Overview
Work History
Education
Skills
Timeline
Generic

Varinia Flores

Parker,CO

Overview

16
16
years of professional experience

Work History

Director of Site Merchandising & Email Marketing

Zappos
10.2017 - Current
  • Create in-depth digital merchandising/marketing/content strategy from data. End-to-end understanding of the entire customer experience and flow through the site pages and global elements. Manage the strategy, planning, content calendar and execution of all Zappos.com site content.
  • Compose reporting and analyze traffic patterns, historical sales data, product inventory, average order value, click through rate and bounce rate to drive effective site content/email content/promotional strategies and hit established KPIs.
  • Develop and execute email channel strategy for triggers, broadcast, and customer journeys that will move customers thru the various lifecycle stages, and report on channel level insights to leadership and cross-functional teams providing optimization recommendations. Manage large scale projects with the technical teams that drive personalization, improvements and enhancements to the email channel.
  • Grow email team and channel by 100% YOY in sales due to hiring additional members and creating efficiencies for more volume of broadcast email send - all while keeping opt-out at similar levels.
  • Connect site merchandising team, photo, design and copy teams, creative agencies to provide processes, creative briefs, data insights, and guidance on seamless execution of strategy on website and email.
  • Create A//B testing strategy for website and email for optimization.
  • Work closely with Zappos loyalty program (Zappos VIP) to strategize and execute campaigns targeting long-term retention and encouraging return purchase behavior. Helped grow the VIP program from 0 to 5 million with website and email channels.
  • Plan and partner with tech teams to develop A/B tests regularly to garner fresh data on customer behavior and inform decision-making.
  • Take over PUSH channel and create strategy, calendar and optimization of messages while growing APP audience.
  • Responsible for driving machine learning personalization on Zappos.com landing pages and homepage and creating processes and content to target to various segments of audiences based on customer buckets (shopping behavior, lifecycle, location, customer profile). This resulted in a 19% increase in total CTR across landing pages where personalized content was present.
  • Responsible for testing and implementing machine learning personalization in transactional and triggered email campaigns resulting in +5% growth in sales.
  • Pioneer the Amazon FBA Store Builder Program: Worked with design team and built, launched and managed the Zappos.com store front on Amazon as well as a number of other 'Brand Stores' for partner vendors where Zappos is the seller of record.
  • Liaison between buying teams, marketing director, email manager, co-op program, social and site to create consistent campaigns to drive customer acquisition, conversion and retention.
  • Schedule and upload content in multiple CMS platforms on Zappos.com, 6pm.com, Zen.com, VRSNL.com and Amazon.com; including Amazon-Based Content Symphony, Amazon-Based Store Builder (Amazon Advertising) and in-house code-based CMS.
  • Document processes, procedures, website testing results, on-boarding, design-reference sheets, deadlines and more for team visibility.
  • Partner with SEO teams to identify strategy improvements, content plans, and implement on site.
  • Utilize multiple curation tools to create data-driven product assortments that result in increased customer engagement and create a beautiful shopping experience on search pages.
  • Create a positive, fun and engaging work environment.
  • Enhanced team collaboration through regular communication, goal setting, and performance evaluations.
  • Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
  • Improved project efficiency with strategic planning, resource allocation, and time management practices.

Sr. Copywriter & Creative Lead

Zappos
06.2014 - 10.2017
  • Lead the rebranding and redesign of the 6pm.com website (Zappos.com's liquidation website).
  • Increased 6pm.com homepage click-through rate by an average of 5.6% and decreased bounce rate by an average of 16% by creating data-planning processes new calendar or promotional content planning and by driving the refresh of the photography and design look/feel.
  • Coached and developed creative team which included four graphic designers, one photographer/creative director, one stylist and four site merchandisers.
  • Created brand voice guide and consistency throughout touch points.
  • Assisted in producing monthly on-model and flat photo shoots for site, email and social for 6pm.
  • Established content and landing page best practices for 6pm.com through iterative testing and evaluation against established KPIs.
  • Wrote copy for site and email and assisted in managing social media pages.
  • Enhanced brand messaging by developing creative and engaging copy for various marketing materials.
  • Optimized web content for SEO purposes, driving increased traffic and higher search engine rankings.
  • Lead the design team to create visually appealing and effective ad campaigns.


Copywriter

Zappos
03.2012 - 06.2014
  • Sole copywriter for 6pm.com for website, social media channels, email, display ads and landing pages.
  • Copy expert on all lifestyle segments including: fashion, designer, comfort, outdoor, performance, mens, womens, kids.
  • Increased email open rate by an average of 10% by writing multi-variant subject line tests.
  • Boosted campaign performance by developing engaging and persuasive copy for print, digital, and social media platforms.
  • Increased brand awareness through the creation of compelling content for website landing pages, SEO content, and email.
  • Improved customer engagement with personalized email campaigns targeting specific demographics.


Production Coordinator & Writer/Editor

VS Publishing
11.2009 - 01.2011
  • Liaison between clients, sales reps and internal design team to route, create and get client/vendor approval for ads for the largest printer/distributor of tourism publications in Central Florida.
  • Draft creative briefs for design team.
  • Sole copywriter for adverts and one of the writers/editors for articles published in Central Florida Lifestyle Magazine, Orlando Today and various tourism booklets.
  • Worked with sales reps and clients to create ad spec for sales leads.
  • Proofread all publications before print for error-free final versions.
  • Enhanced production efficiency by streamlining processes and optimizing workflows.
  • Ensured timely delivery of projects by closely monitoring schedules and milestones.


Copywriter

Healthways
07.2007 - 06.2009
  • Wrote copy for preventative health and wellness marketing campaigns.
  • Developed brand voice and consistency throughout direct mail, website, posters and all marketing.
  • Edited copy for articles and newsletters.
  • Created B2B brochures for various fitness programs resulting in additional corporate partners.

Education

Bachelor of Arts - Journalism

University of Arizona
Tucson, AZ
05.2007

Skills

  • Contract Management
  • Business Planning
  • Project Management
  • Logistics Management
  • Verbal and Written Communication
  • Strategic Planning
  • Strategies and Goals
  • E-commerce Strategy
  • Digital Marketing
  • Leadership Development
  • Content Development
  • Marketing Strategy
  • Data Analysis
  • Cross-functional Team Leadership
  • Employee Development
  • People Management

Timeline

Director of Site Merchandising & Email Marketing

Zappos
10.2017 - Current

Sr. Copywriter & Creative Lead

Zappos
06.2014 - 10.2017

Copywriter

Zappos
03.2012 - 06.2014

Production Coordinator & Writer/Editor

VS Publishing
11.2009 - 01.2011

Copywriter

Healthways
07.2007 - 06.2009

Bachelor of Arts - Journalism

University of Arizona

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Varinia Flores