NAME
Meredith Darling

DESCRIPTION
Senior Global CRM Manager

EXPERIENCE
11 years in marketing
8 years in email marketing

CONTACT
LinkedIn
meredith.darling@gmail.com

Hello there.

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Meredith Darling

El Pasoan turned Austinite just trying to make my impression on the marketing industry. I’m at my happiest when work is challenging, productive, and rewarding.

Focus

Lifecycle

I specialize in building wholistic, complex CRM lifecycle programs (email, push, and SMS) personal to the customer’s actions and/or profile.

Transactional

Experienced in working with product and marketing teams to ensure a consistent brand experience across all customer communications.

Testing + Optimization

A strong program is always improving through A/B, RTO, and multivariate testing. What are we trying to improve? Why? How does it benefit the customer?

Omnichannel

The best programs aren’t built in silos, but as one seamless, customer-centric experience with transparency and collaboration across all teams.

Experience

Senior CRM Manager

Goorin Bros.  |  March 2021 - Present

CRM Manager, Transactional Communications

Vrbo, part of Expedia Group  |  December 2020 - April 2021
  • Created Vrbo’s first CRM Governance, a framework that informs how the decision is made to send (or not send) a traveler communication.
  • All new communications are vetted by me against governance, ensuring coordination and transparency across all teams and, most importantly, value to the traveler.
  • At departure, was auditing every phase of the customer journey: email, push, SMS (all transactional and promotional) as well as site, working closely with product marketing, product, CRM, and martech to prioritize and implement changes.

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.