● Provide strategic marketing direction for companies looking to gain a fresh, analytics-forward perspective.
● Serve as strategic marketing consultant or fractional CMO for small- to mid-size organizations

● Provide Marketing Analytics subject matter expertise and managed dashboards and performance readouts

● Provide strategic marketing guidance for Boston Chapter clients who want to start, grow, or exit their businesses.

● Head of all marketing channels for female financial wellness startup including digital advertising, partnerships, social media, and email. Managed content strategy and creation for B2C audience.
● Led research initiatives to test product-market fit for B2B/B2B2C audiences.

● Head of all marketing channels for direct-to-consumer e-commerce startup including digital advertising, B2B/partnerships, radio/OOH, social media, email, and direct mail.
● Managed new product development initiatives inclusive of branding, pricing, packaging, and promotion.
● Drove customer experience strategy for member care team with heavy focus on retention programs.

● Championed customer-first enhancements for student loan refinance portfolio from concept to customer by leading the business analysis, product design and development of new products and programs.
● Led go-to-market strategy development for new customer segments, inclusive of messaging strategies to drive product consideration and conversion. Prompted build out of two new customer outreach teams.

● Created first omni-channel marketing calendar adopted by entire U.S. team that optimized customer-facing initiatives. Reduced number of single-channel stories by 12% in first season.
● Boosted Analytics team to drive KPIs and performance by centralizing U.S. market analysis and reporting, in addition to building dashboards and scorecards to track and communicate metrics.
● Executed storytelling campaigns to generate brand demand; managed In-Store Experience and Visual Merchandising teams to improve conversion during key back-to-school (9%) and holiday (14%) seasons. SARINA KRAILAS SHERWIN PAGE 2

● Launched 13 new retail concept stores in four months across U.S. and UK markets. Success of openings and customer engagement plans spurred aggressive retail store rollouts in India and Latin America.
● Led teams across U.S. and UK locations to push robust traffic-driving and customer acquisition efforts.

● Changed 80MM+ members loyalty program to revenue-based rewards that aligned rewards with profitability and incentivized customer behavior. Highest-value segment revenue up 4% in first year.
● Strengthened all redemption programs ($1.5B) through underlying economics. Reduced liability by 2%.
● Co-led market attack with executive sponsor to increase market share by pioneering awareness campaigns and go-to-market customer engagement solutions. Closed 2010 revenue share gap.
● Designed Delta Sky Clubs marketing plan to include targeted promotions and acquisition campaigns.