Roxanne Fernandez
Paso Robles
Summary
Driven marketer with over 15+ years of experience with a solid strategic and tactical email marketing background able to successfully drive engagement and lead gen campaigns. Effective in operation efficiencies, optimizing conversion flows and in-depth reporting via Marketo and Salesforce. Organized and dependable candidate successful at managing multiple priorities with a positive can do attitude. Willingness to take on added responsibilities to meet team goals.
Overview
20
20
years of professional experience
1
1
Certification
Work History
Email Marketing Manager
Fivetran Inc.
04.2023 - 09.2023
- Strategized with team to create a comprehensive Email Marketing Strategy executing on best practices and optimization of processes for various campaigns such as webinar, themed and welcome series
- Strategized, implemented and maintained a prospect nurture program for stages: TOFU, MOFU and BOFU reaching initial goal for achieving open rates of 18-25% within B2B industry standards
- Conducted an Email Audit Recommendations report to bring into alignment best practices for all of email infrastructure and targeted segmentation suggestions to utilize database effectively
- Created email and deployment strategy for new focus themed campaigns collaborating with various teams such as product, branding, content, and integration
- Routinely evaluated key email KPIs to assess what is currently working to determine next steps for improvement and defining goals
- Collaborated with MOps making suggestions on ways to optimize current email templates, webinar programs, and forms to increase conversions in Marketo
- Mentored marketing team members on best practices in creation of emails, optimization of subject lines and CTA placement/names
- Analyzed and reported to team members MQLs to validate and demonstrate performance results of certain email campaigns
- Coordinated with brand and media teams for optimized design elements and relevant content for each targeted audience
- Executed and optimized A/B testing process allowing view of winning variants from subject lines, preview text, CTA names and best send days
- Implemented a welcome email process to accommodate various entry points into CRM
- Managed daily various Marketo requests via project management tool to build, QA, test and deploy campaigns for marketing in particular webinar and events
Email Marketing Manager
Emtrain
03.2021 - 03.2023
- Main lead for marketing automation system Marketo - maintained overall functionality of system integrations and syncs with SFDC
- Strategized and implemented current nurture prospect program with new series of emails, testing, reporting on performance and optimization of audiences
- Strategized and leverage filters, segments, build automated campaigns, inbound programs, outbound programs, campaign flows and smart lists, new form creation, landing pages, webinar programs
- Assist with copywriting for email communications
- Manage all operational programs ensuring optimization of captured lead data and opt in features are properly functioning
- Managed all web captured form fills processing to ensure properly functioning within Marketo and Salesforce as well as syncing every 5 minutes
- Optimize user experience concerning forms on websites via implementation of best practices and/or new processes proven to be effective
- Manage creation of all Salesforce campaigns, building essential reports for post events attendance, webinar registrations for leadership and sales teams to conduct their reach out efforts
- Created new lead and contact fields within Salesforce to optimize newly implemented processes such as UTMs, web source fields, etc.
- Executed data management projects: 3rd party list uploads, client Admin lists processing, deduping records, maintain and create new operational programs to maintain data integrity, build target smart lists, provide database reporting, resolve data discrepancies
- Strategize with internal teams communication themes, targeted messaging to prospects, new promotional campaigns
- Conducted A/B testing to subject lines, deployment times, and CTA naming and placement
- Managed creation of all email communications such as weekly newsletter, monthly promos, product releases, webinar invites, special events, client communications, LinkedIn Live invites, new content resources
- Collaborated with digital marketing, graphic design, web developer, sales team regarding following: new graphics, new automated programs, new form, Google Analytics, sales alerts, lead processes, new UTM, revising fields on form, etc.
- Integrating various systems with Marketo
- Manage QA process for marketing emails sending email tests, provide details of email program for their review and approval
- Managed all assigned projects via Asana project managed tool
- Continually maintained and improved company's reputation and positive image in markets served
- Grew leads in CRM 25-30% quarterly
- Implemented Double Opt In process on test form and eliminated bogus leads, data quality increased by 100%
- Implemented reCAPTCHA feature to certain designated forms to manage bot issues with success rate of 75%
- Optimized user experience via implementation of shorter forms and increased form fills for email only field vs. full form by approx. 50%
- Initiated new Salesforce report process and delivered critical post event data reducing time from 1-2 days to 1-2 hours
- Identified misaligned sync between Marketo and SFDC that optimized flow action of new leads
Campaign Specialist II
DemandGen
01.2018 - 03.2021
- Project managed several SMB and Fortune 500 clients
- Managed operational tasks, created automated programs, integrated programs, built and updated automated flows
- Created email programs and flows via Marketo for weekly newsletters, promotional, customer facing, new product releases, etc
- Support clients with migrating to new marketing automated systems
- Support clients with acquisition of company and assisted with transitioning newly acquired marketing team members by training on new processes and introducing branding guidelines
- Created targeted segments in Marketo for dynamic content
- Performed various A/B testing: subject lines, body copy, images, etc
- Utilized various project manage tools: Smartsheet, Workfront, Asana, Google Sheets
- Attended weekly meetings with each client to discuss status on current projects, new projects, resolve any issues and answer any concerns from client
- Created and presented marketing reports to internal teams covering email performances and strategy
- Created weekly reports showcasing email performances
- Created in-depth training documents (job aids) with screen images to demonstrate how-to approach to complete various tasks for various clients
- Cross trained team to carry out and perform all functions of client’s project when extra assistance is needed and/or out of office
Marketing Specialist
Epicor Software Corporation
11.2013 - 08.2017
- Layout email content and assets in Marketo default program to include initial, non-responder emails targeting customers in each of five software platforms conveying new releases, software updates and important announcements
- Set up quarterly newsletters for customers in Marketo working with copywriters on content and conducting reviews and approvals from platform managers prior to deployment
- Execute testing email rendering properly in several different email service providers and resolving discrepancies
- Ensure CAN Spam Regulations are enforced
- Maintain email best practices
- Track email delivery performance exporting reports via Marketo and Salesforce sending to business development teams and marketing managers for review
- Set up and deploy all tradeshow email communications via Marketo working with copywriters finalizing content and call to action items
- Conducted tests and made recommendations for improvements regarding email templates and campaign performance
- Managed budget for vendors, direct mail pieces, tradeshow giveaways, etc.
