Senior Lifecycle and Growth Manager
About the candidate
Nicole has exetensive Lifecycle Marketing Experience with large scale organisations such as TikTok amd Shutterstock.
Skills
- CSS
- HTML
- Braze
- Responsys
- Eloqua
- Klaviyo,
- Constant Contact
- Watson Campaign Automation/Silverpop
- Segment
- QlikView
- Tableau
- JMP
- SQL
- Salesforce
- Highrise
- Google Analytics
- Google Tag Manager
- Moz
- Facebook for Business
Experience
- Owned the strategy and execution of growth campaigns driving adoption and retention resulting in $13M in incremental revenue growth in 2022, $32M in 2023, and $24M in H1 2024.
- Partner closely with Engineering and Data Science to define, gain alignment on, and drive feature development of internal ESP.
- Led the global, omnichannel, customer lifecycle marketing strategy for Shutterstock’s B2B & B2C businesses.
Key channels: email (1.2B sends per year), push / in app / onsite messaging, SEM, paid media, and direct mail. - Built and scaled a high-performing customer marketing department from the ground up, yielding $25M in incremental revenue growth in
2021 and $35M+ in 2022. Developed and retained a team of 15+ employees responsible for activation, growth, and retention campaigns. - Partnered with Product / Engineering / Analytics to advance CRM capabilities via new segmentation (ie RFM), personalization, and offers.
- Served as key subject matter expert in the migration of 90M+ contacts and 400 campaigns from Oracle Responsys to Braze.
- Developed a scalable measurement framework and process for forecasting, A/B testing, and reporting that empowered all levels of the
team to readout performance. This resulted in increased speed/efficiency and a 75% YoY increase in number of tests run in 2021 vs 2020. - Responsible for the strategy and implementation of email/push campaigns for the global B2C and B2B customer and contributor base.
Defined key segments and rebuilt an updated, on brand, end-to-end customer lifecycle journey using Oracle Responsys / Eloqua. - Continuously tested new messaging, targeting, and offers. Leveraged data to develop actionable insights then implement them in
campaigns to grow spend, increase engagement, deepen relationships, and retain customers. - Established department’s onboarding / training documentation. Managed a small team and all cross functional relationships.
- Performed ongoing consumer/market research and demographic profiling to identify and capitalize on unmet market needs.
- Recommended new programs and products like pet insurance and student loan debt benefits, that secured 80+ accounts in their first month.
- Built data visualization tools to save the team countless hours by consolidating reports for use in identifying market/product opportunities.
- Drove cross-functional projects to increase agent close rates such as product/competitive positioning guides and training materials.
- Executed 20+ digital marketing campaigns across multiple channels generating over $6M in premium. Included coding and deploying
more than 1 million emails, 30 webpages, and 5 automated programs using CSS, HTML, and Watson Campaign Automation. - Implemented many continuous improvement projects. Built automated reporting analytics dashboard via QlikView that reduced reporting
preparation time by 80%. Used dashboard to monitor trends and pull insights from KPIs such as open, click, and conversion rates. - Maintained open/click rates 3-20% above industry averages across most campaigns. Used performance data to recommend strategies
to segment/target consumers and A/B test different content that ultimately increased open/click rates and drove higher web traffic.
