Oversaw cross-functional team to increase revenue and engagement for JRNY, a connected fitness App.
• Defined KPIs, implemented testing methodology and developed analytic tools to inform growth strategy; collaborated with FP&A to develop a bottom-up model to forecast growth and revenue.
• Mapped lifecycle and strategized email, push and in App campaigns across acquisition, retention and winbacks resulting in +5% acquisition, +11% App engagement and + 8% trial conversions.
• Managed development of predictive churn model and used insights to define segmentation, drive personalization efforts and implement churn reduction campaigns.
• Collaborated with Product team to drive features that improve customer experience or drive incremental revenue; created GTM strategy including audience targeting and messaging.
• Led monthly business review with executive team and stakeholders to gain alignment on initiatives.

(Contractor through CRB Workforce)
Led cross-functional pod consisting of analytics, finance and marketing SMEs to identify areas of opportunity, build business cases and implement testing to increase retention and CLTV.
• Reduced churn by 10% in highest value, highest propensity to churn subs by implementing targeted pricing strategies using predictive modeling for cohort development.
• Created program to automatically extend discounts to select customers rolling off loyalty credits reducing call volumes for cohort by 20%, churn by 21% and average treatment by $80/year.
• Implemented program to allow Service agents to provide customers with targeted discounts resulting in improved CX and reduced churn. Partnered with Care to define program parameters and design training.

New Store Marketing Strategy
Directed development of go-to-market plans for 130 annual new store openings to create awareness in market, acquire new customers and increase LTV for existing customers.
• Increased new stores sales by 7% by scaling new channels, incorporating first and third-party research, and using analytics to find insights to drive growth.
• Developed and implemented test and learn roadmap to determine incrementality and create marketing playbook that optimized both media spend and store sales.
• Managed individual contributors and collaborated with channel marketing managers to implement campaigns and meet KPIs (ROAS, CAC) across paid digital, print, email, radio, OOH and digital audio.

Media Planning
Managed $25 million budget supporting over 1200 stores and generating $200M+ in sales.
• Created quantitatively driven, market-by-market approach to reduce frequency and overlap within advertising programs while maintaining sales and new customer growth.

Providing marketing strategy and audience development expertise to media companies.
• Devised and implemented a retail distribution strategy and pricing plan that increased sales efficiencies and lowered distribution expenses.
• Evaluated price elasticity by customer segments and recommended pricing strategy.

Developed and executed multi-channel customer acquisition and retention subscription marketing strategy for luxury consumer magazines to deliver highly targeted audiences to advertisers.
• Launched five magazine titles. Defined target audience, prepared launch strategy and implemented marketing plans to reach audience objectives.
• Increased Robb Report paid subscribers by 26%, reduced churn and maximized lifetime value via extensive testing across segmentation, pricing, promotions and messaging.
• Created models to forecast churn and evaluate impact of performance trends, pricing strategies and operational changes; managed department P&L.