GINA LINCOLN
West Bridgewater,USA
Summary
Strategic and data-driven digital marketing leader with over a decade of experience driving measurable growth across e-commerce, email, SMS, and Amazon channels. Proven ability to lead cross-functional teams, manage multi-million-dollar digital budgets, and implement campaigns that maximize ROI. Recognized for developing scalable marketing strategies, streamlining processes, and mentoring high-performing teams. Adept at using customer insights and performance data to inform decision-making and improve engagement.
Overview
17
17
years of professional experience
Work History
Senior Digital Marketing Manager
Specialty Commerce Corp
04.2022 - Current
- Lead digital marketing strategy across email, SMS, Amazon, and paid media, driving $2M+ in Amazon revenue and $1M+ in SMS annually.
- Manage vendor relationships, digital ad spend, and month-end close in collaboration with finance, ensuring efficient budget use and clean reconciliations.
- Manage full campaign lifecycle, including building, QA, list segmentation, scheduling, and performance analysis using CRM tools, UA/GA4, and internal reporting to inform future strategies.
- Use key performance metrics (opens, clicks, conversions, bounces, unsubs) to help stakeholders shape strategy and react to trends.
- Develop monthly promotional calendars for multiple brands in partnership with internal stakeholders, ensuring message consistency and alignment with business goals.
- Maintain and monitor automated trigger/drip campaigns (welcome, abandonment, post-purchase), and refresh content, creative, and promotional offers as needed.
- Spearheaded A/B testing strategies that improved email conversion rates by XX% and engagement rates by XX%.
- Overhauled reporting process, creating dynamic dashboards to better summarize performance for leadership.
- Mentored a team of 2 marketers; developed their skills in campaign execution, reporting, and cross-channel strategy.
- Oversaw transition from Universal Analytics to GA4, ensuring historical data integrity and team enablement.
Digital Marketing Manager | Email Marketing Manager | Digital Marketing Specialist
Specialty Commerce Corp
01.2016 - 01.2022
- Launched and optimized email/SMS acquisition, segmentation, and automation, increasing conversions and retention.
- Introduced Listrak Growth Xcelerator, improving customer journey mapping and boosting signups.
- Created feedback loops via SurveyMonkey to inform product/service updates and improve engagement.
- Managed the Amazon storefront setup and expansion for Paula Young & Especially Yours brands.
- Generated significant YoY revenue lifts through lifecycle marketing, post-purchase flows, and targeted campaigns.
Email Marketing Manager
Western Schools
01.2015 - 01.2016
- Directed high-volume campaigns targeting 10 healthcare verticals; managed 18M+ annual sends and nearly $1M in revenue.
- Increased email list growth by 60% and improved engagement through segmentation, triggered campaigns, and secondary testing domain to enhance deliverability.
Manager of Email Marketing & Content
Distinctive Apparel, Inc.
01.2014 - 01.2015
- Developed email strategy for 5 brands, supporting $100M+ in annual revenue.
- Maintained consistency across print and digital touchpoints, managed promotional coding, and optimized deliverability.
Senior Web Merchandising Specialist
Distinctive Apparel, Inc.
01.2012 - 01.2014
- Led CMS operations and merchandising for thousands of products across branded websites.
- Partnered with buying teams to ensure accurate assortments and updated product data.
SAP Integration / Project Manager
Boston Apparel Group
01.2010 - 01.2012
- Played a key role in $250M ERP system implementation, managing testing phases and integration planning.
Catalog Account Manager | Senior Still Life Coordinator
Boston Apparel Group
01.2008 - 01.2010
- Managed catalog production for 3 brands; implemented new asset management system to reduce errors.
- Improved photography workflow, reducing re-shoots from 1 week to 1 day.
Education
Business Administration -
Bridgewater State College
Bridgewater, MAAccounting -
Kinyon-Campbell Business School
Brockton, MASkills
- Email & SMS Campaigns
- Amazon Seller Central
- E-Commerce Optimization
- Cross-Channel Strategy
- A/B Testing
- Team Leadership
- Budget Oversight
- Cross-Functional Collaboration
- Vendor Management
- Google Analytics 4 (GA4)
- Yotpo
- Listrak
- HubSpot
- WhatCounts
- Excel
- SurveyMonkey
- Criteo
- Pepperjam
- Amazon PPC
- Remarketing
- Affiliates
Awards Recognition
- TOP Award, Specialty Commerce Corporation, 02/01/22, In recognition of exceptional performance, dedication, and contribution by growing the Amazon business and achieving a new one-month record of over $100K in sales.
- WOW Award, Specialty Commerce Corporation, 12/01/24, In recognition of exceptional performance, dedication, and contribution for filling a Black Friday/Cyber Monday demand gap by adding in a unique 2-day email event that generated an additional $85K.
Core Skills
Email & SMS Campaigns, Amazon Seller Central, E-Commerce Optimization, Cross-Channel Strategy, A/B Testing, Team Leadership, Budget Oversight, Cross-Functional Collaboration, Vendor Management, Google Analytics 4 (GA4), Yotpo, Listrak, HubSpot, WhatCounts, Excel, SurveyMonkey, Criteo, Pepperjam, Amazon PPC, Remarketing, Affiliates
Timeline
Senior Digital Marketing Manager
Specialty Commerce Corp
04.2022 - Current
Digital Marketing Manager | Email Marketing Manager | Digital Marketing Specialist
Specialty Commerce Corp
01.2016 - 01.2022
Email Marketing Manager
Western Schools
01.2015 - 01.2016
Manager of Email Marketing & Content
Distinctive Apparel, Inc.
01.2014 - 01.2015
Senior Web Merchandising Specialist
Distinctive Apparel, Inc.
01.2012 - 01.2014
SAP Integration / Project Manager
Boston Apparel Group
01.2010 - 01.2012
Catalog Account Manager | Senior Still Life Coordinator
Boston Apparel Group
01.2008 - 01.2010
Accounting -
Kinyon-Campbell Business School
Business Administration -
Bridgewater State College
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