Samantha Tan
San Francisco
Summary
Dynamic marketing professional with extensive experience at Gap Inc. and Walmart Data Ventures, specializing in brand strategy and campaign analytics. Proven track record of driving significant revenue growth through data-driven decision making and effective project management. Experienced at optimizing customer segmentation and executing successful Go-to-Market strategies.
Overview
11
11
years of professional experience
Work History
Marketing Manager, Product and Operations
Walmart Data Ventures
San Bruno
01.2024 - Current
- Managed marketing materials for international markets, creating GTM plans, aligned with cross-functional teams to ensure seamless product launches.
- Responsible for owning and executing the Walmart Data Ventures rebrand, which consisted of over 500 global marketing materials across websites, case studies, videos, and pitch decks.
- Collaborated with the Product, Creative, and Account Management teams to ensure GTM plans align with business expectations and product launches.
- Created marketing processes from the ground up, ensuring timelines, GTM strategies, and international teams are equipped and ready for all launches and enhancements.
- Communicate, own and track website metrics for new markets, analyzing engagement and identifying improvement opportunities.
- Ensured effective communication of marketing collateral across leadership and cross-functional teams.
Lifecycle Marketing Manager
Upstart
San Mateo
01.2021 - Current
- Manage acquisition to retention campaigns, using data analytics to understand customer lifecycle trends and identify opportunities within the user journey
- Identified key customer touch points opportunities within the lifecycle journey and developed campaign strategies from ideation to execution, driving monthly growth resulting in over 40% revenue increase YoY
- Created strategic roadmaps, refined and improved over 60+ email campaigns while also driving 3x the revenue YoY
- Created processes to better streamline communication and projects across all crossfunctional teams (Creative, Product, Machine Learning, web developers, etc…)
- Weekly reporting to drive analytics-based next steps and long term strategy to better influence forecasting and campaign iterations, as well as long term goals
- Build emails within Salesforce Marketing Cloud and work alongside web developers to ensure flawless execution of campaigns
Marketing Manager, Loyalty & Payments
Gap Inc.
San Francisco
04.2019 - 08.2020
- Managed all lifecycle campaigns across email, digital and direct mail through segmentation strategy to drive customer engagement, conversion and retention
- Managed all lifecycle direct mail, digital and email campaigns from strategy to creative development and owned implementation of marketing programs across all Gap Inc. brands
- Increased outside-of-brand spend consistently month over month by building monthly and quarterly strategies, repositioning value propositions by optimizing card holder segmentation strategies with YTD card spend increase by 5%
Marketing Manager, Digital Brand Management
Gap Inc.
San Francisco
02.2018 - 03.2019
- Created site and email marketing content that aligned with Gap brand's commercial plans, using data analytics to execute the most effective marketing message through brand storytelling
- Built strategic messaging and content plans across key customer segments and data analysis, while balancing brand and business needs, utilizing digital tools to drive personalized content
- Managed and increased brand awareness through all site and email messages, ensuring briefs had clear messaging hierarchies, customer priorities and product information in alignment with seasonal commercial plans
Email Marketing Manager, Gap US Online
Gap Inc.
San Francisco
06.2017 - 02.2018
- Managed an email file of over 7M subscribers across multiple segments. Performed multiple A/B tests to determine how to best optimize subject lines, send times and email content
- Directly managed a team of three marketings to ensure the flawless execution of 30+ emails a week across multiple segments, partnering closely with production, creative, brand marketing and web development teams
- Analyzed email metrics and provided ad hoc reporting to understand customer engagement and effectiveness of various marketing campaigns, identifying key trends and proactively adjusted strategies based on key findings and opportunities for segment growth
Associate Marketing Manager, Gap EU Online
Gap Inc.
San Francisco
11.2015 - 06.2017
- Managed to international site platforms that spanned across seven different divisions while managing all brand marketing messaging
- Presented main site KPIs weekly to leadership, consulted in site opportunities and ways to effectively and efficiently market to two international businesses with limited resources
- Performed multiple A/B site content tests to understand the best way to increase conversion, resulting in a 5% increase in net demand QoQ
Inventory Planning Analyst, Gap EU Online
Gap Inc.
San Francisco
06.2014 - 11.2015
- Used large data sets to identify trends across multiple divisions to influence and forecast inventory levels
- Developed high level inventory strategies to maximize revenue across UK, Europe and Italy markets
- Managed Gap France new store openings to ensure each store had the correct inventory levels for 100+ styles
Education
Bachelor of Arts - Mass Communications
University of California, Berkeley
BerkeleySkills
- Brand and content marketing strategy
- GTM strategy
- Campaign analytics and execution
- Project management
- Digital marketing
- Customer segmentation and optimization
- Data-driven decision making
Timeline
Marketing Manager, Product and Operations
Walmart Data Ventures
01.2024 - Current
Lifecycle Marketing Manager
Upstart
01.2021 - Current
Marketing Manager, Loyalty & Payments
Gap Inc.
04.2019 - 08.2020
Marketing Manager, Digital Brand Management
Gap Inc.
02.2018 - 03.2019
Email Marketing Manager, Gap US Online
Gap Inc.
06.2017 - 02.2018
Associate Marketing Manager, Gap EU Online
Gap Inc.
11.2015 - 06.2017
Inventory Planning Analyst, Gap EU Online
Gap Inc.
06.2014 - 11.2015
Bachelor of Arts - Mass Communications
University of California, Berkeley
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