Marketing strategist with experience in B2B & B2C startups across industries
MBA with 13+ years of experience in B2C and B2B marketing strategy with special expertise in marketing strategy, CRM, CDP, marketing automation, customer insights, marketing analytics, and loyalty. 6+ years of management experience. Worked with top brands such as Disney, Saks 5th Avenue, Candid, System Pro, York Risk Services Group, and The Body Shop (formerly a L'Oreal company).
I run my own eCommerce retail company that launched DTC and went into physical retail through specialty leasing arrangements. I manage a small, scrappy team running organic social, paid social, paid search and Google shopping ads. I've done influencer marketing and events, and I've built a scrappy marketplace that blends dropshipping and inventory we carry.
I am also doing CRM and email automation for an AI-based research tool - I love working on unique projects like this one.
I built this website and manage the entire backend with a small but scrappy team. The branding is my own. We have a full automated email marketing program and do our own in-house photoshoots to create a cohesive look and feel as a retailer.
French for “wild hearts”, Les Coeurs Sauvages is an ethical marketplace that champions human-driven, purpose-led retail. We carry lux silk slip dresses and gorgeous, timeless fashion. pieces.
/LAY KUR SO-VAHZH/
ETHICAL MARKETPLACE FOR HUMANS WITH HEART
French for “wild hearts”, LCS is an ethical marketplace that champions human-driven, purpose-led retail.
We believe the future of retail belongs back where it started, with people. People who contribute more than just things to the world. They are thoughtful humans who push against what’s expected of them and follow their hearts. Hearts that have purpose. Hearts that care. Hearts that explore. Hearts that are wild.
Launched a new ethical marketplace.
Oct 2020 — Oct 2021
Saks 5th Avenue
AVP of Marketing Strategy & Insights
Saks 5th Avenue is a luxury retailer.
Onboarded predictive brand equity platform.
Implemented brand equity tracking.
Managed direct mail CRM program.
Pulled and presented customer insights for top vendor partners (e.g., Ralph Lauren, Chanel, etc.)
Managed promotional marketing strategy and promotion operations team.
Led customer insights team tracking surveys of Saks' in-house panel of customers as well as industry data.
Nov 2019 — Oct 2020
Candid Co
Director of CRM
CandidPro helps doctors provide clear aligner treatments to their patients via our comprehensive orthodontic platform.
Managed CRM team for HIPAA-regulated, high growth startup.
Immediately addressed a deliverability issue when I onboarded and built a strategy to create positive engagement.
Oct 2017 — Nov 2019
The Body Shop
Manager, CRM, Loyalty, and Data Analytics for US & Canada
The Body Shop is a one-stop-shop for all things skincare, haircare, bath & body and self-love.
The company was founded by Dame Anita Roddick and her belief in something revolutionary: that business could be a force for good. Following her vision, The Body Shop has been rule breaking, never faking and change making for over 40 years.
First market to launch a full, 3-touch welcome series, which has delivered the highest revenue per email of any email program at 5x the average promotional campaign.
Optimized abandon cart series—US market emerged as top-performing abandon cart series in global A/B test, leading other markets to copy our programs.
Grew email revenue ~10% while reducing send volume ~20% and unsubscribe rate ~40% through implementation of segmentation strategy and dynamic content to improve email engagement.
Increased ROI 30% by lowering email production costs while improving program quality and nimbleness.
Managed CRM strategy and execution for US and Canada, including customer data management, email campaign execution and best practice implementation, segmentation strategy, and customer journey mapping.
Audited trigger programs and identified opportunities to optimize.
Created budget and CRM revenue forecasts.
Built business case for technology investments.
Oversaw loyalty program, including recruitment activations.
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