Meredith Darling

Meredith Darling headshot

 

I have a passion for guiding the strategic direction to unlock customer-centric strategies and streamline the customer journey across email, SMS, push, and on-app/site. I have earned recognition for driving transformational change and measurable ROI by integrating analytics, processes, technologies, and campaigns.

What I Do

Lifecycle Programs

I specialize in building wholistic, complex CRM lifecycle programs for email, push, in-app messaging, and SMS that are personal to the user's behavioral and psychographic data.

LTV + Retention

Being customer obsessed, I am constantly evaluating and mapping the customer experience. My passion for building brand loyalty begins with a deep understanding of WHY.

Data

DATA! This is where the magic begins. I am a data nerd and love to jump in to complicated data sets to find those unique insights that lead to major program growth.

Optimization + Testing

A strong program requires constant improvement through A/B, RTO, and multivariate testing. I approach testing with a goal in mind followed by a deep dive into available data and feedback. Once a hypothesis is formed, I identify objectives, risks, affected teams, and milestones.

Omnichannel Focused

The best programs aren't built in silos, I am an advocate for cross-team collaboration, transparency, and alignment.

Transactional Communication

Consistency is key in building trust. Transactional messaging is not to be overlooked in a marketing program. I'm dedicated to identifying and harmonizing all touchpoints, no matter how seemingly small they may seem.

Recommendations

Resume

14+ years of experience

Technology

  • Salesforce Marketing Cloud, Braze, Klaviyo, Eloqua, Pardot, Mailchimp/Mandrill, Attentive
  • HTML, CSS, SQL, AMPscript
  • CAN-SPAM, CASL, GDPR
  • Litmus, Tableau, Google Analytics, Firebase, Mode
  • Shopify Plus, Tapcart, Appsflyer Stamped.io, Zendesk, Nosto, Fresh Relevance, WordPress, TryNow
  • Adobe Suite (Photoshop, Dreamweaver, Illustrator, InDesign), Figma
  • Advanced Excel and Microsoft Office
  • Movable Ink, Persado
  • Social Snowball, Grin, Refersion, Upfluence

 

Certifications

  • Braze Certified Marketer (2024)
  • Klaviyo Deliverability Certificate (2023)
  • Klaviyo Developer Certificate (2023)
  • Klaviyo Product Certificate (2023)
  • Klaviyo SMS Strategy Certificate (2023)
  • Iterable Foundations Certificate (2023)
  • Google Analytics 4 Certificate (2023)
  • Google Ads - Measurement Certificate (2023)
  • Google Ads - Apps Certificate (2023)
  • Google Mobile Experience Certificate (2023)
  • Google AI-Powered Performance Ads Certificate (2023)
  • Mailchimp Foundations Certificate (2023)
  • Mailchimp Email Marketing Certificate (2023)
  • Mailchimp Email Automations Certificate (2023)
  • Dale Carnegie Course (2010)

Experience

2023 - present
Nuuly (part of URBN)

Associate Director, CRM

Responsible for driving efficient and effective customer acquisition, retention, and reactivation through the strategic management of email, SMS, push, app/site messaging, promo/rewards and product marketing programs.

2023 - present
Misc.

Freelance

I am currently offering CRM services via freelance. Current work includes CRM services for:

2021 - 2023
Goorin Bros.

Head of CRM

Created the CRM strategy to drive acquisition, customer lifetime value, and retention. Increased CRM channel revenue 196% in ’21 and 10% in ’22. Passionate about creating roadmaps of customer journey experiences across key moments in the customer lifecycle spanning email, SMS, push marketing. Managed projects, including automations, insight analysis, intelligent mining, and testing to optimize performance, personalization, and engagement. Continually analyzed CRM funnel KPI’s to identify opportunities to optimize pre and post click experiences.

  • Oversaw a CRM team, leveraging customer segments and analytics to personalize communications. Increased repeats 48% YoY.
  • Directed digital merchandising, website management, traffic, and ecommerce sales working closely with Supply Chain team to allocate inventory across stores, website, and app. Migrated POS system to Shopify with no site disruption.
  • Drove channel growth by spearheading a large project, owning testing, integrations, and communication to launch the company’s first app, focused on exclusive drops and easy ordering. Captured 75% of new release sales within first 2 weeks.
  • Designed and implemented a CRM program (SMS) which quickly became the largest online revenue producer (31%).
  • Reduced opt-out rate by 59% through dynamic, personalized content development and communication.
  • Increased net AOV by 58.4% for first-time customers by launching an innovative Try Before You Buy Program.
2020 - 2021
Expedia Group

CRM Manager, Transactional Communications

Built overall strategy to enhance communication and streamline the customer journey. Worked cross-functionally to design and deliver CRM initiatives critical to business growth and customer adoption and retention. Built segments, KPIs and analysis to identify unique opportunities and remove friction across the customer journey.

