HANNA CASTANEDA

• Led CRM campaigns across email and push for lifecycle and newsletter programs, balancing brand storytelling with commercial goals. Utilized Jacquard and Movable Ink to personalize and optimize messaging through segmentation, creative testing, and voice alignment—driving retention and supporting user acquisition and membership growth initiatives.
• Partnered with the Growth Marketing team on the Confirmed App, supporting engagement activations including post-purchase, re-engagement, and lifestyle journeys. This collaboration led to an open-ended stretch assignment, where I was invited to gain exposure to growth strategy, acquisition ideation, pilot execution, and toolkit development beyond CRM operations.
• Mentored junior CRM staff on operations, content strategy, and workflow best practices.
• Created and launched “Sneakers New Arrivals”, a monthly evergreen email and push campaign deployed across the Confirmed and Flagship App ecosystem. Designed to re-engage recent buyers with curated product drops, the program became one of the top-performing CRM campaigns in the NAM market, consistently driving ~0.20% conversions and reinforcing adidas’ product storytelling strategy.

Managed email calendar and segmentation for DTC campaigns, aligning content with brand voice and retention goals through A/B testing and cross-functional collaboration.

Supported digital campaigns, content strategy, and CRM execution for brands including Mozilla and Hospital for Special Surgery.

Mozilla | Portland, OR
Contributed to multilingual initiatives and targeted email activations promoting privacy and open-source values.

Hospital for Special Surgery (HSS) | New York, NY
Led content development for email and web, ensuring brand consistency across digital channels.

Sitecore | San Francisco, CA

Optimized global web content and collaborated on regional email strategies using Sitecore CMS.