Lindsay Schiller
Attleboro,MA
Summary
Results-driven leader with strong background in strategic management and organizational growth. Skilled in developing and implementing effective business strategies, optimizing processes, and driving team performance. Known for adaptability, effective collaboration, and delivering measurable outcomes in dynamic environments. Strong communication and problem-solving abilities, coupled with focus on fostering productive and positive team culture.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Director of Marketing, Journey Orchestration
Fidelity Investments
12.2023 - Current
- Lead journey optimizations for the Journey Design & Creation Team with data and insights at a journey ecosystem level
- Partnered with teams and stakeholders to develop Measurement Platform that enables marketers to view omnichannel journey engagement & business metrics in near real time
- Responsible for providing oversight and management of inflight omnichannel journeys through holistic reporting
- Leverage strong understanding of journey metadata and KPIs to create readily accessible reports that inform journey decisions
- Deep understanding of all in-flight marketing across channels, and proactively identify gaps and areas of interest to prioritize to advance channel marketing and customer experience
- Works closely with internal partners to ensure necessary data is activated and captured in a standard and measurable way for each journey
- Identify measurement gaps and helps define requirements to enable standard journey measurement across teams (CKSI & Measurement Platform)
- Collaborate with Audience Management, CKSI and MarTech teams to activate necessary data and capabilities to launch and measure journeys effectively
- Advise on standardization, scalability, and optimization of existing and net new journeys
- Create and maintain documentation on journey development process, test and learn best practices, and quality control procedures
- Implementation of pattern focused learning agendas to feed measurement requirements and ultimately reporting self-support
- Assisted in development in acquisition lead nurture journey patterns to improve known prospect to customer conversion
- Assisted in development of connected cross-channel pattern to improve funding rates
- Prioritize the development of journey patterns to support engaging and growing customers
- Design, build and automate customer experiences to provide a customer-centric approach that drives highly targeted automated campaigns across all owned channels while helping the marketer derive near real time insights from the experience and the touchpoints
- Cross channel Metadata enablement
- Cross channel measure enablement
- Revised benchmarking process and best practices
- Regularly presented marketing insights and recommendations to executive leadership, ensuring alignment with overall business objectives.
- Mentored junior staff members in best practices for modern marketing techniques, fostering a culture of continuous learning within the organization.
- Streamlined internal processes for greater efficiency within the marketing department, allowing for increased focus on strategic initiatives.
- Managed marketing budget allocation of $3M and resourced utilization to maximize marketing ROI.
Sr. Marketing Manager
Fidelity Investments
11.2021 - 12.2023
- Delivered consistency and clarity on how email marketing measures success, optimizes for performance, and positively impacts evolving customer segments across Personal Investing business units
- Established repeatable and scalable measurement processes that reinforced data-driven decisioning and instilled channel health and discipline
- Channel health management for 400+ email campaigns (annually) and operations with quarterly planning and developing channel best practices
- Oversaw inbox management with monitoring outgoing volume, frequencies, audience overlap & strategy
- Salesforce Marketing Cloud SME for reporting requirements which include - reoccurring reports, benchmarks, trigger & journey audit, subject line test results, monthly channel health reports
- Internal campaign reporting support via templatizing dashboards and pivot tables in Salesforce Marketing Cloud
- Implemented channel best practices by centralizing channel data and insights to continuously inform messaging hierarchy and evolve standard best practices
- Supported owned practitioners by developing the rigor and skill of test design
- Partnered with stakeholders across technology disciplines to maintain operational readiness of channel capabilities
- Managed the onsite messaging communications system process, deployments, and measurement
- Managed the owned channel's annual budget and forecasting
- Revamped and automated benchmark reporting process to increase accuracy and efficiencies
- Implemented data-driven decision making by using analytics tools to track campaign performance and adjust strategies accordingly.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Developed creative presentations, trend reports, kitted assets, and product data sheets.
