SIMPLEHUMAN

SEnior marketing associate (2021-2022); social media coordinator (2020)

SEE PORTFOLIO

email & sms marketing

As the sole owner of email and SMS channels, I lead our cross-channel strategies and manage end-to-end execution of all marketing content and messaging. In my day-to-day, I work with the Director of Marketing to establish a content calendar for product launches, promotions, and ad-hoc campaigns; develop the messaging and communications strategy for all email, SMS, and social (see below) content; and provide direction and feedback to the Graphics team on creative execution. I also utilize performance metrics in Klaviyo, Attentive, and Google Analytics towards optimizing campaigns and automated flows, such as testing new segmentation and content strategies to increase engagement and conversions across email and SMS channels.

    • Launched simplehuman’s SMS program with Attentive, handling all communications with our account manager to set up SMS opt-in in the website popup, footer, and checkout. As the channel owner, I A/B tested messaging and send times and monitored performance metrics to continually develop and optimize our SMS strategy, which has seen over 8X success in revenue per send compared to email’s. I also initiated email and social campaigns to further grow our SMS subscriber list, leveraging landing pages and Instagram Stories to drive over 1K additional opt-ins. Within our 60-day free trial with Attentive, we totaled 52K subscribers and generated over $1M in last-click revenue.

    • Led and managed strategy, planning, and execution for Black Friday/Cyber Monday 2021 site-wide promotion across email, SMS, and social. I worked with the Graphics team to provide creative direction and feedback on all designs, and Web to launch BFCM-specific signup units, which drove 19.4K subscriptions during the event. Cyber Monday sales increased by 6% YoY as a result of a new email segmentation strategy I implemented to re-engage inactive subscribers, including BFCM purchasers from the previous year. Overall, email and SMS channels generated 50% of total site revenue from BFCM sale.

    • Managed Friends & Family 2021 email promotion from end-to-end, working with the Graphics team to provide creative feedback, Web to set up dynamic coupon codes and troubleshoot technical issues, and Customer Support to recommend solutions for how to respond to customer concerns. The five-day promotion saw 280% increase in email revenue from last year’s Friends & Family, and drove over 3X subscriber growth compared to the average week.

 

social media

Since taking on more ownership over our email and SMS channels, I have accepted a managerial role within organic social, overseeing a direct report to ensure that we continually drive brand awareness and maximize performance of our organic Instagram, Facebook, and Pinterest channels. However, when I first joined simplehuman as Social Media Coordinator, I was responsible for planning and executing the brand’s social calendar. Specifically, I curated user-generated content for our Instagram Feed, wrote copy, designed Stories for product launches and ad-hoc campaigns, and engaged with the online community.

    • Increased posting frequency from 1x to 3x per week by creating an influencer program to acquire UGC from Instagram content creators in exchange for product; saw 162% boost in engagement rate.

    • Managed Instagram giveaways with influencers and brands (e.g. @thrivemarket, @greyandmama), which drove 1,230% follower growth compared to the previous period.

    • Optimized Instagram and Facebook checkout by tagging products in Feed and Stories; saw 236% increase in organic sales compared to the previous period.

 

affiliate marketing

A few months into my job at simplehuman, I was given the opportunity to relaunch our affiliate program on Impact. As the sole channel owner, I was responsible for migrating and onboarding all of our existing partners from Commission Junction, removing ones that did not align with our brand standards (i.e. coupon sites), and fostering relationships with key publishers to negotiate commission terms and secure product placement. In two months, I secured 100+ partners and generated $400K in affiliate revenue.

content production

For some time, I handled all video requests within the company, from reformatting ads to meet retailer specifications for Sales, to filming, editing, and retouching videos across paid and organic social, email, and our site. For example, I helped edit and retouch the videos on our Sensor Pump Max, Compost Caddy, and Sensor Mirror Trio Max product pages.