Gabriela Goldberg
Solvang,California
Summary
I’m a CRM and retention marketing professional with 7+ years of experience spanning channel ownership, enterprise ESP migration, and marketing technology enablement. At Deckers Brands, I’ve partnered with global teams to support segmentation, automation, personalization, and loyalty initiatives across complex ecommerce environments. My strength lies at the intersection of CRM strategy and the systems that power it, combining hands-on technical fluency with lifecycle expertise to build programs that execute seamlessly, scale effectively, and strengthen long-term customer relationships.
Overview
8
8
years of professional experience
Work History
MarTech Developer II (Fka Marketing Ops Analyst)
Deckers Brands
Goleta, CA
10.2021 - Current
- Served as a primary technical contributor to the enterprise ESP migration from Oracle Responsys to Cordial, implementing data mapping, automation validation, and campaign continuity across global brands.
- Partner with global CRM teams across UGG, HOKA, and Teva to enable retention and engagement programs within Cordial through segmentation setup, automation configuration, and personalization logic.
- Build and validate automated email and SMS journeys, trigger logic, and API-driven messaging to support personalized, one-to-one customer communications at scale.
- Manage transactional messaging programs and monitor deliverability to ensure reliable communications across key ecommerce touchpoints.
- Support loyalty platform operations (UGG) and contributed to the technical implementation of HOKA’s loyalty program, collaborating with internal stakeholders and external vendors.
- Act as a bridge between marketing, CRM, engineering, and vendor partners to translate business requirements into scalable CRM solutions.
- Support campaign readiness and platform stability during high-volume ecommerce periods, ensuring retention and engagement initiatives execute without disruption.
- Mentor junior team members and serve as a subject matter expert for CRM systems, automation workflows, and campaign execution best practices.
Omni Marketing CRM Coordinator
Deckers Brands - UGG
Goleta, CA
11.2019 - 10.2021
- Managed day-to-day email channel execution and CRM initiatives for UGG US/CA and Koolaburra, supporting promotional campaigns and customer engagement efforts across key product launches and brand moments.
- Supported monthly CRM planning in partnership with cross-functional and vendor teams, contributing to +51% YoY channel growth.
- Developed and executed segmented email campaigns in Oracle Responsys, maintaining high standards of quality assurance.
- Implemented dynamic content and personalization features and supported hypothesis-driven A/B testing to improve engagement and campaign performance.
- Built automated email programs (Welcome, Winback, Anniversary, Weather-triggered) to support retention and customer lifetime value.
- Analyzed and reported on email performance using Responsys, Google Analytics, and Tableau to inform optimization efforts.
- Contributed to the UGG Rewards program redesign, assisting with template rollouts and enhanced loyalty member communications.
Marketing Coordinator
Stevens & Associates Insurance Agency, Inc.
Santa Barbara, CA
08.2018 - 10.2019
- Developed and executed integrated marketing campaigns across digital channels, tracking performance metrics to optimize engagement and lead generation.
- Coordinated production of marketing collateral including video, social media, and promotional content to support business growth initiatives.
- Supported migration to a new CRM/Agency Management platform (AgencyBloc), contributing to system setup, data transition, and workflow implementation.
- Implemented automated workflows within AgencyBloc, improving operational efficiency and reducing project turnaround time by 35%.
- Created documentation and best-practice guides to support CRM adoption and standardized marketing processes across the team.
Content Review Analyst
Snap Inc.
Santa Monica, CA
11.2017 - 08.2018
- Contributed to global expansion initiatives by developing relationships with German influencers, assessing brand suitability for ad placement and increasing daily influencer engagement by 22%.
- Curated live content aligned with trending topics to support user engagement and retention.
- Provided structured feedback on app UX and user behavior insights to research and engineering teams.
Education
Certificate - Digital Marketing, Social Media & Web Analytics
UCLA Extension
Los Angeles, CA06-2017
Bachelor of Science - International Business
University of Groningen
Groningen, Netherlands06-2015
Skills
- CRM Strategy
- Retention Marketing
- Project Management
- Marketing Automation
- Audience Segmentation
- Personalization
- Loyalty Programs
- ESP Management
- Email/SMS Deliverability
- Data Analysis
Accomplishments
Voyagers Leadership Program
Deckers Brands | Aug 2025 – Oct 2025
Competitive internal leadership development program for high-performing individual contributors, focused on influence, cross-functional leadership, and strategic impact.
ICF-Accredited Professional Coaching Certification
Institute of Coaching Mastery | 2023
Timeline
MarTech Developer II (Fka Marketing Ops Analyst)
Deckers Brands
10.2021 - Current
Omni Marketing CRM Coordinator
Deckers Brands - UGG
11.2019 - 10.2021
Marketing Coordinator
Stevens & Associates Insurance Agency, Inc.
08.2018 - 10.2019
Content Review Analyst
Snap Inc.
11.2017 - 08.2018
Certificate - Digital Marketing, Social Media & Web Analytics
UCLA Extension
Bachelor of Science - International Business
University of Groningen