Summary
Overview
Work History
Education
Skills
Timeline
Generic

David Parra

Los Angeles,CA

Summary

Strategic lifecycle and CRM marketing leader with 10+ years of experience optimizing B2B and B2C customer journeys to increase retention, engagement, and conversions. Proven success driving cross-functional collaboration, leading high-performing marketing teams, and leveraging platforms like Salesforce, Customer.io, and Mailchimp. Expert in segmentation, A/B testing, campaign performance optimization, and churn-reduction initiatives. Fluent in Spanish. Passionate about scaling engagement strategies for SaaS organizations.

Overview

11
11
years of professional experience

Work History

Sr. Marketing Manager

Optum, UnitedHealth Group
Los Angeles, CA
01.2023 - Current
  • Led CRM-driven lifecycle marketing strategies targeting Medicare patients, increasing retention by 14% YoY via segmented email, direct mail, and outbound calls.
  • Oversaw end-to-end campaign development using Salesforce, including segmentation, automation, and testing workflows.
  • Directed messaging strategy for AEP, sending 20K+ direct mailers and 10K+ emails, achieving a record 40.7% open rate and 5.5% YoY conversion lift.
  • Designed and launched a SharePoint-based Patient Engagement Resource Center, streamlining internal resource access and onboarding.
  • Facilitated cross-departmental alignment through biweekly office hours with 120+ employees, boosting strategic cohesion and Salesforce adoption.
  • Expanded engagement in Marketing Office Hours by 32%, hosting bi-weekly strategy sessions for 120+ employees, driving alignment on messaging best practices and Salesforce adoption.

Category Account Manager

Popshop Live
City of Los Angeles, CA
12.2021 - 12.2022
  • Executed consumer messaging strategies for 1,000+ live-streaming eCommerce sellers, achieving 20% monthly sales growth for six consecutive months.
  • Developed CRM campaigns using push notifications and SMS that increased repeat purchases and engagement on a live eCommerce platform.
  • Implemented SMS and push notification campaigns, enhancing user engagement and increasing repeat purchases.
  • Authored and optimized 85+ knowledge base articles and tutorials, supporting seller education and retention through structured messaging.
  • Analyzed messaging performance and seller engagement data, influencing content adjustments that improved platform retention rates.

Seller Resource Manager

Popshop Live
City of Los Angeles, CA
06.2021 - 12.2021
  • Tracked and monitored over 3000 sellers on the platform. Define and communicate a product roadmap aligned with company objectives and supported by seller data, market research, and competitive analysis.
  • Leveraged community connections to launch marketing events like Popshop PRIDE to cultivate inclusivity.
  • Worked with copy and creative to publicize internal and external app updates informing of new features, events and announcements. Increased open rate by 16.5 percentage points in 7 months.
  • Custom built a resource center in Zendesk for on-boarding, training, and development which lead to seller retention and growth on the app.
  • Collaborated with partnership and product teams to identify opportunities for new product and features in efforts to acquire new sellers on the app.

Ecommerce Marketing Manager

Scorpion Digital Marketing
City of Los Angeles, CA
08.2019 - 06.2021
  • Managed full-funnel email and paid marketing campaigns across B2C verticals, generating $300K average monthly ROI.
  • Utilized A/B testing for social media ad creatives, optimizing engagement and conversion rates, resulting in a 14% increase in lead generation effectiveness.
  • Collaborated with data science teams to analyze messaging performance metrics, refining targeting strategies to improve customer acquisition and retention.
  • Built yearly budgets and marketing strategies for 200+ clients using historical data, current trends, and campaign performance to improve revenue by 13% yearly.

Brand and Marketing Consultant

Miss Cho Japanese Fusion Panama
Atlanta, GA
01.2019 - 08.2019
  • Rebranded and repositioned the company by developing comprehensive brand messaging guidelines, including key positioning statements, trademarks, and digital content frameworks.
  • Designed and implemented multi-channel messaging strategies, optimizing in-store promotions and digital campaigns for entry of international markets.
  • Led a four-week brand training program, ensuring cross-functional teams and marketing agencies adhered to newly developed brand messaging principles.

Associate Director of Marketing

WZ Franchise CORP
Atlanta, GA
01.2017 - 12.2018
  • Directed international messaging and digital campaigns across 100+ franchise locations, doubling website traffic YoY.
  • Presented quarterly market research updates, KPIs, and ROIs to CEO by collecting data for each region to identify key opportunities to adjust and grow.
  • Altered brand identity throughout 100+ locations both domestically and internationally based on customer research and demographic trends.
  • Worked cross functionally to launch multi-channel marketing strategies for existing and new products by conducting focus groups, product testing, developing training materials and approving regional budgets.

International Field Marketing Consultant

WZ Franchise CORP
Atlanta, GA
12.2013 - 12.2016
  • Led lifecycle and promotional campaign strategies for international markets, increasing transaction frequency by 150%.
  • Built and maintained relationships through active field experience across Latin America, Europe, Middle East, Africa and Southeast Asia franchisee locations. Invested significant time to promote cross-cultural knowledge transfer and establish grand opening procedures.
  • Adjust marketing plans, spend, and strategies based on seasonality and campaign analysis to minimize useless spend and maximize revenue/KPIs.

Education

Bachelor of Science - Advertising

University of Florida
Gainesville, FL
05.2013

Skills

  • Adobe Creative Suite
  • Zendesk
  • Lifecycle Marketing Strategy
  • CRM & Email Campaigns
  • Customer Retention
  • SalesforceSegmentation & Personalization
  • Campaign Automation
  • A/B Testing
  • Churn Reduction
  • Data Analytics
  • Cross-Functional Leadership
  • Team Mentorship
  • SaaS Marketing
  • Performance Optimization
  • Fluent in Spanish

Timeline

Sr. Marketing Manager

Optum, UnitedHealth Group
01.2023 - Current

Category Account Manager

Popshop Live
12.2021 - 12.2022

Seller Resource Manager

Popshop Live
06.2021 - 12.2021

Ecommerce Marketing Manager

Scorpion Digital Marketing
08.2019 - 06.2021

Brand and Marketing Consultant

Miss Cho Japanese Fusion Panama
01.2019 - 08.2019

Associate Director of Marketing

WZ Franchise CORP
01.2017 - 12.2018

International Field Marketing Consultant

WZ Franchise CORP
12.2013 - 12.2016

Bachelor of Science - Advertising

University of Florida

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