Christine Aletras

Thought-leader to C-suite in Marketing Operations including leading a team that owns the strategy and execution for all company omni-channel company communications (Growth + Member) underpinned by governance, agile delivery and an integrated marketing technology stack.

• Brought in as number 1 hire to the Marketing Operation teams and within a year built the strategy to centralize all omni-channel communications (Lifecycle, Events, Product, Growth) and justification to hire 5 additional head count of dynamic individuals across project manager, campaign delivery, technical architects.
• Serve as the primary liaison between Marketing and Product/Tech and Data, acting as the single point of contact to consolidate and prioritize all IT requests originating from the Marketing and Customer Org
• Present and communicate consistent status updates, roadmaps, prioritization and implementation with Executive Leadership and Leadership teams across Chief
• Migrated all disparate communications (Marketo, GMass, Push, etc.) to Braze through technical + data integrations and automation of campaigns to unlock a holistic personalized, real-time and stable communication channel to Prospects and Members
• Stood up company-wide Intake process to vet and measure incoming requests for communications, troubleshooting, and other requests for Member, Growth, and Marketing Operations
• Manages a of ~500K budget inclusive of critical platforms + contractors vital for the department's operations (e.g. Braze, Marketo, WP etc.)

Sitting within the Platforms and Ecosystems team, responsible for enhancing the governance of VCG planning strategy to assist in portfolio and prioritization management for the tech roadmap (funding) to drive yield-driven trade-off conversations within the business

• Highly visible role, that partners closely with leadership (Director and above) leading VCG transformation pillars structured to build and enhance operational models between tech and the business to support delivery of AI and Digital capabilities (i.e built a new AI incubation and experimentation framework to scale AI testing into tech roadmap)
• Work with Business Architecture and Agile Transformation Office to inject new ways of working that will help us align to the 5-year Strategic Initiatives and product delivery
• Gained leadership lever buy-in, to evolve VCG annual capital planning model to an 18-month continuous planning view, to be shared VCG leaders and CEO

Sitting with the Solutions Reimagined team, our team’s mission is to look across all of Verizon Consumer Group and align around common tools with standardized processes and create one owner

• Created and presented large-scale cross-functional business proposals (>5M +) to uncover gaps, increase efficiencies and revenue, clean fat throughout the organization using Lean Six Sigma methodologies (confidential)
• Stakeholdered at C-Suite and executive levels to gain buy-in
• Lead Scrum master for team
• Completed Lean Six Sigma Training

Was responsible for launching a new internal platform, Catalyst (Mission: Building a one-stop-shop for defining, managing, and automating omni-channel customer engagement through communications, offers, and propositions)

• Worked to get buy-in and implement catalyst for 50+ VBM stakeholders at all levels and teams
• Worked with cross-department directors (CX, OMNI, Marketing, Customer Service) to underpin the new Next Best Action
• Owned and built out a roadmap for Value Based Marketing team adoption and product managed new features onto Catalyst which increased velocity, resource capability, adoption rate, traceability and accountability
• Launched a streamlined intake process for the VCG Comms Front Door on Catalyst for over 1,500 internal submitters
• Launched OOA (Offer Operations Automation) tool; an internal workflow tool which enables the martech operations team to execute offer builds
• Product and project managed OOA (led a team of developers, wrote and managed JIRA board to align features and defects to releases)

Promoted from Senior Manager of Marketing Ops and Analytics; Built an inaugural Global Marketing Tech and Ops department at a Unicorn start-up. My team was responsible for empowering multiple marketing teams with efficient self-service, innovative marketing technology solutions. Used technology stacks and global processes to connect marketing, sales, and engagement for lead and client management effectiveness for scalable global growth. Was also responsible for providing omni-channel marketing monthly and quarterly reporting with business insights for visibility within the company and recommendations for program enhancements

MarTech:

