MINA KAPADIA
Summary
Strategic Marketing Leader with a proven record of driving customer acquisition, retention, and engagement through data-driven strategies and multi-channel campaigns . Skilled in working cross-functionally and executing programs that deliver measurable business outcomes.
Overview
15
15
years of professional experience
Work History
GROWTH AND LIFECYCLE MARKETING LEAD
DIRECTV
REMOTE
12.2021 - Current
- Drove a 35% increase in customer acquisition by leading end-to-end strategy, execution, and analytics for DIRECTV's referral program, leveraging data-driven insights and optimizing offer structures.
- Increased retention rates by 20% through multi-channel re-engagement campaigns, integrating email, SMS, and telemarketing to boost customer lifetime value.
- Reactivated 15% of dormant customers through targeted winback campaigns for DIRECTV via Internet (DTVI), surpassing engagement benchmarks for 2024 tentpole initiatives.
- Directed lifecycle marketing strategy for AT&T U-verse TV , focusing on retention and reducing churn through strategic customer migrations.
- Established an A/B testing framework to measure campaign performance, optimizing engagement and conversions.
- Collaborated cross-functionally with analytics, tech, brand, and creative teams to develop data-driven strategies and optimize the customer journey .
DEMAND GENERATION & CONTENT STRATEGY MANAGER
ROCKET PARK
REMOTE
01.2021 - 12.2021
- Developed high-performing email drip campaigns , improving month-over-month engagement and enhancing customer retention with personalized messaging.
- Created targeted content strategies for diverse clients, including a Dallas-based celebrity interior designer and a renowned homeschooling curriculum provider.
- Conceptualized and launched a book club initiative to boost website traffic and generate leads, driving increased curriculum sales.
- Produced compelling webinar content that consistently increased sign-ups and audience engagement, positioning clients as industry thought leaders.
INTEGRATED MARKETING MANAGER
WILSON RMS
SAN FRANCISCO, CA
08.2013 - 01.2021
- Led and executed digital marketing campaigns for Spectrum , delivering high-converting landing pages, engaging display ads, and targeted email marketing.
- Developed direct mail materials supporting the Spectrum-Time Warner merger , enhancing customer acquisition and retention.
- Produced business credit card marketing collateral for Wells Fargo , contributing to increased brand awareness and sales growth.
DIGITAL MARKETING AND BRAND ENGAGEMENT MANAGER
RAZORFISH
SHANGHAI, CHINA
05.2012 - 08.2013
- Spearheaded digital marketing campaigns for NIKE Women's Running and NIKE Action Sports , boosting customer engagement and brand loyalty.
- Directed the 2012 NIKE Women's Be Amazing Marathon , incorporating QR codes , instant photo uploads, and live comment feeds to enhance event experience.
- Led the NIKE Skate Every Damn Day campaign, managing social media strategies, video production, and on-site events to boost brand reach.
BRAND MARKETING MANAGER
SAATCHI & SAATCHI
TAIPEI, TAIWAN
05.2011 - 05.2012
- Directed online advocacy campaigns for BenQ's projector line , driving brand awareness and supporting product growth.
- Executed rebranding campaigns from concept to launch, refining market positioning and strengthening brand identity.
- Played a pivotal role in organizing the first NIKE Women's Marathon in Taipei, enhancing brand visibility and customer engagement.
GROWTH MARKETING AND PARTNERSHIP MANAGER
TT ESPORTS
LOS ANGELES, CA AND TAIPEI, TAIWAN
06.2010 - 05.2011
- Drove international market expansion across Southeast Asia and Germany, enhancing brand visibility through high-profile events like CeBIT .
- Implemented data-driven revenue forecasting models and budget controls, leading to consistent revenue growth.
- Launched competitive gaming competitions across Southeast Asia, strengthening brand loyalty and user engagement.
Education
BA - SOCIOLOGY WITH AN EMPHASIS IN COMMUNICATIONS
University of California, Los Angeles
Los Angeles, CA2009
Skills
- Growth & Lifecycle Marketing Strategy
- Referral & Loyalty Program Management
- Data-Driven Analytics & A/B Testing
- Marketing Automation & CRM
- Customer Retention & Winback Campaigns
- Go-to-Market Strategy & Execution
Languages
Chinese (Mandarin)
Timeline
GROWTH AND LIFECYCLE MARKETING LEAD
DIRECTV
12.2021 - Current
DEMAND GENERATION & CONTENT STRATEGY MANAGER
ROCKET PARK
01.2021 - 12.2021
INTEGRATED MARKETING MANAGER
WILSON RMS
08.2013 - 01.2021
DIGITAL MARKETING AND BRAND ENGAGEMENT MANAGER
RAZORFISH
05.2012 - 08.2013
BRAND MARKETING MANAGER
SAATCHI & SAATCHI
05.2011 - 05.2012
GROWTH MARKETING AND PARTNERSHIP MANAGER
TT ESPORTS
06.2010 - 05.2011
BA - SOCIOLOGY WITH AN EMPHASIS IN COMMUNICATIONS
University of California, Los Angeles