Averil Case

Marketing Automation & Delivery Manager at Loyalty NZ
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Contact Information
us****@****om
(386) 825-5501
Location
Auckland, Auckland, New Zealand, NZ
Skills

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Ashley (Kanyan) Liu

Averil is a well-rounded marketing specialist with a rare combination of creativeness and technical skills. I had the pleasure of working with her on a Marketo integration project and I was deeply impressed by her comprehensive understanding of the digital space, and her passion for learning and growing. I really enjoyed working with Averil and I’m sure that she would be a great asset to any organization!

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Credentials

  • Klaviyo Product Certified
    Klaviyo
    May, 2021
    - Oct, 2024
  • Marketo Certified Expert
    Marketo Certified Expert
    Apr, 2018
    - Oct, 2024
  • Advanced Google Analytics
    Google
    Apr, 2017
    - Oct, 2024
  • Google Analytics for Beginners
    Google
    Mar, 2017
    - Oct, 2024
  • Marketing Cloud Foundations
    Salesforce

Experience

  • Loyalty NZ
    • New Zealand
    • Advertising Services
    • 100 - 200 Employee
    • Marketing Automation & Delivery Manager
      • Sep 2021 - Present

      As the Marketing Automation & Delivery Manager at Loyalty NZ, I drive the implementation of martech platforms and lead the integration of additional data points to our marketing automation platform, Braze, to support the evolution of customer segmentation and personalisation. I help define, implement, and automate omnichannel communications and touchpoints to improve the Flybuys Member Experience. I understand and use data and events to identify customer segments and personas to develop, maintain, and optimize the overall customer journey. I manage the CDP and marketing automation platforms implemented by LNZ, and optimise the Automation Platform Centre of Excellence, ensuring efficiency, scalability, and best practice, while upskilling others internally. I manage the Marcomms Automation capex budget in collaboration with the Head of Flybuys Personalisation, and provide leadership and guidance as the 'point person' for Marcomms automation. I work cross-functionally with Partnerships, Marketing, Data Engineering, Analysts, and Legal to establish growth strategies to support Loyalty's revenue goals.I also lead the Marketing Automation & Delivery Team to execute multi-channel marketing campaigns with continual optimization and knowledge of email marketing best practices and laws. I ensure the campaign schedule is effectively managed, with tasks allocated across the team so that campaigns are delivered accurately and on time. I lead end-to-end cross-channel campaign execution, including journey design/visualization, implementation, asset build, test/QA, and ongoing management. I support the team with template development and optimizing across Emails, Landing Pages, Forms, and Third-Party Integrations. I continually manage platform performance - including users, roles, programs, lists, sync/system errors, tracking, automations, and more. Show less

    • Digital Production Manager
      • Jun 2019 - Sep 2021

      As Digital Production Manager at Loyalty NZ, I led the Digital Production team in coding, developing, and deploying email marketing campaigns, lifecycle triggers, and operational emails. I was a key subject matter expert on Responsys and marketing automation, and managed the coding, testing, debugging, and deployment of responsive emails, forms, and landing pages according to unique specifications and functional requirements. I ensured best practice campaign design, build, QA, and execution on time and as per campaign brief. I implemented Test & Learn strategies to optimize campaign performance and set up and configured trigger and autoresponder-based email marketing activities. I worked with Brand and Rewards teams to design, develop, and maintain lifecycle triggers, and provided guidance and consultation on improvements that could be made to campaigns both new and existing. I applied principles of personalisation and segmentation to create engaging and impactful customer journeys. Show less

  • WWF-Australia
    • Australia
    • Non-profit Organizations
    • 100 - 200 Employee
    • Digital Marketing Specialist
      • Nov 2016 - Jun 2019

