Summary
Overview
Work History
Education
Skills
Websites
Timeline
Generic

Taya Kenny

Currently NYC - Open to relocation and remote

Summary

Data-driven, analytic audience development director specializing in CRM, Retention and Product Marketing; connecting brands and audiences in journeys that are powered by data and rooted in empathy. My goal is to find the intersection of technology and storytelling and use it in innovative ways to make the internet a more interesting, dynamic and useful place to be.

Overview

6
6
years of professional experience

Work History

Director of Retention

Recognition Media
09.2022 - Current
  • Leads Retention Marketing and CRM program for 8 B2B Recognition Media properties, including The Webby Awards
  • Increased YoY send volume +48%, new subscribers +189%, clicks +137% and opens +152% from 2022-2023
  • Adding 70 total lifecycle marketing journeys into retention ecosystem in 2023 (+131% increase YoY).
  • Piloted centralized market research and quantitative analytics program with the goal of identifying key audience segments, personas and schemas - and ensuring key strategic decisions were in alignment with member experience.
  • Launched A/B Testing program at RM, accelerating test and learn to inclusion in near 100% of all outbound sends - prioritized relative to impact, confidence and fidelity.
  • Develops comprehensive marketing plans for new award and partnership launches, resulting in increased revenue streams.
  • Streamlined internal process within Retention department to maximize efficiency within our existing content calendar, allowing for increased focused on growth initiatives.

Senior Manager, CRM + Retention

Misfits Market
03.2021 - 09.2022
  • Owned strategy, execution and analysis for all customer touch points across email, SMS, site and acquisition channels (transactional, lifecycle, triggered, and promotional) that increase retention, AOV, and LTV across key segments
  • Led CRM program execution, including setting up complex automated communication journeys; defining content, triggers, segmentation, channel, and cadence
  • Partnered with the Data team to analyze campaign response, customer behaviors, and segment performance to optimize conversion/retention and interpret findings into actionable insights
  • Partnered with the Product team to develop new ways to engage users and grow subscriber base, including building a custom in-house ESP/CDP platform and developing highly personalized merchandised content using predictive algorithms
  • Partnered with Legal team across all channels to ensure compliance to best practices regarding deliverability and user data collection, credits/offers and other promotional restrictions
  • Worked with the Technology team and vendors to identify, implement and optimize CRM data infrastructure, segmentation capabilities, and email production process
  • Established and maintained a disciplined A/B testing approach and effective campaign measurement methodology, including design and management of control groups and regular reporting of results and insights
  • Owned all KPIs for programs and lifecycle segments
  • Regularly communicated results and recommendations to the Misfits Market leadership team.

Retention Marketing Manager, Targeting Production

Macy's
12.2020 - 03.2021
  • Managed omnichannel marketing team of four specialists executing segmentation strategy for: email, SMS, app/ push, site-targeted content, direct mail, targeted offers and loyalty/credit channels
  • Spearheaded hiring, training, onboarding and budget alignment for 5 additional new hires in 2021
  • Oversaw the migration in-house of all functions previously contracted offshore
  • Supported testing roadmap and implementation of new predictive models and scores in partnership with Targeting Strategy, Analytics and Data Science partners
  • Thought Leader on improving complex workflows
  • Redefined processes in order to gain efficiencies and maximize bandwidth
  • Identified technical enhancements, automation and cost-savings opportunities.
  • Increased team productivity by implementing streamlined processes and effective communication strategies.
  • Facilitated successful cross-functional collaborations for the completion of key projects, fostering strong working relationships among team members.
  • Optimized resource allocation by conducting regular performance evaluations and providing personalized coaching for staff development.

CRM Manager

Sofar Sounds
07.2019 - 12.2020
  • Managed full-funnel CRM strategy to maximize activation, retention and nurture LTV
  • Drove growth through localization, personalization, lifecycle automation, A/B testing, app marketing and analysis
  • Partnered with data team to customize and aggregate data sources into meaningful reporting
  • Collaborated with product/engineering to determine scope and prioritize integrations and optimizations
  • Created detailed lifecycle triggers to address opportunities at each consumer touch point and nurture LTV
  • Optimized an onboarding user journey to establish brand values and instill loyalty early in the lifecycle
  • Increased lead acquisition and activations using sign-up module optimization, paid social ads, SEO/SEM and more.

CRM Analyst

Time Out North America
09.2017 - 07.2019
  • Managed execution and analysis of CRM/email marketing across all of Time Out's North American O&O sites
  • Enacted dynamic content, an A/B testing & learning agenda and content marketing tools to help increase KPIs on all newsletters
  • Generated detailed weekly, monthly, quarterly and ad hoc analysis on all media engagement using Adobe Omniture, Looker and Google Analytics
  • Increased YoY Ecommerce revenue to +75% of goal in 2018
  • Built query-powered website zones that allow for fresh content to populate website and newsletters on an automatic basis
  • Oversaw migration of newsletter from a static send to one highly customized to user preference
  • GDPR-compliancy certified, acted as SME for ensuring privacy policies and deliverability best practices

Education

Bachelor of Arts -

UCLA
01.2010

Skills

  • CRM/ESP Systems (Speciality in Salesforce Marketing Cloud, Mailchimp, Ometria, Iterable, Braze, Sendgrid, Oracle)
  • SMS (Attentive/Twilio)
  • App Marketing
  • SQL
  • HTML
  • CSS
  • CMS Systems
  • Tableau
  • Google Analytics
  • Adobe Omniture
  • Mixpanel
  • G-suite
  • Microsoft/Microsoft Teams
  • Asana
  • Mondaycom
  • Data base Schemas
  • Data Analysis Visualization
  • A/B Testing Learning Agendas
  • UX/UI
  • Audience Research
  • Product Marketing
  • Loyalty Membership Programs
  • Lifecycle Marketing

Websites

Timeline

Director of Retention

Recognition Media
09.2022 - Current

Senior Manager, CRM + Retention

Misfits Market
03.2021 - 09.2022

Retention Marketing Manager, Targeting Production

Macy's
12.2020 - 03.2021

CRM Manager

Sofar Sounds
07.2019 - 12.2020

CRM Analyst

Time Out North America
09.2017 - 07.2019

Bachelor of Arts -

UCLA

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Taya Kenny