Stephanie Spaulding

• Provide strategic leadership for customer relationship management initiatives, defining the vision, roadmap, and performance goals for customer acquisition, engagement, and retention. Oversee data strategy, customer lifecycle planning, and cross-functional collaboration to drive long-term customer value, revenue growth, and business objectives.
• Lead customer lifecycle marketing initiatives across email, SMS, push notifications, and marketing automation channels.
• Establish CRM performance goals, KPIs, and reporting frameworks aligned with business objectives.
• Oversee customer segmentation, personalization, and audience targeting strategies to improve campaign effectiveness.
• Build integrated customer journeys across multiple channels.
• Work with data teams to expand and leverage 1st and 3rd party data to identify opportunities for growth, retention, and customer experience improvements.
• Direct testing and optimization efforts, including A/B testing, journey orchestration, and campaign performance analysis.
• Lead, mentor, and develop CRM managers and cross-functional teams to foster a high-performance culture.
• Manage CRM budgets, vendor relationships, and agency partnerships to maximize return on investment.
• Present CRM performance, customer insights, and strategic recommendations to executive leadership.
• Identify emerging CRM trends, technologies, and customer engagement opportunities to maintain a competitive advantage.
• Highlights: Built out customer journey using automation to ensure correct timing with the correct message. Increased traffic by 372% in two years. Grew a team from 1 to 7 employees and implemented a process that reduced the time needed to launch by 50%. Implemented dynamic content structure, allowing for increased personalized versioning
• Responsibilities:
• Form and execute the performance marketing strategy, including CRM, SMS, automation, and customer lifecycle mapping and journey.
• Directed operational processes, enhancing efficiency and ensuring adherence to industry standards.
• Analyzed market trends to inform decision-making and drive business growth strategies.
• Established performance metrics to evaluate project success and optimize resource allocation.
• Collaborated with stakeholders to identify areas for innovation and process enhancement.
• Managed budgetary allocations, ensuring alignment with strategic priorities and financial targets.
• Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
• Led cross-functional teams to develop and implement strategic initiatives aligning with organizational goals.
• Enhanced team collaboration through regular communication, goal setting, and performance evaluations.
• Established a culture of continuous improvement by fostering open communication channels and empowering employees to voice their ideas.
• Cultivated a positive work environment that fostered employee engagement, increased retention rates, and boosted overall team morale.

• Leads the execution and optimization of CRM programs across customer lifecycle stages, managing campaigns, segmentation, personalization, testing, and marketing automation efforts. Partners with stakeholders to deliver targeted customer communications, analyze performance, and implement data-driven improvements that increase engagement, retention, and conversion.
• Create and deliver C-level presentations on performance marketing, including strategy and measurement.
• Analyze performance data to identify changes to strategy.
• Identify new areas of opportunity, including new data sources and target audiences, to expand reach and increase revenue.
• Build post-purchase journeys for customers to build loyalty, create add-on sales, and nurture product evangelists.
• Expand CRM campaigns using automation tools to reach customers with similar messaging across customer journeys such as email, push notifications, web alerts, and SMS/MMS.
• Identify various customer journeys based on audience data and ensure activation with high-propensity customers.
• Manage agencies for the execution of campaigns.
• Highlights: Built out customer journey using automation to ensure correct timing with the correct message. Increased traffic by 372% in two years. Grew a team from 1 to 7 employees and implemented a process that reduced the time needed to launch by 50%. Implemented dynamic content structure, allowing for increased personalized versioning
• Responsibilities:
• Form and execute the performance marketing strategy, including CRM, SMS, automation, and customer lifecycle mapping and journey.

• Responsible for working directly with sales and accounts on digital marketing initiatives that drive shoppers through the purchase funnel and convert while at the same time strengthening the Samsung brand.
• Created and executed annual plans for Trade Marketing that included goals, objectives, strategies, and measurements.
• Co-marketed with our accounts while harmonizing with Samsung campaigns and assets with retailer marketing initiatives.
• Managed the digital executions for Home Entertainment within retailer websites retail digital advertising. This includes product pages, product-related content, ads, CDM, and other digital-related messaging/creative.
• Developed and executed marketing plans that meet the shopper’s needs within the channel. Executions include in-store, online, and other areas that require differentiated messaging and/or experiences.
• Managed the Trade Marketing Team and worked cross-functionally across sales, accounts, and others to best enable stakeholders to maximize ROI on Trade Marketing spending.
• Created partnerships with media agencies, leading creative executions, setting and measuring goals, and getting alignment throughout the process with internal and external stakeholders.
• Led Go-To-Market processes for the Home Entertainment Marketing division including testing and developing standards for product pages within retail.
• Highlights: Built out customer journey using automation to ensure correct timing with the correct message. Increased traffic by 372% in two years. Grew a team from 1 to 7 employees and implemented a process that reduced the time needed to launch by 50%. Implemented dynamic content structure, allowing for increased personalized versioning
• Responsibilities:
• Form and execute the performance marketing strategy, including CRM, SMS, automation, and customer lifecycle mapping and journey.

Recruited to envision and set strategy for Digital for Leisure Brands including Liberty Travel, Flight Center, Worldwide Traveler, GOGO Vacations, Travel Associates, and Independent by Liberty.

Highlights:

• Introduced and began appointment booking as an inquiry method which increased sales conversions by over 765%.
• Received an award at the national conference for dedication to excellence and marketing achievements.
• Made changes to advertising mix, optimized website and search to boost overall inquiries by over 100%.
• Optimized campaigns and made strategic changes to double phone calls which converted over 500% higher.

Led all customer acquisition activities for a top 500 Internet Retailer. Brought on to optimize existing channels and find new opportunities to reach new customers.

Highlights:

• Increased traffic by 372% in one year.
• Evaluated and implemented Sales Force Marketing

Promoted to oversee daily operations for North American corporate Web sites and microsites as well as all digital advertising, UX, agency management, content, and design.

Highlights:

• Led a 54% year-over-year jump in organic traffic
• Maximized program efficiency by implementing SEO, SEM, Display, and Web site traffic KPIs.
• Built out customer journey using automation to ensure correct timing with the correct message. Increased traffic by 372% in two years.
• Implemented dynamic content structure, allowing for increased personalized versioning

• Initially served as a key team member providing support for the overall development and maintenance of content for a US-based Web site.
• Improved positioning for a new, high-profile product (Aura Paint) by coordinating with an interactive agency to create a highly effective mini-site with strong customer appeal.
• Recognized as a vital team member participating in the redesign and re-launch of benjaminmoore.com to realize a successful, high-impact Internet presentation.
• Coordinated with Google on campaigns including the Pay-per-click campaign and testing new initiatives including the Google TV Ad Beta Program.
• Wrote and implemented new website copy including marketing, sales, and PR pieces.
• Highlights: Built out customer journey using automation to ensure correct timing with the correct message. Increased traffic by 372% in two years. Grew a team from 1 to 7 employees and implemented a process that reduced the time needed to launch by 50%. Implemented dynamic content structure, allowing for increased personalized versioning
• Responsibilities:
• Form and execute the performance marketing strategy, including CRM, SMS, automation, and customer lifecycle mapping and journey.