About me
Highly motivated lifecycle manager with 7+ years experience driving end-to-end marketing strategies across online and offline channels including email, SMS, direct mail, outdoor, web, and mobile push. Proven track record of leading complex projects that drive historic best (re)activation rates through automation, iterative testing, and deep business impact measurability.
Experience
Lifecycle Marketing Manager
Flyhomes
Jun 2022 - Present
As a Lifecycle Marketing Manager at Flyhomes, I lead multi-channel marketing campaigns for the end-to-end client experience with a focus on top-funnel acquisition and mid-funnel reengagement in support of the company's mortgage products and services. With 7+ years of marketing automation experience, I have a proven track record of delivering data-driven strategies that drive historic best activation rates. • Drove nearly 8X lift in new lead conversion through overhauled, data-led campaign strategies in lifecycle channels. • Fully rebranded, templatized, and launched new client onboarding to improve efficiencies between sales, product, operations, and marketing — driving a direct business impact of over 12X MoM lift in meetings booked via lifecycle channels and 30% fewer comms deployed overall. • Overhauled the home search experience with a lift of 44X YoY listing views and 8X YoY tours booked. Integrated Iterable’s Catalogs tool and launched several changes to improve the data architecture of homes, user engagement, listing design, audience segmentation, and secondary calls to action to install the app, engage with more listings, set up tours, get pre-approved, and strategize with their agent to close on a home. • Led a systems migration with 20+ sales, engineering, product, creative, legal, and user research teams to consolidate and rebrand 80+ email variations from legacy systems (Close, Mandrill, Lumin AI, MailChimp, Salesforce Marketing Cloud) into Iterable to create one centralized platform resulting in $32k annual cost savings and the automation of 90%+ outbound comms across all departments.
Marketing Manager
OneEighty Companies
Apr 2018 - Jun 2022
Led marketing strategies for 50+ healthcare and hospitality clients. Prioritized business needs and scaled operations for company growth exceeding 174%, onboarded 33 new locations across the United States in under 6 years. • Established best practices and advised diverse advertising plans across digital and traditional media channels including paid social, paid search, streaming audio, print, OOH, broadcast, and direct mail for 50+ senior living communities. Launched 30+ new creative campaigns annually across 34 US markets. • Completed data-driven experiments resulting in the adoption of new technologies including an industry-relevant CRM (You’ve Got Leads, Sherpa), advanced lookalike modeling for direct mail (Poplar), and call-tracking software (Marchex). Owned the end-to-end program management from initial investor proposals through final implementation and ongoing reporting. • Created 29 scalable GTM strategies and sales training briefs for under-construction properties. Automated 50+ email and SMS campaigns aligned with the pre-opening sales cycle and led marketing event operations. • Launched ActiveDemand email, push, and SMS automation software with CRM integrations, Twilio, Google Analytics, Segment, Unbounce, and 50+ WordPress webpages. Built customer-facing campaigns across the funnel from lead generation to referrals including virtual and in-person event promotion and incentives. Built customer trust through a monthly campaign series, blog content, social campaigns, informational guides, and seasonal advertising campaigns in response to rapidly changing economic conditions.
Sales & Marketing Coordinator
Leisure Care
Jul 2013 - Mar 2018
• Managed relationships with 80+ clients and negotiated contracts with 18 vendors as the liaison for our corporate sales and marketing teams. • Hosted 350+ virtual training courses on seasonal marketing strategies and new program training. Increased ESP engagement by 134% with 208 campaigns launched in 14 months. • Automated a bi-annual competitive analysis system for sales teams to generate market advantage reports to investors across 50+ US cities, saving 200+ hours of manual work YoY. • Negotiated new vendor contracts resulting in an annual cost savings of $155k and cut product turnaround time in half.
Assistant Project Manager
One Eighty Foundation
May 2013 - Jul 2013
• Co-hosted the Fourteenth Annual KIRO 7 Kids Classic Golf Tournament and Auction raising $250,000 in donations while becoming familiar with nonprofit outreach and marketing strategies. • Managed, trained, and provided updates to the volunteer team and created first-ever volunteer instructions and virtual tools for donations and auction items.
Education
Bachelor's in Marketing and Technology Innovation Management
University of Washington
Dean's List Graduate
Skills
Data Driven Testing
ESP Migrations
Growth Strategies
Omni-Channel Marketing
Audience Segmentation
Go-to-Market Strategy
Direct Mail
Push
SMS