Summary
Overview
Work History
Education
Skills
Tools And Systems
Affiliations
References
Timeline
Generic

Laura Thompson

Roseville,CA

Summary

Senior leader with 15+ years of experience in CRM, Lifecycle, and Digital Marketing. Expertise in developing customer-centric strategies that enhance lifetime value and engagement across diverse organizations. Proven ability to create and execute data-driven marketing initiatives that boost acquisition, retention, and overall performance. Strong background in strategic planning, team leadership, and operational efficiency, with a track record of delivering innovative solutions and achieving business objectives.

Overview

17
17
years of professional experience

Work History

Director, Customer Engagement

Birdy Grey
Los Angeles, USA (Remote)
12.2023 - 05.2025
  • Spearheaded customer reviews strategy that increased review volume by 300%.
  • Drove measurable increases in customer engagement and retention through email, SMS, and SEO strategies.
  • Developed comprehensive reporting framework to enhance visibility into channel performance and ROI.
  • Introduced streamlined workflows to accelerate campaign production and improve team alignment.
  • Achieved 25% year-over-year increase in email revenue.
  • Increased SMS subscriber list size fourfold within six months.
  • Executed behavioral email testing methodologies, resulting in approximately sevenfold conversion rates.
  • Contributed to founding team for new suits business launch, leading marketing strategy.

Independent Contractor

Birdy Grey
Los Angeles, CA (Remote)
09.2023 - 12.2023
  • Covered the Marketing Director's maternity leave, overseeing all paid and owned marketing channels.

Senior Director, Digital Marketing

Vital Proteins LLC
Chicago, USA (Remote)
10.2022 - 07.2023
  • Oversaw DtC and Amazon digital marketing functions across paid and owned media channels, managing multi-million dollar budget.
  • Enhanced performance through comprehensive strategies focusing on customer acquisition and retention.
  • Achieved 89% year-over-year revenue growth within first 60 days by implementing new holiday CRM strategy.
  • Drove eightfold return on ad spend with successful affiliates pilot, significantly boosting new customer acquisition.
  • Led seamless customer experience initiatives across the lifecycle to nurture, retain, and reactivate customers.
  • Delivered loyalty framework to increase acquisition, retention, and advocacy while growing subscriber base and boosting lifetime value.
  • Spearheaded CRM analytics dashboard, providing insights into referral program, subscription program, and CRM-driven purchases.
  • Collaborated with executive leadership to define long-term objectives that drive organizational success.

Director, Lifecycle & CRM Marketing

Walmart eCommerce
San Bruno, USA
05.2022 - 10.2022
  • Managed over $100 million paid media budget across search, social, and affiliate channels.
  • Implemented CRM strategies for email and push notifications to enhance customer lifecycle relevancy.
  • Introduced new Customer ID system, boosting paid media effectiveness and increasing budget impact by 35%.
  • Spearheaded project analyzing diminishing returns of lifecycle communications.
  • Developed reporting frameworks to assess CRM's influence on loyalty and lifetime value.
  • Launched pilot programs for affiliate partnerships, achieving 8x ROAS through direct integrations.
  • Automated lifecycle paid social ads, enhancing productivity and performance metrics.
  • Streamlined paid media ad creation with templates, reducing time to market by 80%.

Associate Director, Lifecycle & CRM Marketing

Walmart eCommerce
San Bruno, USA
04.2021 - 05.2022
  • Developed long-term vision and strategy to minimize customer churn using performance marketing channels.
  • Implemented new segmentation strategy aligned with business goals, enhancing customer transitions and increasing LTV.
  • Led paid performance media efforts for Lifecycle and CRM teams, focusing on SEM, affiliates, and paid social.
  • Collaborated with over 10 cross-functional teams, ensuring alignment on objectives and promoting lifecycle principles.
  • Key leader in establishing Performance Marketing goals for customer migration and segmentation frameworks.

Associate Director, CRM Marketing

Walmart eCommerce
San Bruno, USA
03.2019 - 04.2021
  • Delivered robust long term CRM strategy for newly founded membership program, Walmart Plus (W+).
  • Built CRM teams Annual Operating Plan (AOP), forecasting & financial planning, continually maintaining & updating in line with business changes and performance indicators.
  • Full funnel marketing strategy responsibility across each of 6 retail divisions, driving early adopted retention, repeat, increased frequency, AOV growth and churn reduction.
  • Built strategy for CRM’s holiday campaigns for a total of 7 years, driving year over year increases in engagement & conversion metrics by a minimum of 20%.
  • Responsible for a team of 3 high performing CRM strategists, delivering 100+ segmented email & Push campaigns per month.

