Resume

SUMMARY

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• Director of Digital, E-commerce Marketing Manager, and Amazon Luxury Strategist with 10+ of experience in the Fashion & Beauty industry. 

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• Specialized in optimizing Email/SMS mobile marketing calendars, content strategy planning, Lifecycle Marketing journeys, user flows, automation journeys, and Predictive Analytics. 

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• Expert in managing large data sets, CRM Campaign Management, Consumer Insights KPIs, data analytics, and A/B testing.

EXPERIENCE

Founder & Headpiece Designer | RedDoorStudio54.com 
RED DOOR STUDIO54 | New York, NY

Jan 2018 - Present

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• Founded Red Door Studio54, pioneering exclusive couture Headdresses and Headpieces in NYC for festivals, editorials, and commissioning jobs.

• Entrepreneurial and committed to using recycled and sustainable ethical materials while following industry trends.

 
Senior Email/SMS Marketing Strategy Manager
EXPLODING KITTENS (board games) | Los Angeles, CA (Remote)

Jul 2022 - June 2023
(Company layoffs)

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• Executed Lifecycle Global Marketing communications, brand awareness, upselling, and cross-selling strategies.

• Owned performance marketing and managed Email Marketing & SMS channels, reporting, scheduling, driving program strategy, and led collaborative execution for board games.

• Spearheaded SMS Mobile Marketing and Email Marketing Programs, achieving a 10% lift in customer retention.

• Strengthened flexible monthly calendars, QA testing accuracy, and A/B testing, resulting in a 10% revenue increase.

• Managed relationships with 3rd party vendors and ad agencies, driving a 5X ROI and user acquisition.

• Hands-on experience, a strong understanding of HTML/CSS, and email template editing in Klaviyo.

 
Director of Digital
SLOOMOO INSTITUTE | New York, NY

Jan 2022 - July 2022
(Recruited by Exploding Kittens)

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• Led Omni-channel digital experience, and marketing strategy with an inclusive LGBTQ+ community-building.

• Aligned business strategy development with go-to-market strategies targeted for live events, ticket sales, commercial ethical partnerships, and business operations for New York, Atlanta, and Chicago markets.

• Drove a 10% increase in website traffic and a 15% growth in online sales with up-sell and cross-sell strategies.

• Optimized Klaviyo Email Marketing automation and Attentive SMS campaigns for a 5% boost in customer conversion.

• Served as an in-house Email & SMS expert, staying ahead of platform changes, user research, and consumer engagement communications, increasing customer service response by 10%.

• Managed DTC Shopify in-store/online performance marketing, site development, Google Shopping, and Recharge Subscriptions, achieving a 10% improvement in customer sales.

 
Senior Email Marketing Strategist 
TUPPERWARE | Orlando, FL (Remote)

Nov 2020 - Nov 2021
(1-year contract)

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• Developed B2C / B2B marketing strategies and sales, achieving a 20% increase in email revenue.

• Optimized segmentation, multivariate testing, and Email Marketing automation journeys, resulting in a 25% highly efficient email personalization.

• Implemented CRM Ads in Emarsys, contributing 10% in overall strategic marketing objectives ROI.

• Leadership experience in building scalable direct response workflow processes, and motivating innovation.

• Developed innovative learning strategies on the test-and-learn roadmap based on customer conduct market research.

 
Email Marketing Manager - Strategic Client Services
EMARSYS | New York, NY (Remote)

Mar 2020 - July 2020
(Covid downsize)

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• Spearheaded client relationship building strategy services, achieving a 15% increase in customer success engagement.

• Provided strategic account management launch planning and A/B testing for Email Marketing automation journeys.

• Implemented integrated marketing data-driven campaigns management, leading to a 10% boost in customer retention.

• Optimized Email segmentation and targeting strategies to improve customer insights and engagement.

• Managed and optimized international marketing email calendar strategy and lifecycle journeys.

Amazon Luxury Business Manager
PARLUX FRAGRANCES | New York, NY

Sep 2019 - Mar 2020
(Recruited by Emarsys)

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• Handled all Amazon Vendor Central business relationships for Parlux Luxury retail CPG Fragrances (Kenneth Cole, Vince Camuto, Tommy Bahama, Jason Wu, Norell).

• Exceeded 3M sales goal by optimizing Product Catalog Strategy, New Launch Strategy, Sampling Program (Vine), Promo setup, A+ Amazon Content marketing plan, and market analysis implementation.

• Leadership and Ability to expand Amazon A+ Pages: optimizing global product usage, brand and product strategy, setup of new & improving existing pages.

• Adaptable in negotiating special category and banner placements, Deals of the Day, and Lightning Deals.

 
E-commerce Marketing Manager
STRIVECTIN | New York, NY

Jun 2016 - Nov 2017
(1-year contract/company reorg)

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• Drove day-to-day site development operations, owned initiatives for new product launches, Loyalty Programs, and Auto-Replenishment.

• Spearheaded day-to-day Website refreshes, product Merchandising, usability and improved on-site Search in Magento.

• Led Bazaarvoice Sampling brand marketing program, with Direct Mail, resulting in an 8% growth initiative.

• Sharpened Marketing/ Educational toolkit materials + production of Direct Mail pieces to support new product launches.

• Managed website development, user interface, creative briefs, Google Ads Shopping, and Affiliate marketing.