      - Contributed to the planning and development of complex user journeys, including on-boarding, retention and reactivation programs. - Served as a Marketing automation channel administrator (Marketo). - Applied strategic audience segmentation based on subscriber data and web behaviour. - Developed responsive HTML and CSS email templates, landing pages and forms. - Optimised UX and service design through complex user journeys across web, social, email and CRM platform. Developed and deployed automatic workflows and campaigns in Marketo. - Maintained the integrity of the marketing automation platform and data collection by ensuring operational and data security protocols were applied. Created regular performance reports for C-suite executives and other key stakeholders. - Provided user support by troubleshooting issues, providing guidance on the use of system functionality and updating technical documentation. - Developed A/B test plans to improve email performance (opens clicks and conversion), executed testing and shared results. - Ensured EDMs were optimised for SEO, GA and CRM platform. - Maintained and applied best practice email delivery standards and knowledge of anti-spam legislation. - Monitored competitor data and trends to provide recommendations. - Analysed data to find insights and trends. - Provided post-campaign reporting. Show less

  • HarvestThe.Net
    • Australia
    • IT Services and IT Consulting
    • 1 - 100 Employee
    • Digital Producer
      • Jul 2016 - Oct 2016

      As a Digital Producer at Harvestthe.net, my key responsibilities included: - Managing web production for both HarvestThe.Net and HarvestMedia clients - Delivering and managing projects - Managing outsource developers and vendors - Creating wireframes, designing UX, and developing processes for web projects - Monitoring and reviewing project lifecycles - Specifying and reviewing internal tasks - Scheduling and reporting on production - Designing user interfaces, implementing CSS, and deploying them - Conducting UX testing, prototyping, and ensuring quality control. Show less

  • Global Red - Closed
    • Australia
    • Advertising Services
    • 1 - 100 Employee
    • Engagement Executive
      • Aug 2015 - Jul 2016

      Key Responsibilities: - Coded responsive landing pages and email campaigns using HTML, CSS and javaScript/jQuery for - Australia's most recognizable brands including The Body Shop, Fitness First and Terry White Chemists. - Produced digital content. - Managed data using SQL for segmentation. - Implemented Salesforce Marketing Cloud instances for a range of high profile clients in Australia. - Converted Photoshop documents into HTML Templates. - Supported the team in delivering engagement campaigns through EDM, SMS and other channels. - Supported and delivered campaigns via Salesforce Marketing Cloud. - Gathered project requirements from clients - Wire-framed and consulted on email/web best practices. Show less

  • Stats NZ
    • New Zealand
    • Information Services
    • 700 & Above Employee
    • Publishing Assistant
      • Jul 2013 - Jul 2014

      Key Responsibilities: - Preparing and publishing statistical releases on the Statistics NZ website - Editing web content using Sitecore CMS - Maintaining the Statistics NZ intranet CMS - Digital content production - Using meta-tags and researching keywords for effective SEO - Designing corporate collateral using Photoshop and InDesign - Organising and preparing for media conferences - Posting updates on various social media using Hootsuite - Providing publishing support for the publishing team and the wider organisation - Documenting and applying the administrative steps in the publishing process - Managing and documenting the subscription process - Managing relationships with internal and external clients. Show less

  • Massey University
    • New Zealand
    • Higher Education
    • 700 & Above Employee
    • Events Team Intern
      • Jan 2012 - Dec 2012

      Key Responsibilities: - Liaison with suppliers, internal staff and clients - Supervising events from start to finish - Preparing lists and organising materials for the setup of the event - Showing potential clients around the venue - Setting up event decor and arranging furniture - Packing down the event - Following up with the client to receive feedback Achievements: During my year at the events office I helped plan and organise various events including: - 2012 Graduation Ceremony - Massey University’s participation in the ‘Round the Bays’ event - The Dutch Embassy annual event - Trilogy skincare product launch Show less

Education

  • ACG YOOBEE School of Design
    Diploma of Web Development, Web Development
    2014 - 2015
  • Massey University
    Bachelor of Communication, Public Relations and Media Studies
    2010 - 2013

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