Marco Lopez
marcolopezjr[at]yahoo[dot]com
General Background
Over seven years of professional marketing experience along with five years of retail experience. Extensive experience in email marketing. Specialty is in user behavior and interaction within email messages, marketing to change (user lifecycle, price change, market changes, etc.), and segmentation/contact strategy. Within segmentation my focus has been on a strategy of “bookend segmentation,” mainly new user activation and lapsed user re-activation. My love of email marketing stems from the convergence of two passions, analytics and consumer interaction.
Employment Experience:
Zillow.com, Seattle, WA
2006 – Present
Sr. Email Marketing Manager
Responsibility for all email marketing communications. Overseeing all functions of email marketing, managing third party vendor, all financial impacts of the email business, and creating programs and processes from the ground up.
Responsibilities:
* Develop and manage all email projects.
* Create the program from the ground up.
* Create and manage all email success metrics.
* Create segmentation structure and email messaging priority.
Accomplishments:
* Created several site triggered communications.
* Developed closed loop tracking for email.
* Increased opt-in rate by 26%.
Expedia, Inc., Bellevue, WA
2004 – 2006
Manager, Database Marketing
Began career at Expedia, Inc. as a Sr. Associate and was quickly migrated into Manager of Hotwire’s Database Marketing team, overseeing all operations. Was then relocated to Expedia headquarters in Bellevue to oversee and improve metrics for mass communication vehicles, including personalization, and segmentation integration.
2005 – 2006, Expedia, Inc. Responsibilities:
* Responsibility for all mass marketed communications.
* Develop financial models for future email campaign performance.
* Analyze and report on the state of the competition/best practices.
* Develop email marketing plans for each line of business.
* Manage email success and growth.
* Manage segmentation integration and email messaging.
* Deep understanding of data flow.
Accomplishments:
* Developed automated air pricing functionality within mass communication.
* Conducted extensive testing in mass communications to grow the program significantly.
2004 – 2005, Expedia, Inc. (Hotwire) Responsibilities:
* Develop financial models for future email campaign performance.
* Analyze and report on the state of the competition/best practices.
* Manage email reporting for each communication bucket.
* Manage automated email communication stream.
* Manage user registration process and data collection.
* Manage segmentation infrastructure and messaging priority.
* Develop and manage DBM projects.
* Ensure data integrity stemming from other team’s projects.
Accomplishments:
* Developed several high margin automated communications.
* Launched personalized fare alert communication that increased mailing’s profitability by 25%.
* Conducted extensive testing to improve metrics in several program buckets. Testing has improved the programs by an average of 20%.
* Automated several key functions to increase offer relevancy and timing. Offer relevancy has increased profitability of each message by 23%. While timing has improved the company’s ability to message quickly to the changing market.
* Participate in cross company conference calls and panels where I was considered one of the leading authorities in email marketing for IAC (http://www.iac.com/ for list of sister companies).
* Assisted new startup sister company (gifts.com) in creating email marketing strategy and CANSPAM compliance.
eBay, Inc., San Jose, Ca
2002-2004
Associate Marketing Analyst
Responsible for reviewing quarterly objectives of category segments and developing communication plans to meet/exceed objectives. Report on objectives vs. results in M&M meetings. Also reported on best practices and lessons learned for all communications.
Responsibilities:
* Develop plans to increase GMS using Segmentation/Category strategy.
* Communicate with vendors to meet/exceed quarterly plans and objectives.
* Responsible for Direct Marketing Reporting in approximately 50+ campaigns per quarter.
* Develop communications plan to increase GMS and Bidding around Category promotions calendar.
* Familiar with SiteCatalyst, Business Objects, and DataWarehouse.
* Manage campaigns in three key segments: Seller, Activation, and Loyalty.
Accomplishments:
* Developed centralized reporting structure and communication strategy for campaigns, and decreased reporting time from one month to seven days after campaign launch.
* Implemented extensive ROI tracking capability for bidding and listing activity on a per link basis for Category and Segmentation analysis.
* Replaced outsourced email vendor at a cost savings of over $50K/month.
Netopia, Inc., Alameda, Ca.
1999-2001
Marketing specialist
As a Marketing Specialist for Netopia, Inc., was responsible for all end-customer experience, navigation and programs administration. Participated with management to promote and launch new products and marketing ideas, and also managed several development project teams and process improvement teams.
Responsibilities:
* Create/maintain online DSL education centers. Includes: reporting, trend analyses, advertising and billing; team consists of: Web Manager, MIS, Writer and Graphic Designer.
* Launch rebate programs; R.O.I., leads analysis, and redemption rates.
* Catalog advertisement; coordination between Marketing Communications, Sales, Distribution and Product Marketing. Report to marketing team on cost vs. sales, new product inclusions and updates.
* Manage Trade shows; schedule, logistics, invoicing, and on-site.
* Manage Partner/End-customer Communications; Quarterly newsletter, Monthly Email bulletin, End-customer product/feature announcements.
* Present product and services to potential and existing clients/partners.
Accomplishments:
* Launched “DSL Daredevil,” a sales incentive program. Participants included: 550 sales people enrolled in 20 ISPs, increased sales $3,000,000 (R.O.I. of approximately 10).
* Catalog advertisement in CDW and MicroWarehouse, sales of $300,000/Month (R.O.I. of 9.4) an increase of nearly 70%.
* Completion of Solution Selling course.
* Established and trained call center for new partners in Mexico city (GrupoSouthwind).
Millers Outpost
6/93-1/98
Sales Associate
* Assured compliance with company standards and practices.
* Superior customer service skills (Employee of the Quarter 1995–company wide).
Education:
University of California Berkeley Bachelor of Arts, 1999 Major: American Studies-Business
Associations:
Member, Seattle Email Roundtable
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