Joy Marcellus

Contracted as an email marketing expert to audit automated lifecycle journeys, review program logic, and recommend enhancements that improved the customer journey across channels. Rebuilt and standardized segmentation frameworks that enhanced audience relevance and campaign scalability, boosting conversions and reducing unsubscribe rates from 0.42% to 0.12%, retaining hundreds of leads for future lifecycle campaigns. Improved data accuracy for campaign performance reporting by auditing and reformatting phone call import files, increasing successful data matches between customer bookings and digital campaigns by 30% and developing standardized reporting documentation for future imports.

Implemented CRM-driven audience testing to enhance email newsletter performance, leveraging behavioral segmentation and data analytics to optimize dynamic content and strengthen personalization across lifecycle stages. Restructured an automated lead nurturing program in Marketo that improved lead-to-sales conversion by 22% by strategically identifying key interaction points and tailoring content accordingly. Created a custom field and triggered workflows between Marketo and Salesforce, improving lead qualification accuracy and enabling sales operations efficiency. Increased website mobile conversion from email by 64% by introducing a mobile-first design tool, improving email optimization across devices. Launched NorthernLightsCanada.com’s email and database infrastructure in partnership with cross-functional teams, enabling scalable automation and meeting a critical go-live deadline that expanded digital lead capture. Analyzed promotional pricing and customer response data to inform

Directed end-to-end production and vendor coordination for all marketing collateral, ensuring timely fulfillment and seamless alignment with multi-channel promotional campaigns. Collaborated with global teams to develop and implement targeted CRM campaigns, leveraging relational database queries for precision segmentation. Developed campaign content strategy for welcome journeys, aligning storytelling with regional consumer interests to increase lead conversion from email by 27%. Increased registrations by 45% for event marketing campaigns by initiating new event registration forms online.