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HarperCollins Publishing
Senior Marketing Manager, May 2022 - present
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Responsible for strategy and development of customer lifecycle initiatives for five brands within the HarperCollins Publishing direct-to-consumer division
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Launch various customer journeys within email and SMS channels, with messages including but not limited to abandoned cart, abandoned browse, win-back & re-engagement campaigns, back-in-stock notifications, and product review requests
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Manage a robust campaign calendar and lead email launches for all brands within direct-to-consumer with up to 10+ emails campaigns daily
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Consistently track and report on critical KPIs relating to customer acquisition and retention, including churn rate, repeat customer rate, order frequency, lifetime value, etc.
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Plan email & SMS content calendars for brands within D2C and execute the development, audience segmentation, and deployment of messaging
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Identify audience segments to optimize customer journeys and campaigns by building segments based on engagement, interest, purchase behavior, and more
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Ongoing A/B testing of content, creative, cadence, timing, pricing/offers, etc
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Report on findings and share with stakeholders and senior leadership
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Assist in the strategy & development of loyalty programs for all D2C brands
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Train and onboard new team members on customer lifecycle strategy and use of various platforms and SaaS programs, including Sailthru, Attentive, Shopify, and more
HarperCollins Publishing
Marketing Manager, March 2020 - May 2022
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Responsible for driving revenue, customer acquisition, and brand engagement for Leadership Essentials (hcleadershipessentials.com), the direct-to-consumer eCommerce arm of the HarperCollins Leadership imprint
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Manage a six-figure marketing budget; strategize and implement paid marketing initiatives (Facebook, LinkedIn, Google, etc.)
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Own strategy and execution of promotional email and SMS efforts, including developing the content calendar and planning price promotions
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Analyze metrics and prepare monthly, quarterly and annual reports with insights and actionable opportunities to grow the business
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Evaluate performance against overall business objectives such as revenue, new customer acquisition, conversion rate, average order value, website traffic, etc.
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Strategize campaigns in partnership with HCL authors, internal & external teams
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Work cross-functionally to drive omnichannel initiatives
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Identify new trends and opportunities for business growth and implement action plans
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Map out and optimize lifecycle email strategy, including welcome series, win-backs, up-sells, and other automated email flows
JumpCrew
Content Specialist, May 2019 - February 2020
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Create various content for both clients and JumpCrew. National clients include Beautyblender, Gunner Kennels, Ben & Jerry's, and Prosper Marketplace.
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Manage organic content creation, design, and scheduling for 10+ clients
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Serve as a client success manager for various accounts, serving as the main liaison between JumpCrew and clients
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Compile data reports and present to both internal and external senior level stakeholders
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Perform keyword research and provide high-level SEO audits to guide content direction for clients
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Copywriting for projects including landing pages, email, social posts, SEO meta titles and descriptions, etc.
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Assist in pitching and upselling prospective clients in collaboration with greater marketing team
writing samples below
HarperCollins Publishing
Senior Marketing Associate, January 2019 - May 2019
Digital Marketing Coordinator, February 2017 - December 2019
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Assist in management of eCommerce store FaithGateway.com, the direct-to-consumer arm of HarperCollins Christian Publishing
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Plan and organize monthly product discounts and promotions
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Lead creative direction of store website and blog
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Merchandise product and landing pages for increased customer engagement & conversion
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Create, edit, and design email content for lists reaching more than 1 million subscribers
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Assist in lead generation campaigns including building funnels, landing pages, and ads
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Design graphics, GIFs, and banners for use across channels
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Compile and evaluate data to assess campaign performance
Key Accomplishments
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Promoted from Marketing Coordinator to Senior Marketing Associate in January 2019
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Led a re-design of the daily email newsletter, increasing revenue for that email series by 5% YOY
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Planned and executed a campaign under a tight time frame (two days) that resulted in $10k in revenue in a week-long period
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Played a key role in creative direction, website development, and promotional planning for holiday season digital sales; resulted in $154k in revenue with a 5% average conversion rate; surpassed monthly budget by 16%
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Assisted in project management of eCommerce platform migration from Magento to Shopify; communicated effectively with team members & successfully prioritized needs
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Took a lead role in the company’s internship program, mentoring team intern and focusing on training, evaluation, and task management
University of South Florida Muma College of Business
Freelance Writer, May 2016-August 2016
Communications Intern, January 2016-May 2016
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Started as a communications intern in January 2016; asked to stay on as a writer in summer 2016
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Managed logistics of the college's annual "25 Under 25 Program" which honors high-achieving students within the college. I planned event reception, including booking a venue, arranging catering, communicating with community members, and day-of operations.
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Launched social media program on campus to encourage applicants (150+ students applied)
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Wrote and edited feature stories and student bios for the 25 Under 25 Program following interviews with students, which were published on a Wordpress blog and in print.
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Other duties include writing press releases, creating graphics, initiating email blasts, performing sales calls, and assistance in planning & logistics of other College of Business sponsored events.
Certifications + Proficiencies
Certified In
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Google Analytics
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Email Marketing Specialist (via DigitalMarketer)
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eCommerce Marketing Specialist (via DigitalMarketer)
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Content Marketing Specialist (via DigitalMarketer)
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Program Experience
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Adobe Creative Suite, specifically Photoshop and InDesign
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Google Analytics, Merchandising Center, and Data Studio
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SEO tools including SEMrush, Moz, and Brightedge
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Facebook Business Manager
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LinkedIn Advertising Manager
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eCommerce platforms including Shopify, Magento, and WordPress
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Email marketing platforms, including IBM Watson/Acoustic, MailChimp, and Sailthru, as well as SMS marketing platform Attentive
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Project management tools including Airtable, Monday, Trello, JIRA, and Asana
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Social media management tools, including Soci, Sprout, Canva, and Falcon