Summary
Overview
Work History
Education
Skills
Timeline
Generic

Sarah Lapcevic

Fredericksburg,VA

Summary

Dynamic and goal-driven Senior Salesforce Marketing Cloud Engineer with 20+ years of experience in insurance, with the last 7 years in digital communications. Highly adept in enterprise level Email Service Provider (ESP) campaign management, Customer Relationship Management (CRM) solutions, and strategic messaging.

Overview

22
22
years of professional experience

Work History

GEICO
01.2002 - Current

Senior Salesforce Marketing Cloud Engineer

01.2016 - Current
  • Oversees the end-to-end execution of email campaigns, including audience segmentation, audience builds, A/B testing, quality assurance, and deployment in Salesforce Marketing Cloud (SFMC)
  • Improves Key Performance Metrics for policy-related digital messaging campaigns through continuous testing: increased email engagement and self-service while decreased call volume
  • Leads targeting and segmentation strategy for customer journeys and CRM
  • Leverages available data sources/data structure within and between SFMC and internal systems to create scalable one-to-one communications and support personalization strategies
  • Develops automated email journeys and triggers based on analytics, consumer behaviors, marketing initiatives, and business objectives
  • Drives engagement, conversions, and revenue through compelling email and SMS content and automations
  • Owns the day-to-day project management of marketing email campaigns, including campaign requirements scoping, production, QA, deployment, and post-delivery analysis
  • Conducts A/B testing and detailed analysis of content, design, subject lines, and calls to action to increase open rates, click-through rates, and conversion rates
  • Onboards third-party vendors to improve sales Key Performance Indicators for email clicks and opens.

Customer Communications Business Analyst

01.2014 - 01.2016
  • Generated clear, concise, and original verbiage for internal and external customer-facing written communications, both ad-hoc and as part of wider projects
  • Coded templates and dynamic content for highly personalized email campaigns
  • Collaborated with business teams to compile information and align company digital and print messaging.

Claims Supervisor

01.2010 - 01.2014
  • Managed a team of 10+ associates taking them from the last quartile in performance to the first quartile
  • Was Supervisor of the Quarter in 2013.

Claims Examiner

01.2002 - 01.2010
  • Worked through all levels of claims associate from TCR 1 – Continuing Unit Adjuster
  • Handled serious injury and litigation claims.

Education

Bachelor of Arts - English

George Mason University
Fairfax, VA

Skills

  • Salesforce Marketing Cloud
  • SQL
  • HTML
  • Agile
  • Jira
  • AMPscript
  • Brand Management
  • Competitive and Trend Analysis
  • Campaign Performance Tracking
  • Strategic Planning and Alignment
  • SME in multi-variant email testing design, philosophy, and execution

Timeline

Senior Salesforce Marketing Cloud Engineer

01.2016 - Current

Customer Communications Business Analyst

01.2014 - 01.2016

Claims Supervisor

01.2010 - 01.2014

GEICO
01.2002 - Current

Claims Examiner

01.2002 - 01.2010

Bachelor of Arts - English

George Mason University

Similar Profiles

CREATE PROFILE
Sarah Lapcevic