Sina M.

• Auditing email marketing channel and advising on optimisations.

• Reviewing automated email flows and advising on how to optimise them to improve conversion rates.

• Analysing email data and building reports.

• Implementing advanced audience segmentation to increase customer engagement and to provide a better customer experience.

• Developing and executing robust A/B testing plans to improve email KPIs.

• Identifying and implementing new opportunities to increase subscriber base.

After 2,5 years at Tough Mudder, I advanced into a CRM Manager role where my responsibilities included:

• Leading on the CRM strategy and implementation both in the UK and globally.

• Managing end-to-end email deployment including email creation, segmentation, creative briefing, scheduling and post-deployment analysis.

• Deepening and improving existing audience segmentation to provide a better customer experience and to increase email engagement.

• Developing re-engagement campaigns to increase number of active participants receiving our email communications and in turn increasing event attendance.

• Creating and executing all email lifecycle campaigns, from exploring ideas to build subscriber base, and implementing sales conversion campaigns, to critical pre and post event emails, all while increasing brand loyalty.

• Improving email KPIs by developing and executing robust A/B testing plans.

• Tracking, analysing and optimising email performance on a weekly basis.

• Collaborating with other marketing channel owners and teams to ensure marketing calendars are aligned.

I managed Tough Mudder's email marketing channel for the UK & German market with the goal to increase brand loyalty and sales. My responsibilities included:

• Outlining the overall email strategy and determining email cadence for the UK & German market

• Managing email deployment through our email platform (Acoustic - formerly Silverpop) including creating and updating html email templates and data queries

• Refining existing customer segmentation to provide a better customer experience and increase email engagement.

• Creating and optimising automated programs and customer journey flows.

• Developing A/B testing strategies to ensure continuous learning and optimisation of email campaign performance.

• Analyzing and monitoring email performance through regular reporting and make actionable recommendations for future campaigns and testing based on finding.

• Lead on various projects including implementation of new briefing process, introduction of weekly email reports and optimised segmentation that resulted in 50% higher open rates YoY.