Edward Grasso
Summary
Results-driven lifecycle marketing expert with 20+ years of experience building high-impact email and CRM programs that drive retention and revenue growth. Skilled in leveraging segmentation, automation, and behavioral data to deliver personalized customer experiences at scale. Known for turning complex data into actionable strategies that improve engagement, optimize conversion, and maximize customer lifetime value.
Overview
17
17
years of professional experience
Work History
Senior Director, Lifecycle & Growth Marketing
Lucky's Promotions
NY
09.2021 - Current
- Owned full-funnel lifecycle marketing strategy for regional live events, achieving 33% year-over-year growth in attendance.
- Developed audience segmentation strategy for past attendees and vendors, improving repeat attendance rates by over 50%.
- Created lifecycle messaging calendar aligned with event milestones, increasing campaign engagement rates by 80%.
- Executed paid acquisition programs on Meta platforms, resulting in over 7,000 ticket purchases annually.
- Led creative testing roadmap across paid social and organic content, contributing to a 22% increase in ticket revenue.
- Designed retention initiatives targeting returning dealers through email and social remarketing, boosting repeat vendor bookings by nearly 70%.
- Produced high-frequency promotional content strategy that maintained pre-event momentum and achieved record-breaking attendance.
Senior Manager, Email Marketing
Prenuvo
CA
10.2024 - 10.2025
- Architected targeted email and SMS marketing strategies for over 12 segments, boosting campaign engagement by more than 50%.
- Orchestrated execution of over 200 campaigns annually, managing A/B testing and optimization with a 99% delivery success rate.
- Established comprehensive testing frameworks for send times and content variations, achieving 35% enhancement in open rates.
- Implemented automation workflows that scaled campaign volume by 200% and saved $200k annually.
- Directed cross-functional teams to enhance customer journey mapping, achieving a 25% increase in click-through rates and a 20% rise in conversions.
- Conducted analytics with advanced segmentation techniques, informing C-suite strategies that improved email marketing ROI.
- Spearheaded customer retention initiatives that achieved 500% year-over-year growth in repeat purchases.
Senior Manager, CRM Operations
BioPharm Communications
PA
02.2021 - 05.2024
- Spearheaded campaign development initiatives, establishing measurement frameworks and improving data delivery efficiency.
- Executed targeted strategies to enhance customer lifetime value and lower churn rates.
- Directed cross-functional teams in executing operational initiatives that increased customer satisfaction scores.
- Analyzed testing results and optimization metrics to enhance clients' critical KPIs across programs.
- Orchestrated multi-channel marketing campaigns, blending execution with strategic oversight to drive business outcomes.
- Built and maintained strategic partnerships with clients and stakeholders to ensure successful program delivery.
- Administered enterprise CRM platforms and marcomm technology stack, ensuring data accuracy for flawless execution.
- Implemented automation solutions and conducted training programs to standardize processes across departments.
Senior Engagement Strategist
CDM New York / Daggerwing Health
NY
07.2019 - 02.2021
- Spearheaded multi-channel CRM initiatives for healthcare professionals and direct-to-consumer audiences, guiding programs from strategy to implementation.
- Transformed customer journeys using human-centered design principles informed by data analysis and user research insights.
- Orchestrated integrated communication schedules and A/B testing frameworks, enhancing email performance metrics and subscriber engagement rates.
- Collaborated with data analytics specialists to evaluate campaign effectiveness and extract actionable audience intelligence for strategic measurement.
- Aligned cross-functional teams of account management, UX designers, and creative professionals to deliver innovative, research-driven solutions tailored to client needs.
- Constructed comprehensive engagement frameworks tailored to specific brand goals and market positioning objectives.
- Directed high-performing teams in launching targeted campaigns across various digital touchpoints and emerging platforms.
- Maintained rigorous compliance with regulatory frameworks, including CAN-SPAM Act and HIPAA standards, during marketing communications.
Partner
Lucky's Sports Cards & Memorabilia
01.2018 - 06.2019
- Spearheaded revenue operations exceeding $1 million annually across dual-channel retail ecosystem.
- Orchestrated online auction marketplace generating $800,000 in gross sales with 99.9% customer satisfaction.
- Cultivated strategic partnerships with manufacturers and distributors, enhancing access to premium product allocations.
- Developed digital marketing infrastructure, generating over 10,000 qualified prospects within 15-mile radius.
- Executed data-driven email automation and social media campaigns, driving significant increases in web traffic and conversions.
Senior Manager, Marketing Operations
Razorfish Health
NY
08.2016 - 09.2017
- Directed strategic planning and execution of integrated marketing campaigns for high-value healthcare clients, managing multi-million dollar budgets.
- Leveraged advanced analytics to deliver actionable business intelligence and data-driven recommendations, supporting strategic marketing decisions.
- Administered Adobe Campaign and Salesforce CRM systems, optimizing marketing technology infrastructure for enhanced campaign effectiveness.
- Designed and executed A/B and multivariate testing strategies that improved email open rates significantly.
- Developed automated reporting dashboards for real-time campaign monitoring and performance insights.
- Established streamlined workflows that improved operational efficiency across marketing initiatives, facilitating timely project delivery.
- Mentored a high-performing marketing operations team, achieving organizational objectives and KPIs.
Senior Engagement Strategist
Saatchi & Saatchi Wellness
NY
12.2008 - 07.2016
- Orchestrated strategic planning and execution of high-value marketing programs, driving measurable results for pharmaceutical clients.
- Constructed customer engagement strategies that improved client retention and strengthened brand loyalty.
- Directed marketing teams in optimizing customer touchpoint experiences across multiple channels.
- Transformed complex data into clear insights, delivering actionable business recommendations.
- Developed white papers and learning events showcasing impact of emerging technologies on healthcare brands, enhancing industry knowledge.
Education
Bachelor of Science - Direct & Interactive Marketing
Fashion Institute of Technology
New York, NYNew York, NY
Skills
- Lifecycle marketing and audience segmentation
- Data-driven decision making
- Marketing automation and CRM management
- Multi-channel marketing strategies
- Strategic planning and analytics
- Customer journey mapping
- Collaborative communication skills
- Proactive problem solving
- Engagement optimization techniques
- Data analytics expertise
- Coaching and mentoring abilities
- Regulatory compliance knowledge
- Contract and vendor management
Websites
Timeline
Senior Manager, Email Marketing
Prenuvo
10.2024 - 10.2025
Senior Director, Lifecycle & Growth Marketing
Lucky's Promotions
09.2021 - Current
Senior Manager, CRM Operations
BioPharm Communications
02.2021 - 05.2024
Senior Engagement Strategist
CDM New York / Daggerwing Health
07.2019 - 02.2021
Partner
Lucky's Sports Cards & Memorabilia
01.2018 - 06.2019
Senior Manager, Marketing Operations
Razorfish Health
08.2016 - 09.2017
Senior Engagement Strategist
Saatchi & Saatchi Wellness
12.2008 - 07.2016
Bachelor of Science - Direct & Interactive Marketing
Fashion Institute of Technology