Robin Hinson, MBA
Cleveland,Ohio
Summary
Accomplished full-stack marketing leader with 10+ years of experience and a proven track record of owning GTM planning and product commercialization to increase marketing ROI. Adept with charting new paths, building and scaling teams focused on customer engagement strategy, product-led growth, marketing operations, and data-driven optimization.
Overview
17
17
years of professional experience
Work History
Head of Growth & Performance Marketing | Senior Director
Nav
04.2023 - Current
- Build, manage, and mentor a team of high-performing marketers responsible for growth performance across lifecycle, affiliates, paid media, and SEO/SEM channels
- Enhanced revenue growth by identifying new market opportunities and launching new products, including testing into co-branded partner marketing campaigns.
- Led growth and retention strategy to capture top-of-funnel audience and deliver in-funnel customer experience to increase conversions and customer "stickiness"
- Advocate and sponsor technical projects to improve data availability, reporting, and digital capabilities
- Launched revamped D2C subscription model product with record high lifecycle engagement (58%+ CTR)
- Reduced paid CPL (cost per login) from $9 to $4.6 within the first 6 months
- Gained 20% total login growth over 5 months
- Improved weekly newsletter engagement by 15% with content/cross-sell strategy
Head of Lifecycle & CRM Marketing | Director
Happy Money
03.2021 - 02.2023
- Accelerated growth, performance, and retention marketing initiatives within owned communication channels to capture the top-of-funnel audience, improve CX, and increase conversions
- Led integrated campaign strategy to redesign all channel communications for brand refresh, personalized communications, and increased customer engagement
- Leveraged marketing research to lead content and journey redesign for all email touchpoints within SFMC
- Led direct mail marketing program, accounting for 2nd largest revenue generator managing approx $3M monthly marketing spend to generate $60M+ in loan origination, and 120% YoY growth
- Successful bottom-of-funnel email incentive strategy to increase lending conversions by $300k/mo
- Driving new member referrals program focused on increasing LTV and lowering CAC
- Redesigned 3rd party reviews strategy resulting in improving Trustpilot reviews from 2.8 to 4.4
- Developed B2B App pilot program to partner with Credit Union audiences leveraging a white-label co-branded experience.
Marketing Transformation & Delivery | Senior Vice President
Citigroup
11.2019 - 03.2021
- Led a team of 8 to own Salesforce Marketing Cloud (SFMC) multichannel strategy and initiatives with an annual investment of over $12M
- Developed and executed platform migration project plan to bring all legacy email onto SFMC and improve campaign performance 5% in the process
- Responsible for project management across creative content, technology integrations, marketing strategy, and ongoing tactical support workstreams
- Drove customer experience (CX) journey development and enhanced view of the customer (CRM)
- Influenced stakeholder groups to align on key marketing performance metrics and conversion targets.
Brand Manager
Fortune Brands | House of Rohl
07.2018 - 07.2019
- Built a new luxury plumbing brand from a series of 5 brand acquisitions by developing a cohesive brand strategy incorporating elements from all brands to form an authentic voice, position, and story
- Led across stakeholder teams, influencing 5 brand teams and 15+ executive decision-makers to own brand positioning and GTM across global regions (NA, EMEA, Asia) providing analytics, insights, and digital mentorship to the global team
- Created GTM playbook and implemented sales enablement tools supporting B2C and B2B growth strategy globally
- Responsible for campaign development translating 'The Story Craft Tells' paid media campaign across integrated activations in public relations, social, promotions, web experience, trade shows, retail showrooms, and email program
- Accomplishments Include: Streamlined agency/vendor ecosystem across brands, and negotiated efficiencies including a $500k public relations RFP for U.S and Canada
- Owned requirements and strategy for two website builds, ensuring brand consistency and customer experience
- $700k+ trade show booth design and development to align with sales strategy.
