MAXINE RIVERS

New York

Summary

Marketing Technology & CRM leader with 8+ years of experience driving global lifecycle marketing, CRM deployment, marketing automation, and process enablement across global organizations. Proven track record leading cross-functional initiatives and aligning Product, Engineering, Marketing, and Operations stakeholders. Experienced in leveraging AI, automation, and martech platforms to improve efficiency, accelerate execution, and enhance customer engagement.

Overview

years of professional experience

Work History

Marketing Technology Manager I, CRM Deployment

Uber Technologies, Inc.

01.2022 - Current

Lead CRM deployment strategy across 50+ markets, launching personalized lifecycle campaigns to millions of users
Serve as a trusted partner to evolving stakeholders, translating business requirements into CRM strategies and deployment
Implemented AI-powered tools and automation to streamline deployment workflows
Leverage SQL and scripting to enhance audience targeting, personalization, and campaign engagement
Collaborate with Product and Engineering to improve tooling, workflows, and campaign execution
Led regional trainings and developed enablement resources adopted across 4 regions

Associate Manager, Marketing Operations

Disney Streaming Services (Disney+)

01.2020 - 01.2022

Partnered with Marketing, Creative, and Growth teams to develop targeted lifecycle campaigns aligned with messaging, audience strategy, and business objectives
Developed and launched lifecycle journeys in Salesforce Marketing Cloud, overseeing segmentation, QA, stakeholder approvals, testing, and deployment
Monitored post-launch campaign results and delivered actionable recommendations to improve engagement, targeting, and overall campaign effectiveness

CRM Operations Analyst (Promotion) | Marketing Automation Specialist

Barnes & Noble, Inc.

01.2018 - 01.2020

Executed end-to-end CRM campaigns across email, in-app, and push notification channels
Updated and maintained HTML email templates, ensuring brand consistency, responsive design, and accurate rendering across devices and email clients
Maintained audience targeting and segmentation logic to support personalized customer experiences

Education

Bachelor of Science - Business Administration – Management Information Systems

Drexel University

Philadelphia

2015

Skills

CRM & Marketing Platforms:

Salesforce Marketing Cloud, Internal CRM tools, Jira, Braze, Google Workspace

Technical Skills:

SQL, AMPscript, Javascript, Proprietary logic, HTML, Google Apps Scripts

AI & Automation:

Claude Code, ChatGPT, Gemini, Perplexity, Glean, NotebookLM, Vercel v0, Prompt Engineering, Custom AI Agent Development, AI-Powered Process Automation

Leadership & Strategy:

Stakeholder Management, Cross-functional Leadership, Process Standardization, Global Training & Enablement, Onboarding Materials & Training Guides

Core Expertise:

Lifecycle Marketing, Global CRM Strategy & Operations, CRM Deployment, Customer Journey Design, Audience Segmentation, Agile Project Management, Martech Platforms, Personalization, A/B Testing

Accomplishments

Led deployment of a highly personalized year-end Driver campaign reaching millions of users, earning recognition from Uber's Chief Product Officer for its innovation and impact
Selected to lead global enablement for a critical rollout, developing documentation, and workshops that drove adoption across regional teams
Developed a Google Apps Script automation that reduced manual effort by 80% for a key deployment workflow, improving operational efficiency and scalability
Maintained a 5-star stakeholder CSAT rating throughout tenure at Uber, recognized for exceptional cross-functional partnership and delivery

Timeline