Deborah Shapiro
New York,NY
Summary
Forward-thinking and creative marketing strategist with comprehensive experience conceptualizing, planning, and implementing customer marketing strategies and initiatives in ever-changing, dynamic environments, for all phases of the customer lifecycle. Innovative leader directly involved in a wide mix of multichannel marketing campaigns and strategic planning, with the ability and skill set to provide creative, innovative, and cutting-edge leadership in a team environment. Intuitive planner with acute business acumen and expertise in channel development and market penetration; excels at aligning core business, revenue, and growth goals to enhance ROI. Stellar success in CRM marketing, customer engagement, customer journeys, retention and lifecycle marketing, cost control and reduction, budget administration, direct response marketing, and partner/brand/promotion marketing.
Overview
21
21
years of professional experience
Work History
Director of Marketing Automation and Lifecycle Marketing
Institute for Integrative Nutrition
07.2023 - Current
- Creating new and optimized email cadence, and segmentation for promotional and brand emails, in order to increase revenue and engagement along the customer journey
- Implementing unique win-back cadence based on mid-journey dip in conversion
- Leading ESP migration from Marketo to Klaviyo company-wide: Mapping out Data Fields, Warming IP, Revamping email templates, Creating Optimized action/behavioral trigger flows with email and SMS; to increase engagement and conversion
- Leading a team of marketers to implement best practices while shifting our emails/SMS to drive DTC revenue in a newly enabled E-commerce store
- A/B testing to have concrete learning and KPI level-setting
- Introduced new process structure for email/SMS creation, proofing, building and scheduling for inter-department teams
- Increased Revenue 142% and CTR 139% by optimizing 4 Vertical Nurture/Welcome series, adding in offers in the first two weeks, and moving up better performing emails to the top of the journey
- Developed an all encompassing email report, updated weekly, that automates in last touch revenue attribution, which will continue to be updated as we have new data from the new ESP.
- Regularly presented marketing insights and recommendations to executive leadership, ensuring alignment with overall business objectives.
Director of Lifecycle Marketing
Hint Inc.
01.2021 - 01.2023
- Responsible for building loyalty and retention with customers throughout the entire customer lifecycle, including direct accountability for channels including: Email, SMS, Direct Mail, Inserts, Loyalty, and Email Acquisition
- Created and implemented the Lifecycle Marketing Strategy for both transactional and subscription customers in order to increase LTV, engagement, and grow revenue
- Developed and executed strategy that improved audience segmentation and personalization for Email, SMS, and Direct Mail
- Lead A/ B testing initiatives across DTC/ Creative/ Analytics teams to facilitate learnings and best practices
- Optimized the customer journey through the introduction of new trigger flows including a new Abandon Cart flow that increased abandoned Subscription purchases by 213% and abandoned Transactional purchases by 63% and a new Onboarding/ Welcome series to increase engagement and educate the customer
- Reported data driven results to Leadership on a regular basis
- Worked closely with the Creative team to ensure all assets were on brand and messaging is targeted to the correct audience
- Managed 3rd Party Vendor relationships, researched and onboard new partners to facilitate growth
- Grew Email and SMS Revenue 67% YOY, including a record-breaking Black Friday sale
- Rolled out remarketing segments for Direct Mail which resulted in over $1MM in Revenue and a CPA under $5
- Implemented a Brand Email series which made over $600K in full price purchases and increased engagement with Active customers
- Increased SMS List size by 28%
- Conceptualized and executed a comprehensive strategy for new product launches which resulted in products becoming continual top seller and top product for subscriptions.