Marketing Manager
AAA Northeast
09.2019 - 11.2021
- Oversaw team of 4 developers to guide implementation of strategic email campaigns and automations based on target audience segmentation, to drive sales, cross-sell, and up-sell AAA's membership, products, and services
- Developed multi-year cross-channel marketing plans, assist with annual budgets, and manage the integration of all email channel functions across club's business lines and geographies supported
- Formed an overall strategic approach to email marketing based on industry best practices, while managing all day-to-day email marketing needs with a data-first, test and learn philosophy
- Collaborated with internal clients on opportunities to automate processes, targeting, cross-channel marketing opportunities, and best practices to drive integrated digital marketing efforts
- Designed fully automated onboarding, retention, and multi-touch retargeting email campaigns leveraging CRM, SQL, and third-party vendors with complex workflows in Adobe Campaign
- Worked in close collaboration with distributed team members from multiple functions including marketing, creative, content and analytics to elevate marketing plans and ensure campaigns are meeting objectives
- Oversaw productivity software to plan, gather, and assemble email content from business lines, design studio, and data team, from input to execution
- Managed the email team's campaign development and QA process including proofing evaluation of copy, creative, workflow criteria, and accessibility
- Tracked internal and external email campaign performance, including volume, deliverability, subscribes/unsubscribes, click-through, click-to-open, open rates, online revenue, etc
- Created and implemented standard operating procedure based on newly established SLAs that allowed the Digital Marketing team to double email output year over year
- Proven track record of KPI and revenue growth for each business line through strategic email initiatives, which exceeded club retention, acquisition, and revenue goals for 2020 and 2021
Sr. Marketing Analyst
Collette Travel
08.2016 - 09.2019
- Responsible for executing 200+ annual email and direct mail lists using CRM data to identify and select targeted audiences for marketing communications
- Managed campaign targeting, audit, testing, and approval of campaign counts and maintain campaign associated data extracts for further analysis
- Implemented mail targeting strategies using data extracted from internal CRM (mosaics, response rates, internal models, NPS score, overall experience, next destination)
- Worked with marketing leadership teams to understand and apply segmentation for campaign targeting along with supporting sales teams with profiling and scoring database opportunities with external partnerships
- Validated existing targeting strategy and selection criteria to identify opportunities for improvement through internal and external research
- Support acquisition strategies and research projects
- Created & maintain response curves for direct & acquisition mailings, obtain historical survey data for benchmarking
- Tracked, reported, and executed on planned, optimized, and actual spend for each consumer campaign
- Goal of spending less/flat with targeted audiences to improve engagement and ROI
- Transitioned of pre/post departure customer journey emails through HubSpot by supplying data elements that create better guest engagement through emails
- Ensured data validity for all campaign workflows and work with IT, Sales, and marketing partners to promote data hygiene
Sr. Marketing Specialist
Lux Research
10.2014 - 08.2016
- Created email campaigns from initial concept through completion for each content area, generate targeted leads, manage campaigns, and run post-campaign measurements
- Organized all logistics for select Lux Research customized events including invitation list generation, venue selection, invitation creation, attendee recruitment, confirmation notices, menu and seating plans
- Coordinated all social media posts and analytics
- Used all available resources (e.g., LinkedIn, ZoomInfo, conference lists, etc.) to determine target title names and contact information from target companies for lead generation
- Managed entire Lux Executive Summit process via Excel and RegOnline including registrant and Analyst confirmations, handle all schedule, agenda, and content changes prior to and throughout events
- Templatized post-event reporting/campaigns and ensure they are developed within 48 hours after events for distribution to Sales
- Maintained CRM and HubSpot systems to help determine Marketing Qualified Leads and coordinate with sales team
- Loaded and update content on company's main website using Drupal as well as launch newsletters on WordPress blog
- Strengthened customer loyalty by creating engaging email marketing campaigns tailored to specific audience segments.
- Elevated social media presence through the creation of compelling content that resonated with target audiences.
- Implemented data-driven performance tracking systems to continuously refine marketing strategies for optimal results.
- Analyzed data to uncover insights and identify key opportunities to inform strategic decisions.
- Tracked trade show expenses to maintain budget.
- Created customized marketing materials to increase product awareness.
- Collected and analyzed data from variety of sources to create detailed market research reports for top-level decision makers.