Senior Manager, CRM Marketing

Walmart eCommerce
San Bruno, USA
09.2016 - 03.2019
  • Managed annual team budget of $400k to ensure effective resource allocation.
  • Tracked and reported CRM financial metrics weekly, monthly, and quarterly.
  • Developed content for over 60 cross-category email and push notification campaigns monthly.
  • Collaborated with product and engineering teams to create technical CRM roadmap that met goals while improving customer experience.
  • Led a team of 4 in executing blast and behavioral email and push communications.

Marketing Manager, Email Marketing

Walmart eCommerce
San Bruno, USA
10.2014 - 09.2016
  • Responsible for 75+ Walmart.com behavioral & triggered marketing email campaigns and 30+ weekly batch & blast campaigns.
  • Liaised with transactional communications team leads, developing customer centric strategies aligning all Walmart email across multiple teams and timezones to create a standardized brand voice and look/ feel across all comms.

Marketing Manager, Digital Media

ASDA
Leeds, UK
10.2012 - 09.2014
  • Spearheaded multi-channel lifecycle program for Asda’s baby & toddler Club, achieving eightfold increase in orders.
  • Implemented personalized lifecycle communications to enhance member engagement and retention.
  • Launched subscription model "Delivery Pass" supported by comprehensive CRM strategy targeting acquisition and retention.
  • Reduced churn rates and boosted member subscriptions through strategic marketing initiatives.

Senior Marketing Executive, Marketing

Jet2/ Jet2holidays
Leeds, UK
09.2008 - 09.2012
  • Responsible for the strategy, planning, execution, testing & analysis of all email campaigns for both Jet2 and Jet2holidays businesses.
  • Designed and implemented complex strategies to cross-sell and upsell products and services before a customer’s departure date.
  • Jet2 is the UK’s 3rd largest airline, offering flights, city breaks & vacations.

Education

BA (Hons) - Marketing

Leeds Trinity University
Leeds, UK
01.2006

Skills

  • Strategy & planning
  • Digital marketing
  • Email & SMS marketing
  • Push notifications
  • Paid Social
  • Paid search (SEO)
  • Affiliates
  • Financial planning
  • Advanced analytics
  • Multi-channel strategies
  • Coaching and mentoring
  • Leadership development
  • Change management
  • Cross-functional collaboration
  • OKR & KPI goal setting

Tools And Systems

  • Braze | Klaviyo
  • Survey Monkey
  • Bizarre Voice | Smartly.io | Yotpo
  • Validity | Google Postmaster
  • Movable Ink | Smartly | Percolate
  • Meta Ads Manager | Google Ads Manager
  • Shopify
  • Workfront | Sharepoint | Onedrive | Asana
  • Adobe Analytics | Looker | Google Analytics
  • Push Owl
  • Recharge
  • Wonderment | Narver
  • Microsoft Suite | Google Drive Suite
  • Friendbuy

Affiliations

  • Self care: Walking & strength training
  • Creativity: Crochet, Cricut & organizing
  • Mom to 2 young boys

References

References available upon request.

Timeline

Director, Customer Engagement

Birdy Grey
12.2023 - 05.2025

Independent Contractor

Birdy Grey
09.2023 - 12.2023

Senior Director, Digital Marketing

Vital Proteins LLC
10.2022 - 07.2023

Director, Lifecycle & CRM Marketing

Walmart eCommerce
05.2022 - 10.2022

Associate Director, Lifecycle & CRM Marketing

Walmart eCommerce
04.2021 - 05.2022

Associate Director, CRM Marketing

Walmart eCommerce
03.2019 - 04.2021

Senior Manager, CRM Marketing

Walmart eCommerce
09.2016 - 03.2019

Marketing Manager, Email Marketing

Walmart eCommerce
10.2014 - 09.2016

Marketing Manager, Digital Media

ASDA
10.2012 - 09.2014

Senior Marketing Executive, Marketing

Jet2/ Jet2holidays
09.2008 - 09.2012

BA (Hons) - Marketing

Leeds Trinity University

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