Partnering with DTC companies across industries (beauty, apparel, CPG) to optimize email & SMS campaign performance and implement industry best practices. Identifying key opportunities to enhance marketing strategies and drive engagement with limited creative resources. Developing ad-hoc emails and automated lifecycle flows, including Welcome Series, Post Purchase, and Abandoned Shopping Cart campaigns.

Owned ideation & execution of marketing email experimentation in Braze, focusing on driving channel engagement, buyer frequency, and GMS growth. Consulted on new dynamic tech capabilities to support personalization and improved user experience, supported buyer and seller-side holiday sales strategy planning, and informed on lifecycle email strategy optimizations. Major initiatives and wins include:
• Integrated Decision Engine email ($18M incremental annualized GMS): launched and tested into a weekly automated email utilizing a machine learning-based decision system to intelligently target customers with 1:1 personalized content to maximize LTV; an incremental GMS and operational win, eliminating the need for a manual email build each week.
• Make an Offer transactional emails (48.5% OR, 34.1% CT, 24.2% CVR): planned and launched a net-new suite of transactional emails supporting the Make an Offer product launch, garnering impressive post-launch engagement and conversion metrics.
• Holiday Header/Footer Test (+1.10% UCVR lift, $14.2M incremental annualized GMS): proposed Etsy's first use of a thin top banner asset, creating a new highly effective messaging placement for use during the holiday season and beyond.
• Onsite Promotions Test (+0.58% UCVR lift, $11.3M incremental annualized GMS): created a last-minute sales strategy in response to softening sales, working closely with cross-functional teams on a tight timeline.

Associate Marketing Manager, Trigger & Transactional Email Nov 2017- Mar 2019 Marketing Associate, QA Apr 2017- Nov 2017 Strategized and optimized highly personalized and data-centric automated email campaigns, from conception and segmentation to launch and analysis. Owned development and continuous improvement of behavioral & lifecycle emails (onboarding, post-purchase, re engagement) through rigorous A/B testing and data-driven insights, and supported a breadth of programs such as in-store services & digital tools. Key achievements include:
• Launched 9 net-new transactional campaigns, critical to operationalizing ROPIS/BOPIS, and supported 610k reserved orders, $43M in reserved sales, and drove $420k in revenue for the email channel.
• Worked with cross-functional teams including brand marketing, engineers, and external vendors to revamp the Post Purchase client experience with 12 email touchpoints across 3 platforms (Epsilon, Bluecore, Narvar), driving $620k in 4 months with a 50% holdout.
• Set up 4 email touchpoints for the Friends & Family sale in a new Referral Management System (RMS), driving $642k in revenue (+173% YOY).