Caitlin Fitzgerald | Marketing

Résumé

Caitlin Fitzgerald

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Marketing Professional

Marketing professional with over a decade of experience in the sales and marketing realm. Creative and results-driven with extensive experience in crafting and executing innovative marketing strategies that drive business goals. Skilled in digital and email marketing, cross-channel campaigns, and community engagement, with a proven track record of success in startup environments and established organizations. Passionate about using marketing as a tool for positive change and dedicated to building meaningful relationships with client bases with data front and center. Skills include:

Marketing Strategy & Best Practices | Creative Problem Solving | Analytics & Reporting | Automation | ROI/CAC Reporting | Prioritization & Strategy | Relationship & Team Management | Project Management | B2B/B2C | Salesforce Marketing Cloud | Adobe Workfront | JIRA | Salesforce | Adobe Photoshop, InDesign, Illustrator | CMS (WordPress) | SEO (Google Ads) | Social Media Management (Hootsuite, Buffer) | Referral Management (Ambassador) | MS Outlook, Excel, Word, PowerPoint

Professional Experience

BMO Bank, Chicago, IL/Remote

Head of Lifecycle Marketing February 2022 – March 2024

Led a team of marketing professionals, providing mentorship and strategic direction to ensure the successful execution of marketing initiatives. Implemented advanced reporting systems to analyze customer engagement, optimizing future campaigns based on actionable insights. Developed and executed content strategies for email and digital channels that aligned with brand objectives and target audience. Elevated customer experience by optimizing lifecycle management and email automation, focusing on B2C and B2B integration.

  • Developed and executed comprehensive marketing strategies to improve deposits onboarding experience, leading to a 47% increase in funding and activation rates.
  • Led innovative marketing campaigns across digital platforms, delivering 85% higher engagement rate against company average.
Senior Marketing Manager June 2021 – February 2022

Led email automation, journey work, and asset creation for US Lifecycle Marketing team. Drove cohesive one-client approach across customer lifecycles. Developed advanced reporting systems to track customer engagement across digital channels. Participated in both B2C and B2B efforts.

  • Leveraged CRM tools for list segmentation, consumer feedback, and personalized content delivery.
  • Delivered automated, customized consumer education with a 26% higher engagement rate than company average.
  • Targeted B2C and B2B clients on paperless statement adoption with 25% higher CTR than company average.

PosiGen Solar, New Orleans, LA

Marketing Manager July 2017 – June 2021

Ensured brand consistency across all markets, maintaining and updating brand books and style guides. Developed and managed engaging content across multiple platforms, including email campaigns, social media posts, blogs, and marketing materials. Directed media plans and ensured creative consistency across all materials. Designed visually appealing graphics and marketing materials adhering to brand guidelines. Implemented Salesforce Marketing Cloud integration and set up Datorama for enhanced digital marketing visibility.

  • Rolled out training programs for sales teams and communicated marketing offerings effectively, driving 80% increase in program adoption.
  • Analyzed and interpreted data to inform content strategies and improve campaign performance, implementing campaigns that had 50% lower cost of acquisition to company average.
Sales Business Analyst & Operations Associate November 2014 – July 2017

Assisted in rolling out and training staff on a new customer referral program. Provided detailed sales and marketing metrics to executive management. Developed a commission calculation process using CRM data and Excel.

  • Developed standardized performance reporting for sales and marketing.
  • Migrated referral program to Ambassador and trained staff on its use, increasing program performance by 88%.
Telemarketing Team Lead December 2013 – November 2014

Created training materials to standardize team onboarding processes. Coached team to improve performance and sales numbers.

  • Led a team with an 8% conversion rate on cold leads, vs average of 2% for cold calling.

Certification & Training

  • Salesforce Certified Marketing Cloud Email Specialist, Issued: February 2021 | Credential ID: 21854534
  • Bonfire Signature Women in Leadership Training, completed: Spring 2024

Education

Tufts University, School of the Museum of Fine Arts
Bachelor of Fine Arts