Nicole McGeady
Summary
Analytical, organized and detail-oriented marketing professional with Lifecycle Marketing expertise focusing on Email, SMS, Push and In-app messaging. Collaborative team player known for consistently earning recognition from peers and supervisors.
Overview
16
16
years of professional experience
Work History
Senior Lifecycle Marketing Manager
HOTEL ENGINE
07.2023 - Current
- Develop a data-driven customer-centric lifecycle strategy to drive activation, retention, and upsell
- Establish key performance indicators for initiatives, drove implementation of analytics requirements, and conducted in-depth analysis to optimize campaigns and maximize performance
- Leading migration off of HubSpot to BlueShift including working with engineers to prioritize data needed for personalization and segmentation
- Develop and implement customer retention strategies to increase customer loyalty and repeat bookings, such as personalized email campaigns and targeted promotions based on customer preferences and behaviors
- Collaborate with the product team to identify opportunities to improve the customer experience and drive customer satisfaction.
Associate Director, Email Marketing
TRIPADVISOR
12.2019 - 06.2023
- Managed and developed a 6-person Marketing team that delivers a holistic experience for our partners that includes email, content, and in-app messaging
- Worked cross-functionally to capture business requirements and implement programs while evaluating the performance against goals across the B2B lifecycle for Operators, Travel Agents, and Affiliates
- Drove the development and optimization of Lifecycle Marketing campaigns & programs focused on: Acquiring high-quality partners and increasing the activation and growth percentage within 30 days
- Onboarding partners by educating them on our tools & products that empower them to deliver exceptional traveler experiences
- Retaining partners by keeping them engaged, helping them grow revenue, and generating improved conversion and repeat rates
- Created a business case to migrate to a new Email Marketing platform, Marketo, and led an implementation team of engineers in creating a new CDP that would allow for effective audience segmentation
- Awarded first 'Cheers for Peers' which is given to those who display exceptional cross-functional collaboration, go above and beyond in their work and attitude, and are a role model in living and championing Viator values.
Email Marketing Manager
TRIPADVISOR
11.2017 - 12.2019
- Managed all operator lifecycle emails, including drip marketing campaigns and real-time API/transactional emails
- Created a detailed mapping of customer lifecycles for key segments, and executed programs targeted to these segments to drive acquisition, retention and win-back
- Increased lifetime value and reduced churn by leveraging personalization and the dynamic delivery of content
- Lead global cross-functional campaign development between experts in Product, CS, Creative, Content, Engineering, Coding, Account Management, Analytics and PR.
- Optimized email campaigns to increase open and click-through rates.
Manager, Marketing
MONSTER.COM
01.2014 - 11.2017
- Assumed responsibility in creating B2C marketing roadmap and managing email marketing strategy for the North America market
- Determined trends and gaps in marketing and improve performance through thorough assessment of metrics in email service provider (ESP) and Adobe Site Catalyst
- Built audience segmentation, messaging, and personalized content strategy for customer lifecycle marketing and communication frequency
- Drove global Product and Technology cross-functional teams to streamline KPIs of job alert emails which is largest source of unpaid traffic to the organization, subsequently increasing year-over-year job views and applies of 80-250%.
Email Marketing Manager
POTPOURRI GROUP, INC.
01.2011 - 01.2014
- Worked on the development and provision of multiple email strategies for 13 brands
- Held accountability in handling email revenue worth $22M per year
- Collaboratively worked with Creative, Merchandising, and Technical teams in implementing promotional- and event-based emails, test plans, campaigns, and best practices
- Evaluated KPIs and designed dashboards for future planning and improvement of email campaigns
- Administered marketing calendar, track creative assets, and campaign approval process
- Partnered with the Merchandising Team on the content calendar to ensure overall email strategy was aligned with inventory and promotional schedule
- Headed the ESP transition from Exact Target to 4Cite Marketing.
Account Manager
EDIALOG (an Ebay Company)
01.2010 - 01.2011
- Gained an understanding of client's business objectives and competitive landscape
- Provided strategic recommendations to translate client needs to clear briefs for creative and technical teams
- Led a team of producers, business systems analysts, and database programmers in distributing resources and delivering complex email campaigns within deadlines.
Production Services Manager
EDIALOG (an Ebay Company)
01.2008 - 01.2010
- Directed an email production team with seven employees and seven clients worth $3.5M
- Spearheaded client production relationships and quality deliverables while making process improvements
- Set strategic direction on resource and project risks, as well as issue resolution from resource demand, technical challenges, and business scope changes
- Represented production in new business development and implementation
- Significantly generated savings on time and money for campaigns, consequently attaining quality improvements that turned around major brand accuracy from 87% to 99%.
- Reviewed work for quality and compliance with company standards and design specifications.
Education
Associate of Arts -
Champlain College
Burlington, VTSkills
- Customer Segmentation
- Cross-Functional Collaboration
- Marketing Analytics: Excel, Google Analytics & Looker
- Customer Relationship Management (CRM)
- Email, SMS, Push, In-app Marketing
- Marketing Campaign Development
- Strategic Planning
- Campaign & Project Management
- Team Leader
- B2C & B2B Marketing
- ESP: HubSpot, BlueShift, Marketo, Exact Target, Salesforce
- MS Office Suite
Timeline
Senior Lifecycle Marketing Manager
HOTEL ENGINE
07.2023 - Current
Associate Director, Email Marketing
TRIPADVISOR
12.2019 - 06.2023
Email Marketing Manager
TRIPADVISOR
11.2017 - 12.2019
Manager, Marketing
MONSTER.COM
01.2014 - 11.2017
Email Marketing Manager
POTPOURRI GROUP, INC.
01.2011 - 01.2014
Account Manager
EDIALOG (an Ebay Company)
01.2010 - 01.2011
Production Services Manager
EDIALOG (an Ebay Company)
01.2008 - 01.2010
Associate of Arts -
Champlain College
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