NAME

Meredith Darling


DESCRIPTION
Senior CRM Manager


EXPERIENCE
11 years in marketing
8 years in email marketing


CONTACT
LinkedIn
meredith.darling@gmail.com

Hello there.

vrbo-tiffanytsaiphotography-03825_round

Meredith Darling

El Pasoan turned Austinite just trying to make my impression on the marketing industry. My career has taken a few twists and turns. Above all I’m at my happiest when work is challenging, productive, and rewarding.

Focus

Lifecycle

I specialize in building complex CRM lifecycle programs with multiple decision splits and paths customized to the customer’s actions and/or profile.

Transactional

From email receipts to profile notifications to legal notices, I’ve done them all and take pride in ensuring a consistent brand experience.

Testing + Optimization

I never test just to test. First the question that must be answered is What are we trying to improve and why? I love building out testing plans and am experienced in RTO and multivariate testing.

Omnichannel

The best programs aren’t built in silos, but as one seamless customer experience. Working together with different departments with a single north star is the key to accomplishing this.

Experience

CRM Manager, Transactional Communications

Vrbo, part of Expedia Group  |  December 2020 - Present
  • Responsible for building data driven business cases to drive product alignment and prioritization of transactional emails, SMS, and push.
  • Working to develop clear operating models for the program, define process for new programs, and identify gaps.

Senior Global Email Marketing Specialist

Vrbo, part of Expedia Group  |  September 2019 - December 2020
  • I represented the CRM email channel within the global partner marketing program. My focus was on overall adhoc marketing communication strategy, plus lifecycle supply acquisition and retention. My duty was to build complex lifecycle campaigns to increase new listings and product conversion.
  • Revised reporting approach to focus on unique conversions vs. total lifecycle conversion.
  • Performed numerous A/B tests, with one winner resulting in $1.1M in estimated revenue (adjusted for MC).
  • Revamped the email team process, creating efficiencies with templates, versioning, and stakeholder management.
  • Supported Vrbo’s global rebrand with communications and template updates.
  • Assisted in ESP migration from Eloqua to Marketo.
  • Other duties included reporting weekly on email performance against OKRs, prioritizing/managing marketing requests, working with product and tech teams to drive segmentation, and identifying/launching new opportunities in the partner program.

Senior Marketing Manager

KEY  |  May 2018 - September 2019
  • Was solely responsible for all aspects of marketing, from email development and strategy, content creation, website and landing pages, brand, and customer experience.
  • Redesigned the email marketing CRM journeys and segmentation strategy based on customer data, behavior, and engagement, resulting in an 26% increase in landing page conversion.
  • Migrated the email system from Pardot to Marketing Cloud.

Senior Account Executive

Drumroll  |  May 2015 - April 2018
  • Managed, strategized, and analyzed email for global Microsoft Store and Windows Store CRM promotional efforts, automations, triggers, and custom landing pages.
  • Redesigned a variety of CRM email initiatives to spike customer engagement and brand loyalty such as welcome path, we miss you, cart abandon, browse abandon, and post-purchase lifecycle, including automation logic.
  • Created segmentation and list strategy (including list integrity and health) plans based on engagement and purchase behavior.
  • Directly managed two Account Executives.
  • Developed a tool of email templates in ExactTarget, allowing international markets to self-support.
  • Oversaw all US and international deliverables to ensure brand cohesiveness on a global level, including templates and HTML best practices.

Interactive Manager

MOSAK  |  December 2013 - April 2015
  • Ran the Interactive Department (web, email, SEM, etc.).
  • Managed a team of four including two developers, a content strategist, and a digital advertising specialist.
  • Migrated ESP to BlueHornet.
  • Coded, tested, and deployed emails using responsive design.
  • Managed a team of four including two developers, a content strategist, and a digital advertising specialist.
  • Created strategy and launch plans for a variety of online advertising formats like Facebook Ads and Google AdWords.

Social Media Support Specialist

Harte-Hanks  |  April 2013 - November 2013
  • Used social media to monitor and engage with customers about the Samsung Mobile and MLB.TV brands.

Social Media Manager

Social Media Delivered  |  July 2011 - January 2013
  • Interacted, monitored, and measured analytics for clients’ social accounts and provided regular status updates.
  • Trained and consulted on LinkedIn, Facebook, and Twitter strategies for B2B and B2C companies.

Dallas Regional Manager

Brushfire, Inc.  |  February 2010 - October 2011
  • Government contract analysis and lead research.

Skills + Tools

  • ESPs: SalesForce Marketing Cloud, Pardot, Eloqua, MailChimp/Mandrill, learning Marketo.
  • Third-party Tools: MovableInk, Persado, Email on Acid, Litmus.
  • Knowledge: CAN-SPAM, GDPR, CASL, HTML, CSS, copywriting, graphic design. Familiar with SQL, AMPscript.
  • Analytics: Tableau, Mode, Google Analytics, pivot tables.
  • Misc.: Adobe Creative Suite, Microsoft Office.