Brian Poole
Burlington,Vermont
Summary
Strategic and data-driven Director of Lifecycle Marketing with 15+ years of experience leading multi-channel retention and CRM programs at well respected boutique agency. Proven expertise in scaling lifecycle strategies across diverse industries, driving measurable growth in customer engagement, retention, and lifetime value. Skilled in leading high-performing teams, managing enterprise clients, and leveraging advanced marketing automation to maximize ROI.
Overview
17
17
years of professional experience
Work History
Director, Lifecycle Marketing
Mason Interactive
02.2018 - Current
- Lead the lifecycle marketing strategy, across a portfolio of 20+ clients within the DTC, EDU, and Financial sectors.
- Build and mentor a team of lifecycle specialists, establishing best practices for campaign execution, reporting, and optimization.
- Write copy, design emails, grow lists, fix problems.
- Monitored daily performance to strategically recommend steps to improve KPI's.
- Established departmental performance goals and provided feedback for underperforming areas.
- Enhanced Email and SMS marketing results with personalized content, segmented lists, and compelling subject lines.
- Collaborate with creative and data science teams to launch personalization initiatives that boost client KPI's.
- Increased client lifecycle revenue by up to 400% with strategically targeted content, boosting open rates and conversions.
- Formed enhanced partnerships and connected with potential clients to drive business development.
Email Marketing Manager
Mason Interactive
06.2013 - 02.2018
- Led strategy and execution of email campaigns to support product launches, promotions, and retention initiatives, driving 30% lift in revenue from email channel.
- Built and optimized automated flows (welcome, cart, win-back) that contributed to a continuous increase in customer retention.
- Captured new customers by optimizing business strategies and launching products to diversify offerings.
- Oversaw list management and segmentation strategies to increase email performance and improve sender reputation.
- Implemented A/B testing framework to maximize open rates, click rates, and conversion rates.
- Devised content strategy to effectively engage target audiences.
- Executed comprehensive marketing strategies that consistently achieved targets for increased revenue.
Account Manager
Mason Interactive
02.2011 - 06.2013
- Managed end-to-end client email programs, including segmentation, personalization, automation, and reporting.
- Served as the primary point of contact for 6-8 clients, building relationships and ensuring alignment with e-mail marketing objectives.
- Delivered regular performance reviews and strategy sessions, positioning the agency as a trusted marketing partner.
- Analyzed and reported on campaign performance using platforms like Email Direct, Delivera, Mailchimp, and Constant Contact, providing actionable recommendations.
- Developed and maintained strong working relationships with professionals within assigned territory.
Marketing & Production Coordinator
Incisive Media
09.2008 - 03.2010
- Identified appropriate marketing channels and target customers for campaigns.
- Wrote engaging and successful marketing, advertising, and website copy.
- Developed campaigns and specific marketing strategies for clients.
- Conducted research to analyze customers' behavior, preferences and purchasing habits.
Education
Bachelor of Arts - Design And Visual Communications
State University of New York At Farmingdale
Farmingdale, NY06.2005
Skills
- CRM Software
- CRM integration
- Campaign management
- Marketing automation
- Mobile optimization
- Copywriting expertise
- Graphic Design
- Google Analytics
- Adobe Analytics
- Adobe creative cloud
- Design Software
- Landing page optimization
Timeline
Director, Lifecycle Marketing
Mason Interactive
02.2018 - Current
Email Marketing Manager
Mason Interactive
06.2013 - 02.2018
Account Manager
Mason Interactive
02.2011 - 06.2013
Marketing & Production Coordinator
Incisive Media
09.2008 - 03.2010
Bachelor of Arts - Design And Visual Communications
State University of New York At Farmingdale
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