Jennifer Eggink

About Jennifer Eggink

As a 2x Salesforce Marketing Cloud (SFMC) certified professional with extensive experience leading cross-functional teams, I specialize in bridging the gap between marketing, technology, and business strategy. I bring a blend of strategic leadership, technical expertise, and business acumen to drive successful marketing and technology initiatives. I currently lead a high-performing team of 13, spanning roles from SFMC Developers, Solution Architects to Content Creators, Analysts, UX Designer. Together we deliver innovative solutions to support 325+ stores and brands such as Driveway.com, GreenCars, Airstream, DFC and a range of corporate marketing initiatives.I specialize in creating and executing scalable, data-driven marketing solutions within SFMC, leveraging advanced integrations to optimize customer engagement, streamline operations and drive measurable business outcomes. My leadership in aligning technology with business strategy has enabled teams to consistently meet KPIs, achieve business objectives and exceed expectations. A key area of my work has been building strategic tools to enhance decision-making and improve performance at scale. For example, I developed a comprehensive retention report that provides stores with valuable insights into both service and sales retention, enabling them to develop tailored strategies for improving customer loyalty and increasing retention rates. Key achievements include:• Leading the development of a robust data architecture in SFMC, integrating multiple data sources for personalized marketing efforts, driving greater engagement and sales & service conversion• Spearheading the Service Cloud and SFMC integration for Driveway, automating intent-triggered marketing communications for leads in the vehicle purchase process, resulting in increased lead conversion• Developing products integrated in SFMC to create cost savings by transitioning marketing operations in-house, reducing dependency on vendors, and streamlining internal processes• Creating a retention strategy tool that provides stores with actionable insights into customer retention, enabling targeted initiatives to enhance service loyalty and boost sales• Driving strategic planning, aligning teams to achieve business goals, and mentoring talent to deliver high-impact marketing solutions while exceeding KPIsThrough leading innovative, data-driven marketing initiatives and optimizing team performance, I am proud to be executing Director-level functions, contributing to business growth, and creating sustainable, scalable solutions.

Experience

1. Senior Solutions Architect, Senior Manager

   Lithia & Driveway

   Aug 2021 — Present · Overland Park, KS, US

   Developed and launched a self-service marketing solution, enabling PM, RMO (retail marketing managers) and stores to leverage predefined customer segments and branded templates with custom messages and offers, resulting in faster campaign deployment and enhanced local marketing effectiveness. • Prepared and delivered executive-level decks, aligning team KPIs and strategic objectives to business goal, ensuring clear visibility into performance and driving data-informed decision-making.• Led the implementation of an in-house solution that replaced third-party vendor services, enabling full internal control of operations and delivering $3M in annual cost savings for the company. • Collaborated with leadership to shape marketing strategy initiatives and provided technical expertise to implement scalable solutions, driving more targeted campaigns, operational efficiency, optimizing campaign performance and strengthening overall marketing effectiveness. • Architected and deployed an integrated data model in Salesforce Marketing Cloud (SFMC), unifying customer, sales, service, lead/prospect data from systems including CDK, utilizing Snowflake and OpenDQ, to ensure high data integrity and enabling robust segmentation, personalization and data-driven marketing strategies. • Implemented Service Cloud and SFMC integration using MC Connect, automating targeted communications based on case/intent actions for leads in the vehicle purchase or sales process on Driveway.com. This streamlined lead nurturing and personalized messaging, accelerating sales conversions and improving customer experience. • Lead a cross-functional team of 14, including a Content creators, Technology Manager, AMPscript developers, SFMC Developers, Solution Architects, Reporting Analysts, a project manager and UX designer, deliver end to end marketing and technical support for 325 stores, Driveway, GreenCars, Airstream, DFC and internal corporate initiatives. • Remote position – worked from home.

Education

• DePaul University

  Master of Science - MS, Animation, Interactive Technology, Video Graphics and Special Effects

• Central College

  Bachelor's degree, Computer Science, Business Management

Skills

• Active Directory
• Flash
• Css
• Adobe Creative Suite
• Dreamweaver
• Javascript
• Sql
• Graphic Design
• Digital Marketing
• Html
• Analytics
• E-Commerce
• Email Marketing
• Databases
• Direct Marketing
• Direct Mail
• Marketing