Betty Cheung
Forest Hills,NY
Summary
Performance-driven Email Marketing team leader skilled in creating lifecycle marketing campaigns and increasing KPIs through segmentation strategies, timely promotions and creative development. Data driven with the proven ability to deliver results.
Overview
16
16
years of professional experience
Work History
Senior Manager CRM & Lifecycle Marketing
Begin
05.2022 - Current
- Provide strong leadership, coaching and management to Begin CRM team to enhance productivity and morale across Little Passports, HOMER and codeSpark children’s learning brands.
- Established CRM & Lifecycle Marketing for KidPass Tutors, driving an AOV of $2,200 and $0.92 in revenue per recipient through timely engagement and winback campaigns and sales leads journeys.
- Served as seasonal support for Little Passports CRM producing high volumes of email campaigns, and contributed to MOM increase of 692% in conversions.
Email Marketing CRM Manager
SUMMIT One Vanderbilt
11.2021 - 03.2022
- Launched Email Marketing & CRM strategy and implemented high-impact initiatives across the customer lifecycle that accelerated customer growth, ticket sales, and revenue generation
- Owned day-to-day management of Email Marketing & HubSpot CRM platform to ensure one holistic view of the consumer across all channels
- Drove guest engagement through relevant, personalized, and timely communications.
Email Marketing Manager
Lindblad Expeditions
04.2018 - 11.2021
- Produced, coded and deployed acquisition, welcome series, re-engagement, retention, loyalty, post-voyage, and other drip and nurture campaigns.
- Improved YOY click to open rate by 17% through content optimization via heat map reporting analyses.
- Organized email kickoffs with marketing managers, copywriters and creative team to review strategy and data-based optimization for each campaign.
- Conducted extensive RFP process to identify new Email Service Providers.
- Programmed personalized, conditional, and dynamic content in B2C and B2B email campaigns through Adestra and Movable Ink.
Director of Email Marketing
DealNews
11.2016 - 02.2018
- Increased open rates on main promotional mailing by 29%, clickthrough rates by 12% and eCPM by 15% through A/B testing and optimization.
- Oversaw strategy, planning, scheduling, QA and execution of all email campaigns, including daily blast newsletters, abandoned cart, and sponsored emails.
- Performed analyses across campaigns and segments to track trends in email delivery, open rates, response rates, and segment performance.
- Maintained email calendar and worked with internal stakeholders to schedule campaigns to support their initiatives.
Marketing Professional
Freelance Clients
01.2012 - 11.2016
- Created Email Marketing contest with up to 42% open rates and 400+ opt-ins
- Produced daily and drip desktop and mobile email newsletters boosting traffic and orders by up to 270%
- Analyzed A/B testing on Email Marketing campaigns to identify and implement formats leading to 8% increase in open and click-through rates.
Director, Affiliate Marketing
Fareportal, Inc.
09.2008 - 12.2011
- LinkShare Golden Link Awards Winner:
o Publisher's Choice, 2011 – OneTravel
o Publisher's Choice, 2010 – CheapOair - Enhanced profitability by leading Affiliate Marketing team in selling $200 million worth of travel bookings with annual budget of $3 million for CheapOair, OneTravel, TripMama, etc. Achieved overall ROI of 32.3%.
- Supplied content for CAN-SPAM compliant B2B Email Marketing campaigns to recruit and motivate affiliates, negotiated contract terms, created marketing calendars and forecasted yearly sales.
- Supervised team of seven, both in-house and offshore. Provided training, defined responsibilities and set goals.
Manager, Email & Affiliate Marketing
Ashford.com
11.2007 - 05.2008
- Boosted website traffic and conversion by 100% by launching Email and Affiliate Marketing to sell luxury watches.
- Planned and executed Email Marketing campaigns from creative development, HTML hand coding, segmentation, testing, and execution through to reporting and optimization.
Education
MBA - Marketing
Zicklin School of Business, Baruch College
New York, NYBachelor of Fine Arts - Graphic Design
School of Visual Arts
New York, NYSkills
- Braze
- HubSpot CRM
- Adestra
- Acoustic (Silverpop)
- Sailthru
- Movable Ink
- LiveIntent
- HTML
- Persado
- Dreamweaver
- Photoshop
- Asana
- CAN-SPAM
- CASL & GDPR
- Google Analytics
- Looker
- Tableau
- Word
- Excel
- PowerPoint
Timeline
Senior Manager CRM & Lifecycle Marketing
Begin
05.2022 - Current
Email Marketing CRM Manager
SUMMIT One Vanderbilt
11.2021 - 03.2022
Email Marketing Manager
Lindblad Expeditions
04.2018 - 11.2021
Director of Email Marketing
DealNews
11.2016 - 02.2018
Marketing Professional
Freelance Clients
01.2012 - 11.2016
Director, Affiliate Marketing
Fareportal, Inc.
09.2008 - 12.2011
Manager, Email & Affiliate Marketing
Ashford.com
11.2007 - 05.2008
MBA - Marketing
Zicklin School of Business, Baruch College
Bachelor of Fine Arts - Graphic Design
School of Visual Arts
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