Ellen Carter
Loyalty Marketing @The Fresh Market
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WORK HISTORY
Loyalty Marketing @The Fresh Market
Greensboro, NC, US
Primary responsibilities include email development using Salesforce Marketing Cloud (SFMC) for all Loyalty Program email communications for over 160 retail locations (10 new stores opened in 2024) to more than 3 million Members and prospective Members. Manages the execution of Win-Back Loyalty member strategy and builds implementation of all new campaigns and offers. Producer of emails, manages data extensions, segmentation business rules and customer database, overseas API data flows, A/B testing, reporting, and producing all needed documentation for capturing team development using Microsoft Azure. Leads proofing and Quality Assurance measures, and involved with onboarding new team members. Comfortable leading strategic discussions concerning new offers, database management, & and personalization tactics, among otehr topics. Heavily involved in Google Analytics tagging, SFMC naming conventions such as click alias tagging and content management. I am also responsible for various reporting initiatives focused on Email Performance Metrics. This includes assessing what is in place, suggesting and leading the charge in implementing best practices and documenting agreed upon business rules and sharing with other email developers, content managers. and interested parties. Tactically, this role includes producing emails in Salesforce Marketing Cloud. Managing Data extensions, and developing Campaigns using Content Builder, Email Studio, and Journey Builder. Implementing Tracking codes, Click Alias tag, dynamic content block set up, testing, and managing the proofing process, while meeting all scheduled deadlines.
EDUCATION
The Catholic University of America
Master’s Degree, Human Resources Management and Services
Anne Arundel Community College
Certificate, Web Design Certification
UNC Charlotte Belk College of Business
Bachelor of Arts, Business Administration with emphasis in Marketing
University of San Francisco
Master Certificate in Internet Marketing, - Online Strategies
ABOUT ELLEN CARTER
As a lifelong learner with a Masters in Management, my passion is at the intersection of marketing communications, technology, and consumer behavior. With significant experience in high volume, Email marketing, SMS & direct mail campaign execution, I am a technical-oriented and creatively-thinking marketing professional who can bridge the gap between big-picture goals and tactical implementation. Using knowledge, skills and abilities gained while working in significant Marketing campaign roles for several big brands, I seek to serve with high-performing teams, while managing cutting-edge Marketing projects that includes, but not limited to, developing customer’s journey, supported by insightful data-driven audience segmentation that delivers ongoing results. As an active participant in CRM database migrations & ongoing communications, highly personalization, relevant and flawlessly focused deployed to targeted segments, I also produce reports & explain what insights are provided using the analytics. let me plan, execute your testing, provide reporting and offer insight for greater optimization on the dollars you are spending on Marketing. I have demonstrable experience executing customized strategies that optimize revenue and customer LTV. I focus on reducing customer churn, drive incremental sales, identify customer segments, and maintain retention strategies. I have worked in the over arching management of email, subscription programs, in-shipment fulfillment, SMS text messaging with campaign specific landing pages, managed inbound/outbound phone, high volume Direct Mail, and all with a laser-beam focus on brand standards, accurately and flawless execution. Highly proficient with envisioning test strategies, implementing A/B testing with statistically sound methodology to drive customer loyalty, increasing sign ups, maintaining, and winning back lapses members. I am heavily involved in email build process, audience segmentation and back end implementations. Including but not limited to SFMC, Google Analytics tagging, journey building, response tracking and developing business rules while documenting process and developing reports & dashboards distributed to Senior leadership.
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