EXPERIENCE

TripAdvisor LLC – Senior Brand Marketing Manager/Product Manager 2015-present

• Defined the business needs and technical requirements needed to launch new products
• Develop marketing strategy for new multi-channel marketing campaigns to support TripAdvisor's onsite and mobile app products
• Create notification/communication strategy for commerce driven campaigns, specifically campaigns that drive hotel and attraction revenue
• Manage the development, testing, implementation and tracking requirements for products to meet launch dates
• Define and analyze KPI's to determine product/campaign performance
• Identify problems/opportunities for product enhancements through analytics, A/B testing, cohort analysis and cross platform performance
• Maintain a strong technical understanding of development processes and engineering requirements
• Ensure that TripAdvisor’s brand and value proposition is consistent across various products, communications and site placements
• Work with engineering to ensure proper product functionality, including coding requirements for various platforms, proper tracking and user data, email subscription, mobile push notification permissions and Facebook regulations
• Worked cross functionally with various product teams to manage brand creative standards and brand voice
• Write engineering project specifications, creative briefs and test matrixes to properly develop, launch and manage products and marketing campaigns
• Helped launch TripAdvisor contributor program, TripCollective for over 75 million members.
• Collaborate with the creative department to develop design and copy for site placements, notifications and emails

TripAdvisor LLC - Marketing Manager 2013-2015

• Determined the business needs and technical requirements needed to launch new email products.
• Developed strategy for new email campaigns to support TripAdvisor's onsite products and business goals.
• Managed the development, testing and implementation of products to meet launch dates.
• Analyzed KPI's to determine product performance and identify problems/opportunities for product enhancements.
• Wrote engineering project specifications, creative briefs and test matrixes to properly develop, launch and manage email products.
• Work with the creative department to develop design and copy for emails.
• Develop and manage the email strategy for TripAdvisor's Instant Booking product. Emails include hotel booking confirmation, abandon cart campaigns and pre and post trip marketing communications.
• Manage, develop and implement a new member engagement strategy for new TripAdvisor members based on their browsing data and site behavior (350K emails weekly)
• Manage up to 5 million emails a week for TripAdvisor's social initiatives and Facebook app.
• Identify key placements on the TripAdvisor site to develop products that amplify the brand’s message.
• Work with the creative team to develop design and copy for site placements and email campaigns..
• Work with engineering to ensure proper product functionality for new products and messaging placements on the site.
• Maintain a strong understanding of the company's brand, best practices and internal data processes.

TripAdvisor LLC - CRM/Marketing Specialist   2010-2013

• Developed, managed and deployed dynamic emails that support company initiatives.
• Managed various email products that support TripAdvisor' flights product, TripAdvisor’s weekly newsletter (35 million emails weekly), content collection initiatives, new member engagement, social initiatives and TripAdvisor’s Facebook app. 
• Utilized HTML and Salesforce Marketing Cloud/ExactTarget's AMPScript to code emails and insert dynamic content for emails.
• Maintained a strong understanding of the company's brand, email best practices and internal data processes.  
• Partnered with the engineering team to ensure proper execution of emails; including database information, subscription preferences and personalized content. 
• Worked with designers and copywriters to develop creative and concepts for emails
• Identified and implemented new emails, test campaigns and contact strategies that will drive traffic, increase revenue and improve CTR
• Worked with sales/ad operations team to ensure proper execution of client ad campaigns by developing DART ad tag that allow strategic targeting for multiple email campaigns.

Ropes & Gray LLP - Email Marketing Coordinator 2009-2010

• Managed the deployment of all email campaigns, including development of tests/creative, list development and management, QA, campaign deployment, and data/response tracking.
• Updated news and announcement information on the firm's website; ropesgray.com
• Lead the cross-functional process to implement the campaign from project kick-off to delivery to performance reporting.
• Developed and maintained mailing lists and subscriber activities in InterAction CRM tool
• Built a strategic plan to retain subscribers and improve Open and CTR of emails by using various criteria such as subscriber involvement and demographic information
• Reported and analyzed data from email campaigns to develop new content and testing matrix
• Worked with the Practice Development Department and other Marketing Teams on strategic online marketing initiatives.
• Managed online display media buys by working with internal departments on content and outside media buyers on pricing, placement and analysis.
• Developed a plan and strategy for 2010 online media buy
• Acted as a consult to the department on online initiatives and internal processes.

Epic Advertising/AzoogleAds Associate Media Buying Manager 2008-2009

• Coordinated media buys on behalf of Epic Advertising’s clients
• Managed various types of Media Buys; Search, Email, Display Ads, Text Ads, Social Media and Contextual Ads
• Negotiated CPM, CPA and CPC rates with media partners such as MSN, AdBrite and AdSonar
• Used internal programs and DART to ensure proper tracking;  Open Rate, Click Data, CTR, and Conversion Rates
• Analyzed data to optimize client’s campaigns and maximize ROI
• Developed relationships with media partners, advertisers, ad networks and affiliate networks to grow and develop new business
• Managed budgets and daily spending caps to reach target eCPC and eCPM
• Daily communicated with advertisers and media partners on multiple ad campaigns
• Assisted the Director of Distribution Development in new media buying initiatives
• Worked with the Affiliate Management team in the approval process of new publishers/websites to join the Epic Advertising/AzoogleAds Network
• Worked with internal departments on advertising compliance issues, invoices, insertion orders and terms and conditions

Next Jump Inc. Email Marketing Associate 2007-2008

• Planned and executed all email marketing campaigns for merchants and clients, over 2 million users per week
• Created all content for email campaigns; copy, graphics and HTML code
• Coordinated with the site marketing team so site placements mirrored email campaigns
• Determined target customers for email marketing campaigns based on demographics, geography and site behavior
• Reported and analyzed Open Rate, CTR and Buy Rate to inform clients and internal departments how to improve site traffic and to generate revenue
• Managed database by strategically planning email campaigns to avoid audience fatigue
• Utilized multiple internal systems to create emails, manage accounts and track email progress
• Implemented internal processes for execution and analysis of marketing campaigns

SKILLS

• Proficient with Microsoft Word, Excel, PowerPoint, Outlook and PC and Mac operating systems Salesforce Marketing Cloud/ExactTarget, Adobe Photoshop, HTML, Tableau, ReturnPath, Looker, Kahuna push notification platform.
• Familiar with SQL, DART ad operating system, Adobe Illustrator
• Experienced in working with multiple web marketing and social networking tools; Facebook, Twitter, LinkedIn, Google+, YouTube, various blog sites and applications.

EDUCATION

• Emerson College, Boston MA - BA Visual and Media Arts, 2004
• UMASS Lowell, Lowell MA -Continuing Education Program in Web and Graphic Design 2006-2007
• TripAdvisor provided SQL courses and Spanish language learning courses