Growth Marketing Manager
Jul 2019
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Jul 2020
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Buck Mason
Recruited to bring all marketing agency operations in house & exceed previously unmet KPIs. Reported to the CMO, while working directly with business leaders to plan & execute a data-driven marketing strategy. Accountable for paid social, paid search, email marketing, display ads, direct mail catalogs & marketing analytics.
• Spearheaded $2M in annual spend driving record breaking acquisition, revenue, & conversions.
◦ 20% Increase in new customer acquisition, with an 18% reduction in CAC by completing a marketing stack overhaul which included consolidating campaign structure, implementing clean audience exclusions, optimizing asset placement, implementing a creative review process, & full funnel optimization.
◦ $600k increase in retention revenue by reducing cost per order (CPO) 21% with behavioral audience segmentation in tandem with bid optimization which resulted in the ability to scale spend profitably by 235%.
• Revitalized the strategy & execution of email marketing campaigns & automation which:
◦ 82% increase in $ per recipient by instilling strong split testing procedures for campaign email creative & audience segmentation based on order history, purchase intent & on-site behavior.
◦ 15% increase in list growth & 60% reduction in unsubscribe rates driven by implementing on-site behavioral targeting, incentives & offers, back-in-stock requests, & tracking performance to optimize triggered emails.
• Devised the audience & content strategy via direct mail catalogs to build brand awareness & new customer acquisition
◦ 900k+ door circulation, yielding a 5x ROI - accountable for acquisition modeling plans, product density, & analytics.
◦ 17% increase in prospecting response rate by Implementing cover variant testing against control groups.
