Michelle Scarpato
Summary
Accomplished, results-driven Digital Marketing Manager with a track record of driving market share, brand recognition, and revenue improvements.
Overview
18
18
years of professional experience
Work History
Director of Growth
Henry Rose
05.2022 - Current
- In 2022, drove 25% YoY revenue growth. Including record-breaking achievements (best performing product launch to-date, highest revenue month to date, etc.)
- Lead the strategy of pushing our agency to expand beyond our status quo for budgets and optimizations (shifting budgets between campaigns, tactics, audiences, and channels based off of full funnel KPIs).
- Managed multi-million-dollar digital advertising budgets, ensuring efficient allocation of resources for optimal ROI.
- Led the strategy for content on our paid media channels, including Google/Youtube, Meta, TikTok, Pinterest, etc.
- Drove major efficiencies and improvements on our SMS and Email channel due to segmentation, personalized messages and continual testing. Email - increased open rates by 78% YoY and click rate by 14%, all while increasing our volume of sends by 22% YoY. SMS - increased revenue 119% YoY.
- Utilized data-driven insights to refine targeting strategies and improve overall campaign performance.
- Implemented regular internal and external reporting cadence to track KPIs, tease out key learnings and identify trends.
- Coordinated with design and media teams to develop high-quality creative assets.
Digital Marketing & Demand Generation Lead
Livinguard
02.2021 - 04.2022
- Drove record-breaking demand in Q3 on our e-commerce site, while exceeding KPIs. All driven through marketing channels that I managed.
- Developed a survey to determine brand positioning and our target consumers' buying habits for a new product launch. This information was shared and actioned with global stakeholders.
- Created new digital channels (affiliate, native ads, dynamic product ads) that have been a vital component of our demand generation.
- Introduced a loyalty and referral program to increase customer loyalty and customer lifetime value.
- Managed marketing campaigns to cultivate brand awareness and drive qualified leads.
- Developed marketing calendar and posted new content to coincide with new product releases.
- Increased customer acquisition and ROI through continuous optimization, testing and experimenting with ad creative work, bid strategies, audience targeting and placements.
- Measured and report performance of all digital marketing campaigns, and assessed against ROI and KPIs.
- Prepare detailed campaign reports and digital marketing strategies, communicating key findings to senior management.
Senior Digital Marketing Manager
U.S. Vision
01.2018 - 01.2021
- Oversaw CRM program, which had over 5M unique customer records that spanned across six separate brands and over 500 stores.
- Developed match-back reporting to measure ROI of both online and offline marketing tactics.
- Manage a multi-million annual budget with full accountability for performance against immediate and long-term objectives for search engine marketing, social, display, email, and direct mail.
- Manage all digital marketing agency relationships, including: search, website management, email, direct mail, location management, and the CRM database.
- Analyze performance of all marketing programs to identify the best opportunities for optimization.
- Developed reports that help measure the efficacy of our marketing efforts, including: customer retention, database health, customer acquisition, and website/digital marketing KPI dashboards.
- Improved direct mail response rates, ROI and revenue by 80%, through testing and developing a strategic customer targeting plan.
- Subject matter expert for two separate website re-platforming projects to overhaul the current websites and enable ecommerce for our full product line.
- Develop weekly and monthly presentations that measure KPIs for all marketing programs to present to the CEO and other key stakeholders.
- Oversee social media and digital marketing strategy to increase brand exposure and audience engagement.
- Serve as the in-house digital marketing expert and oversee a Digital Marketing Specialist.
- Increased our email program send volume by 260%, all while decreasing unsubscribe rates and surpassing industry benchmarks for open and click rates. This was achieved by developing an email calendar, with a regular send cadence, as well as the introduction of a welcome series and several successful trigger campaigns (appointment reminders, order pickup, contact lens supply refill, etc.).
Digital Marketing Manager
Destination Maternity
05.2015 - 12.2017
- Managed a multi-million annual marketing budget, allocating funds appropriately to various touchpoints and channels in our customer lifecycle.
- Grew search program by setting A/S goals for four separate websites, generating an additional $3M in last-click revenue in 2016, compared to the previous year.
- Developed a highly successful paid-social program in 2016, which generated over $600K in last-click revenue and increased the display channel conversion rate by 21% vs. the previous year.
