Jennifer Chappell
Springfield,MO
Summary
Senior CRM Marketing Leader with 10+ years of experience driving engagement, retention, and revenue across global multi-brand platforms. Expert in multi-channel lifecycle programs, automation, and data-driven personalization across email, SMS, push, and in-app. Skilled at leading cross-functional teams and optimizing campaigns to deliver measurable growth.
Overview
9
9
years of professional experience
9
9
Certification
50
50
50+ Brands – CRM strategy across global platforms
17
17
17 Countries – Managed CRM deliverability and compliance
Work History
Senior Marketing Manager - CRM & Lifecycle Strategy
MyHealthTeam
09.2020 - Current
- Led CRM for 60+ brands, 4M+ users, deploying 9M+ emails and 21.5M pushes monthly, driving a 15% lift in MAU.
- Built onboarding and win-back workflows, achieving 70% Month 1 retention and 62% Month 2 retention.
- Partnered with Product to align lifecycle messaging, boosting feature adoption by 20% and upsell opportunities.
- Launched SMS for 23 brands and web push for 32, expanding the active user base and engagement.
- Implemented dynamic content frameworks with Handlebars, cutting email build time by 40%.
- Increased engagement with 18% higher open rates and 25% CTR growth via structured testing.
Regional Marketing Manager - CRM & Multi-Channel Engagement
Vivino
01.2018 - 09.2020
- Managed CRM across 17+ countries, delivering 30M+ monthly emails at 99% inbox placement.
- Launched SMS in North America, generating $39.3M GMV in 2019, including a record $4.38M revenue month.
- Designed segmentation strategies that boosted engagement 25% and increased conversions.
- Developed localized CRM go-to-market strategies across six markets, generating 6-figure revenue growth opportunities.
Email Marketing Specialist - CRM Execution
Email Aptitude (Tinuiti)
08.2016 - 01.2018
- Built lifecycle programs driving 20% higher conversion, increasing client revenue.
- Aligned CRM strategy with Product and Sales teams, improving forecast accuracy by 15% and strengthening campaign performance
- Implemented conversion pop-up feature, increasing signups 46% and strengthening the customer acquisition pipeline
- Mentored and trained new team members, accelerating ramp-up time and improving campaign execution 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