Experience

LendingClub

• United States
• Financial Services
• 700 & Above Employee

• Director of Marketing Automation

  • Oct 2022 - Present

• Senior Manager, Email Marketing & Operations

  • Mar 2020 - Oct 2022

  San Francisco, California, United States Responsible for aligning people, processes, and technology to help LendingClub leverage the Email Channel to it’s fullest potential. Ensuring the Email Platform grows and evolves with the needs of the business, there is a disciplined and scalable approach to Email Operations across the company, Email Programs are smartly designed & flawlessly executed, and our business partners can effectively use Email to exceed business goals while providing consistent and positive experiences for our… Show more Responsible for aligning people, processes, and technology to help LendingClub leverage the Email Channel to it’s fullest potential. Ensuring the Email Platform grows and evolves with the needs of the business, there is a disciplined and scalable approach to Email Operations across the company, Email Programs are smartly designed & flawlessly executed, and our business partners can effectively use Email to exceed business goals while providing consistent and positive experiences for our customers. Primary Responsibilities: • Work closely with business partners and stakeholders and help them effectively leverage the Email Channel to meet and exceed their business goals • Directly manage a team of Email Marketing Managers that support the implementation of email programs for all lines of business within LendingClub, building redundancy and business continuity into the support model • Manage the priorities and workload for the team, aligning to business priorities, maintaining quality and consistency in execution, while maintaining work-life balance for the team • Own and manage the Email Platform, ensuring it runs smoothly and continuously evolves to meet and exceed business needs • Own the Email system & data roadmap, driving the design and implementation of new capabilities for the Email Channel • Work closely with Analytics to design and implement Email Channel and Campaign test strategies • Govern, scale, and enable the Email Channel across all line of business within LendingClub • Monitor and continuously improve KPIs within the Email Channel, including deliverability, response rates, unsubscribes, etc… • Manage the email budget, optimizing for performance and ROI • Leverage technology and partners to build more sophisticated, automated and measurable email campaigns • Help create and implement processes to improve quality and efficiency

• Senior Email Marketing Manager

  • Feb 2017 - Mar 2020

  San Francisco, California ●Responsible for management and execution of email marketing program, which includes end-to-end execution including A/B test design, audience definition, segmentation strategy, list pull selection, HTML template coding, ESP management and set-up and campaign performance analysis. ● Monitor overall email channel health and campaign performance across a variety of metrics including conversions, engagement, list health, deliverability scores, open rates and regularly run custom analysis. ●… Show more ●Responsible for management and execution of email marketing program, which includes end-to-end execution including A/B test design, audience definition, segmentation strategy, list pull selection, HTML template coding, ESP management and set-up and campaign performance analysis. ● Monitor overall email channel health and campaign performance across a variety of metrics including conversions, engagement, list health, deliverability scores, open rates and regularly run custom analysis. ● Responsible for management of email channel quarterly and year forecasting. ● Continuously develop and redefine strategies and approaches to increase user engagement, retention, and revenue. ● Develop and manage usage of all email templates, ensuring that communications are brand compliant and rendering correctly across major desktop and mobile mail platforms. ● Leverage and manage CRM systems (Salesforce) to create lifecycle email programs that nurture the customer journey. ● Manage implementation of borrower email segmentation strategy for lifecycle, marketing and transactional emails. ● Manage the email channel project schedule assessing requirements, define timelines, identify risks and communicate across project stakeholders ensure the work streams are executed with excellence. ● Responsible for maintaining and documenting channel testing results readouts for development of channel best practices and learning repository. Achievements: ● Effectively ran an email marketing program managing performance to meet forecasted quarterly and yearly targets. ● Built out and maintained a control library of high performing content, regularly monitoring performance and running multi-phase creative and subject line A/B tests to optimize open rate, click through and down funnel conversion. ● Oversaw the construction, implementation and migration of 500+ emails into a rebranded modular responsive template.

• Email Marketing Manager

  • Mar 2015 - Feb 2017

  ● Served as channel expert on best email practices. Managed email program execution for multiple business lines (retail investor, small business and personal loans) each with different stakeholders and business requirements. ● Onboarded and trained new team members to support “self service” email program management for other business lines. Provided team members with guidance on established business SLAs, execution time lines and processes, database integrations, email service provider… Show more ● Served as channel expert on best email practices. Managed email program execution for multiple business lines (retail investor, small business and personal loans) each with different stakeholders and business requirements. ● Onboarded and trained new team members to support “self service” email program management for other business lines. Provided team members with guidance on established business SLAs, execution time lines and processes, database integrations, email service provider implementation. ● Owned execution of email program which included everything from HTML development, production quality, deliverability, understanding database systems and CRM platform (Salesforce) to build customer journeys and develop audience targeting, A/B testing and email performance analytics ● Served as gatekeeper for email team project prioritization, planning and testing implementation. Regularly worked with engineering product teams to orchestrate the setup of real-time transactional API trigger and lifecycle communications. ● Served as lead email developer translating brand design mock-ups into fully responsive email templates ● Established regular A/B testing cadence streamlining the testing process to continually optimize content and maintain performance. Achievements: ● Implemented the migration of over 300+lifecycle and transactional emails into a rebranded template design. ● Improved production by introducing timelines, centralized repositories, trackers and batch testing which led to +200% growth in testing creative iterations and scalable results.



