Bachelor of Science - BS, Advertising, School of Journalism @
University of Colorado Boulder
Strategic marketing leader with drive for results, vision for tackling complex business problems, and success capitalizing on emerging opportunities. Experience managing teams at both early stage start ups with scrappy resources as well as top global brands with multi-million dollar budgets and high-pressure sales targets. Passionate about data-driven integrated marketing programs anchored in an empathy for the
Strategic marketing leader with drive for results, vision for tackling complex business problems, and success capitalizing on emerging opportunities. Experience managing teams at both early stage start ups with scrappy resources as well as top global brands with multi-million dollar budgets and high-pressure sales targets. Passionate about data-driven integrated marketing programs anchored in an empathy for the customer and brand promise.
- Customer acquisition (integrated digital & offline campaigns, promotions, lead scoring & segmentation)
- Customer retention and loyalty (lifecycle strategy, CRM systems, email nurturing, data modeling)
- Product marketing (value prop/positioning, market research, segmentation, go-to-market strategy)
- Brand development (naming, positioning, messaging, research)
Sr. Director, CRM - Banana Republic @ Drive customer loyalty and affinity for the brand through a portfolio of products and offerings including the Banana Republic credit card program and gift card. Accountable for developing and driving these programs for the Banana Republic Brand across all channels including Specialty stores, Outlet, and Online. From August 2015 to Present (4 months) VP Marketing @ Built out marketing team and infrastructure for early stage start-up within Fortune 1000 company tasked with developing a revolutionary online marketplace that facilitates the connection between learners, employers and educators.
Responsible for strategy development and aggressive KPIs across all layers of the customer lifecycle funnel: awareness, acquisition, conversion, and retention. From May 2012 to June 2015 (3 years 2 months) Senior Director, Lifecycle Strategy @ Mapped out the lead and student lifecycles across Apollo-owned universities and identified opportunities to increase lead conversion and student retention.
Analyzed massive amounts of data across 100+ sources to present a clear picture of lead conversion trends and student retention curves. Proposed and implemented 40+ programs with strong ROIs. From May 2011 to May 2012 (1 year 1 month) Marketing Consultant, Clean Tech Partner Program @ Drove research & community strategy for Autodesk's Clean Tech Partner Program. From May 2010 to May 2011 (1 year 1 month) Marketing Consultant, Consumer Demand Generation @ Responsible for all online revenue for Adobe’s consumer photo and video editing products.
Developed and implemented global strategic quarterly and annual demand generation plans covering email, DM, SEM, partner, in-product, and affiliate marketing.
Drove promotions and price discounts across all consumer products including forecasting, break-even analysis, and coordination with retail partners. From 2007 to May 2011 (4 years) Director of Marketing, Demand Generation @ Provided strategic direction and guidance to a team of senior marketing professionals responsible for driving all demand generation activities and resulting direct revenue across all product lines for Macromedia.
Personally accountable for all revenue through online and call center channels; Consistently met or exceeded goals, both revenue and cost per lead.
Responsible for all offers and promotions (price discount, product bundles, sweepstakes/giveaways) across online store and call center. Initiated and led a Global Promotions Committee to ensure clear
communication and consistency across regions.
Led a cross-functional corporate taskforce dedicated to increasing conversion rate of customers
downloading trial versions of Macromedia products resulting in a 10% conversion increase. From 2003 to 2006 (3 years) Director of Marketing, Wireless Services @ Provided strategic direction to a marketing team responsible for all customer acquisition, retention, product marketing, product launch and software upgrade efforts for EarthLink's wireless email and Internet service for PDAs, laptops and smartphones.
Developed and launched integrated direct marketing campaigns; Exceeded subscriber goals by over 20% for each campaign.
Instituted a comprehensive CRM system resulting in lowering the average CPA by 90% and decreasing churn by over 25%.
Responsible for all product marketing and launch activities including customer beta, forecasting, profitability analysis, pricing, and acquisition strategy. Launched three releases on schedule and under budget. From 2001 to 2003 (2 years) Director of Marketing, Subscriber Acquisition @ [email protected], backed by Kleiner Perkins, was the world’s leading provider of broadband Internet access.
Responsible for all subscriber acquisition efforts for @Home’s high-speed cable Internet service.
Provided strategic guidance and direction to a team of eight managing acquisition programs via retail, online and offline channels; Responsible for a $15M annual budget and all expense, revenue and subscriber projections and forecasting.
Led the development and execution of aggressive direct marketing campaigns including direct mail, email, online, print, radio, and in-store tactics. Exceeded 1999 subscriber goal by 53%; Exceeded 2000 goal by 35%.
Partnered tightly with cable providers to launch a proprietary e-commerce platform enabling end-to-end customer sign-up and fulfillment. Efforts resulted in a reduction in average cost per acquisition by 75%. From 1999 to 2001 (2 years) Product Marketing Manager, Online Channels @ Identified and proposed income-generating opportunities to deliver existing products and new fee-based transactional services on bankofamerica.com.
Built out web presence and first-ever online applications for Bank of America credit cards, liability (checking & savings) account, and student loans. From 1997 to 1999 (2 years) Product Marketing Manager, Online Banking @ Selected as one of 40 from a global pool of over 2000 applicants for Citi's 2-year post-MBA training program.
Developed global strategy, branding, functional requirements, product features, package design and customer marketing and migration plans for Citibank’s proprietary online banking software; Managed development of a 700 page interactive marketing site within online banking application.
Recommended & initiated business-wide re-pricing of liability products, generating $107M in balance growth. From 1995 to 1997 (2 years)
MBA, Marketing/Latin America @ Thunderbird School of Global ManagementBS - Journalism, Advertising @ University of Colorado Boulder Stephanie Nelson is skilled in: Product Marketing, Strategy, Integrated Marketing, Marketing, Demand Generation, Multi-channel Marketing, Marketing Strategy, Creative Direction, Lead Generation, Strategic Partnerships, Product Launch, Digital Marketing, Segmentation, Start-ups, Web Analytics
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