CV

Strategic and tactical marketing professional who is able to plan, develop, and execute competitive concepts, segmentation, product mix, and primary/secondary research studies. Dedicated to achieving quality results through proactive, consultative relationship management. Looking to develop and expand a new business, business division, new product, or idea through marketing and business management.

Core Competencies

• Email, social, and web marketing of B2B products and services
• Customer acquisition and retention, segmentation, and demand generation strategy
• Market intelligence, customer analytics, and CRM insight

Experience

Application Administrator, Portland General Electric, Feb 2022 - present

• Work closely with business and IT stakeholders to solicit, analyze, understand, and document business requirements for email, SMS, and MobilePush notifications, custom data extensions and AMPScript
• Support projects and initiatives to deploy new functionality and/or enhance existing functionality for Marketing Cloud ecosystem (Email Studio, Journey Builder, Mobile Studio (push, SMS), cloud pages, Datorama etc.)
• Design and implement automated email/mobile journeys using Email Studio, Mobile Studio, Automation Studio and Journey Builder, and advise users on how to optimize further
• Develop and help drive the adherence of relevant best practices, standards, and procedures
• Conduct user training and actively promote self-service of Salesforce Marketing Cloud

Tools used: aha, Jira, SmartSheet, Salesforce Marketing Cloud (MobilePush, MobileConnect, Datorama, Email Studio, AMPScript), SQL, HTML, Microsoft Excel

Marketing Consultant, Serena Y. Hsi, 2010-Present

Marketing and business consulting covering areas such as marketing automation integration, go-to-market strategy, and niche market and industry research. Notable Projects:

• Portland General Electric, Digital Marketing & IT Program Management, Salesforce Marketing Cloud strategy and program management on behalf of business and residential programs using SFMC (July 2021 - Feb 2022)
• Earth Baby Inc, social media and marketing strategy for e-commerce website promoting organic baby skincare products, domestic and international market strategy, and multi-channel setup and analytics (Dec 2018-March 2020)
• Daimler Trucks North America, project management for a Marketo and SQL Server integration project which allowed dealers to upload their customer lists for automatic broadcast of thematic (offer vs no-offer) Marketo content; also marketing analytics using Excel, Tableau, Alteryx, and PPT for mobile app and website domain properties (May 2018-July 2018) 
• Startup Weekend Vancouver (bit.ly/swvanwa2018), co-organizer and lead all aspects of marketing, social media, paid social ads, and event promotion (2017, 2018)
• Eric de la Cruz Hope for Hearts Foundation, paid social media analytics (Feb/March 2017, Feb/March 2018)
• United Rentals, marketing automation/template creation/process strategy for nurture campaign implementation using Pardot/SFDC (2017)
• NRG Home Solar, marketing automation templates/emails/process for nurture campaign implementation using Pardot/SFDC (2016)
• Nordstrom, project management utilizing Agile practices supporting IBM Affinium platform upgrade and migration to new server architecture; product feature analyses, proof of concept and business case development (2014)

Sr. Marketing Manager, Operations, OpenSesame, Apr 2015 - Sept 2015

Salesforce/Pardot Admin (email templates, landing pages, partner marketing, event marketing, drip and marketing automation); tradeshow event planning (logistics planning and budget execution for ATD 2015); digital and print collateral for corporate and partner marketing, social media content strategy, and online marketing analytics. 

