Barbara leads and champions marketing automation across the organization She effectively plans and develops personalized, scalable, automated marketing campaigns using Salesforce, Marketing Cloud, Adobe Analytics, and landing pages. She leads on developing marketing journeys and lead scoring strategies, working hands-on within platforms and across multiple teams. She partners with technical team members to leverage and integrate data to improve the constituent experience. She also creates documentation and maintain a high level of data organization and quality assurance in a fast-moving, high-volume environment Establish KPIs, iterate and test, and report on results to drive business improvements. She also manages one direct report responsible for email campaign execution and vendor management.
Prior to MJFF, Barbara served as a Senior CRM Manager at Merlin Entertainments plc where she generated the vision and strategy for the North American CRM program, working across the organization to leverage CRM data as a driver for acquisition efforts. She ensured data integrity and usability within the CRM system, informing market segmentation and campaign efforts. She also developed engaging e-mail collateral and executed campaigns with consistent branding that displayed correctly across a broad range of end-user systems. She evaluated campaign progress and provided effective reporting for key decision makers.
She also analyzed CRM data and recommended best practices for usage, informing customer segmentation and marketing campaign development as well as partnered with cross-functional stakeholders to plan and execute digital marketing strategies that drove user engagement and improved conversion. She led customer journey mapping to analyze touch points and optimize commercial opportunities & identified market trends and implemented new system capabilities.
Barbara graduated from Dowling College with a B.S. in Sport Management and hold my MBA in Business Administration.
In her free time, Barbara likes to ride motocross, read books and playing video games.