KELLY MARINACCIO
New York,NY
Summary
PRODUCT, MARKETING AND CLIENT SERVICE MANAGEMENT
Proven marketing leader with analytical, operating, and relationship building skills that bring new ideas to life. Well-versed in planning, creating, and implementing unique campaigns, promotions, and marketing strategies that consistently grow the organization’s revenue and customer acquisition. Team player with strong leadership, internal client management, and communication skills that delivers success.
Overview
8
8
years of professional experience
Work History
Senior Marketing Manager
American Express
05.2021 - Current
- Launched groundbreaking Banking product, Amex Rewards Checking, driving over 150K new accounts and $200M in deposits 1st year
- Led Acquisition, Loyalty, and Welcome Bonus launches, inclusive of 30+ marketing assets and 14 channels, which drove acquisition, loyalty and awareness adoption
- Spearheaded strategic development of acquisition emails, optimizing strategy to drive conversion, yielding over 600% increase in account acquisition (8K new accounts from e-mail) and a response rate 2X above benchmark
- Built robust digital test and learn curriculum, driving an additional 18M impressions and 3K new accounts from Digital Channels
- Developed and implemented Amex Rewards Checking forecasting tool, used to support enterprise objectives and shape full year strategic roadmaps
- Resolved over 40 program issues and product architecture complexities through dynamic roundtable discussions, resulting in newly formed technical architecture, enabling product launches and incentive capabilities
- Acted as Director (in leadership absence), conducting key meetings, leading decision making and supporting Senior Leadership in all leadership needs
- Established strong team culture and change by focusing on accountability and keeping teams motivated during product delays and changes.
Senior Analyst - Premium Marketing
American Express
06.2015 - 04.2018
- Revitalized Centurion eNewsletter, by repositioning creative and card benefits driving member value, and improving customer interaction rates by 19%
- Managed e-mail execution to Platinum Card Members regarding new benefits and increased fees
- Results included a 21% increase in new card acquisition and a 7% increase in spending
- Developed and executed Refer-a-Friend paid media pilot, garnering over 2M impressions and $20M in billings
- Managed Membership Rewards seasonal email resulting in 5.8-billion-point usage and 4.5% response rate.
Senior Brand Manager (Acting Marketing Director)
F-FACTOR
04.2019 - 05.2021
- F-Factor is a privately held $11+M Health and Wellness, Consumer Products, and Private Practice Services Company
- Managed go-to-market strategy for new products from conception to launch, including packaging, shipping, and marketing collateral
- New products generated $5+M in revenues in 1st year
- Implemented Partnership and Influencer Programs generating $250+K revenue and 60,000+ impressions on social media
- Developed cross-channel KPIs metrics, which shaped acquisition and retention strategies
- Designed and implemented a new CRM system for e-mail marketing increasing channel revenue 57%.
Email Marketing Manager
TARTE COSMETICS
04.2018 - 04.2019
- Tarte (KOSE Corporation) is a $300M, publicly traded cosmetic company with Skincare and Beauty lines
- Built Trigger E-mail program, generating 42% of channel revenue and 12% of total tarte.com sales
- Planned, created, and executed over 50+ trigger emails, driving over $10M in revenue
- Redesigned email trigger reporting and created benchmarks for success
- Designed lifecycle mapping system to track potential customer lifetime value and increased revenue
- Expanded SMS Program driving over $1.7M in revenue and launched first retargeting SMS campaigns.
Education
Master of Business Administration (MBA) - Data Analytics
Binghamton University
Bachelor of Science (BS) - Business Administration & Marketing
Susquehanna University
Skills
- Self-Motivated
- Excellent Communication
- Interpersonal Communication
- Analytical and Critical Thinking
- Teamwork and Collaboration
- Problem-Solving
Timeline
Senior Marketing Manager
American Express
05.2021 - Current
Senior Brand Manager (Acting Marketing Director)
F-FACTOR
04.2019 - 05.2021
Email Marketing Manager
TARTE COSMETICS
04.2018 - 04.2019
Senior Analyst - Premium Marketing
American Express
06.2015 - 04.2018
Master of Business Administration (MBA) - Data Analytics
Binghamton University
Bachelor of Science (BS) - Business Administration & Marketing
Susquehanna University
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