SERENA J. YAM

• Serve as the Intake Request Focal for Adobe stack and other platform requests, evaluating needs and ensuring alignment with business goals
• Work closely with cross-functional teams to streamline processes, optimize workflows, and improve operational efficiency
• Developed business cases to enhance newsletter personalization and audience preferences, driving increased engagement
• Eliminated redundant data entry for campaigns and events, improving planning and decision-making with IPA Plan & Spend integration

• Created and implemented personalized digital engagement strategies that enhanced customer interactions and drove business results
• Analyzed top client data to identify insights and make targeted recommendations that improved overall digital engagement
• Introduced and optimized engagement tracking tools (Braze, WalkMe) to refine messaging and ad performance
• Helped unify IBM’s brand voice across email, web, and social channels to provide a consistent and seamless customer experience

• Co-led IBM’s Email Center of Excellence, overseeing a global production team and training key stakeholders
• Managed the successful migration of IBM’s email platform, implementing ticketing, resource management, and change control processes
• Partnered with Ogilvy to create dynamic, modular email templates that improved efficiency and engagement
• Led a near-complete preference center initiative, collaborating with legal, IT, and privacy teams to enhance customer choice and compliance

• Built and executed a mobile marketing strategy that increased customer engagement and acquisition
• Managed a $1MM+ budget, optimizing marketing spend and campaign effectiveness to maximize ROI
• Championed the adoption of digital wallets (Passbook, Google Wallet, PayPal), improving in-store customer experience
• Developed A/B testing frameworks for SMS, push notifications, and mobile landing pages, leading to more effective outreach

• Led a $7MM+ budget, overseeing seamless execution of highly personalized and data-driven email campaigns
• Successfully migrated the email platform, reducing operational costs by $2MM+ while improving efficiency and scalability
• Launched automated marketing campaigns for e-receipts, product recommendations, and registry improvements
• Used A/B testing and performance analytics to refine messaging and boost customer engagement

• Coordinated multiple projects across four agencies, and ensured timely completion of deliverables.

• Led and implemented audience selection on the Teradata platform, and executed email communications to subscribers.

• Strategically developed a social presence and maintained content on Facebook and Twitter.

Identified threats, analyzed, and determined opportunities from user-generated content surrounding the brand.

• Analyzed campaigns and translated qualitative data into recommendations and strategy plans.

• Conducted weekly and monthly reviews with senior management based on customer engagement, using the Radian6, Hootsuite, and Teradata platforms.

• Worked with Fortune 500 clients to build customer loyalty and retention through email marketing efforts, based on campaign performance analyses.

• Supervised a campaign team of 10, and mentored supporting implementation teams.

• Developed and strengthened client relationships, and ensured all project goals and timelines were achieved.

• Identified and presented growth opportunities, up-sell potential (email, SEO/SEM, social media).

• Analyzed the client’s data and communicated best practices.

• Researched the latest trends to identify new business targets or threats for the existing client base.

• Ensured revenue forecasts were met, and strived to deliver beyond the projected forecast of $2MM+ in revenue.

• Delivered over $2.6MM in revenue for FY 2005 and over $5MM in revenue the following year.

• Managed the client’s email programs and consistently exceeded their expectations with all projects.

• Built strong and effective working relationships with others, both inside and outside the organization.

• Supervised and mentored a team of 8 Account Managers, across 25 clients.

• Analyzed campaign performance to increase email delivery rates and conversion.

• Recommended and developed strategic initiatives to improve e-mail functionality, and increase customer loyalty.

• Forecast monthly revenue, and negotiate contract pricing.