Non-Commissioned Officer, Team Leader
Connecticut National Guard
08.2008 - 08.2016
- Oversaw team of 7-8 soldiers, ensuring accountability and readiness, which resulted in 100% task completion and unit cohesion over the course of leadership
- Organized training schedules for team development and readiness
- Maintained company's activation call roster to ensure fast and effective dissemination of communication during unit activation
- Supervised Emergency Activation Response for Hurricane Sandy and Winter Storm Alfred by communicating with unit leadership and organizing relief missions
- Deployed to Helmand Province, Afghanistan July 2009-June 2010 as a heavy vehicle operator
- Successfully completed over 70 convoy missions in support of Operation Enduring Freedom under the 114th Transportation Co
- And 347th Regional Support Group
- Set performance expectations for the team, monitoring progress towards goals and providing constructive feedback as needed.
- Empowered team members by delegating responsibilities according to individual strengths and areas of expertise.
- Managed conflict resolution among team members, fostering a positive and collaborative work environment.
- Developed team members'' skills through targeted coaching sessions, resulting in improved individual performance.
- Enhanced team productivity by implementing efficient work processes and regularly reviewing performance metrics.
- Evaluated team member performance against established objectives during regular reviews, offering praise for achievements or identifying areas requiring further development.
- Mentored junior staff members, helping them develop their leadership potential and advance in their careers.
- Facilitated decision-making processes within group through open dialogue and consensus-building techniques.
- Established clear communication channels to facilitate timely exchange of information between team members and stakeholders.
- Developed risk management plans, minimizing potential project disruptions and ensuring timely delivery.
- Motivated team members to surpass their targets, recognizing and rewarding their achievements.
Education
Master of Business Administration - Marketing & International Business
Northeastern University
Boston, MA09.2019
Bachelor of Arts - Communication Sciences
University of Connecticut
Storrs, CT05.2014
Skills
Soft:
- Team Work & Team Management
- Individual Management Guidance & Development
- Cross-Functional Collaboration
- Omnichannel Journey Campaigns
- Reliability & Accountability
- Results Driven
- Critical Thinking
Hard:
- Salesforce Marketing Cloud
- Adobe Campaign
- Adobe Analytics & Google Analytics
- HubSpot
- Tableau & PowerBI
- Symphony
- Litmus & Stensul
- CRM databases (Salesforce & Pivotal)
- Adobe Audience Manager
- Adobe Workfront
- Jira & Miro
- Zoom & Microsoft Teams
- SharePoint & Confluence
- Microsoft Office
- Google Suites
- Basic SQL & HTML
Certification
- Google Analytics Certification 2021
- Hubspot Content Marketing Certification 2021
- Email Marketing Certification 2021
- Inbound Marketing Certification 2021
- SQL Programming Certification 2018
- Army Accommodation Award 2010
- Army Achievement Award 2013
- Combat Action Badge 2010
- Non-Commissioned Officer Warrior Leader Course 2012
- Basic Life Support Certification (BLS)
- First Aid Certification
- CPR/AED Certification
Volunteer
- Fidelity PRIDE Employee Relations Group, Co-Lead, Smithfield, RI, 2022-2024
- DEI Collaborative Council AAA NE, Council Member, Providence, RI, 2019-2021
- Rise Against Hunger, Meal Packing Volunteer, Pawtucket, RI, 2016-2019
- Rhode Island Community Food Bank, Food Packaging Volunteer, Providence, RI, 2016-2019
- ANA Data and Measurement Committee, Committee Member, Virtual, 2017-2019
Timeline
Director of Marketing, Journey Orchestration
Fidelity Investments
12.2023 - Current
Sr. Marketing Manager
Fidelity Investments
11.2021 - 12.2023
Marketing Manager
AAA Northeast
09.2019 - 11.2021
Sr. Marketing Analyst
Collette Travel
08.2016 - 09.2019
Sr. Marketing Specialist
Lux Research
10.2014 - 08.2016
Non-Commissioned Officer, Team Leader
Connecticut National Guard
08.2008 - 08.2016
Master of Business Administration - Marketing & International Business
Northeastern University
Bachelor of Arts - Communication Sciences
University of Connecticut
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