Ashley McMillan

Own global lifecycle marketing strategy and revenue performance across Email and SMS, leading CRM architecture, automation, and forecasting across DTC and direct sales channels. Driving retention, repeat purchase, and customer lifetime value across global subscriber base.

Key Impact

• Own lifecycle channel generating $4.5M (GA4) to $10.2M (platform-attributed) Email revenue
• Launched and scaled SMS program (US) to $232K–$580K revenue in first year
• Manage 760K+ global subscribers, including 16.2K+ SMS subscribers built from zero
• Increased overall conversion rate by +2.2% through lifecycle optimization
• Grew Email revenue per subscriber (US) +57% ($2.92 to $4.60)
• Contributed to +10% AOV growth ($143 to $158), supporting higher customer value

Lifecycle, Retention & Subscription Strategy

• Rebuilt lifecycle program from the ground up following ESP migration, restoring retention performance and enabling scalable automation across subscription and repeat purchase journeys
• Designed and launched core lifecycle journeys (browse, cart, post-purchase, replenishment, winback), improving customer retention and repeat conversion
• Developed segmentation and personalization strategies to target customers across lifecycle stages, increasing engagement and revenue per user
• Own lifecycle revenue forecasting and performance, transitioning from shared ownership with VP to full accountability

CRM & Lifecycle Infrastructure

• Led implementation of Attentive (Email & SMS), integrating Shopify, Exigo, and Snowflake to enable data-driven lifecycle execution
• Established CRM governance framework (segmentation, suppression, frequency caps) to improve deliverability and long-term engagement
• Consolidated fragmented communication systems into a unified lifecycle and transactional CRM ecosystem

Performance & Optimization

• Scaled lifecycle automation to 10% of total CRM revenue within 3 months, increasing efficiency and reducing reliance on batch campaigns
• Drove improvements in conversion rate, revenue per subscriber, and AOV through A/B testing, segmentation, and personalization
• Built executive dashboards to track retention, engagement, and lifecycle revenue performance
• Optimized SMS performance over time, balancing subscriber growth with revenue per user and long-term engagement

Leadership & Cross-Functional Execution

• Lead CRM & MarComm team (2 direct reports), overseeing lifecycle strategy and execution
• Partner with Data, Product, IT, and Executive Leadership to align lifecycle strategy with retention and growth goals
• Act as lifecycle lead in cross-functional planning, ensuring alignment with broader customer experience and revenue strategy

• Led strategy and execution of a $1.5M+ integrated, cross-channel campaign, partnering across multiple business units
• Leveraged agile marketing methodologies, improving cross-functional collaboration and campaign execution efficiency
• Partnered with senior leadership to develop COVID-19 revenue mitigation strategies, leading to the launch of virtual fundraising initiatives
• Aligned stakeholders across teams to deliver cohesive, multi-channel marketing programs under tight timelines

• Managed and optimized $1.5M+ marketing budgets, driving performance across paid, owned, and digital channels
• Owned paid social strategy with $400K+ annual spend, improving conversion and efficiency through A/B testing and KPI analysis
• Oversaw eCommerce performance across digital properties, aligning marketing execution with revenue goals
• Delivered performance insights across 125+ properties, enabling data-driven optimization at scale
• Led brand reputation and crisis communications strategy

• Managed $4M+ in annual client budgets, leading integrated marketing strategy across industries
• Generated $300K+ in new revenue (2017) through campaign strategy and account growth
• Led cross-functional teams to execute full-funnel marketing campaigns
• Developed go-to-market and product launch strategies in new markets

• Managed $4M+ in annual client budgets, leading integrated marketing strategy across industries
• Led cross-functional teams to execute full-funnel marketing campaigns
• Developed go-to-market and product launch strategies in new markets
• Successfully managed critical client relationships, ensuring success during a challenging transition period and fostering long-term loyalty
• Created and delivered captivating campaign documenting almond grower's seasonal journey, enhancing other growers' knowledge and skills
• Spearheaded brand guidelines overhaul for clients, ensuring consistency and coherence across all brand touchpoints and strengthening brand identities

• Built foundation in integrated marketing, campaign execution, and client relationship management across B2B and consumer brands.
• Oversaw day-to-day project management for key client and two smaller clients, ensuring smooth execution.
• Maintained and updated client databases using Excel.
• Executed comprehensive media and direct mail campaign with budget exceeding $2M.
• Meticulously served as final proofreader, ensuring accuracy, consistency, and adherence to brand guidelines.

• Built foundation in integrated marketing, campaign execution, and client relationship management across B2B and consumer brands.
• Introduced Harvest software, realizing project management efficiencies and accurate client billing.
• Designed and executed social media strategies for RedRover and three clients, driving engagement.
• Curated targeted editorial content on Wordpress site.
• Developed and implemented effective email marketing campaigns using MyEmma software.
• Efficiently managed client contracts and relationships with 20+ independent contractors.