Ashley Sylla
Brooklyn,NY
Overview
6
6
years of professional experience
Work History
Director of Lifecycle Marketing
Fortune
05.2024 - Current
- Lead data-driven onboarding, engagement, and retention subscription programming during Fortune tentpole initiatives including list launches, editorial packages, and magazine rollouts.
- Collaborated on a cross-functional audit of our ESP and drafted a new user field taxonomy to streamline migration to Salesforce.
- Evaluated and optimized key subscriber email journeys including onboarding, abandon cart, and registration to drive acquisition, engagement, and retention.
- Conceptualized and drafted marketing campaigns for key organizational and newsroom priorities, including copywriting, editing, and audience segmentation for CEO Daily, MPW Daily, and Next to Lead.
- Facilitated cross-functional collaboration with product and edit teams on content personalization initiatives to drive engagement and retention.
Director of Newsletter Operations
Fortune
12.2022 - 05.2024
- Spearheaded cross-functional collaboration on an enhanced owned and operated newsletter preference center that improved sign ups.
- Developed and executed new growth initiatives for newsletters including barter programs, an improved pop-up strategy, and a new welcome series.
- Improved internal newsletter reporting by identifying data gaps and opportunities for expanded insights.
- Oversaw creation and execution of cross-functional newsletter launch and growth strategies and deprecation protocol.
- Cultivated improved department collaboration across edit, consumer marketing, product, and other teams for newsletter promotion.
- Advised and collaborated with edit on newsletter strategy including audience development and performance benchmarking.
- Pitched marketing concepts and wrote marketing copy for newsletters across all owned and operated channels.
Newsletter Editor
Fortune
06.2021 - 12.2022
- Led and executed strategy for Fortune newsletter launches and other editorial email initiatives, including thematic sends, special reports, and feature spotlights.
- Oversaw daily operations for 20 newsletters, including proofreading and QA before publication to ensure editorial standards and to maximize engagement.
- Provided performance insights and feedback on Fortune's newsletter portfolio to stakeholders across the organization.
- Spearheaded a cross-functional newsletter hygiene initiative that resulted in a 35% increase in open rates across the portfolio.
- Created internal management systems to monitor and record KPIs and improve workflow processes.
- Provided documentation and trainings to the newsroom on newsletter best practices for maintaining editorial standards and maximizing performance.
Audience Engagement Manager, Marketing
First Look Media
06.2020 - 05.2021
- Managed email marketing strategy for Topic, First Look Media's streaming service.
- Coordinated with product on CRM migration, including IP warming, template migration and building, and QA.
- Strengthened email KPIs by implementing a data-driven email strategy focused on audience segmentation, retention, and a/b testing.
- Ensured email templates and strategy were CAN-SPAM and GDPR compliant.
- Optimized workflows and processes for email by creating internal management systems.
- Established creative and editorial standards and best practices for all newsletter products.
Audience Development Manager
Group Nine Media
01.2019 - 04.2020
- Led newsletter strategy across three Group Nine brands: Thrillist, NowThis, and The Dodo.
- Executed the launch of NowThis' first email newsletter, KnowThis.
- Advised key stakeholders from Thrillist, The Dodo, and NowThis on editorial strategy for their newsletters, including identifying new growth opportunities that fit each brand and initiative.
- Managed reporting and analysis of performance of 30+ newsletters.
- Oversaw growth initiatives including cross-platform newsletter promotion and newsletter optimization.
Education
Master of Arts - Magazine, Newspaper, And Online Journalism
Syracuse University
Syracuse, NY2014
Bachelor of Arts - English, Rhetoric, And Global Culture
SUNY At Binghamton
Binghamton, NY2013
Skills
Analytics
- Google Analytics
- Chartbeat
- Looker
- Parsely
Email CMS Tools
- Campaign Monitor
- Mailchimp
- Klaviyo
- Iterable
- Responsys
- WordPress
Skillset
- Editing and proofreading
- Copywriting
- Email marketing
- Audience development and growth
- Lifecycle marketing
- Project management
Timeline
Director of Lifecycle Marketing
Fortune
05.2024 - Current
Director of Newsletter Operations
Fortune
12.2022 - 05.2024
Newsletter Editor
Fortune
06.2021 - 12.2022
Audience Engagement Manager, Marketing
First Look Media
06.2020 - 05.2021
Audience Development Manager
Group Nine Media
01.2019 - 04.2020
Master of Arts - Magazine, Newspaper, And Online Journalism
Syracuse University
Bachelor of Arts - English, Rhetoric, And Global Culture
SUNY At Binghamton
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