Professional Experience

Feb 2024 - Aug 2025

ABBVIE | Marketing Automation Specialist

• Owned the end-to-end email marketing process, coordinating multi-stage approvals and QA workflows through Smartsheet, ensuring flawless execution and alignment with broader marketing initiatives. 

• Built, tested, and deployed multi-touch email journeys in Salesforce Marketing Cloud (SFMC) using dynamic content, automation workflows, and advanced personalization, increasing customer engagement by 25%. 

• Maintained full ownership of the email marketing calendar, collaborating with cross-functional teams to synchronize campaigns with business goals, product launches, and promotional initiatives. 

• Partnered with content, design, and data teams to produce visually compelling, on-brand communications that delivered measurable engagement and retention improvements. 

• Streamlined campaign production workflows, reducing turnaround times by 30% through improved approval structures, QA processes, and data validation. 

• Monitored and analyzed key performance metrics (CTR, CTOR, unsubscribe rate, deliverability, pipeline influence, and revenue attribution) to develop data-backed optimization strategies that improved campaign ROI. 

• Designed and executed A/B testing protocols for subject lines, content blocks, CTAs, and send times, leveraging test insights to enhance open and click performance across audiences. 

• Applied SQL to query and analyze audience data, supporting custom segmentation, automated triggers, and advanced campaign logic for more precise targeting. 

• Leveraged SQL and AMPscript to build dynamic, personalized email experiences that strengthened customer engagement and conversion outcomes. 

• Implemented advanced list hygiene protocols and deliverability monitoring to maintain sender reputation, improve inbox placement, and ensure compliance with global data standards. 

• Developed data-driven targeting and segmentation strategies, continuously refining automation rules to deliver more relevant content and maximize engagement. 

Jun 2023 - Oct 2023

Federal Home Loan Bank of NY | Marketing Analyst

• Create and manage active member contacts and distribution segmentation lists in Eloqua/​Oracle CRM systems

• Create and report on email campaigns in Eloqua

• Serve as web administrator to custom WordPress website

• Create a project tracking system to monitor and report monthly regarding email communications and website updates.

• Construct custom Landing Pages and forms in Eloqua using HTML and CSS formatting

• Create infographics for reports using Adobe CC and Canva applications

• Troubleshooting webpages for syntax errors in Adobe Dreamweaver

• Create custom Google Analytics (GA4) reports using Looker Studio

• Create custom tagging conditions to record outbound click-through performance

HelloFresh |
CRM Manager - Email Operations, Refer A Friend

• Managing audience data using Data Extensions and SQL Queries in Salesforce Marketing Cloud to implement personalized marketing strategies (~ 1.5M customers, among the 4 brands)

• Closely monitor major KPIs for Evergreen campaigns and A/​B testing: Open Rates, Bounce Rate, Conversions (CVR), Online Referrals, Sessions, and Click-Through Rates (CTRs) using Tableau and Google Analytics.

• Spear-headed relaunch of monthly customer referral challenge by creating 6 cohorts based on the participation level and measuring each group's impact. Lower-level participation entries and winners increased by 25%

• Create, refine, and optimize D2C email, push notifications, and In-App message campaigns and journeys using Salesforce Marketing Cloud for evergreen and special promotions.

• Successfully launched a Refer A Friend program that resulted in a 20% increase in organic customer acquisition over 3 months.

• Increased customer referrals by 18% with the White Label brands, resulting in a 10% increase in overall referral conversions.

• Provide tracking strategies and a framework for UTM codes to connect all marketing efforts.