Summary
Overview
Work History
Education
Skills
Websites
Timeline
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Teresa Owens

Macomb,Michigan

Summary

Results-oriented, data-driven marketer with a proven ability to translate insights into actionable strategies that drive monetization. Creative problem solver with exceptional organizational skills and proven leadership experience in guiding teams to success. Skilled in project management, process efficiency, and implementing initiatives that reduce costs while increasing revenue. Adept at optimizing workflows to deliver measurable outcomes and enhance overall business performance.

Overview

27
27
years of professional experience

Work History

Associate Director, Subscriber Retention & Monetization, Growth Marketing

BNP Media
Troy, Michigan
04.2023 - 11.2024
  • Effectively navigated cross-functional teams to shape strategic marketing roadmaps and champion relationship marketing initiatives, retention-focused strategies, content strategy, customer-centric features, and loyalty-driven products, fostering long-term customer engagement and brand loyalty
  • Led and managed multi-channel marketing campaigns across Email, Direct Mail, Telemarketing, SMS, Web UX, Display Ads, Personalizations, Social Media, and Paid Search to drive engagement and retention
  • Utilized CRM, Excel, Google Analytics, and Tableau to analyze data, uncover key trends, and generate actionable insights that influenced strategic decision-making and improved marketing outcomes
  • Designed and executed A/B testing strategies with a proven track record of optimizing campaign performance, enhancing user engagement, and driving data-driven decisions for continuous improvement, contributing to increased revenue growth

Senior Growth Marketing Manager

BNP Media
Troy, Michigan
09.2018 - 04.2023
  • Developed and executed comprehensive marketing strategies, including A/B testing, across the customer lifecycle—spanning lead generation, funnel optimization, prospect nurturing, product introduction, and ultimately converting them into loyal, paid subscribers
  • Created and delivered high-impact PowerPoint presentations to publishers and executive level, effectively communicating campaign results, strategies, and KPIs
  • Successfully marketed subscription memberships for Engineering-News Record over a four-year period, driving revenue to $2.4M—an 82% increase—while reducing costs by 12%, resulting in profitability growth from 58% to 80%
  • This marked the highest revenue and profitability since the brand’s acquisition nine years ago
  • Achieved these results by rebranding from a subscription to a membership-based model, creating a new pricing strategy, and implementing SaaS products

Group Audience Development Marketing Manager

BNP Media
Troy, Michigan
04.2003 - 09.2018
  • Led a team of 11 employees, managing 36 B2B (controlled and paid) brands with a combined promotional budget exceeding $1M
  • Directed the acquisition and retention of print and digital subscriptions, while promoting websites, social media, mobile apps, and additional products to drive customer engagement
  • Developed and executed strategic, multi-channel marketing campaigns, utilizing email, fax, telemarketing, social media, direct mail, and cross-promotions to deliver a high-quality, targeted audience that supported sales initiatives
  • Collaborated with fulfillment vendors to create a corporate database that improved audience targeting and enabled trend and customer behavior analysis
  • Leveraged Engage121 to manage and analyze social media platforms, driving brand promotion and engagement
  • Conceived and facilitated quarterly staff meetings and workshops to foster collaboration and enhance team building within the department
  • Played a key role in the company’s largest acquisition, integrating 16 publications into the portfolio
  • Identified and implemented operational improvements, resulting in increased efficiency and cost savings for the company
  • Consistently achieved goals under budget by applying problem-solving skills and creative thinking

Circulation/Audience Development Manager

BNP Media
Troy, Michigan
06.1999 - 04.2003
  • Managed the company’s flagship paid publication, surpassing the business demographic target and achieving the highest contractor engagement in its history since 1926, all while reducing expenses
  • Researched and negotiated pricing for fulfillment services, leading the successful conversion of the database to a new CRM
  • Oversaw the seamless acquisition of 10 publications, including converting their databases to the fulfillment house and reviewing marketing strategies to identify cost-saving opportunities

Circulation Coordinator

Crain Communications, Inc.
Detroit, Michigan
01.1998 - 06.1999
  • Coordinated and managed the design, printing, and mailing of subscription promotions to drive acquisition and renewals
  • Revamped promotional copy for monthly renewal series, resulting in increased customer retention and subscription renewal revenue
  • Streamlined the print order process by developing an advanced, formula-driven Excel spreadsheet, automating key tasks and eliminating the need for additional software, resulting in cost savings

Education

Masters of Business Administration -

Oakland University
Rochester, Michigan

Bachelor of Business Administration Degree - Marketing

Walsh College of Accountancy and Business Administration
Troy, Michigan

Skills

  • Leadership & Team Management
  • Cross-Functional Team Collaboration
  • Data-Driven Marketing Strategy
  • Campaign Management
  • Relationship Marketing
  • CRM & Analytics Tools (Excel, Google Analytics, Omeda, Tableau)
  • Strategic Planning
  • Process Improvement
  • A/B Testing & Campaign Optimization
  • Customer Retention & Monetization
  • Project Management (Asana, Basecamp, Jira, Kanban, Trello)
  • Revenue Growth and Cost Efficiency

Timeline

Associate Director, Subscriber Retention & Monetization, Growth Marketing

BNP Media
04.2023 - 11.2024

Senior Growth Marketing Manager

BNP Media
09.2018 - 04.2023

Group Audience Development Marketing Manager

BNP Media
04.2003 - 09.2018

Circulation/Audience Development Manager

BNP Media
06.1999 - 04.2003

Circulation Coordinator

Crain Communications, Inc.
01.1998 - 06.1999

Masters of Business Administration -

Oakland University

Bachelor of Business Administration Degree - Marketing

Walsh College of Accountancy and Business Administration

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