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"WHAT'S A CТА?"

OCTOBER 2010

I remember being on the very first client call that I was responsible for leading at my first job. The client kept asking about changes to the CTA - "let's move the CTA here, let's make the CTA bigger" - you know, typical things. After about 5 minutes I chimed in with "I'm sorry, I don't see the word CTA on my version of the creative." The silence on the phone was deafening. Luckily my team members made a lighthearted joke, and we moved on.

I guess we all have to start somewhere! This is my journey.

"WHAT'S A CТА?"

OCTOBER 2010

I remember being on the very first client call that I was responsible for leading at my first job. The client kept asking about changes to the CTA - "lets move the CTA here, let's make the CTA bigger" - you know, typical things. After about 5 minutes I chimed in with "I'm sorry, I don't see the word CTA on my version of the creative." The silence on the phone was deafening. Luckily my team members made a lighthearted joke, and we moved on.

I guess we all have to start somewhere! This is my journey.

Movable Ink personalizes every customer engagement through automation and artificial intelligence. The world's most innovative brands rely on Movable Ink to maximize revenue, simplify workflow, and achieve the optimal customer experience. In email and mobile (SMS, push, rich push, in-app) we deliver 1:1 personalized experiences that motivate consumers to engage and convert.

STRATEGY VICE PRESIDENT - RETAIL

The Vice President of Strategy at Movable Ink is a pivotal role responsible for leading the company’s strategic direction, expanding its global presence, and driving innovative solutions across various markets. This role demands a visionary approach to business strategy, emphasizing global market expansion, cross-functional collaboration, and the development of groundbreaking client engagement solutions.

  • Global oversight on key trends, best practices, and innovation across the full spectrum of global retailers to inform our strategic recommendations.
  • Oversee a diverse team of Senior Directors, Directors, and other strategic personnel to mentor and develop high-potential leaders within the strategy team.
  • Represent Movable Ink as a thought leader in the industry through speaking engagements, publications, and participation in high-level industry forums
  • Implement and monitor key performance indicators to measure the effectiveness of strategic initiatives, adjusting strategies as necessary for maximum impact.
  • Guide the overall strategic direction of Movable Ink’s Retail & High Growth clients and prospects, focusing on global market penetration and expansion, while developing strategies to strengthen the company’s value proposition within the vertical.
  • Work closely with top executives, including the CRO, CMO and CPO, to align strategic initiatives with overall company objectives to facilitate seamless integration of strategies across different departments.

 

SENIOR DIRECTOR OF STRATEGY, RETAIL PRACTICE LEAD

The Senior Director of Strategy is a key leadership role on the Strategy team. Responsible for owning and managing the success of a global practice, including successfully forecasting growth and churn, the role focuses on broader business delivery against company OKRs and business goals.

  • Manage a team of Directors, Associate Directors, and Analysts, focused on creating and delivering on high-impact strategies for our portfolio of Retail clients.
  • Collaborate with the Chief Marketing Officer on annual engagement planning and resource allocation, including hiring and budgeting plans.
  • Build strong cross-functional relationships with key stakeholders in other departments.
  • Develop and vet new client engagement models.
  • Spearhead ad hoc key initiatives critical to the business as needed.
  • Act as team delegate for the Chief Marketing Officer on an ongoing basis.

 

DIRECTOR OF STRATEGY, RETAIL PRACTICE LEAD

The Director of Strategy is a player-coach role, and is responsible for the success and performance of their own portfolio as well as their team, thereby continuing to perform as an IC while driving business outcomes in support of larger company goals of Growth and Churn prevention.

  • Provide leadership and oversight for all retail client strategy engagements in North America and EMEA by leading the strategy team specialists to ensure specific needs for brands are being met.
  • Define and implement, in conjunction with the SVP of Strategic Accounts, the direction of the overall retail strategy practice.
  • Develop meaningful and productive senior client relationships to ensure strategic recommendations exceed expectations.
  • Own and drive complex consulting projects, taking responsibility for the ultimate success of the effort via project management of cross-functional teams.
  • Drive change in a complex, matrixed organization through effective communication of value and impact measurement.
  • Showcase industry thought leadership via podcasts, white papers, video, media Interviews, conferences, etc. +
  • Foster an environment that encourages the development of direct reports by providing aongoing feedback, coaching, and career development support.
  • Accountable for the effective coordination, management, and delivery of strategic Initiatives and consulting engagements under the retail umbrella

 

ASSOCIATE DIRECTOR OF STRATEGY - RETAIL

The Associate Director drives quantifiable, measurable and winning strategies for applications of Movable Ink software for a select list of our most strategic accounts. In short, they help solve C-level problems with Movable Ink technology within specific vertical focuses.

