Summary
Overview
Work History
Education
Skills
Timeline
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Erin Whyte

Salt Lake City,UT

Summary

Senior Lifecycle Marketing Manager with 10 years experience in email, SMS and cross channel marketing. Extensive experience in e-commerce, high-growth, DTC and subscription brands. Demonstrated success in the planning, strategy and execution of cross channel marketing focused on customer engagement, driving repeat revenue, improving retention & winbacks, customer loyalty and happiness. Organized, dependable and self-driven. MBA in Marketing strategy & management.

Overview

11
11
years of professional experience

Work History

SENIOR LIFECYCLE MARKETING MANAGER

Season Health
07.2022 - Current
  • Strategize and test to increase revenue across the customer lifecycle including lead conversion, engagement, cross sale & upsell, and customer loyalty & retention.
  • Leveraged data insights from surveys, previous campaigns and market research to develop targeted marketing initiatives.
  • Build customer profile data, and segmentation. Personalize customer lifecycle journeys to drive repeat revenue and improve the customer experience
  • Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
  • Strategize and build all customer communications (email, SMS, direct mailers, pop ups, push) including cadence, segmentation and AB testing
  • Collaborate with other teams (product, customer experience, partnerships, engineering, creative) to develop and execute one-off and automated campaigns
  • Identify and own all Lifecycle Marketing KPI’s, lifecycle team and budget, and report to leadership
  • Oversaw all lifecycle marketing projects from concept through completion.

LIFECYCLE & RETENTION MARKETING MANAGER

Kettle & Fire, Inc
08.2018 - 07.2022
  • Lead strategy, implementation and optimization of customer lifecycle channels, to drive acquisition, repeat revenue and customer retention
  • Strategize, and oversee all email, SMS, loyalty & referral, direct mail, pop-ups and package inserts from concept to completion.
  • Leveraged data insights from surveys, previous campaigns and market research to develop targeted marketing initiatives.
  • Own lifecycle and retention marketing KPI’s, aiming to drive revenue, increase customer engagement, and reduce churn for both one-time and subscription customers
  • Build customer profile data, and segmentation to personalize customer lifecycle journeys and increase conversions
  • Perform ongoing split tests across channels to optimize each channel’s performance and to meet department KPI's
  • During my last 12 months at Kettle and Fire I reduced our weekly subscription churn rate from 2.7% to 1.4%, doubled our predicted customer LTV, and increased our customer NPS score from 68 to 72.

EMAIL MARKETING MANAGER

Organixx
04.2016 - 06.2018
  • Own all Email Marketing initiatives for list size of 2.2 million subscribers worldwide
  • Oversee all aspects of email campaigns and automations, new product launches, one off campaigns, A/B testing, list segmentation, tagging and deliverability
  • Devised content and email strategy to effectively engage target audiences.
  • Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
  • Optimize for open rates, click through rates, conversions and revenue on all email campaigns
  • Monitor maintenance, security and integrity of subscriber lists
  • Collaborate with other teams and departments to coordinate calendar and sales funnels for specific promotions

EMAIL MARKETING MANAGER

Entrepreneur Simplified
01.2013 - 04.2016
  • Manage email marketing and recruiting for West Coast Business Workroom events.
  • Optimized email campaigns to increase open and click-through rates.
  • Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
  • Oversaw all email marketing campaigns from concept to completion
  • Coordinated with design and media teams to develop high-quality creative assets.
  • Ran succesful marketing campaigns for 12 West Coast events each year

Education

MBA - Marketing Strategy & Management

WESTERN GOVERNORS UNIVERSITY
Salt Lake City, UT
04.2014

Bachelor of Arts - Behavioral Science, Psychology

UTAH VALLEY UNIVERSITY
Orem, UT
04.2008

Skills

  • E-Commerce Strategy
  • Multi-channel marketing; email, SMS, push, pop ups, direct mailers, package inserts, loyalty & referral
  • Marketing strategy
  • Leverage data insights from surveys, previous campaigns and AB testing to develop targeted marketing initiatives
  • Cross channel marketing to drive repeat revenue through cross sale and upsell, subscription sign ups, customer retention & winbacks, and increased customer happiness
  • AB multivariate testing to optimize each channel performance
  • Increasing customer engagement and customer NPS scores
  • Identify high-impact retention & loyalty marketing KPIs and areas of focus
  • Managing and providing direction and support to lifecycle marketing team members
  • Extensive experience with multiple ESP's, CRMS and analytics platforms

Timeline

SENIOR LIFECYCLE MARKETING MANAGER

Season Health
07.2022 - Current

LIFECYCLE & RETENTION MARKETING MANAGER

Kettle & Fire, Inc
08.2018 - 07.2022

EMAIL MARKETING MANAGER

Organixx
04.2016 - 06.2018

EMAIL MARKETING MANAGER

Entrepreneur Simplified
01.2013 - 04.2016

MBA - Marketing Strategy & Management

WESTERN GOVERNORS UNIVERSITY

Bachelor of Arts - Behavioral Science, Psychology

UTAH VALLEY UNIVERSITY

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