• Expanded Amazon A+ Pages: strategy + setup and optimized SEO on existing pages.

 
E-commerce Marketing Manager North America
THE ESTÉE LAUDER COMPANIES INC. | ORIGINS | New York, NY

Jul 2015 - Jun 2016
(1-year contract)

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• Led cross-functional teams to create and execute the proper function of the website's content development.

• Ensured brand guidelines consistency, product adoption roadmap, and E-commerce operations in Drupal CMS.

• Managed Origins B2C Email Marketing program, Direct Mail, focusing on Triggered, Loyalty, and Reactivation programs and achieving a 15% increase in email revenue growth and a 10% lift in customer retention. 

• Optimized database customer segmentation, maximizing ROI and engagement while minimizing opt-outs by 5%.

• Contributed to Origins.com's growth strategy, managed budget, assisting P&L strategy with the finance team.

• Utilized strong analytical skills resulting in a 20% increase in online sales targets Retail Marketing sales and product development adoption.

 
E-commerce Marketing Manager
SHISEIDO COSMETICS USA | New York, NY

Jan 2014 - Jan 2015
(1-year contract)

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• Monitored content creation to enhance website/email program effectiveness and brand campaigns, resulting in a 16% increase in customer acquisition strategies.

• Optimized landing pages SEO, enhancing Customer Experience (CX) ratings, SEM, and conversion metrics, in addition to reducing exit rates by 15%.

• Managed all online merchandising, cross-sell opportunities, and content creation strategies for Shiseido.com.

• Launched Clé du Peau Beauté website, achieving topside sales plans while keeping the brand’s competitiveness.

• Partnered with 3rd party vendors for Paid Search, Retargeting, Display campaign, and stakeholder management.

 
Assistant E-commerce Marketing Manager
FULL BEAUTY BRANDS | New York, NY

Mar 2007 - Dec 2013

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• Increased Customer acquisition through triggered email marketing campaigns, outperforming by 40%.

• Enhanced customer experience ratings and conversion metrics to reduce return rates with Power Reviews by 20%.

• Managed monthly calendar of website and email marketing processes, content, and promotions.

• Improved user experience (UX) driving (UAT) of new site functionality, user testing in Mobile and Responsive design websites, and working cross-functionally in collaboration with copywriters to enhance SEO best practices.

• Partnered with the Social team for Facebook, Pinterest, and Twitter promo/sweepstakes, driving a 30% increase in social media engagement, and improved peer team performance by mentoring.

• Oversaw storytelling, digital content, and execution of the #1 Plus Size Web/Catalog in the US Blog.

 
Marketing Merchandising Assistant
LEBLON | New York, NY

April 2006 - Mar 2007
(recruited by Full Beauty)

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• Conducted all art and graphics production, proofreading with attention to detail, creative thinking, and distribution of promotional items, and multi-tasking, resulting in a 30% improvement in product marketing campaign efficiency.

• Coordinated POS design and educational/branding pieces, meeting tight deadlines and ensuring high-quality deliverables, while working independently.

• Oversaw marketing budget management, achieving cost savings of 15%.

 
Hospitality Marketing Assistant 
BRETT ROBINSON GULF CORP | Gulf Shores, AL

May 2003 - Apr 2006

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• Maintained daily website, detailed oriented weekly price updates, newsletters, & post-hurricane disaster relief information for rental properties with 1800 units.

• Assisted in the creative development, and innovative execution of customer-facing and guest relations marketing materials and analyzed data for market trends with problem-solving ability and time management skills.

• Liaised with the digital advertising agency management, for technical Catalog/Brochure production and design.

 


EDUCATION 
 
UNICAP - Universidade Católica de Pernambuco, Recife - Brazil
BA in Broadcast Journalism and Social Communication (Major); BA in Public Relations (4 years degree program)
 
FIT - Fashion Institute of Technology, New York - NY
Fashion Art and Design  •  Costume Design (1-year Continuing Education program)
 
SECTION 4 - PROF G
Certified Brand Strategist  •  Certified for Measuring Brand Success
 

 
ADDITIONAL
Fluent in English and Portuguese, Basic Spanish and French 

Dual citizenship: U.S. and Brazilian.
 

SOFTWARE SKILLS
 
Social Media / Publishing                                                        
(Sprout Social, Facebook, Pinterest, Instagram, YouTube)
 
Web Analytics Tools                          
(Adobe Analytics, Omniture, Coremetrics, GA, Google Analytics, HTML, CSS, Keyword   Optimization, SEO)
 
E-commerce / Content Management/CRM Tools                  
(Shopify, Demandware/Salesforce Commerce Cloud, Magento, Bazaarvoice, Power Reviews)
 
Web Communication / E-mail (ESP)                                    
(Klaviyo, Bluecore, MailChimp, Bronto, Emarsys, WordPress, Experian)
 
Office Applications                            
(Google Suite, Google Docs/ Sheets/Slides, Microsoft MS Office Suite, Word, Excel, PowerPoint, Outlook)
 
Creative Applications                                                                    
(Canva, Figma, Adobe Creative Cloud, Adobe Photoshop, Adobe Creative Suite)
 
Project Management & Collaboration                                        
(Slack, Wrike, Airtable, Basecamp, JIRA, Trello, Asana, Notion, Microsoft Teams,  Zoom)