  • Run analysis of use cases of Movable Ink’s technology by industry and determine winning strategies and key variables.
  • Closely align themselves with the CX teams of the most strategic global accounts to understand their email and mobile programs and their goals
  • Collaborate closely with the CX and Solutions Architecture teams to devise and sell in strategies which map to client near-term revenue and performance goals.
  • Work closely with the Product, Marketing and Product Marketing Teams to contribute to product roadmap
  • Thought leadership via delivered enablement sessions, participation in partner events, authoring articles, webinars, and conference keynotes.
  • Act as a subject matter expert on all topics related to email marketing trends and best practices.

 

Eversight (acquired by Instacart) has pioneered Offer Innovation solutions since 2013, helping many of the world's leading consumer goods brands and retailers to dramatically improve promotion effectiveness and make more efficient use of trade funds. The tech-driven solutions leverage the latest in predictive analytics, data science, machine learning, and multi-tenant cloud architecture to bring digital testing capabilities to traditional retail.

MANAGER, RETAIL OPERATIONS

  • Lead highly strategic client relationships as the main day to day contact executing against project timelines and deliverables
  • Structure work for the team and lead problem solving sessions to provide clarity in dynamic and potentially ambiguous situations
  • Establish a high level of customer partnership and trust; leverage insight into customer
    processes, motivators, and cultural norms to garner excitement and adoption of Eversight’s value proposition
  • Embed promotion testing capability throughout the Retailer organization working seamlessly
    across several functions of the organization
  • Analyze the test results, synthesizing and presenting findings as compelling stories about
    shopping behavior and promotional strategy
  • Be strategic-minded while leading new product development work at the customer that Eversight can continue to leverage for broader business needs
  • Lead the design of key customer-facing software features and new product development; work closely with a high-powered engineering team to inspire and execute on business requirements
  • Identify Retailer data and insight needs; work with our Data Science team to develop new
    analytical methods
  • Identify and vet opportunities for expansion by examining Retailer business problems

 

RevTrax (acquired by Neptune Retail Solutions) is a leading provider of technology solutions to help multi-channel merchants track the effectiveness of digital media on offline transactions. The RevTrax platform offers clients an unmatched ability to securely deliver, track, and optimize promotions across email, paid search, display, rich media, mobile and other digital media.

DIRECTOR OF CUSTOMER SUCCESS

  • Work with the C-Suite to manage the evolution of the RevTrax product and help define go-to-market strategies
  • Responsible for running the department that manages all client relationships
  • Serve as the final point of escalation in addressing client concerns or issues
  • Educate the team to develop promotion plans and strategies, give effective presentations, and mine data for insights from reporting
  • Partner with Sales to secure new business, and renew existing business, by leading strategy and planning presentations
  • Engage with Marketing to create timely content that resonates with clients based what is happening in the space
  • Work directly with Tech and Product to improve the platform and create new features based on client feedback
  • Work cross-functionally to meet forecasted revenue goals across new and existing business

ASSOCIATE DIRECTOR, CUSTOMER SUCCESS

  • Direct the evolution of the RevTrax platform and front end systems to increase productivity and improve team functions
  • Define, document, and enforce process and guidelines across teams to create a nimble and effective Client Services organization
  • Ensure operational standardization and excellence across the organization to clearly define and deliver the RevTrax value proposition
  • Manage the relationship with other departments in the larger organization with the goal of establishing clear expectations and process
  • Develop the careers of a sizeable team of Associate Account Managers
  • Manage the hiring, on-boarding, and training of new Associate Account Managers in a growing department
  • Educate the team to develop promotion plans and strategies, give effective presentations, and mine data for insights from reporting
  • Serve as the point of escalation in addressing client concerns or issues
  • Conduct research and keeping up-to-date on emerging technologies and trends in digital promotions to direct client strategy
  • Manage VP level relationships across a large number of retail and CPG accounts to build solid client relationships
  • Guide clients in their efforts to improve campaigns to achieve maximum promotional effectiveness
  • Oversee the overall development, implementation, and management of client’s digital offer campaigns

