ASHLEY BAUER
Bay Village,OH
Summary
Growth-focused product & marketing leader with proven success driving customer engagement, retention, and acquisition across digital-first businesses, consumer tech, and fintech. Combines expertise in creative strategy, lifecycle marketing, and business growth with a strong foundation in test-and-learn experimentation and data-driven decision making. Equally effective in fast-paced start-up environments and complex enterprise settings, with a track record of building scalable programs that deliver measurable results.
Overview
12
12
years of professional experience
Work History
Senior Growth & CX Marketing Lead
Laurel Road, a brand of KeyBank N.A.
08.2023 - Current
- Built customer marketing strategy from ground up, leading cross-functional teams across CRM, personalization, and multi-channel orchestration to boost engagement and lifetime value.
- Directed and launched data-driven segmentation and targeting strategies, resulting in a 20% increase in account retention and accelerated early customer activation.
- Designed and implemented high-impact lifecycle campaigns across Email, SMS, Mobile App, Push, driving 7x lift in customer engagement through optimized, integrated touchpoints.
- Advised on marketing automation enhancements to improve targeting precision, scale, and operational efficiency.
- Led campaign execution with a focus on full-funnel alignment, maximizing member profitability and driving engagement-led growth.
- Oversaw and optimized business marcom capabilities, launching a new mobile-first SMS channel to expand communication reach and support cross-channel personalization.
- Managed and developed direct reports, fostering a high-performing, insights-driven culture anchored in experimentation and continuous improvement.
Senior Product Marketing Manager
Laurel Road, a brand of KeyBank N.A.
03.2020 - 07.2023
- Designed and executed integrated D2C campaign strategies, driving record-breaking performance with a 93% YoY growth in customer acquisition.
- Led strategic marketing initiatives that improved customer conversion 10x by developing high-impact user flows and orchestrating cross-functional roadmap ideation with Product, Creative, and Engineering.
- Drove product innovation, shaping brand positioning, channel execution, and customer experience strategies, ensuring a competitive market advantage.
- Optimized tech product roadmaps, driving feedback-driven enhancements, that contributed to a 51% NPS increase.
- Designed and launched customer perks marketing plan, driving 10x adoption increase in 30 days.
Senior Product Marketing & Enablement Specialist
KeyBank National Association
01.2019 - 03.2020
- Collaborated with Product, Sales, and Marketing to develop go-to-market messaging aligned with client needs and emerged market trends.
- Executed annual marketing plans, supporting adoption and growth across key client segments.
- Optimized sales funnels with targeted strategies, driving a 30% increase to new lead generation.
Institutional Sales & Market Strategy Associate
KeyBanc Capital Markets
10.2013 - 01.2019
- Boosted client engagement 15% by delivering exclusive insights and access to key decision-makers.
- Led nationwide marketing strategies, driving 50% YoY client engagement and new business growth.
- Streamlined engagement workflows, optimizing CRM tools to improve efficiency and funnel management.
Education
BBA - Business Administration And Management
Ohio University
Athens, OH05-2013
Skills
- Customer Acquisition & Retention
- Lifecycle Engagement
- Customer Relationship Management (CRM)
- Go-to-Market Strategy
- Personalization
- Behavioral Targeting
- Journey Mapping
- Omni-Channel Strategy
- Leadership
- Brand Growth
- Creative Positioning
- Agile Methodology
- Vendor Management
Systems
- Monday.com
- JIRA
- Confluence
- Figma
- Miro
- Blueshift
- Looker
- Slack
- MS Office
Accomplishments
- Implemented campaigns boosting engagement 7x within integrated channels.
- Executed strategy raising account retention by 20% year over year.
- Drove 93% year-on-year growth in customer acquisition.
- Achieved 10x increase in user conversion through strategic initiatives.
Personal Pursuits
- Dance Performance & Choreography BFA Minor
- Cleveland Cavaliers Dance Team (2015-2018); Captain
- Interior Design Enthusiast
- Airbnb Superhost
Timeline
Senior Growth & CX Marketing Lead
Laurel Road, a brand of KeyBank N.A.
08.2023 - Current
Senior Product Marketing Manager
Laurel Road, a brand of KeyBank N.A.
03.2020 - 07.2023
Senior Product Marketing & Enablement Specialist
KeyBank National Association
01.2019 - 03.2020
Institutional Sales & Market Strategy Associate
KeyBanc Capital Markets
10.2013 - 01.2019
BBA - Business Administration And Management
Ohio University
Similar Profiles
Jeffrey HurleyJeffrey Hurley
Product Manager at Laurel Road | Key BankProduct Manager at Laurel Road | Key Bank
Shaneka GibbsShaneka Gibbs
Instructional/Special Education Resource Paraprofessional at Laurel School District-Laurel, DEInstructional/Special Education Resource Paraprofessional at Laurel School District-Laurel, DE
Troy ClementTroy Clement
Vice President/Business Support Manager/Account Manager/Account Associate at Wells Fargo Bank, N.A. (acquired by Computershare Trust Company, N.A. Nov.2021)Vice President/Business Support Manager/Account Manager/Account Associate at Wells Fargo Bank, N.A. (acquired by Computershare Trust Company, N.A. Nov.2021)
Colin KelleyColin Kelley
Camp Counselor at Camp ImagineCamp Counselor at Camp Imagine
Susan DouglassSusan Douglass
Hostess at BJ's BrewhouseHostess at BJ's Brewhouse