Tools used: Wrike (for team project management), Salesforce (CRM), Pardot (email and marketing automation), Google Apps, Adobe Creative Cloud (Photoshop, InDesign), and for web analytics (Drupal, Google Analytics)

Direct Marketing Program Manager, Wacom Technology, 2008 - 2010

Key accomplishments:

• Built from scratch: the lead flow process, email templates, and lead scoring model for automated marketing campaigns which captured 100% of event-generated email addresses and pairs users with product content based on event focus
• Promoted customer notification emails about newly stocked products which caused a complete sellout of monthly allocated warehouse inventory for the Cintiq 21UX interactive pen displays; Resulted in $350k revenue

Full cycle program management of direct marketing campaigns (email/web/print) for consumer, professional, and vertical market product groups; also managed in-house creative studio, contractors, and ad agency for print and email marketing campaigns, co-branded partner email templates for product launches, co-branded partner communications (e.g., Studica, Adobe, Corel, Shutterfly), Wacom e-newsletter, and handled compliance requirements with regard to US, Canada, and LATAM privacy and CAN-SPAM laws.

E-mail Marketing Manager, Indymac Bank, 2006 - 2008

Key accomplishments:

• Completed and launched Marketing-on-Demand web services for Indymac's mortgage web domain within two months of being given the project which enabled real estate agents and mortgage brokers to self-publish real estate brochures, flyers, business cards, and other marketing collateral.
• Created a unified messaging strategy for Wholesale and Correspondent divisions to share one data warehouse and maintain branded email template standards, slotting every business unit on a managed broadcast calendar

Managed and executed outbound e-mail communication platforms for mortgage bank divisions for B2B, B2C, and internal sales/operations/compliance messaging, including daily rate newsletter, branded email campaigns, product launches, and loan product updates. Web project management for customer-facing webapps (e-MITS, Print on Demand) on Indymacb2b.com; Subject matter expert and internal consultant for all inbound/outbound email communication standards.

Marketing Manager, First National Information Network, 2004 - 2005

Key accomplishments:

• Improved client retention by creating an email marketing service based on the consumer data generated by a client's market research program and adding firmographic segmentation to in-house agency database.

Marketing, advertising, and business development activities; marketing services and web domain concepting and strategy (fastinfo1.com, investorconcepts.com); Database acquisitions and vendor pricing negotiation; Developed house database segmentation and provided email marketing services

Database/Direct Response Marketing Specialist, First Federal Bank of California, 2001 - 2002

Full cycle management of direct mail campaigns for branch offices and corporate promotions; Database analytics and segmentation; Identified cross-sell opportunities for consumer and business retail banking products; Worked with vendors on list acquisition for consumer and business banking promotions

Marketing Consultant, Patrick Marketing Group, 1996 - 2001

Notable Clients: Philips Electronics, Sony Electronics, Fujitsu America, Silicon Graphics, Penske Logistics, Agfa/Bayer

Key accomplishments:

• Co-authored a business process that eliminated manual data crunching for primary market research studies by pairing database exports with Excel and Word macros to auto-generate, format, and sort tables with quantitative data; Data calculations used to take 8 consultants and research analysts two work weeks per research study (approx 500 labor hours); Data crunching now took one person 5 minutes to create all the tables necessary for research report writing.

Designed and managed primary market research and product potential studies for high tech, emerging technologies, and online startups; authored direct mail copy for sales collateral, brochures, benchmark booklets, and concept pieces; managed client program budgets from $50k to $8MM; Supervised and managed cross-functional data analytics teams; Managed call center teams of 60-80 reps as a program manager; Managed research teams of 8-10 data analysts

Education

Certificate in Project Management, Project Management Academy, 2014
MBA, Pepperdine University
BS, Management and Human Resources, California State Polytechnic University, Pomona

Technical Skills

Email/Marketing Automation: ExactTarget/Salesforce Marketing Cloud, Pardot/Salesforce Sales Cloud, Constant Contact, MailChimp
CRM: Salesforce
WebCMS/Social/Analytics: WordPress, Blogger, HTML, CSS, Google Analytics
Microsoft Office: Word, Excel, Outlook, OneNote, PowerPoint
Project Management: JIRA/Confluence, Wrike, SharePoint
Graphic Design: Adobe Creative Cloud (Photoshop, InDesign), Canva, Shutterstock

Professional Associations & Affiliations

• PDX Women in Tech (member, 2017-present)

Portfolio Samples