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Project Overview

In April 2019, when the CBT Nuggets email marketing team was unexpectedly dismissed, I stepped in to manage the email marketing program during a critical transitional period. Over the following five months, I worked to stabilize, streamline, and enhance the program, ensuring consistent communication with customers and preparing the foundation for a dedicated team.

My Role and Contributions

  • Program Management: Assumed full responsibility for the email marketing program, collaborating with the development team to master Salesforce Marketing Cloud and ensure the seamless execution of campaigns.

  • Process Development: Designed and implemented workflows to increase efficiency in email creation, scheduling, and reporting, establishing best practices for future teams.

  • Team Training: Trained interns to handle email tasks, such as building, scheduling, and reporting, enabling greater scalability and reduced operational strain.

  • Campaign Leadership: Continued to manage email campaigns after the new team was onboarded, facilitating stakeholder communication and driving strategic initiatives.

Highlighted Projects

  • Re-Engagement Campaign: Partnered with the Email Marketing Specialist to launch a re-engagement initiative, removing 36,000 unengaged subscribers to improve email performance metrics and focus efforts on active recipients.

  • Retention Campaigns: Developed targeted email series for customers nearing the end of their free trials and those who had paused their learning journeys, encouraging them to continue using the CBT Nuggets platform.

  • Community Engagement: Crafted email touchpoints for members of the Slack Learner Community, enhancing engagement, and worked on outreach for the Outside the Wire program supporting recently discharged U.S. service members.

Outcomes

  • Operational Stability: Maintained continuity in email marketing efforts during a period of significant organizational change.

  • Enhanced Performance Metrics: Streamlined subscriber lists and optimized campaigns to achieve higher engagement rates and more effective communication.

  • Long-Term Impact: Laid the groundwork for workflows and strategies that continue to support CBT Nuggets' email marketing success.

By stepping into a challenging role and delivering impactful solutions, I ensured the continuity and growth of CBT Nuggets' email marketing program. My efforts not only bridged a critical gap but also set the stage for a more efficient and strategic approach to customer engagement through email.