Nicole Vignola
Glen Rock,NJ
Summary
Lifecycle and CRM leader driving measurable growth through multi-touch journeys, testing, and personalization across the full customer funnel. Improved set rate, revenue, retention, and channel performance through Braze and marketing cloud migrations, audience strategy, and close partnership with Analytics, Product, Sales, Creative, Legal, and IT.
Overview
13
13
years of professional experience
Work History
Sr. Manager, Lifecycle and Brand
Leaf Home
New York, NY
11.2023 - Current
- Own lifecycle strategy and optimization across a portfolio of home-services brands, developing journeys that move prospects from lead capture through appointment setting, sale, installation and reactivation across email, SMS and digital touchpoints.
- Improved lifecycle funnel performance YoY through journey optimization and experimentation, increasing Set Rate from 52% to 60%, Sets by 13%, Issued appointments by 8%, Sold jobs by 7%, Installed jobs by 6% and Net Volume by 13%.
- Rebuilt and optimized nurture programs through rapid experimentation across messaging, cadence, urgency, and creative, tripling nurture-flow revenue within eight months and increasing Set Yield by 10%.
- Built and launched multi-touch lead reactivation Canvas in Braze, achieving 48% Set Rate, 56% Slug Rate, and 100% install rate among converted opportunities.
- Served as CRM lead across two enterprise platform migrations (Marketo
- Salesforce Marketing Cloud
- Braze), defining customer properties, audiences, event/attribute requirements and lifecycle use cases while remaining hands-on in segmentation, audience queries, journey/Canvas builds, data QA, testing and platform warming.
- Led lifecycle experimentation and CRO roadmaps in collaboration with Analytics, Product, Sales, Creative, Legal, and IT, prioritizing tests based on engagement and down-funnel performance to enhance the end-to-end customer experience.
- Built an email campaign calendar from the ground up that increased channel revenue 40% YoY; also helped launch the company's first referral program and owned lifecycle communication supporting referral growth.
Sr. CRM Manager, Retention + Strategy
Bombas
New York, NY
09.2022 - 05.2023
- Led data-driven retention strategy across email, SMS and onsite experiences, partnering with Engineering, Data & Analytics, Merchandising and Creative to improve repeat purchase, product adoption and customer lifetime value.
- Owned quarterly retention testing roadmap and performance reporting, prioritizing experiments that aligned with customer and business insights to support multi-year retention strategy.
- Reduced calendar email volume by 10-20% YoY while sustaining revenue performance, leading to a 50% decrease in unsubscribes and 185% growth in the SMS list within seven months.
CRM Marketing Manager, Retention + Strategy
CRM Marketing Manager, Retention + Strategy
09.2020 - 09.2022
- Generated a 30% increase in repeat email revenue YoY in first year and helped overhaul the retention marketing process from ideation through implementation.
- Developed retention email and SMS strategy and campaign calendar, overseeing segmentation, creative briefs, experimentation, performance analysis, and execution of 30+ campaigns monthly.
- Owned behavioral segmentation strategy in Simon Data to deliver more personalized customer experiences, support product discovery and drive repeat purchase.
- Coordinated end-to-end campaign development across email, SMS, and onsite, managing requirements, creative reviews, approvals, and agency collaboration with cross-functional teams.
CRM Manager, Retention Marketing + Strategy
PINCHme
New York, NY
11.2019 - 09.2020
- Owned CRM strategy and execution across email, SMS, and push, overseeing campaign setup, calendar management, QA, A/B testing, analytics, and lifecycle planning to enhance customer engagement for new and repeat customers.
- Established SMS channel from the ground up, collaborating with vendors to secure short code and create program infrastructure, launching channel and leading ongoing SMS strategy.
- Developed four-quarter omnichannel lifecycle roadmap covering nurture, birthday, and anniversary programs, profile updates, product journeys, and push and SMS workflows; and managed the Iterable integration project.
CRM + Shop Associate, Retention
Birchbox
New York, NY
04.2018 - 11.2019
- Executed and shaped strategy for mobile push and omnichannel lifecycle journeys, enhancing triggered programs and one-off push campaigns for retention and commerce initiatives.
- Partnered with Creative, Product, Engineering and Marketing on lifecycle campaigns from planning through launch; reviewed monthly performance and optimized existing programs, including the winback journey.
- Managed Braze IP warming and reorganized retention performance tracking, establishing clearer benchmarks for cross-functional teams.
Membership Services Specialist
Meadowlands Regional Chamber of Commerce
Rutherford, NJ
01.2014 - 01.2018
- Developed and maintained relationships and lifecycle communications for more than 1,100 member businesses through email, social, and events.
- Managed member inquiries for Meadowlands Regional Chamber of Commerce by phone and email.
- Supported membership renewals and new member onboarding with accurate account records.
- Updated member database with contact changes, dues information, and service details.
Education
Master of Business Administration (MBA) - Innovation & Entrepreneurial Leadership
Felician University
01-2019
BergenLEADS -
Bergen County
NJ01-2018
Bachelor of Arts - Communications
Bloomsburg University of Pennsylvania
01-2014
Skills
- Lifecycle strategy
- Customer activation
- Segmentation & Personalization
- Email, SMS, Push & Onsite
- A/B & Multivariate Testing
- CRO & Landing Page Optimization
- Braze, SFMC, Iterable, Marketo
- CRM migration
- SQL / Audience Queries
- Predictive Analytics
- Data Visualization
- Cross-functional leadership
Personal Information
Title: LIFECYCLE & CRM MARKETING LEADER
Timeline
Sr. Manager, Lifecycle and Brand
Leaf Home
11.2023 - Current
Sr. CRM Manager, Retention + Strategy
Bombas
09.2022 - 05.2023
CRM Marketing Manager, Retention + Strategy
CRM Marketing Manager, Retention + Strategy
09.2020 - 09.2022
CRM Manager, Retention Marketing + Strategy
PINCHme
11.2019 - 09.2020
CRM + Shop Associate, Retention
Birchbox
04.2018 - 11.2019
Membership Services Specialist
Meadowlands Regional Chamber of Commerce
01.2014 - 01.2018
Master of Business Administration (MBA) - Innovation & Entrepreneurial Leadership
Felician University
BergenLEADS -
Bergen County
Bachelor of Arts - Communications
Bloomsburg University of Pennsylvania