Ashley McMillan

Six-year tenure in two distinct phases: integrated marketing communications leadership (2020-2024), followed by full lifecycle and CRM ownership (2024-2026) with a multi-tiered, global multi-tiered consumer audience of 760K+.

Phase 2: Lifecycle & CRM Ownership | Oct 2024 - Mar 2026
Shopify Ecosystem & Attentive Flow Architecture: Spearheaded global customer journey reconstruction following a complex enterprise migration to Shopify; mapped & optimized 10+ core retention flows in Attentive
including high-converting Welcome, Post-Purchase, Replenishment, Churn Mitigation, & Win-Back automations.

Key Impact

• Owned global channel generating $10.2M in annual Email revenue
• Built SMS program from zero to 16.2K+ subscribers generating $580K in first-year SMS revenue
• Drove +2.2% increase in global overall conversion rate
• Grew U.S. Email revenue per subscriber from $2.92 to $4.60 (+57%)
• Contributed to global AOV growth from $143.60 to $158.43 (+10%)

Lifecycle & Execution Highlights

• Subscription Retention & LTV Optimization: Owned the end-to-end subscription lifecycle roadmap, utilizing behavioral data to design custom portal experiences, reduce transactional subscriber churn, & drove an intentional increase in Customer Lifetime Value (LTV).
• Transactional Journey Architecture: Rewrote all transactional content across all purchase behaviors, then led translation & global deployment across all languages & markets
• SMS Channel Build & Scale: Owned acquisition strategy, flow architecture, campaign execution, & reporting
• ESP Implementation, Integration & Governance: Led implementation of Attentive (Email & SMS),
  collaborating with Data to integrate Shopify, Exigo, & Snowflake; established CRM governance framework
• Content Strategy & Copywriting: Primary author & final editor of all email & SMS copy across lifecycle,
  promotional, & transactional programs
• KPI Reporting Dashboards & Trend Analysis: Built & presented executive reporting dashboards tracking
  revenue, engagement, list health, & trends

Phase 1: Marketing Communications Leadership | Aug 2020 - Sep 2024

• Advanced Segmentation & Content Strategy: Engineered automated, high-engagement segmentation
  frameworks for a multi-tier consumer database, deploying highly personalized, bilingual lifecycle messaging
  that sustained an elite +53% open rate baseline.
• Integrated Strategy & Copywriting: Led integrated content strategy across email, web, social, & events;
  served as a primary author & final editor of all U.S. email copy across lifecycle & promotional programs; built
  content repository in collaboration with training team & LMS system, influencing audience engagement with
  +2,271% in logins over first 18 months.
• Leadership & Collaboration: Managed 2-3 direct reports & cross-functional programs across the organization

• 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.