Director of CRO
SHOPANOVA - AK
Oct 2023 - Present
Lead the formation and growth of the CRO department. Hired and managed a team of CRO specialists and analysts specializing in A/B testing, UX design, and data analysis. Developd and refined client onboarding processes, emphasizing the significance of CRO. Conducted comprehensive audits to identify areas of improvement in client platforms. Designed customized CRO plans tailored to individual client needs and challenges. Supervised and implemented A/B testing plans and analyze results. Lead user experience assessments, optimizing website navigation, mobile responsiveness, and load times. Performed funnel analysis to optimize conversion paths. Delivered regular, detailed reports to clients on the impact of CRO efforts. Created and distribute educational materials about CRO best practices.
Multi Business Owner, Ecommerce, CRO, Email
SilverTower Solutions - Provo, UT
Jan 2023 - Present
SilverTower Solutions is ready to help you scale your business to the next level. With a boutique offering of services our goal is to become an extension of your in-house team.
Director of Marketing Automation / Sr. Business Analyst
QuickFresh - Springville, UT
Sept 2021 – Jan 2023 (1 yr 4 mos)
Responsible for marketing email automation in Hubspot and Klaviyo, including designing and building mobile responsive HTML templates and complex workflows to process customers into the correct campaigns. Maintained multiple CRM databases and lists. Responsible for generating sales ready leads for QuickFresh’s 20+ reps across the Inside Sales teams as they work towards monthly quotas. Created and maintained 6+ Shopify stores, including frontend pages, product databases, and connections to 3rd party software. Uploaded new weekly menus via complex spreadsheet functions. Collaborated with Sales team on Affiliate Marketing Programs and integrated affiliate payment solution into Shopify. Stepped in as the Business Analyst for new projects, wrote up project plans and business requirement documentation, designed lucid charts workflows and was the liaison with partners during the design and launch of new brands. Managed a team and with our efforts to were able to lower cancellation rates by 40-45% month after month and increase new subscriptions by 30%.
- Achieved a 43% reduction in meal subscription cancellations by implementing innovative retention strategies and delivering exceptional customer service, resulting in increased customer loyalty and satisfaction.
- Drove a 30% increase in new meal subscriptions by developing and executing targeted marketing campaigns, enhancing the customer experience, and leveraging market insights to identify growth opportunities.
Senior Digital Communication Analyst
Modere - Springville, UT
Jun 2020 – May 2021 (1 yr)
Strategized and executed the company’s email marketing, including designing/creating advanced email automation flows, collaborating on the email content, and maintaining a substantial/varied calendar. Managed entire company’s operational and promotional email automation in Eloqua and Maropost, maintained the contacts database of 2M and substantial/varied calendar for 6 markets in 9 languages worldwide. Presented email statical reports to company executives.
- Demonstrated expertise in cost-saving initiatives by conducting extensive research and analysis on alternative Email Service Providers (ESPs), resulting in a successful transition from a per-contact cost model to a cost-per-email sent model that saved the company 66% in expenses.
- Displayed exceptional leadership and project management skills in leading a team to migrate email operations to a new ESP across six markets and nine languages. Over the course of just six months, we successfully rebranded and optimized over 100 automated emails, including dozens of complex campaigns with dynamic content and personalization, making them all mobile-responsive and enhancing their overall effectiveness.
Director of Digital Marketing
Modere - Springville, UT
Feb 2019 – Jun 2020 (1 yr 5 mos)
Managed a global team on website content, digital assets, email marketing automation, marketing tools, retargeting campaigns, and strategies. Monitored content/strategy effectiveness, proposed new digital/analytical third-party software initiatives to interact with the website, and leveraged new technologies supporting the organization’s future growth. Collaborated with marketing/sales teams on budget determinations and the establishment of digital budgetary compliance.
- Spearheaded the overhaul of the Digital Marketing department, transitioning it from California to the corporate headquarters and rebuilding it from scratch.
- Demonstrated exceptional leadership and analytical skills during a new product launch, successfully executing retargeting campaigns that re-engaged hundreds of former customers and resulted in a monthly revenue increase of nearly $500,000.
Digital Marketing Analyst / Project Manager
Modere - Springville, UT
Feb 2018 – Feb 2019 (1 yr 1 mo)
Promoted from Business Analyst in IT to BA in Digital Marketing to facilitate the relocation of the department to corporate headquarters. Conducted a thorough analysis of the company's Digital Marketing operations and documented the necessary steps to successfully transition the department. Presented a comprehensive proposal outlining the required team members, software, and budget needed to effectively manage the new Digital Marketing Department. Concurrently, managed all marketing email campaigns for the company in Eloqua across six markets and nine languages, utilizing data-driven strategies to optimize performance and drive increased revenue and customer engagement.
- Successfully managed the relocation of the Digital Marketing department operations to corporate headquarters, ensuring all campaigns, third-party contracts, software, and logins were seamlessly transferred without interruption.
- Demonstrated exceptional project management skills by effectively managing the transition of the Digital Marketing Department and company-wide marketing email campaigns simultaneously, resulting in improved campaign performance and increased revenue growth.
Business Analyst / Project Manager
Modere - Springville, UT
Apr 2017 – Feb 2018 (11 mos)
Demonstrated proficiency in project management by leading the end-to-end design, development, and implementation of large-scale initiatives for the company. Defined project scope and requirements, created comprehensive design documents, and worked closely with cross-functional teams to ensure successful execution of solutions. Proven expertise in requirements gathering and analysis by collaborating with other project managers, IT and vendors to assess business needs and document "As Is" and "To Be" processes. Led grooming meetings to prioritize and weigh stories and tasks, managed two-week sprints in project management software, and maintained a backlog of future stories and tasks. Successfully managed the company's marketing email campaigns across six markets and nine languages in Eloqua, utilizing data-driven strategies to optimize campaign performance and enhance customer engagement.
- Streamlined cross-functional collaboration and communication by becoming proficient with company legacy systems, effectively translating business processes to designers, developers, and testers. This resulted in increased efficiency and reduced errors in project delivery.
- Demonstrated strong leadership and decision-making skills by independently preparing and presenting management reports on budget activity and plans, prioritizing tasks to meet critical deadlines, and making practical business decisions. Additionally, played a key role in the development of new business analysts by providing training, mentorship, and support in a newly defined role.
Quality Assurance Integration Engineer
Modere - Springville, UT
Mar 2016 – Apr 2017 (1 yr 2 mos)
Streamlined quality assurance processes by conducting regulated functional and regression tests to ensure compliance with requirements and defect-free deliveries of new features and enhancements. Developed comprehensive test cases and executed rigorous testing procedures to validate reported issues and ensure timely resolution of defects, while taking a leadership role in driving project enhancements. Spearheaded the implementation of quality assurance best practices and standards by designing and executing testing procedures that ensured high-quality product deliveries to production.
- Successfully implemented a new testing process that reduced the number of bugs sent to QA for testing before a product release by 70%, resulting in faster testing times and earlier launches.
- Influenced the QA testing process to be more aligned with my new process, reducing their testing time by 30% and further streamlining our overall testing procedures.