- Serve as primary contact for all external agencies to align daily business needs and goals.
- Manage an in-house Digital Marketing Coordinator, who assists with marketing campaign assets.
- Measure and report on performance of all digital marketing campaigns and assess against goals(ROI and KPIs).
- Serve as an internal digital marketing expert in driving strategy, execution and analysis.
- Develop compelling content and copy for marketing collateral.
- Implement testing and measurement to enable a data-driven performance optimization.
- Research and recommend expansion into new high-potential online advertising channels.
Online Marketing Manager
Destination Maternity
12.2008 - 04.2015
- Launched our successful customer review program in 2010. Increased site conversions due to customers feeling more confident in their size selections. Manage the program on a daily basis to identify valuable product insights and communicating that to the appropriate departments.
- Design,deploy and analyze A/B segmented tests to improve website conversion.
- Manage our affiliate program for Destination Maternity's three separate brands with a proven track record of increasing sales and ROI consistently.
- Oversee our partnership with Amazon and consumer shopping engines. Manage our promotions and deals as well as our brand appearance.
- Manage our paid search program as well as our display channels. Responsible for providing copy and creative assets for all programs.
- Manage and execute implementation of SEO strategy.
- Responsible for planning out the calendar for all social channels (Twitter, Pinterest, our blog and Facebook) to drive fan engagement, brand awareness and sales.
Web Designer & Online Account Manager
Destination Maternity
06.2006 - 11.2008
- Lead designer for the A Pea in the Pod website and all digital assets.
- Updated and managed existing website properties for multiple brand sites.
- Assisted with researching and developing new keywords for our paid search program.
- Generated concepts and initial design explorations for new features and other product aspects. Worked closely with product managers, visual designers and development team to appropriately evolve designs from concept to launch.
- Oversaw our affiliate and paid search agencies.
- Experience with image editing for the use on our retail websites.
- Converting marketing images into HTML emails and loading them into our interface to deploy to our customers.
Education
MBA - Marketing
Wilmington University
Wilmington2015
Certification - Business
West Chester University of Pennsylvania
West Chester, PA2011
Bachelor of Arts - Graphic Design & Communications
Cabrini University
Radnor, PA2006
Skills
- Search Engine Marketing (Google Ads, Bing, Feed Management, Google Search Console, Brightedge, etc)
- Analytics (Google, Omniture)
- User Experience & A/B Testing (Monetate)
- Tag Management (Tealium, Google Tag Manager)
- Email Marketing (Klaviyo, ExactTarget, YesMail, Cheetahmail)
- Customer Reviews (Bazaarvoice, Okendo Customerville, NPS)
- Organic and Paid Social Media Marketing
- CRM/Database Marketing
- Location Management (Yext)
- Adobe Creative Suite
- HTML
- CSS
- Shopify
Timeline
Director of Growth
Henry Rose
05.2022 - Current
Digital Marketing & Demand Generation Lead
Livinguard
02.2021 - 04.2022
Senior Digital Marketing Manager
U.S. Vision
01.2018 - 01.2021
Digital Marketing Manager
Destination Maternity
05.2015 - 12.2017
Online Marketing Manager
Destination Maternity
12.2008 - 04.2015
Web Designer & Online Account Manager
Destination Maternity
06.2006 - 11.2008
MBA - Marketing
Wilmington University
Certification - Business
West Chester University of Pennsylvania
Bachelor of Arts - Graphic Design & Communications
Cabrini University
Similar Profiles
SONETTA DAVISSONETTA DAVIS
Operations Coordinator at Henry County Government – Henry TransitOperations Coordinator at Henry County Government – Henry Transit
Deborah BattleDeborah Battle
Insurance Verification Specialist at Henry Ford Health System (DBA Henry Ford Health)Insurance Verification Specialist at Henry Ford Health System (DBA Henry Ford Health)
Darren FayDarren Fay
Sr. Director, Revenue Operations at Henry Schein One, Henry Schein IncSr. Director, Revenue Operations at Henry Schein One, Henry Schein Inc
JOSHUA STONEJOSHUA STONE
Director of Growth at The Property GurusDirector of Growth at The Property Gurus
Natalia Kaleta-SchraaNatalia Kaleta-Schraa
Director of Growth at WorkivaDirector of Growth at Workiva