Irina Ikhelson
Marketing Manager
Towaco,NJ
Summary
Results-driven, analytical and detail-oriented Data-Driven Activation Manager with 15+ years of Marketing experience in creating highly targeted, omni-channel marketing campaigns. Strong cross-functional collaborator and team player with excellent communication skills, focusing on optimizing marketing campaigns and consumer journeys to drive further growth and efficiencies.
Overview
16
16
years of professional experience
Work History
Data-Driven Activation Manager
Mars Wrigley
Newark, NJ
06.2023 - Current
- Partner with brand, media, agency partners and IT to activate and optimize digital campaigns influenced by 1PD/3PD consumer data
- Grow 1PD agenda in collaboration with agency partners while focusing on maximizing campaign performance
- Scale activations using Mars Wrigley's consumer data platform (CDP) in collaboration with Data Science team
- Nurture a consumer data-driven mindset across business teams through close collaboration with stakeholders to achieve business results through a consumer-focused marketing approach
- Support 1PD acquisition efforts to grow Mars Wrigley's portfolio of brands
Sr. CRM Marketing Segmentation Analyst
Travel + Leisure Co.
08.2016 - 03.2023
- Developed and executed highly targeted and personalized multi-channel marketing campaigns, driving revenue targets by 20%
- Managed over 50+ marketing campaigns per week from start to finish, providing segmentation and analytical support to marketing campaign managers
- Transformed complex data into visual, concise, and actionable dashboards to help drive strategic and tactical business decisions
- Collaborated with MarTech team to understand data capabilities, drive improvements and ensure data is flowing correctly into CDP platform and reported any data issues
- Set up and monitored triggers, customer journeys, and automations, partnering with cross-functional teams to ensure campaigns are aligned with business objectives
- Developed and executed targeted social media campaigns via Facebook and Google, contributing to 10% increase in customer engagement
- Communicated campaign results and insights to stakeholders and senior management
- Learned and adapted quickly to new technology and applications
- Mentored new hires and shared best practices with global CRM team
Database Marketing Analyst
RCI Vacation Exchange
09.2007 - 08.2016
- Built and executed on marketing initiatives related to direct mail, email, telemarketing, mobile and social media
- Collaborated with marketing campaign managers to identify appropriate marketing channels and audience segments to drive customer engagement
- Played key role in transitioning marketing campaigns into new system, documenting business requirements and procedures
- Assisted with UAT of new web capabilities, created test files and troubleshooted errors to ensure smooth implementation of offers on the web
Education
MBA - Marketing and International Business
Montclair State University
Montclair, NJ05.2011
Bachelor of Science - International Business
University of Baltimore
Baltimore, MD05.2007
Skills
- Marketing Campaign Management
- Customer Segmentation Strategy
- Customer Lifecycle and Loyalty
- CRM
- Data Visualization
- Data Manipulation
- Marketing Automation
- Marketing Analytics
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