager

•	Provided internal and external support, training, and installation of an enterprise level financial lending software package.  
•	Acted as a high level resource for item resolution and customer support. Created and documented tools for support and operations. Identified and resolved high level system issues.
•	Worked closely with multiple departments to quickly recognize system and user errors, documented and distributed procedures or corrections to increase technical staff knowledge. Trained clients on system use and features.
•	Produced and maintained documentation, presentations, and training schedules to support client training. Setup new client packages and products.
•	Analyzed and balanced the technical support department work flow and activity. Used reporting tools to identify operational strengths and weaknesses. Supervised tier one support team.
•	Interpreted and documented client needs for system enhancements and modifications to ensure that clients’ expectation are fulfilled. Developed and maintained cross department projects to ensure that client and vendor needs were met on time. Converted legacy data into new system databases.

Julia Mitchell