Summary
Overview
Work History
Education
Skills
Timeline
Generic

KRISTIN FELICIANO

Hayward

Summary

Dynamic marketing leader, excelling in strategic leadership and project management. Spearheading lifecycle marketing initiatives that drive significant revenue growth and client retention. Adept at coaching high-performing teams and implementing process improvements, leveraging analytical thinking to optimize campaign performance and achieve impactful results.

Overview

14
14
years of professional experience

Work History

Associate Director, Lifecycle Marketing

Tinuiti
06.2018 - Current
  • Lead cross-functional teams and drive full-funnel lifecycle strategies across email and SMS to accelerate growth, retention, and client satisfaction.
  • Manage and mentor a high-performing team across multiple accounts, providing strategic oversight and career development.
  • Support resource planning by evaluating team capacity, margin targets, and staffing needs to optimize allocation, ensure continuity, and support business and professional growth.
  • Spearhead operational initiatives—including process improvements, training programs, and tool adoption—to improve team efficiency and reduce costs.
  • Manage the largest enterprise-level Lifecycle relationship driving retention, account expansion, and incremental revenue through strategic planning and performance analysis.
  • Own annual renewal processes for clients, including pricing, service optimization, cross-sell strategy, and SOW creation.

Email Marketing Strategist

Email Aptitude (Acquired by Tinuiti)
08.2014 - 06.2018
  • Led lifecycle marketing strategy and execution across email and SMS channels to drive revenue, engagement, and list growth for multiple clients.
  • Served as a strategic partner, delivering data-driven recommendations and managing cross-functional collaboration to ensure impactful campaign execution.
  • Developed and executed lifecycle marketing roadmaps, optimizing for performance and ROI.
  • Delivered actionable insights through regular reporting and program analysis, while proactively identifying opportunities for growth and optimization.
  • Developed customer personas to better understand target demographics, enabling more focused marketing initiatives tailored to their needs and preferences.

Marketing Specialist

Liberty Home Equity Solutions
05.2011 - 08.2014
  • Led multi-channel marketing initiatives to optimize ROI, including targeted email campaigns using Eloqua, social media engagement, and content creation (newsletters, landing pages, and multimedia collateral) for both B2B and B2C audiences.
  • Analyzed lead performance and campaign effectiveness using Salesforce and critical reporting tools to track 10,000+ monthly leads, forecast lead conversion, and report key metrics to stakeholders.
  • Managed marketing operations and vendor relationships, overseeing a $1MM budget, negotiating contracts, integrating CRM systems, and driving lead sales programs to support business growth.

Education

Bachelor of Science - Marketing

California State University, Stanislaus
Turlock, CA
06-2010

Skills

  • Project Management
  • Strategic Leadership
  • Analytical Thinking
  • Process Improvement and Implementation
  • Operational Efficiency
  • Strategic Planning & Execution
  • Cross-Functional Collaboration
  • CRM Proficient

Timeline

Associate Director, Lifecycle Marketing

Tinuiti
06.2018 - Current

Email Marketing Strategist

Email Aptitude (Acquired by Tinuiti)
08.2014 - 06.2018

Marketing Specialist

Liberty Home Equity Solutions
05.2011 - 08.2014

Bachelor of Science - Marketing

California State University, Stanislaus

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KRISTIN FELICIANO