AMANDA JACOBS
Castle Rock,CO
Summary
Growth-oriented marketing and ecommerce leader with 15+ years of experience driving revenue, customer acquisition, retention, and operational excellence across retail, ecommerce, and regulated industries. Proven leader of cross-functional teams, multi-million-dollar budgets, and complex business initiatives spanning lifecycle marketing, promotions, loyalty, customer communications, retail operations, and marketing technology. Recognized for translating data and customer insights into scalable growth strategies while building high-performing teams and aligning stakeholders across Marketing, Finance, Product, Operations, and Executive Leadership.
Overview
17
17
years of professional experience
1
1
Certification
Work History
DIRECTOR OF ECOMMERCE AND LIFECYCLE MARKETING
Eaze Inc.
06.2022 - Current
- Lead customer lifecycle, retention, promotional marketing, and customer communications strategy across delivery and retail operations spanning 4 states and 5 markets, driving revenue growth, customer retention, and brand engagement.
- Own lifecycle marketing channels including email, SMS, MMS, push notifications, and automated customer journeys, overseeing strategy, execution, deliverability, and performance optimization.
- Direct promotional strategy and execution across ecommerce and retail channels, balancing revenue growth, inventory management, customer acquisition, and margin objectives.
- Manage a $2M+ quarterly trade marketing and promotional reimbursement budget across 2 states, approximately 150 partner brands, optimizing investments and marketing allocations across lifecycle, ecommerce, retail, and paid media channels.
- Serve as the primary marketing stakeholder for acquisitions, store transitions, and market integrations, leading customer communication strategies, retention planning, loyalty migration considerations, and operational change management.
- Partner closely with Executive Leadership, Finance, Retail Operations, Purchasing, Product, Engineering, and Analytics teams to align marketing initiatives with broader company growth, profitability, and customer retention objectives.
- Built and maintain the organization's source-of-truth promotional budget and performance reporting infrastructure, enabling data-driven decision-making across Marketing, Finance, Accounting, Purchasing, and Sales functions.
- Lead, mentor, and develop a distributed marketing operations team, including contractors, offshore resources, and cross-functional contributors; responsible for onboarding, training, documentation, workflow development, and performance management.
- Established scalable operating procedures, training programs, and documentation that improved team efficiency, accelerated onboarding, and reduced execution risk across marketing functions.
- Manage and prioritize marketing execution across multiple business units following organizational restructuring, successfully absorbing responsibilities across promotions, retail marketing, trade marketing, customer communications, and lifecycle operations.
- Spearheaded the launch and scaling of automated lifecycle marketing programs for retail operations, resulting in a 40% increase in revenue generated through lifecycle channels.
- Developed and optimized customer activation, onboarding, loyalty, win-back, and retention programs, driving growth in first-time purchaser conversion, repeat purchases, and customer lifetime value.
- Led customer segmentation, testing, and personalization initiatives across lifecycle channels, improving engagement and driving sustained month-over-month growth in returning customers.
- Generate executive-level business insights and performance reporting through analysis of customer behavior, campaign performance, promotional effectiveness, and ecommerce trends, regularly presenting recommendations to senior leadership.
- Lead vendor evaluation, contract negotiation, and marketing technology strategy across multiple platforms, reducing technology costs by 20% while improving operational capabilities and scalability.
- Serve as a subject matter expert on lifecycle marketing, promotional funding strategy, marketing operations, customer communications, ecommerce merchandising, and marketing technology integrations.
EMAIL OPERATIONS SENIOR MANAGER
Merkle
Denver, CO
02.2018 - 04.2020
- Responsible for account management and email marketing strategy for major retail clients including L’Oréal and Converse.
- Accountable for providing strategic direction for clients, as well as flawless execution of day-to-day email operations and project management.
- Develop, execute, and assist in email and direct marketing campaigns using client data to strengthen client strategies and make their advertising more effective.
- Lead weekly client calls and on-site visits to deliver strategic insights.
- Partner with brand teams and external vendors to develop annual tactical brand plans, ensuring we stay within the client’s budget.
- Primary point of contact for client and internal teams for escalations and troubleshooting within the Salesforce Marketing Cloud platform.
BUSINESS SYSTEMS ANALYST LEAD
Epsilon
Lafayette, CO
10.2014 - 02.2018
- Manage a top-tier client account, which includes overseeing 6 onshore and 25 offshore production team members, over 50 ad-hoc email campaign requests a week, and over 100 lifecycle email campaign requests per quarter.
- Collaborate with client, account, and technology teams to ensure accurate and timely delivery of all email campaigns.
- Discover, analyze, and document client business requirements and translate those needs into system and process solution designs.
- Develop innovative, automated email campaign solutions to meet client business requirements.
- Troubleshoot and validate data integrity to ensure accurate reporting.
- Primary point of contact for 3rd party vendors including Merkle, Wylei, Wunderman, and Persado.
- Improve email deliverability, click-through rate, and ROI for clients including Dell, Tory Burch, and Buffalo Wild Wings.
- Provide business analysis and recommendations to key internal stakeholders.
SENIOR EMAIL MARKETING ANALYST
Craftsy
Denver, CO
01.2014 - 08.2014
- Planned, built and deployed all email campaigns.
- Re-engineered the Welcome Stream to improve engagement for audiences less likely to engage based on their acquisition source.
- Created re-engagement stream targeted toward inactive members.
- Developed and implemented strategic plan for promotional campaigns to increase revenue.
- Coordinated the email campaign schedule across internal, external and ecommerce departments.
- Analyzed, reported on and made recommendations for improvement on all email campaigns.
- Monitored ISP deliverability by IP in Return Path. Made creative and audience adjustments to improve deliverability.
ONLINE MARKETING MANAGER
ShopAtHome.com
Greenwood Village, CO
05.2009 - 01.2014
- Responsible for the management and execution of email marketing programs to over 2 million active registrants. Responsibilities included contact strategy, content creation, email marketing schedule, list segmentation, acquisition, and growth of active email members.
- Collaborated with the CRM team to increase existing customer engagement with relevant and personalized emails which increased engagement and retention.
- Worked with the Sales team to increase sales and acquire new customers for over 5,000 merchants through targeted email marketing.
- Owned roadmaps for all email projects, establish prioritization and requirements. Worked in a fast-paced environment to ensure timely rollout of all email projects including dynamic templates, automated trigger email campaigns and new email list segmentation strategies.
- Responsible for the reputation and inbox deliverability of over 15 IPs across two different ESPs.
- Created and launched mobile friendly email templates, resulting in a 20% increase in engagement on mobile platforms.
Education
Bachelor of Science - Psychology and Neuroscience
University of Colorado
Boulder05-2009
Skills
- Email, SMS/MMS, Push Marketing
- Ecommerce
- SQL
- Klaviyo
- Iterable
- Twilio
- Telnxy
Certification
- INTERMEDIATE SQL CERTIFICATE Ed2Go.com | 2010
- OMNITURE SITECATALYST TRAINING Provo, UT | 2009
Timeline
DIRECTOR OF ECOMMERCE AND LIFECYCLE MARKETING
Eaze Inc.
06.2022 - Current
EMAIL OPERATIONS SENIOR MANAGER
Merkle
02.2018 - 04.2020
BUSINESS SYSTEMS ANALYST LEAD
Epsilon
10.2014 - 02.2018
SENIOR EMAIL MARKETING ANALYST
Craftsy
01.2014 - 08.2014
ONLINE MARKETING MANAGER
ShopAtHome.com
05.2009 - 01.2014
Bachelor of Science - Psychology and Neuroscience
University of Colorado