Jennifer Chappell
Springfield,MO
Summary
Senior CRM Lifecycle Marketing Manager with 11+ years of experience leading customer engagement, retention, and revenue growth for global multi-brand platforms. Proven success in designing and optimizing multi-channel lifecycle programs, scaling automation, and leveraging customer insights to deliver measurable impact. Adept at leading cross-functional teams, integrating new channels, and executing high-performing campaigns across email, SMS, and web push. Recognized for combining data-driven strategy with a deep understanding of customer behavior to drive sustainable growth.
Overview
11
11
years of professional experience
9
9
Certification
Work History
Senior Marketing Manager - CRM & Lifecycle Strategy
MyHealthTeam
09.2020 - Current
- Led CRM strategy for 4 million users across 60+ brands, delivering over 9 million monthly emails and more than 21.5 million web push notifications.
- Designed end-to-end lifecycle journeys from onboarding to win-back, achieving 70% retention in Month 1, and 62% retention in Month 2.
- Partnered with product, engineering, and content teams to align lifecycle messaging with product and engagement goals.
- Launched web push for 32 brands, and SMS for 23, increasing monthly active users by 15%.
- Built scalable, dynamic content frameworks using Handlebars and conditional logic, reducing production time by 40%.
- Directed A/B and multivariate testing to improve open rates, CTR, and retention.
Regional Marketing Manager - CRM & Multi-Channel Engagement
Vivino
01.2018 - 09.2020
- Managed global CRM operations across 17+ countries, ensuring deliverability and localization.
- Launched SMS marketing in North America, contributing to $39.3M GMV in 2019, and a record $4.38M month.
- Developed lifecycle and segmentation strategies for seasonal and promotional campaigns, improving engagement metrics.
- Created go-to-market strategies for six countries, tailoring CRM tactics to local behaviors and market needs.
- Oversaw over 30 million monthly emails, focusing on deliverability, engagement, and retention.
Email Marketing Specialist - CRM Execution
Email Aptitude (Tinuiti)
08.2016 - 01.2018
- Created and optimized customer lifecycle programs, applying A/B testing to refine messaging.
- Partnered with product and sales teams on strategic planning, forecasting, and campaign goals.
- Implemented a website pop-up feature that increased conversions by 46%.
- Led onboarding and training for junior team members, improving operational efficiency.
Early Career
- Global Marketing Consultant | Dominican University of CA | 2016
- Marketing Assistant and Research Analyst | Dominican University of CA | 2011 - 2015
- Product Development Assistant | Elsa L | 2015
- Caseworker And Field Representative Intern | Congressman Huffman's Office | 2014 - 2015
Education
Master - Business Administration, Strategic Leadership & Planning
Dominican University of California
San Rafael, CA08-2016
Bachelor of Arts - History
Dominican University of California
San Rafael, CA05-2015
Bachelor of Arts - Political Science
Dominican University of California
San Rafael, CA05-2015
Post-Baccalaureate Degree - Psychology
University of California, Berkeley
Berkeley, CASkills
- CRM strategy and execution
- Lifecycle journey design
- Multi-channel marketing
- Retention optimization
- Audience segmentation
- A/B testing
- CRM management
- Marketing automation
- Product development
- Go-to-market strategy
- Vendor relations
- Cross-functional collaboration
- Email marketing
- Lifecycle marketing
- Multi-channel engagement
- Project management
- Strategic planning
- Data analytics
Certification
- Email Marketing Certificate, HubSpot
- Strategic Focus for Managers, LinkedIn
- Iterable Partner Fundamentals Certified, Iterable
- Iterable Foundations Certified, Iterable
- Klaviyo Product Certificate, Klaviyo
- Iterable SMS Channel Certified, Iterable
- Iterable AI Suite Certified, Iterable
- Iterable AI Marketing Certified, Iterable
- Asana Foundations Skill Badge, Asana
Honors And Awards
- Member of Pi Sigma Alpha, Pi Sigma Alpha, The National Political Science Honor Society
- Member of Phi Alpha Theta, Phi Alpha Theta National History Honor Society
- Member of Alpha Lambda Delta, Alpha Lambda Delta Honor Society
- Financial Women of San Francisco Scholarship Recipient, Financial Women of San Francisco
References
References available upon request.
Timeline
Senior Marketing Manager - CRM & Lifecycle Strategy
MyHealthTeam
09.2020 - Current
Regional Marketing Manager - CRM & Multi-Channel Engagement
Vivino
01.2018 - 09.2020
Email Marketing Specialist - CRM Execution
Email Aptitude (Tinuiti)
08.2016 - 01.2018
Master - Business Administration, Strategic Leadership & Planning
Dominican University of California
Bachelor of Arts - History
Dominican University of California
Bachelor of Arts - Political Science
Dominican University of California
Post-Baccalaureate Degree - Psychology
University of California, Berkeley
Similar Profiles
MACKENZIE GAGEMACKENZIE GAGE
Patient Transporter at CoxHealthPatient Transporter at CoxHealth
David HurfordDavid Hurford
Painter at G&G Painting LLCPainter at G&G Painting LLC
Casie CanningCasie Canning
Certified Registered Nurse Anesthetist at Freeman Health SystemCertified Registered Nurse Anesthetist at Freeman Health System
Kathleen Kandler, BSN, CCS, CDIPKathleen Kandler, BSN, CCS, CDIP
Clinical Coding Apprenticeship Program Coordinator at Texas Health ResourcesClinical Coding Apprenticeship Program Coordinator at Texas Health Resources
Isabella (Izzy) DelmonteIsabella (Izzy) Delmonte
Senior Product Marketing Manager – CRM & Lifecycle at AAA Smart SecuritySenior Product Marketing Manager – CRM & Lifecycle at AAA Smart Security