Summary
Overview
Work History
Education
Skills
Websites
Community Service
References
Timeline
Generic

Catherine Mannello

Holland,USA

Summary

Dynamic Marketing Leader with over 20 years of experience in crafting integrated marketing strategies that enhance brand visibility and drive customer loyalty. Proven ability to develop revenue-generating programs, including loyalty, payment, and gift card initiatives, resulting in significant market share growth. Exceptional communicator adept at leading cross-functional teams to deliver high-impact results while exceeding performance benchmarks. Committed to leveraging consumer insights for continuous improvement and innovation in marketing efforts.

Overview

21
21
years of professional experience

Work History

Director, Loyalty & Payment Marketing

Beyond, Inc.
Midvale, UT
01.2024 - 11.2024
  • Managed and evolved the existing Welcome Rewards loyalty program, payment, and gift card programs to increase brand awareness, customer engagement, and drive value to the bottom line, while creating a measurable emotional connection for the customer.
  • Collaborated with both internal and external partners. Worked closely with legal partners to develop T&Cs for key company programs. Negotiated contracts to maximize profitability and enhance services across multiple verticals.
  • Evaluated and evolved member lifecycle campaigns, value proposition, consumer-facing messaging and creative platform, digital, direct, and database marketing, e-marketing, promotions and sweepstakes, including acquisition, engagement, and retention strategies and tactics based on customer insights and business evaluation.
  • Directed the organization's daily operations related to gift cards across multiple brands, ensuring compliance with applicable laws and regulations.
  • Developed policies and procedures to ensure compliance with corporate standards.
  • Conducted regular meetings with department heads to review progress on strategic initiatives.
  • Recruited, trained, supervised, evaluated and mentored staff members.

Senior Marketing Manager, Loyalty & Partnerships

The Vitamin Shoppe
Secaucus, NJ
01.2022 - 04.2023
  • Responsible for evolving, implementing, and managing the Healthy Awards multi-tender loyalty program to increase brand awareness, customer engagement, and drive financial value.
  • Collaborate with both internal and external partners.
  • Management of member lifecycle management, customer insights, value proposition, consumer-facing messaging and creative platform, digital, direct, and database marketing, e-marketing, promotions, and sweepstakes.
  • Develop acquisition, engagement, and retention strategies and tactics.
  • Created and managed budgets for multiple marketing campaigns, ensuring cost-effectiveness of all initiatives.
  • Analyzed market trends and competitor activity to identify new opportunities for growth.
  • Developed and implemented comprehensive marketing strategies to increase brand recognition and consumer engagement.
  • Executed A and B testing plans on different elements of campaigns including landing pages and emails.
  • Developed KPIs for tracking progress against goals set for each campaign.

Consumer Insight Analyst, Marketing

Forman Mills
Pennsauken, NJ
01.2020 - 01.2022
  • Oversaw and implemented omnichannel audience measurement strategies, measuring everything related to our customer interactions, behavior, and satisfaction.
  • Identified opportunities for improvement, developed reports, analyzed trends, and measured achievements in Customer Loyalty Experience.
  • Documented complete process workflows and procedures related to marketing KPI reporting.
  • Created reports, presentations, and other documentation for stakeholders.

Sr Marketing Manager, Credit/Loyalty/Gift Cards

CATHERINES & LANE BRYANT, DIV. OF ASCENA RETAIL GROUP
Columbus, OH
01.2017 - 01.2019
  • Facilitated ongoing growth of loyalty, gift card, and credit card programs.
  • Developed and implemented acquisition and lifecycle marketing strategy across digital channels and direct mail.
  • Established a client-centric approach and the ability to work with CRM to interpret data, provided and executed program recommendations based on analytics and ROI.
  • Earned Catherine's and Lane Bryant Plus Segment Summit Award in 2019, and achieved key business growth metrics for developing and implementing the new Catherine's Rewards program, relaunching and introducing a tender neutral aspect to the Lane Rewards program, and creating a robust acquisition and lifecycle marketing strategy, including customer acquisition and retention.
  • Enhanced credit and loyalty penetration, boosting incremental sales by directing strategy for new cardholder acquisition and existing cardholder retention.
  • Boosted gift card penetration through strategic leadership of third-party programs.
  • Maximized efforts and effectiveness of strategic implementations by managing outside vendors.

Sr Marketing Manager, Partnerships, Loylaty & CRM

CATHERINES & LANE BRYANT, DIV. OF ASCENA RETAIL GROUP
Bensalem, PA
01.2014 - 01.2017
  • Drove brand awareness with current and potential customers, created partnership programs, and targeted audiences.
  • Managed outside vendors for strategic implementations.
  • Developed and recommended innovative CRM programs and plans.
  • Supervised two direct reports.
  • Achieved brand awareness and ensured products and partnerships aligned with current and potential customers by developing partnership programs that targeted the correct and appropriate audiences.
  • Expanded customer base, drove acquisition, improved retention, decreased attrition, and generated sales by developing and recommending innovative CRM programs and plans.
  • Streamlined and maximized the marketing budget by leveraging survey data insights, previous campaigns, and market research for developing targeted marketing initiatives.
  • Coordinated innovative strategies and partnerships with various companies to accomplish objectives and boost long-term profitability.
  • Evaluated consumer preferences and behaviors, combined with market trends, and historical data, to adjust and enhance campaigns.
  • Increased gift card penetration and improved incremental sales by overseeing and leading strategy for third-party gift card programs, collaborating with internal and external partners, analyzing successes, and making calculated decisions about future program changes.
  • Boosted customer engagement and sales by directing the segmentation strategy for customer communications.

