Experience

Andra Group

• United States
• Retail Apparel and Fashion
• 1 - 100 Employee

• Marketing Director

  • Sep 2019 - Present

  Responsible for driving customer acquisition, retention, and revenue growth in email, text, social media, and affiliate channels. Leverage DTC channels to communicate the brand value with both broad messaging and personalized, triggered touchpoints at key moments in the customer lifecycle. Further enhance brand voice with on-site personalization and A/B testing to increase conversion. o Led ESP migration to Klaviyo. Developed transition plan, defined custom data integration variables, and created A/B test plan for key metrics to correctly prioritize customer segmentation and optimize revenue. o Tripled triggered email revenue by expanding campaigns to target in-market customers with relevant messaging for key brands and underrepresented categories. Also implemented Wunderkind program to deliver standard triggers to broader audience and improve conversion with real-time, on-site call to action. o Implemented text program that increased total DTC revenue by 33%. Integrated Attentive text platform with both Klaviyo ESP and Kustomer helpdesk in order to increase text message relevance and enhance customer experience.



Neiman Marcus Group

• United States
• Retail
• 700 & Above Employee

• Director of Marketing - Men's, Home, and Direct Mail

  • 2014 - Feb 2019

  Develop strategic category marketing plan and budget to support retail and online customer acquisition/growth/retention and achieve revenue goals. Define comprehensive, customer-centric direct mail plan across all brands to support branding, loyalty initiatives, catalogs, and drive to store. Responsibilities include: • Sales demand forecast by category and channel. • Budget allocation based on data driven performance review and strategic objectives. • Tableau reporting of site performance by event and brand. • Promotional Events Calendar definition. • Email marketing – CRM and event driven emails. • Collaborate with advertising to define appropriate event support via search, affiliates, and behavioral networks. • Social Media marketing – define paid and organic strategies to drive growth and engagement. • Project Management to ensure digital assets and print collateral were delivered on time to support campaigns both online and in store. • Catalog circulation planning including customer segmentation and format review to optimize performance.