  • Created Vrbo’s first CRM Governance program leveraging analytics and insights to enhance communication.
  • Analyzed the customer journey (email, push, SMS, site) and worked with cross-functional teams (product marketing, product, CRM, MarTech) to prioritize and implement improvements.
2019 - 2020
Expedia Group

Senior Global Email Marketing

Managed marketing communication strategies within the CRM email channel to drive acquisition and retention while increasing new listings and product conversion. Leveraged analytics and reporting to optimize email performance, drive segmentation, and identify and launch new opportunities in the partner program.

  • Increased new listing conversion by 149%+ ($2M+ in revenue) by leading an email marketing acquisition test.
  • Designed and analyzed a hidden listing reactivation cycle to increase re-listing conversion and deliver personalized partner experience, driving a predicted $1.7M in incremental value.
  • Applied strategies and testing across 15+ markets across the globe.
2018 - 2019
KEY

Head of Marketing

Created data-driven digital marketing campaigns, including email, content creation, website and landing pages, branding, and customer experience. Collaborated with Product team to create new IP, leveraging data, insights, UX design, and messaging to streamline the customer journey. Reported actionable insights to executives and investors.

  • Increased landing page conversion 26% by redesigning the email marketing CRM journey and segmentation strategy.
  • Created numerous email lifecycles to acquire new leads and maximize value within current accounts.
  • Migrated email service provider from Pardot to Salesforce Marketing Cloud, enabling the design of dynamic content to streamline each phase of the customer journey.
2015 - 2018
Drumroll

Senior Account Executive

Managed, strategized, and analyzed email campaigns for global Microsoft Stores and Windows Store CRM promotional efforts, automations, triggers, and custom landing pages. Developed promotional email strategy, revenue forecasting, and editorial plans, layering in target audience strategy with testing objectives and KPI optimization. Created segmentation and list strategy plans based on engagement and purchasing behavior. Oversaw a team of 2 Account Executives.

  • Drove segmentation within the Microsoft Store to target different areas of the shopping funnel; analyzed 120 insightful data points (email opens and clicks, purchases, categories, time, location, channel, etc.) to uncover new opportunities.
  • Delivered the best-performing post-purchase CRM series for the Microsoft Store with a 130% increase in OR and 254% increase in CTR by working collaboratively to create custom video and email content.
  • Boosted customer engagement and brand loyalty by redesigning several CRM email initiatives, including welcome path, we miss you, cart abandon, browse abandon, and post-purchase lifecycle, including automation logic.
2013 - 2015
MOSAK Advertising + Insights

Interactive Manager

Directed business strategy for web, email, SEM, and more, leading a team of 4 (developers, content strategist, digital advertising specialist) to maximize customer acquisition, ROI, and revenue growth. Coded, tested, and deployed email campaigns using responsive design. Created interactive web content to enhance the strategic marketing plan.

  • Advanced new website and development projects by developing interactive site architecture and programming code.
  • Increased revenue by managing go-to-market strategies and launch plans for Facebook Ads and Google AdWords.
2011 - 2013
Social Media Delivered

Social Media Manager

Developed, analyzed, and continually improved social media strategies to drive acquisition and growth.

  • Served as trusted advisor and consultant delivering social media strategies to a portfolio of B2C and B2B clients.
  • Improved company policies and procedures by leading a process improvement project.

Portfolio

Abandon Lifecycle Refresh

Abandon Lifecycle Refresh

Freelance
SMS Optimization

SMS Optimization

Goorin Bros.
Segmentation

Segmentation

Goorin Bros.
Post-purchase Refresh

Post-purchase Refresh

Goorin Bros.
Retention + LTV

Retention + LTV

Goorin Bros.
Welcome Mapping

Welcome Mapping

Goorin Bros.
Try Before You Buy

Try Before You Buy

Goorin Bros.
Goorin Drops App

Goorin Drops App

Goorin Bros.
SMS Launch

SMS Launch

Goorin Bros.
Dynamic Content and Personalization

Dynamic Content and Personalization

Goorin Bros.
Email Template Updates

Email Template Updates

Goorin Bros.
Virtual Styling Program

Virtual Styling Program

Goorin Bros.
SMS Testing

SMS Testing

Goorin Bros.
Email Design

Email Design

Goorin Bros.
Reporting

Reporting

Goorin Bros.
Welcome

Welcome

Expedia
Reactivation

Reactivation

Expedia
Reminders

Reminders

KEY
Lifecycles

Lifecycles

KEY
Inspiration Marketing

Inspiration Marketing

KEY
Email Design

Email Design

KEY
Surface Studio Launch

Surface Studio Launch

Microsoft Store
Email Template Refresh

Email Template Refresh

Freelance
Suface for Students

Suface for Students

Microsoft Store
Subscription Pop-up

Subscription Pop-up

Freelance
Testing + Timing

Testing + Timing

Microsoft Store
Newsletter template

Newsletter template

Freelance
International Toolkit

International Toolkit

Microsoft Store
Clusters

Clusters

Microsoft Store
Ad Hoc Email Management

Ad Hoc Email Management

Microsoft Store
Windows Store

Windows Store

Microsoft Store

Contact

Philadelphia, PA

Freelance Available