A preview of what I’ve done and what I do!
Scaling enterprise personalization program with a +6.89% RPU lift over 5.5 years for Avery.com
In collaboration with Marketing, Dev, and UX teams, I conceptualized, developed, launched and analyzed over 500+ personalization campaigns and A/B tests via Dynamic Yield in just over 5 years’ time— from testing various content swaps on the homepage to adding personalized recommendation widgets in-cart with recommendation strategies such as users’ individual browsing or purchase history. This resulted in a Revenue per User increase of +6.89%.
To get an idea of my approach and strategies, check out my full personalization portfolio, with in-depth examples of concepts I’ve tested with results and learnings!
Oversaw Merchandising of Sale Content on Avery.com, generating millions in incremental revenue from organic channel
To increase conversions during sales campaigns, we A/B tested various portions of Avery.com in which to place promotional banners to advertise sale campaigns on Avery.com, using Dynamic Yield. These included embedded banners, scrolling bars, and countdown clocks.
Each asset is has their own unique promo code for each digital marketing channel for optimal attribution tracking and is targeted separately to each channel.
Since 2020, these banners have generated millions in incremental revenue from organic traffic banner conversions alone, while supporting conversions for email, SMS, and social.
Generated a wide range of shoppable and educational content to garner impressions, improve SEO, and increase conversion on Avery.com
At Avery, I collaborated closely with our Creative, UX, Dev and Product Management Teams to develop and launch multiple campaign landing pages, with a mobile-first, SEO-driven, consumer-inspired mindset.
Each experience is shoppable, educational, and supplemented with personalized content using Dynamic Yield— all to meet the needs of users at any point in their journey, upper-, mid- or lower-funnel.
Built CRM-integrated onboarding email journeys using Intuvo, spanning 40+ lifecycle-based touchpoints for Financial Partners Credit Union
At FPCU, I created and developed all email content, from personalized pre-approval emails, to notifications about home loan rate drops.
To bolster our new member welcome process and increase engagement and conversion to additional products, I designed and launched the Credit Union’s first-ever, core-integrated onboarding email series, comprised of over 40 touch points, using the Intuvo platform. The series generated an average open rate of 47.55% and average CTR of 5.96% in first five weeks, with an OR of 84.75% on the first welcome email and a CTR of 19.05% on our Refer-a-Friend email.
The Intuvo team was so impressed with the campaign map I created that they asked to use it as a guideline for other clients!
Led Award-Winning #IMadetheSwitch Campaign
At FPCU, I ideated the original concept of, and designed and managed digital content for FPCU’s award-winning #IMadetheSwitch campaign.
Our focus was to encourage UGC, increase brand loyalty and convert consumers to FPCU products and services over its competitors. The messaging strongly resonated with consumers and became the credit union’s rallying cry.
Launched post-purchase review email series, generating 48.6K+ reviews to-date; 90% of total review volume for Avery
Using the Bazaarvoice platform, I led the Avery.com Development team in projects to activate ratings and reviews for all D2C products via Bazaarvoice.
I then created an ongoing post-purchase email campaign in 2020 using Bazaarvoice to generate more ratings and reviews, resulting in 48.K+ new reviews as of July 2025.
Spearheaded launch of AI shopping assistant on Avery.com
I recently launched and merchandized an AI shopping assistant for Avery.com, working closely with the Dynamic Yield Team to craft it around the unique complexities of Avery’s dual catalog of both physical products and free, customizable templates. In close collaboration with my awesome Digital Marketing Specialist and Dev Teammates, we updated our DY product feed with data to uniquely parse out the subtle differences between product vs template, and our three label catalogs of CPG, Blank Label, and Custom Printed products, as well as our full line of office products.
The goal is to deliver real-time, personalized recommendations, ideas, and support, with an emphasis on serving small businesses with the packaging products they need.