CEO
DLS Consulting
01.2019 - 01.2021
- Designed and deployed comprehensive lifecycle email marketing programs and recommended effective strategies for customer engagement and revenue growth
- Led online and mobile marketing campaigns in accordance with CANSPAM to maximize customer experience
- Developed and executed marketing initiatives and improved email-marketing process
- Evaluated data results to make recommendations for meeting client KPIs
- Established multi-channel customer journeys for all parts of customer lifecycle
- Identified and mitigated gaps in operations and optimizes overall process between multiple business units, creative agencies, ESPs, and campaign/ database management
Lead: Email and SMS Marketing - Full-time Consultant
DIRECTV/ AT&T
01.2015 - 01.2019
- Designed and implemented email strategy for campaigns to guarantee an uncluttered customer journey for 12+ business units to become one unified program
- Restructured list pull strategy to incorporate smarter targeting, segmentation, and testing
- Integrated models for specific engagement tests
- Led a team of email producers and maintained relationship between ESP and Database team
- Collaborated with analytics to create back-end reporting, integrating revenue streams with specific campaigns
- Monitored campaign management for email and SMS pulls to synchronize database segmentation
- Spearheaded DTV Email and SMS program for all current customer communication, for both B2C and B2B, resulting in P&L of ~15MM/ quarter and 3,500+ Marketing campaigns/ year
- Streamlined all campaigns from strategy, to creative process, segmentation/ list pull, deployment and reporting
- Implemented a non-opener/ rest sequence and re-engagement tactic for the Movie Newsletter
- Changed frequency, and tightened segmentation resulting in a 23% decrease in total send, 3% increase in Unique Opens and a 2% increase in CTR
- Led platform transition for non-triggered DTV emails to the AT&T Platform at ESP and managed the change from Opt-in to Opt-out for DTV customers
- Produced a 'Digital Streaming' Email newsletter, targeted by individual module
- Restructured all email creatives to maintain synergy with website and the company, transferring from templated creative design to a flexible modular design
- Designed and managed a marketing communications calendar for all email campaigns
Director: Database Marketing/ List Management
Time Inc.
01.2004 - 01.2014
- Defined long-term strategic goals according to specific business needs for all clients and advised business owners on best practices to maximize ROI
- Created new segments of data for clients, reaching target audience via email and postal campaigns
- Developed and mentored sales teams
- Created email modeling program for clients to use along with participating co-op data, allowing atypical email clients to test out the online space
- Migrated database to new online system and monitored four vendors, service bureaus, and ESPs
- Created new segments of data for clients, reaching target audience via email and postal campaigns
- Administrated $7-15MM P&L of database management department, which included 20+ titles and properties across Time Inc., Oxmoor House, and American Express Publishing
- Achieved 30% sales increase of database services to advertisers; accounted for the 2nd largest stream of revenue in the department
- Delivered targeted strategies and sold List Rental Programs to clients beyond Ad buys
- Cultivated revenue of email program 355% over nine years
- Targeted and sold to key advertisers and third-party clients including: General Motors, Kellogg's, H&M, and Tiffany's.
Education
Bachelor of Arts - Journalism
Indiana University
Bloomington, INNew York University - School of Continuing And Professional Studies
New York, NYNYU School of Continuing Education
New York, NYSchool of Visual Arts
New York, NYSkills
- CRM/ Email & SMS Marketing/ Direct Marketing
- Customer Segmentation & Engagement
- Direct to Consumer
- P&L Management
- Subscription Marketing
- Customer Journeys
- Strategic Marketing/Trend Analysis
- Multi-Channel Campaign Management
- Lifecycle/Retention Marketing
- Marketing Operations Oversight
- Revenue & Profit Growth
- ESP/Vendor Management
- Email Acquisition
- Team Development & Leadership
Creative Experience
Created advertising copy for new product launch of Sierra Mist: Tagline and copy utilized on variety of marketing materials, including point-of-purchase signage and outdoor advertising
Timeline
Director of Marketing Automation and Lifecycle Marketing
Institute for Integrative Nutrition
07.2023 - Current
Director of Lifecycle Marketing
Hint Inc.
01.2021 - 01.2023
CEO
DLS Consulting
01.2019 - 01.2021
Lead: Email and SMS Marketing - Full-time Consultant
DIRECTV/ AT&T
01.2015 - 01.2019
Director: Database Marketing/ List Management
Time Inc.
01.2004 - 01.2014
School of Visual Arts
Bachelor of Arts - Journalism
Indiana University
New York University - School of Continuing And Professional Studies
NYU School of Continuing Education
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