Marketing with Measurable Results
With 10+ years experience in sales and marketing I can help you take your big ideas and make them into tangible projects with an emphasis on performance tracking.
Project Examples
Below are some high-level summaries of projects I have completed in the past, for more details on any of the below or a custom deck of past relevant projects please reach out.
Triggered Consumer Education
Pain Point: Special-interest project from the executive team. The request was to develop a campaign that determined if customers would engage more with tailored financial educational content delivered via email.
Solution: Leveraging SFMC and Interaction Studio (now known as Marketing Cloud Personalization) 5 journeys were developed that were triggered by existing customer activity on the company site. Criteria identified customers that were reviewing additional products that they did not currently have and sent them email content featuring educational modules about the product types within minutes of the onsite activity.
Results: Based on result metrics, it can be determined that customers do engage with tailored financial education at higher rates.
15% higher engagement rate
26% higher module completion rate
2.67% conversion new product enrollment
Onboarding Optimization
Pain Point: Company had observed a decrease in customers completing account setup by funding.
Solution: Existing onboarding email journey was assessed for improvement areas. Various department stakeholders reviewed materials and worked to develop an improvement plan. Creative was optimized for messaging, CTA placement, frequency increase, and channel diversification - including digital and physical channels. Changes were monitored for effectiveness.
Results: Ongoing optimization and review efforts contributed to the below lifts in customer activity.
42% Increase in click-through-rate
47% increase in funding rate
Paperless Statement Enrollment
Pain Point: Paper statement fees were scheduled to be increased. The goal was to enroll as many customers as possible in paperless statements ahead of this change for optimal customer experience.
Solution: A single-send journey was developed for both retail and business banking customers with initial email and reminder to enroll in free paperless statements. Messaging included novel approach of interactive slides outlining the savings to the customer and the environmental offset of not printing and mailing statements.
Results: Both Business and Retail customers engaged with the campaign, driving higher enrollment numbers in paperless statements.
15% higher engagement rate
26% higher module completion rate
2.67% conversion new product enrollment
Appointment Reminders
Pain Point: Increasing number of sales appointments were not being kept by clients, contributing to a drop in sales.
Solution: Developed automated reminder emails to customers to remind them of next-day appointment. Included data integration collaboration with the IT department, customized landing page allowing customers to reschedule their appointment, and triggered automations.
Results: Increase in kept appointments led to higher kept rates and more closed sales. Providing customers an easy option to reschedule and notifying sales representatives of these changes let to better experience.
15% Increase in kept appointments
Lifecycle Mapping & Marketing Automation
Pain Point: Company did not have any marketing automation implemented, requiring manual email sends, manual call campaigns, and gaps in experience.
Solution: Working cross-functionally with IT, Customer Experience, and Operations a comprehensive customer lifecycle map was developed outlining all milestones in the customer lifecycle, identifying the need for more communication touchpoints.
After vendors were reviewed and assessed for pros and cons, SFMC was identified as the best solution for the company when it came to addressing a wide range of marketing and customer experience goals with one solution.
Results: Graphics were made of the customer lifecycle for use in both advertising and internal documents, marketing automation was implemented for the company.
Launch of new creative collateral
Setup of marketing automation and performance reporting
Customer Segmentation
Pain Point: Customer base analytics had not been performed in 5+ years, in which time company had expanded into multiple new markets not reviewed.
Solution: Data analysis was completed by in-house marketing team to identify key segment data for customer base, revealing unknown trends in age, employment, income, and location not previously known.
Results: Improvements in targeting for new leads and added personalization to customer experiences.
New Leads data led to better targeting on digital platforms to potential customers
Existing Customers data led to personalized communication touch points and added depths to executive presentations
Design Work Examples
My Approach to Projects
From planning to performance assessment, I apply to same principles to all projects to ensure success.
Pre-Assessment
Before a project is started, a baseline assessment is made of business needs, budget, key performance indicators, and availability of resources.
Measurability
All projects require tracking to gauge performance over time and make improvements in the future, determining the best type of reporting at the beginning is key.
Scalability
For longer-term executions, planning from the beginning how a project will change and grow as the company changes and grows is vital.
Documentation
While executing a project, keeping meticulous documentation – from project meetings, to sign-offs, to compliance approvals – ensures a comprehensive overview is compiled when a project is complete.
Stewardship
Once a project is complete and launched, the previous steps are compiled in a key document that can be referenced at any time for future work.
Re-Assessment
Post-launch reporting can be referenced at regular intervals. This reporting can help continue funding for a project, or be leveraged into update recommendations.
Welcome!
The goal of this portfolio is to showcase significant projects from my combined 10+ years in the sales and marketing realm, with focus in the finance and energy industries. Throughout that time I have had the privilege of gaining a wide range of experience - from the basics of marketing through to the development of high-level strategy. Whether building in-house processes, developing customer-facing campaigns, or assisting executive staff in presenting to potential investors, I pride myself on being able to take big ideas and develop them into tangible campaigns with measurable results.
I am particularly excited by data and analytics, process mapping, and problem-solving. I am equally comfortable in a team, leading a team, or working independently.
I am Salesforce Certified in Email Marketing and I recently completed the Bonfire Signature Women in Leadership training.
Outside of work, you can find me in my art studio, taking an art class, walking my dog, spending time with my cat, or working on my latest home-improvement project in my 150-year-old Victorian house.