CAROLINE FONTEIN
Summary
Highly analytical Marketing Director effective at leveraging data and consumer insights to develop revenue-generating marketing initiatives. Adaptable team leader and innovator with a strong understanding of digital and social commerce and how to successfully launch new brands in the highly-regulated health and wellness space.
Overview
11
11
years of professional experience
Work History
Director of Marketing
The Artist Tree
02.2023 - Current
- Oversee marketing for premiere cannabis retailer with seven locations and California's only cannabis smoking lounge, restaurant and event venue, located in west Hollywood.
- Lead development and launch of new customer loyalty rewards program and app
- Improved open rates, CTR and revenue generated by email and text campaigns by devising new targeting and customer segmentation strategies
- Grew online conversion rates and AOV on owned website to over 10% by implementing A/B testing and integrating with new AI product recommendation software
- Exceeded monthly sales targets by implementing new multi-channel customer acquisition and retention tactics
Head of US Marketing
Spotlight Oral Care
Los Angeles , CA
02.2022 - 02.2023
- Exceeded annual revenue target by leading omnichannel marketing tactics and managing budgets to support product launches and sales on Ulta, Target, DTC and Amazon
- Drove customer acquisition and sales by leading email marketing and social media teams to plan and successfully execute campaigns across email, SMS, Instagram, Facebook and TikTok
- Grew email/SMS to account for more than 45% of online revenue by optimizing email sign-up form and initiating segmentation based on customers with high LTV
Senior ECommerce Manager
Neptune Wellness Solutions
Remote
04.2020 - 02.2022
- Contributed to $5 million annual revenue target by overseeing content strategy and managing marketing tactics and budgets to support sales growth
- Successfully launched new-to-market product and brand at Sprouts grocery store and online by devising and executing omin-channel marketing strategy
- Grew email marketing to account for over 40% of online revenue by integrating with Klaviyo and developing advanced customer segmentation and flows
Senior Digital Marketing & Communications Manager
SmartyPants Vitamins
01.2018 - 04.2020
- Contributed to over $100 million in revenue by devising organic and paid digital marketing strategies to support Amazon, direct-to-consumer and retail sales goals
- Drove website traffic and increased conversion rates on company website by managing SEO and Google ad campaigns and utilizing user data to optimize site performance and increase funnel marketing efficiencies
- Devised go-to-market strategies for new products and managed assets needed to execute supporting campaigns and launch products on Amazon, owned websites and other retailers
U.S. Digital Content Manager
Gibbston Valley Winery
09.2016 - 12.2017
- Increased membership by 25% and drove online wine sales by managing website development, content and email marketing strategy needed to offer wine club in U.S.
- Improved online wine club sign ups by 30% through A/B testing and utilizing website usage data to optimize UI/UX
Digital Marketing and Communications Manager
Gibbston Valley Winery
06.2013 - 07.2016
- Grew Wine Club membership to 6,000+ members by developing new customer acquisition and segmented email marketing strategy
- Increased quarterly Wine Club shipment revenue by 35% by overseeing development of new website and fulfillment platform
Education
Bachelor of Arts - Communications and Mass Media Studies
University of Nevada, Las Vegas
Las Vegas, NV2006
Skills
- Budgeting/Planning
- Website Content (Shopify, WordPress)
- SEO/SEM Strategy
- Klaviyo (Email/SMS Marketing)
- Copywriting/Content Marketing
- Facebook/Instagram and TikTok Ads
Accomplishments
- Exceeded revenue targets for new The Artist Tree El Sobrante store location by leading 360 integrated marketing campaign focused on customer acquisition
- Delivered over 50% all-time best customer retention rates by integrating with new CRM and leading new life cycle marketing initiatives
- Grew daily visitor count and sales for West Hollywood's top cannabis event venue, The Studio Lounge, by revamping event programming and marketing tactics
Timeline
Director of Marketing
The Artist Tree
02.2023 - Current
Head of US Marketing
Spotlight Oral Care
02.2022 - 02.2023
Senior ECommerce Manager
Neptune Wellness Solutions
04.2020 - 02.2022
Senior Digital Marketing & Communications Manager
SmartyPants Vitamins
01.2018 - 04.2020
U.S. Digital Content Manager
Gibbston Valley Winery
09.2016 - 12.2017
Digital Marketing and Communications Manager
Gibbston Valley Winery
06.2013 - 07.2016
Bachelor of Arts - Communications and Mass Media Studies
University of Nevada, Las Vegas
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