Summary
Overview
Work History
Education
Skills
Timeline
Generic

LAURA BAKER

Leawood,KS

Summary

Goal-oriented marketing leader with expertise in developing and implementing successful strategies that drive growth, ROI and retention. Prepared to bring 20+ years of progressive experience and take on challenging role with opportunity to make lasting impact on company and customer success.

Overview

26
26
years of professional experience

Work History

Head of Retention Marketing

Boost Mobile
Overland Park, KS
10.2021 - Current
  • Developed strategy to successfully migrate 940k customers to new network preserving 1B in aggregate customer lifetime value revenue
  • Implemented micro-targeted churn prevention campaigns to reduce churn and increase CLV from most at risk cohorts
  • Led and developed team of 14 including marketing managers; CRM analysts; and campaign deployment specialists
  • Implemented Oracle Responsys messaging platform to better engage customers and increase marketing automation capabilities including event API SMS and email

Manager Retention Marketing

Boost Mobile
04.2018 - 10.2021
  • Directed development of strategies and tactics to minimize churn and increase ARPU throughout customer lifecycle
  • Established critical win-back strategy for customers who missed a payment
  • Led successful migration of 1M customers from Virgin Mobile USA to Boost Mobile
  • Drove over 500K sign-ups for Boost Perks rewards app
  • Awarded SPRINTacular Circle of Achievement Award for contributions to business results

Vice President

Baldwin Denim & Apparel
08.2016 - 04.2018
  • Company designed, manufactured and sold upscale denim and ready-to-wear through six company stores, e-commerce and wholesale
  • Directed brand strategy, digital media strategy, PR, and traditional marketing to increase brand awareness, store and online traffic and revenue
  • Grew e-commerce sales YOY by 74% and store sales by 21% by implementing highly effective strategies across digital channels including SEM, social media, SEO, email and display
  • Developed CRM strategy, customer database, scoring methodologies and analytics to increase retention and CLV
  • Led redesign of website including homepage and multiple UX enhancements to increase conversion by 27%

Director of Digital and Direct Marketing

Helzberg Diamonds, Division of, Hathaway
, Berkshire
07.2005 - 06.2016
  • Third largest fine jewelry retailer in US with over 220 stores,
  • Responsible for planning, execution, and measurement of marketing strategies to meet financial goals
  • Directed internal teams and external partners to develop highly integrated campaigns using email, SMS, direct mail, paid search, SEO, display, affiliate and social media channels
  • Developed and managed annual marketing budget ($15M) including monthly reconciliation
  • Implemented affiliate marketing channel that produced $700k in first year
  • Developed mutually successful promotions with key partners including Capital One, David’s Bridal and The Knot magazine
  • On-boarded new display provider, Conversant, with integrations to ensure ability to measure incremental impact to stores and ecommerce
  • Forecasted monthly e-commerce traffic, conversions and sales by digital channel based on tactics and budget
  • Managed relationships with external agencies including DEG, Epsilon, Conversant and Sapient Razorfish.

Director of Marketing

03.2010 - 02.2014
  • Led development of lead generation platform to capture and track engagement ring buyer leads
  • Over 1.4M leads were tracked with sales of over $11M
  • Developed customer Personas based on modeling to improve understanding of customer preferences and purchase drivers
  • Used throughout company in planning real estate and merchandise
  • Created Proposal Pro app to attract wedding jewelry buyer leads.

Director

07.2005 - 03.2010
  • Directed company’s CRM efforts to increase incremental sales and profitability
  • Led development of media mix model with external analytics provider to determine incremental impact of various channels to optimize spend
  • Improved performance of channels by optimizing mail formats, list segmentation and offer strategy by 10% to $30M.

Education

Bachelor of Business Administration - Marketing

Henry W. Bloch School of Business And Public Administration University of Missouri
Kansas City, MO

Skills

  • Strategic Planning
  • Acquisition Marketing
  • Retention Marketing
  • Lifecycle Strategy
  • Lead Generation
  • Channel Optimization
  • Marketing Automation
  • Financial Case Development
  • Analytics
  • Agency/Vendor Management
  • Team Leadership
  • Analytics
  • Agency/Vendor Management
  • Team Leadership

Timeline

Head of Retention Marketing

Boost Mobile
10.2021 - Current

Manager Retention Marketing

Boost Mobile
04.2018 - 10.2021

Vice President

Baldwin Denim & Apparel
08.2016 - 04.2018

Director of Marketing

03.2010 - 02.2014

Director of Digital and Direct Marketing

Helzberg Diamonds, Division of, Hathaway
07.2005 - 06.2016

Director

07.2005 - 03.2010

Bachelor of Business Administration - Marketing

Henry W. Bloch School of Business And Public Administration University of Missouri

Similar Profiles

CREATE PROFILE
LAURA BAKER