Brand Marketing Manager

CATHERINES & LANE BRYANT, DIV. OF ASCENA RETAIL GROUP
Bensalem, PA
01.2010 - 01.2014
  • Oversaw brand awareness through various marketing tactics, including direct mail, traditional and non-traditional media, on-product marketing, in-store graphics, signage, and social media, networking strategy, and implementation, grassroots marketing, cause partnership cultivation, and strategic sponsorship activation
  • Managed 3 direct reports
  • Achieved recognition as Marketing Associate of the Month in October 2010.
  • Improved sales and profitability by executing strategic initiatives and promotional campaigns from the approved marketing plan, through communication and internal/external partnerships.
  • Increased customer acquisition through strategic use of traditional and non-traditional media.
  • Honored with Catherine's Choice Award in November 2011 for spearheading a major rebranding project.
  • Optimized customer lifetime value and marketing expenses across credit and loyalty programs.
  • Ensured critical deadlines and performance goals were met through effective product lifecycle management.
  • Honored as Associate of the Month in November 2010 for recognition of a 200% boost in company cause contributions to organizations, increased customer connection, and communicated shared value and profit by creating and executing social value through an omnichannel cause marketing campaign.

Marketing Director

AMERICAN HEART ASSOCIATION
St. Petersburg, FL
01.2006 - 01.2009
  • Developed and implemented comprehensive year-round market-level plans for various national initiatives.
  • Achieved ongoing cause awareness through various marketing tactics, including buzz activities, social media/networking strategy and implementation, grassroots marketing, strategic alliance cultivation, volunteer management, and strategic sponsorship activation.
  • Developed and executed a comprehensive Go Red for Women awareness campaign in Tampa Bay.
  • Led development of social media strategy for Greater Southeast Affiliate.
  • Cultivated over 45 strategic alliances to further organization's mission.
  • Outperformed yearly benchmarks in a shortened timeframe.
  • Coordinated multiple speaking engagements, events, interviews, and seminars for over 50 volunteers.
  • Recognized as Cause Marketing Director of the Year by American Heart Association, Greater Southeast Affiliate in 2008.

Senior Marketing Associate

Grant Thornton LLP
Tampa, FL
01.2004 - 01.2006
  • Oversaw local implementation of marketing and sales plans for Central Florida, plan/coordinate local office seminars and events, develop proposals, coordinate marketing technology (Sales Logix CRM software), executes marketing initiatives to drive the acquisition of new clients
  • Forwarded the Marketing Department to a new level of integration in an industry where Marketing was not a perceived necessity
  • Implemented 5 direct marketing campaigns with measurable results in a three-month period, where the average return was 6 months
  • Created a comprehensive response to a public company request for proposal in 3 days in an environment where 2 weeks was the standard

Education

Master of Business Administration - Marketing

University of Tampa
Tampa, FL

Bachelor of Arts (BA) - Communications & Journalism, Concentration: Public Relations, Minor: Psychology

Shippensburg University
Shippensburg, PA

Skills

  • Brand Strategy Development and Management
  • Omni-Channel Marketing
  • CRM
  • Loyalty Program Development and Management
  • Private Label Credit Card Marketing
  • Payment marketing
  • Team management
  • Gift Card Strategy and Marketing
  • Partnership & Cause Marketing
  • Vendor/Contract Management & Negotiations
  • Budget Development and Management
  • Legal and regulatory compliance

Community Service

Council Rock District Food Service Advisory Council, 2024 - Present

Rolling Hills Home & School Association, Board Member & Volunteer, 01/2017 - 06/2024

References

References available upon request.

Timeline

Director, Loyalty & Payment Marketing

Beyond, Inc.
01.2024 - 11.2024

Senior Marketing Manager, Loyalty & Partnerships

The Vitamin Shoppe
01.2022 - 04.2023

Consumer Insight Analyst, Marketing

Forman Mills
01.2020 - 01.2022

Sr Marketing Manager, Credit/Loyalty/Gift Cards

CATHERINES & LANE BRYANT, DIV. OF ASCENA RETAIL GROUP
01.2017 - 01.2019

Sr Marketing Manager, Partnerships, Loylaty & CRM

CATHERINES & LANE BRYANT, DIV. OF ASCENA RETAIL GROUP
01.2014 - 01.2017

Brand Marketing Manager

CATHERINES & LANE BRYANT, DIV. OF ASCENA RETAIL GROUP
01.2010 - 01.2014

Marketing Director

AMERICAN HEART ASSOCIATION
01.2006 - 01.2009

Senior Marketing Associate

Grant Thornton LLP
01.2004 - 01.2006

Master of Business Administration - Marketing

University of Tampa

Bachelor of Arts (BA) - Communications & Journalism, Concentration: Public Relations, Minor: Psychology

Shippensburg University

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