Direct Partners, an Omnicom Company acquired by RAPP

• Email Marketing Manager

  • Mar 2012 - Mar 2015

  San Francisco Bay Area • Responsible for overseeing the end-to-end creation and deployment of B to B and B to C email marketing campaigns; from campaign set-up, creative testing and QA, audience targeting/selection, scheduling and deployment. • Execute and recommend strategies to drive traffic for a number of large online properties. Properties include Blackrock, Fleming's Steakhouse & Wine Bar, Logitech and the Whitewave brands of Silk and International Delight. • Own campaign calendar and coordinate multiple… Show more • Responsible for overseeing the end-to-end creation and deployment of B to B and B to C email marketing campaigns; from campaign set-up, creative testing and QA, audience targeting/selection, scheduling and deployment. • Execute and recommend strategies to drive traffic for a number of large online properties. Properties include Blackrock, Fleming's Steakhouse & Wine Bar, Logitech and the Whitewave brands of Silk and International Delight. • Own campaign calendar and coordinate multiple campaigns simultaneously across internal and external partners to ensuring industry best practices and compliance around permission-subscription based marketing, privacy and spam regulation (CAN/SPAM) • Across clients accounts have successfully managed/executed simple-to-complex email campaigns across the following ESPs: Dialogue1, Yesmail, Campaign Monitor, ExactTarget. • Responsible for email platform automation set-up, ensuring and overseeing the delivery of trigger based email communications. • Maintain timely reporting, communication of campaign results and continually improve execution and documentation processes. • Optimization of marketing performance through A/B testing, personalization, creative, automation and dynamic content management. • Worked closely with data management teams to ensure accurate segmentation for email targeting. • Served as an expert in understanding the capabilities and functionality of the ESPs. Leveraging expertise to drive strategy and coordinate platform enhancements.

• Senior Database Marketing Manager

  • Apr 2010 - Mar 2012

  San Francisco Bay Area • Put forth the best audience segmentation recommendations to meet specific campaign objectives. • Maintained and managed database analyst workload and coordinated data delivery with internal production teams. • Documented and translated client business objectives into technical specs for database analysts • Oversaw and coordinated the list pull selection/segmentation of a database of 30+ million records for a variety of direct marketing initiatives (including multiple phase email… Show more • Put forth the best audience segmentation recommendations to meet specific campaign objectives. • Maintained and managed database analyst workload and coordinated data delivery with internal production teams. • Documented and translated client business objectives into technical specs for database analysts • Oversaw and coordinated the list pull selection/segmentation of a database of 30+ million records for a variety of direct marketing initiatives (including multiple phase email campaign launches, purchase fulfillment and promotional staffing, sales campaigns) contacting an email volume north of 250 million emails per year. • Closely worked with the analyst, performing routine campaign QA data checks leveraging internal platforms and MYSQL • Ensure all campaign list-pulls are properly documented and set up for internal reporting Working knowledge of: • mail program data processing, • assessment/audit of existing data systems • development of Direct Marketing campaign plans, • development of database marketing systems • data enhancement/overlays using outside sources • customer profiling and segmentation, • predictive modeling (response, revenue, ROI, LTV) • program tracking and measurement.

• Database Marketing Manager

  • May 2008 - Apr 2010

  • Responsible for strategic planning, project coordination, and quality control procedures required to deliver direct marketing, database and analytical projects. • Day-to-day management of client data projects, including work-flow coordination, internal resource management, and related activities. • Optimize existing campaign processes and workflow as needed to adapt changing client deadlines/needs. • Coordinate inputs, perform quality checks to ensure data integrity, maintain… Show more • Responsible for strategic planning, project coordination, and quality control procedures required to deliver direct marketing, database and analytical projects. • Day-to-day management of client data projects, including work-flow coordination, internal resource management, and related activities. • Optimize existing campaign processes and workflow as needed to adapt changing client deadlines/needs. • Coordinate inputs, perform quality checks to ensure data integrity, maintain campaign schedules, participate in the strategic planning process • Assist the Account Teams with development of sound Direct Marketing programs. • Prepare campaign and customer reports/analyses, and • Manage and execute email and direct marketing campaigns • Work with internal development and engineering teams to maintain, revise and develop internal campaign management and reporting tools • Implemented testing strategies (A/B, subject line, creative, segmentation) to optimize efficiency and ROI • Support and advice account/campaign team on best direct marketing practices. • Knowledge in SQL, database and transaction processing concepts, query analysis tools and performance optimization of queries. • Query data in SQL for problem solving & analysis. • Understand Business Objects reporting.



Socratic Technologies, Inc.

• United States
• Market Research
• 1 - 100 Employee

• Project Director

  • Jun 2007 - Nov 2007

  San Francisco Bay Area Responsible for overall design, execution and analysis of concurrent quantitative and qualitative research initiatives Achievements: *Coordinate survey execution overseeing project fieldwork, obtaining field service bids, selecting vendors, online data collection, ensuring the quality, timeliness and accuracy of deliverables