Anna Pfeiffer

About Anna Pfeiffer

Strategy, Execution, Measurement | 24 Years | IR100 Enterprise | High-Growth DTC | Startups | Non-Profit | Content Providers/PlatformsCRM and lifecycle marketing leader specializing in marketing automation, retention, and loyalty; owning both strategy and execution, with an emphasis on storytelling. Proven track record orchestrating complex lifecycle programs that deliver measurable engagement and revenue impact, based on strategic vision, a deep customer understanding, and executional excellence. Extensive experience managing technical email roadmaps, tooling, and multi-channel ESP/SMS implementations, migrations, and integrations across a breadth of platforms, including Iterable, Braze, Responsys, Klaviyo, and more. Deep expertise bridging data and marketing to drive sophisticated, personalized customer journeys across email, SMS, push notifications, and onsite experiences such as in-browser messaging. Compliancy advocate with deep understanding of deliverability, GDPR, CAN-SPAM, etc. Thought leader: conference speaker, Wired.com feature, marketing blog contributor. Activator leadership style that builds team cohesion and a shared passion for growth. Client list available at http://annapfeiffer.com/client-list/.

Experience

1. Crm Lifecycle Marketing Expert

   The Estée Lauder Companies Inc.

   May 2021 — Present

   Design marketing automation roadmap and own all lifecycle programs on an ongoing basis, iterating over time based on analytics tracking, testing, and optimization. Manage data taxonomy refinement for effective persona-based triggered journey architecture. Design audience segmentation strategies using multiple tools, including AI, and multivariate testing frameworks to optimize email, SMS, and onsite personalization at scale. Turn strategy into concrete plans by developing OKRs and measuring Key Initiative and Key Result relationships closely. Establish and track KPIs, competitive benchmarks, and monthly/quarterly performance analytics. Manage partners and ESP integrations such as CDP, Bond Loyalty, Moveable Ink, Olapic, PowerReviews, AI-Powered Recommendations by Braze, etc. Worked with ML engineers at Abacus to develop product recommendation logic. Build and implement templates (HTML & D&D). Guide technical project managers for integrations and implementations. Lead ESP migration Bronto > Braze, with emphasis on data architecture & implementation of strategy, business rules, and execution of all lifecycle marketing campaigns for both email and SMS. Implement onsite quiz to drive personalization and increase engagement. Lead cross-functional team of 6 LCM marketers, designers, and technical partners across IR100 portfolio Own marketing calendar: sequencing campaign launches, promotions, and product activations, and seasonal events Architect automated lifecycle journeys (welcome, replenishment, winback, VIP engagement, churn prevention, etc.) spanning email and SMS A/B testing increased engagement by 120% through multivariate testing Drive +32% increase in loyalty member retention via targeted re-engagement and behavioral triggers Manage multi-million budget with strict ROI accountability Deliver executive-level quarterly competitive analysis and monthly performance readouts tracking campaign results, revenue attribution, and channel KPIs

Education

• Brevard College

  The Castle Rock Institute for Outdoor Education

Skills

• Adobe Creative Suite
• Mysql
• Coremetrics Analytics
• Visio
• Server / Hosting Configuration
• Xhtml
• Html5
• Ibm Websphere Commerce
• Email Newsletter Design
• Ning
• Phpizabi
• Joomla
• Javascript
• Web Analytics
• Dns Management
• Css
• Email Marketing
• Domain Registration
• Salesforce.com
• Multivariate Testing
• A/B Testing
• Simplemerce
• Microsoft Office
• Responsys
• Microsoft Storefront
• Database Administration
• Google Apps
• Html
• Klout
• Adobe Acrobat
• Wordpress
• Ftp
• Bronto
• Google Webmaster Tools
• Sitespect
• Adbrite
• Php
• Email Template Design
• Google Analytics
• Endeca