NAME
Meredith Darling

ROLE
Email Marketing Manager

EXPERIENCE
11 years in marketing
6 years in email marketing

EMAIL
meredith.darling@gmail.com

PHONE
214.300.1584

LINKEDIN

Hello there.

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 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

Senior Global Email Marketing Specialist

Vrbo, part of Expedia Group  |  September 2019 - Present
  • Representing the email channel with key stakeholders within the Partner Marketing team, I provide strategic insight to the global partner communication program.
  • My focus is on supply acquisition and retention, building complex lifecycle campaigns to increase new listings and product (dashboard tools, etc.) conversion.
  • Current projects: revising email cycles to align to family-first brand strategy, supporting global re-brand to Vrbo, updating program goals based on unique partner conversion.

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 performance data resulting in an 26% increase in landing page conversion.
  • Worked closely with the product team in creation of IP, focusing on the customer journey, UX design, messaging, and brand consistency.
  • Left the team with a second updated the email strategy again to align to ever-changing product improvements and new lines of business, with the specific goal of driving landing page engagement.
  • Migrated the email system from Pardot to Marketing Cloud.
  • Constantly monitored analytics to identify trends and updated journey accordingly to meet company engagement goals. Reported on results weekly to executives and quarterly to investors.
  • Wrote company brand statements (mission and positioning statements).

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.
  • Developed promotional email strategy, revenue forecasting, and editorial plans quarterly, layering in target audience strategy with testing objectives and KPI optimization.
  • Created segmentation and list strategy (including list integrity and health) plans based on engagement and purchase behavior.
  • Reported on front and back end performance metrics, analyzing against KPIs, and implemented lift strategies with constant testing (RTO, multivariate, and A/B).
  • Directly managed and was responsible for the growth and mentorship of two Account Executives.
  • Developed a tool of customizable email templates within ExactTarget, allowing international markets to support promotions in a timely, branded fashion.
  • Oversaw all US and international deliverables to ensure brand cohesiveness on a global level, including templates and HTML best practices.
  • Collaborated closely with the client, data managers, project managers, designers, and software engineers.

Interactive Manager

MOSAK  |  December 2013 - April 2015
  • Led the entire Interactive Department including social media, email, text, SEM, and web development.
  • Managed a team of four including two developers, a content strategist, and a digital advertising specialist.
  • Developed interactive site architecture for web projects.
  • Coded, tested, and deployed emails using responsive design.
  • Coordinated with stakeholders to ensure web, email, and social content worked together to drive the overall strategic marketing plan.

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
  • 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.