Franklin R A.

About Franklin R A.

I lead global beauty growth with a focus on category innovation, ecommerce, and CRM. I design product-led journeys that turn first use into repeat value and long-term loyalty.Over the past decade at Arbonne, Younique, and Nu Skin, I have led omnichannel programs across email, SMS, push, in-app, and web that lift activation, conversion, and retention while protecting compliance and customer trust. My approach is product-minded. Define the problem, size the opportunity, prioritize, ship, learn, and iterate.Recent work includes onboarding and always-on lifecycle programs that increased activation and conversion, plus creative and value prop tests that improved engagement and LTV. I translate insights into 360 launch plans for beauty categories, partnering across product, creative, analytics, and sales to deliver measurable results.Tools: Salesforce Marketing Cloud, GA4, basic SQL, Tableau. Quick to ramp on Braze, Looker, Adobe Experience Platform, Journey Optimizer, and CDPs.I lead with clarity and calm, mentor specialists, align stakeholders, and turn strategy into outcomes. Based in Provo, UT, remote-ready, relocation-ready.MBA in progress at Utah Valley University. Outside work: Christian, dad, world traveler who loves learning from other cultures, lifelong learner, and occasional Marvel binge-watcher.

Experience

1. Senior Marketing Automation Manager

   Arbonne

   Mar 2024 — Present · Los Angeles, CA, US

   Lead product-led growth across eCommerce and CRM, mapping the journey from signup to first purchase to repeat. Improved activation and mid-funnel conversion via coordinated site + lifecycle tests.Own the eCommerce funnel with Eng/UX/Analytics: instrument events in GA4, review PDP → cart → checkout drop-offs, and run monthly experiments (copy, layout, value props, timing). Reduced time-to-first-action and boosted engagement.Launch and optimize cross-sell/upsell and replenishment programs across site, email, SMS, and in-app; set frequency caps and suppressions to protect experience and deliverability.Manage and mentor 2 specialists; built a modular system (templates, content blocks, QA checklist) that sped launches and improved consistency across markets.Partner with Product, Creative, Tech Ops, and Legal to ship compliant, personalized journeys in SFMC; deliver weekly KPI readouts (CVR, AOV, repeat rate, LTV) and convert insights into roadmap priorities.Established attribution with GA4 + UTM hygiene; maintain dashboards that tie tests and programs to revenue impact and OKRs.

Education

• Utah Valley University

  Bachelor in Digital Marketing, Digital Marketing

  2014 — 2018

• Utah Valley University

  Master of Business Administration - MBA, Marketing

• Utah Valley University

  Minor, Business Administration and Management, General

  2014 — 2018

Skills

• Team Building
• Business Process Improvement
• Microsoft Excel
• Keyword Research
• Adobe Illustrator
• Critical Thinking
• Leadership
• Team Leadership
• Strategic Planning
• Sap Basis
• Html Emails