Digital Marketing Analytics | Manager
Fortune Brands | Moen
09.2016 - 07.2018
- Optimized digital marketing efficacy for Moen.com across engagement, conversions, and ROI
- Led media strategy and performance with consumer insights and data to improve campaign tactics
- Supported customer persona development using VOC (voice of consumer), customer analytics, and social listening to understand the role of the website in the consumer journey
- Implemented Adobe DMP, initiated a pilot data-sharing program with the largest retail partner targeting in-market consumers, and expanded reach 20-30% by reallocating spend dollars
- Identified digital campaign behavior inconsistencies using multiple UX tools for deep-dive analysis, locating root source to reveal bot traffic scam
- Received $100k credit from media agency for lost paid media spend
- Grew conversion by 30% resulting in a 10% increase in topline e-commerce sales by using web analytics, research, and optimization tools to A/B test low funnel conversion experience on Moen.com
Digital Marketing Performance | Analyst
Dealer Tire
01.2015 - 01.2016
- Supported launch of a new B2C e-commerce business (RightTurn.com acquired by Simple Tire) and headed performance marketing analysis to grow traffic, engagement, and conversions
- Partnered with agency, product managers, and marketing leadership to improve targeting and creative
- Led digital product analysis and post-deployment validation for three B2B sales platforms by collaborating with product managers, program managers, IT, and vendors
- Accomplishments Include: Increased e-commerce conversions by 66% over 4 months by simplifying purchase process
- Implemented Google Analytics universal upgrade successfully within a $35K budget and timeline.
Competitive Retail Pricing | Analyst
Dealer Tire
03.2014 - 09.2015
- Supported launch of a new D2C e-commerce business with web and performance marketing analysis to grow traffic, engagement, and conversions
- Partnered with agency, product managers, and marketing leadership to improve targeting and creative
- Led digital product analysis and post-deployment validation for three B2B sales platforms to inform category strategy
- Increased e-commerce conversions by 66% over 4 months by simplifying purchase process
- Implemented Google Analytics universal upgrade successfully within a $35K budget and timeline.
Intelligence Analyst | Staff Sergeant
Ohio Army National Guard
07.2007 - 07.2016
- Subject Matter Expert (SME) to executive leadership guiding strategy and operational planning
- Managed and developed cross-functional team of 15+ to meet performance goals
- Managed $4M digital biometrics database and post-mission data analysis
- Developed a risk reporting system for the Polish Army to reduce duplicate reporting and improve the accuracy of threat analysis; reduced critical loss by 25% YoY
- Optimized range operations to organize, train, and document requirements for 700+ deploying soldiers
Education
Executive Master of Business Administration (EMBA) -
Cleveland State University
Bachelor of Arts & Science -
Kent State University
Skills
- Growth Marketing Strategy
- Product GTM Planning
- Customer, Product, & Market Research
- Sales Enablement
- Partner / Co-branded Strategy
- Customer Lifecycle & CRM
- Program Management
- Integrated Campaign Planning
- Campaign Testing & Analysis
- Cross-functional Leadership
- B2B & B2C Marketing Operations
- Annual Operating Plan (AOP) Development
Timeline
Head of Growth & Performance Marketing | Senior Director
Nav
04.2023 - Current
Head of Lifecycle & CRM Marketing | Director
Happy Money
03.2021 - 02.2023
Marketing Transformation & Delivery | Senior Vice President
Citigroup
11.2019 - 03.2021
Brand Manager
Fortune Brands | House of Rohl
07.2018 - 07.2019
Digital Marketing Analytics | Manager
Fortune Brands | Moen
09.2016 - 07.2018
Digital Marketing Performance | Analyst
Dealer Tire
01.2015 - 01.2016
Competitive Retail Pricing | Analyst
Dealer Tire
03.2014 - 09.2015
Intelligence Analyst | Staff Sergeant
Ohio Army National Guard
07.2007 - 07.2016
Executive Master of Business Administration (EMBA) -
Cleveland State University
Bachelor of Arts & Science -
Kent State University
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