• Advocated the need for a MarTech and Operations department and granted additional headcount of 4 people; Defined roles and responsibilities between MarTech and Enterprise Solutions (Technology) to minimize resource churn
• Built and presented a business case to C-suite for a new website strategy and DXP; Went on to co-PM RFP, onboarding of agency, and selection of Liferay
• Created first martech roadmap, which streamlined 3 marketing automation systems into 1 resulting in cost efficiency and first-ever system comprised of multi-layered data set
• In 8 months, identified and got approved SF Marketing Cloud, Falcon Social, and ON24 Webinar platform
• Sunset Intercom and Apollo; dabbled in identifying a CDP with Data Science

Marketing Operations:

• Main PoC with Head of Sales Ops to close gaps and quicken the sales cycle by creating marketing operations processes for efficient change management throughout the business
• Created global definitions and naming conventions for MQL,SQL,Opp Validated to start measuring regional marketing efforts on a global scale across all MarTech system
• Built a Center of Excellence to ensure consistency across usage of global platforms

Analytics:

• Created first ever quarterly reporting deck for full visibility into all marketing channels towards yearly targets
• To provide the deliverable above (report), underwent an in-depth discovery process to identify the main gaps in tracking, created a business case (including project plan) and presented to C-suite to get prioritized resources from Analytics, Tech, and Operations team

Promoted from Marketing Associate; Was responsible for growing the prospect pipeline through a demand gen engine and marketing tactics. Built and owned B2B marketing operations and tech stack. Bridge the gap between marketing, sales, and operations to create end-to-end processes and workflows to effectively implement lead gen initiatives.(In 2018, was crowned an industry award for B2B MarTech Hero *See below in Awards and Recognition)

• Developed, launched, and maintain first-ever lead scoring model and lead nurture journeys to increase qualified leads by 17.11% YTD partnering with IBM Marketing Cloud
• Created and maintain attribution of lead sources for marketing initiatives
• Grew the lead pipeline 26.5% through digital and systems enhancements within 1 year
• Project managed new WWHS UX /hr website strategy and design refresh which yielded over 50% increase in launch month; accountable for websites, landing pages, and lead forms
• Partnered with engineers, developers, analysts on a daily basis to ensure that data segmentation and system processes are directly correlated with end goal KPIs of projects
• Identified and created first Health Solutions segments in CDP (Action IQ) to provide dynamic messaging with the WW app
• Owned and maintain all marketing technology vendor relationships
• Identified and successfully launched a new Webinar platform, increasing attendance by 10-fold
• Created first-ever prospecting Webinar strategy featuring Thought leaders (such as CEO, Mindy Grossman and other C-suite execs)
• Owned strategy, create content, and 2-3 run employee-facing webinars monthly driving conversion
• Fostered the inception to launch and rollout of new CSP, IBM Marketing Cloud
• Increased IBMMC usage by 50% from internal users (Sales and Account Management Team)
• Identified solution to bring all Health Solutions direct-to-employee emails in-house through CDP increasing enrollment
• Managed vendor relationship of paid search, SEO strategy and execution
• Collaborated with major clients such as City of New York, Humana, Home Depot, Target to create effective marketing plans to engage eligible employee population in Weight Watchers

Promoted from Marketing and Communications Coordinator; Was responsible for membership strategy and execution of global e-mail marketing in the US to a database over 85k. Maintained the website updates, conference Mobile App, and analyzed marketing promotions as it pertains to Customer Acquisition, Engagement, Retention, and Loyalty

• Successfully managed migration, launch and rollout from old CSP, Lyris to Real Magnet in partnership with internal stakeholders
• Successfully increase open and click thru rate by 6% over 4 years of management
• Owned global e-mail marketing calendar; record and analyze statistics to craft detailed reports on abandonment, on-going trends, and research industry standards for improvement
• Created first-ever conference mobile app; maintained project management with events and brand teams to develop back-end and front-facing marketing assets
• Understand the customer buyer journey, maintained analysis of retention and new members to ensure monthly and YTD numbers were on track
• Created membership retention promotions and executed through various marketing tactics

• Created, edited, and routed groundbreaking daily content for website, newsletters, and social media platforms (i.e
• Photos, short teasers etc.)