SENIOR ACCOUNT MANAGER

  • Oversee a diverse portfolio of strategic clients across retail and consumer packaged goods.
  • Work alongside clients to develop ongoing digital promotion strategies for efficient ROI attribution.
  • Supervise the production and implementation of client campaigns across multiple digital channels.
  • Manage agency and vendor relationships for a cohesive approach to varying client executions.
  • Serve as a point of escalation for Account Representatives and Account Managers.
  • Responsible for the management and development of Account Representatives.
  • Assist internal teams with sales initiatives, content marketing / PR data, and product enhancements.
  • Work with VP/C-Level management to implement organizational strategies for business scaling and growth.
  • Analyze client-specific industry and vertical trends to provide up to date recommendations and strategies.
  • Derive specific learnings and recommendations on a campaign by campaign basis to gauge success and goal set for future implementations.
  • Work with large data sets to deliver insightful quarterly and yearly business reviews for strategy optimization.
  • Manage relationships with mid to senior level contacts at the client and agency level for account growth and retention.

STRATEGIC ACCOUNT MANAGER

  • Strategically develop, implement and manage digital offer campaigns for clients.
  • Set up, fully test and coordinate with clients and agencies to ensure successful launch of client promotions.
  • Manage multiple projects at a time for different clients.
  • Interface with client’s agencies and other vendors as necessary to ensure that all vendors are aligned.
  • Consult with clients regarding campaign options. Create and deliver plans, presentations and reports for clients.
  • Run QBRs and campaign analysis presentations for client’s team.
  • Work with large data sets to generate various outputs, per client needs.
  • Generate creative solutions for promotional campaigns requiring complex approaches.
  • Work with digital graphics programs, such as Adobe Photoshop, to meet client creative requirements.
  • Contact clients on a regular basis to maintain client relationship, advise of new product and service offerings, and obtain feedback on products.
  • Create client case studies.
  • Conduct research and keep up to date on emerging technologies and trends in digital promotions as well as expand understanding of email, paid search, social, display, rich media, mobile and other digital media.
  • Work with marketing and engineering teams to enhance product.
  • Develop strategies to achieve organizational goals and analyze market and competition.
  • Participate in recruiting events for new hires and trade shows and other industry events.
  • Prepare and conduct technical/product presentations and demonstrations for purposes of education and training of new hires and peers.

Experian CheetahMail pioneered email marketing and customer intelligence solutions. It enabled businesses to create and manage targeted, data-driven email campaigns aimed at enhancing customer engagement and loyalty. By leveraging its technology and services, clients could deliver personalized communications to their subscribers, thereby strengthening customer relationships and driving revenue growth.

ACCOUNT MANAGER

  • Setting up, testing, and deploying clients’ e-mail marketing campaigns using CheetahMail’s proprietary, web-based application
  • Managing marketing calendars, trafficking assets and the complete client approval process
  • Interacting with clients on a daily basis and answers questions regarding production status, project questions or application inquiries
  • Training clients on the functionality of CheetahMail’s web-based application
  • Helping clients build and improve their e-mail marketing strategies
  • Helping clients interpret the results of their email campaigns
  • Managing clients’ subscriber databases, including creating and updating their lists and segmenting data for targeted e-mail campaigns
  • Implement quality assurance processes to ensure accurate and on-time campaign delivery
  • Ownership of special projects from start to completion, with little supervision and oversight
  • Training of new account managers and mentoring of account managers in their professional development
  • Accountability for resolving client issues, proposing solutions and escalating to the appropriate person to the point of resolution
  • Identify opportunities for client growth
  • Work with clients on strategic planning initiatives, marketing program development, results analysis and campaign execution