ANANDITA WADHWA
Stamford
Summary
Results-driven digital marketing leader with over 8 years of experience in email marketing strategies, technical integrations, and personalization initiatives. Enhanced CRM revenue by 20% through innovative email personalization and technical integrations. Expert in Salesforce Marketing Cloud and adept at cross-functional leadership, excelling in problem-solving, being detail-oriented, ensuring seamless project execution, and fostering team cohesion.
Overview
9
9
years of professional experience
Work History
Manager, CRM & Digital Marketing Solutions Architect, E-Commerce
Catalyst Brands
05.2022 - Current
- Led cross-functional ESP migration from SFMC to Attentive for 5 brands, delivering $5M in annual savings and migrating 400+ email templates in 7 months
- Implemented Marketing Cloud Personalization across all the SPARC brands in 3 months integrating product recommendations and retargeting banners into marketing, triggered, and transactional emails; created 50+ product recommendation recipes, driving a 20% increase in CRM revenue.
- Led CRM technical integrations across Aeropostale, Lucky, and Nautica by partnering with 10+ third-party vendors to manage data flows, project implementation, and continuous system improvements
- Serve as subject matter expert in email personalization, leading cross-brand training sessions and providing strategic guidance and mentorship on recipe optimization and personalization best practices.
- Managed and configured product data feeds across multiple platforms (Feedonomics, SFCC, SFMC, Amperity, MCP, Attentive, Bluecore) to power email and SMS triggers, including back-in-stock, price drop, and abandoned cart campaigns.
- Led a successful POC with Zembula for Lucky brand, launching dynamic smart banners in emails, resulting in 10x return on ad spend (ROAS).
- Managed end-to-end migration of Aeropostale’s Order Management System from Radial to MAO, including requirements gathering, QA, and post-migration support for 20+ transactional email templates.
- Conducted regular A/B testing and campaign analysis, collaborating with SFMC, creative, copy, and IT teams to refine personalization strategies, leading to a 10% increase in conversion rates.
- Oversee JIRA ticketing system, coordinate sprint planning with IT and digital product teams, perform QA checks pre-/post-release, and troubleshoot technical issues to ensure release quality and workflow efficiency.
Manager, Customer Strategy, Digital Marketing
The Children’s Place
03.2022 - 05.2022
- Onboarded a trigger email partner, Wunderkind, and launched 15+ trigger emails, along with website onsite experiences, to increase customer retention and engagement by 15%.
- Managed the launch of two new brands (Gymboree and Sugar & Jade), and led the email strategy by building more than 30 email templates for these brands.
- Led the customer strategy roadmap for each fiscal year, and implemented personalization initiatives such as product recommendations and outfitting in marketing emails to drive engagement and purchase conversion.
Associate Manager Operations, Digital Marketing
The Children’s Place
03.2020 - 03.2022
- Developed a three-pronged approach and deployed a trigger email series to approximately 4 million new e-commerce acquisitions as part of the Acquisition, Retention, and Re-engagement strategy that drove $1.4 million in total sales and $677,000 in net profit.
- Launched over 15 abandoned trigger emails, such as abandoned homepage, search, and category events, to track and target a larger population of site visitors, thereby increasing web traffic by 63%.
- Managed technical aspects of key marketing systems and 15+ projects, and served as the liaison between business and IT teams to help move projects forward to completion, in addition to partnering with internal and external teams to deliver marketing initiatives.
- Developed test use cases and conducted end-to-end testing for marketing projects to ensure seamless data flow across all systems.
Digital Marketing Coordinator, Project Management
The Children’s Place
05.2019 - 03.2020
- Coordinated with stakeholders, directors, and various teams to execute a personalization test of marketing promotional emails on high-value customers, and reported a 10% increase in open and click metrics.
- Worked as a liaison between business and IT to communicate status updates and document changes for functional specifications.
- Delivered PMO weekly status reports for various projects, and maintained PMO logs to track issues and deliverables using JIRA.
Business Analyst
The Children’s Place
03.2017 - 05.2019
- Supported migration of 50+ email campaigns between ESPs, saving ~$3M.
- Conducted requirements sessions with business owners and leads to create 10+ Business Requirements Documents (BRD) for various projects, like Email Migration, Email Triggers, and translated the requirements to the technical teams.
- Created mapping documents and gap analyses to support data integration and system migration.
IT PMO Analyst
The Children’s Place
07.2016 - 03.2017
- Managed IT Business Continuity portfolio, overseeing vendor, contract, financial, and project management tasks.
- Tracked project financials, generated POs, processed invoices, and ensured PMO compliance across 15+ IT projects.
Education
Master of Science - Management of Technology
NYU Tandon School of Engineering
New York, NY05.2016
Bachelor of Engineering (Hons.) - Electrical & Electronics
Medicaps Institute of Technology & Management (MITM)
05.2014
Skills
- Email Marketing Platforms: Salesforce Marketing Cloud, Bluecore, Attentive, Wunderkind
- Integrations: API integrations, DataSync between CRM and email platforms
- A/B Testing & Optimization: Segmenting audiences, performance analysis
- Data Analytics: Google Analytics, Tableau, SQL (Basic)
- Project Management Tools: Jira, Asana, MS Project, Mondaycom
- Team Leadership: Cross-functional collaboration, mentoring junior staff
- Customer Segmentation & Personalization
Timeline
Manager, CRM & Digital Marketing Solutions Architect, E-Commerce
Catalyst Brands
05.2022 - Current
Manager, Customer Strategy, Digital Marketing
The Children’s Place
03.2022 - 05.2022
Associate Manager Operations, Digital Marketing
The Children’s Place
03.2020 - 03.2022
Digital Marketing Coordinator, Project Management
The Children’s Place
05.2019 - 03.2020
Business Analyst
The Children’s Place
03.2017 - 05.2019
IT PMO Analyst
The Children’s Place
07.2016 - 03.2017
Bachelor of Engineering (Hons.) - Electrical & Electronics
Medicaps Institute of Technology & Management (MITM)
Master of Science - Management of Technology
NYU Tandon School of Engineering
Similar Profiles
Misty IrizarryMisty Irizarry
Senior Human Resources Business Partner, Marketing at Catalyst BrandsSenior Human Resources Business Partner, Marketing at Catalyst Brands
Heather WhiteHeather White
District Manager at Sparc Group/ Catalyst BrandsDistrict Manager at Sparc Group/ Catalyst Brands
Jessica M. Cruz ZayasJessica M. Cruz Zayas
Corporate Paralegal at Dr. Catalyst LLCCorporate Paralegal at Dr. Catalyst LLC
Andy NajeraAndy Najera
Server at Coco CafeServer at Coco Cafe
Anthony SzarpaAnthony Szarpa
Technical Analyst at FergTechTechnical Analyst at FergTech