- Increased sales by 10% via promo campaigns
Online Marketing Specialist
California Healthcare Foundation
03.2010 - 07.2012
- Collected and analyzed data to improve strategies
- Developed and implemented techniques for increasing page visits and likes
- Created email communications to subscriber database for promoting new initiatives and grants
- Collaborated with healthcare content writers regarding new communication topics
- Managed paid search campaigns using Google
- Managed over 80K subscriber database and handled all incoming requests (20 request weekly) regarding login issues, policies, and discrepancies with collected information
- Created new work flows within CRM system
- Coordinated content management within Sitecore
- Managed data hygiene projects
- Created reports to demonstrate database efficiencies and email metric takeaways
- Collaborated with vendors, IT, web producer on all CRM projects making system enhancements
- Ensured best practices executed
- Created and provided support for main online surveys
- Assisted developing user engagement for CRM
Channel Marketing Specialist
PGP Corporation
09.2007 - 07.2009
- Oversaw regional marketing program execution to drive awareness, generate demand and increase conversion.
- Contributed to innovative concepts to maximize business marketing opportunities and convert prospects to customers YoY by 15%
- Coordinated channel events and built marketing strategies to support corporate targets.
- Collaborated with marketing and sales managers on go-to-market strategy.
- Managed Salesforce: generated lists for email campaigns, updated key contact records, resolved contact duplicates, resolved record discrepancies, performed basic admin SFDC duties: add new users, created user profiles, granted user permissions, created reports, managed PIF payments, create new campaigns, created campaign reports for sales to include opportunities with won/loss info and revenue info
- Assisted other departments with coordinating data list strategy for email campaigns
- Proofread marketing collateral and email communications and assisted in preparation prior to completion
- Collaborated with other departments such as sales, product marketing, IT, Marcom ensuring email content and targeted CRM segments were finalized as well as confirming launch date and time
- Created and managed virtual tradeshows – designed virtual booth, coordinated booth-duty assignments, arranged giveaways, greeted booth attendees, monitored progress day of show, reported on leads and followed up with sales team regarding new leads
- Managed budget for tradeshow via tracking system all purchase orders and resolving discrepancies with finance department
- Assisted field sale reps with events: ordering collateral, giveaways, booth signage and banners
Marketing Data Steward
Cooley Godward Kronish LLP
01.2004 - 08.2007
- Main lead for InterAction CRM System performing following duties: updated key clients records via Blue Hornet reports, performed updates for Alumni, tracked and researched inaccuracies, created searches for marketing list events, generated status reports, sent out monthly new invites to new contacts, opted-out appropriate contacts, executed mandated procedures, documented procedures and created new processes ensuring CRM database integrity
- Managed Data Inbox requests (25+ daily) from internal teams resolving discrepancies and any duplicates prior to approving data import steps into InterAction
- Managed process of resolving client company information discrepancies with resources such as Hoovers
- Trained staff on systems to maintain efficiencies as well as data integrity with collection and input of newly acquired contacts
Education
Bachelor of Science - Advertising
San Jose State University
San Jose, CA08.2003
Skills
- Marketing Automation Tools: Marketo (MCE), Silverpop, Salesforce Marketing Cloud, HubSpot, Sitecore
- Email/landing page creation platform: Knak
- CRM: Salesforce, InterAction
- Design & Coding: Basic HTML, Illustrator, Photoshop, InDesign, Dreamweaver, WYSIWYG, CSS
- Project Management: Workfront, Asana, Smartsheets, Height
- Other Tools: Tableau, Looker, Google Sheets, Figma, Hopin, Drift, Sketch, Slack, Bluehornet, Sigma Computing
Certification
Marketo Certfied Expert
Timeline
Email Marketing Manager
Fivetran Inc.
04.2023 - 09.2023
Email Marketing Manager
Emtrain
03.2021 - 03.2023
Campaign Specialist II
DemandGen
01.2018 - 03.2021
Marketing Specialist
Epicor Software Corporation
11.2013 - 08.2017
Online Marketing Specialist
California Healthcare Foundation
03.2010 - 07.2012
Channel Marketing Specialist
PGP Corporation
09.2007 - 07.2009
Marketing Data Steward
Cooley Godward Kronish LLP
01.2004 - 08.2007
Bachelor of Science - Advertising
San Jose State University
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