Mallory Reese-Bagley

Senior Marketing Technology Manager @Lucid Software

Salt Lake City, UT, US

Lead a team supporting Lucid\'s Digital Marketing org (Paid Ads, SEO, Web Optimization) with the tools, technology, & reporting needed to be effective. We liaise between engineering, analytics, & business stakeholders, combining marketing expertise with technical know-how to build impactful, scalable systems. We also coordinate AI Search Optimization efforts across the wider organization (Marketing, Product, & Customer Operations).• Spearheaded company-wide transition to a new web analytics platform (Preset + Custom Event Tracking Tool/Snowflake), leading vendor selection, procurement, & implementation to replace Google Analytics. New solution provides scalable self-serve data access for 7+ teams.• Architected/deployed paid ads data model to analyze a $45M advertising spend, mastering DBT, Bitbucket, & VS Code in the process. This initiative reduced ad-hoc analysis time from a full day to under an hour.• Enhanced marketing data visibility by merging MQL data from SFDC with form data in Snowflake, creating a dataset enabling granular tracking of marketing efforts contributing to pipeline.• Revamped targeting strategy for LinkedIn unlocking new opportunities to engage high-priority accounts and target key user groups. Replaced quarterly manual list updates with a weekly automated process via Hightouch to send target accounts to LinkedIn based on SFDC criteria. Additionally, increased match rates from 10% to 55% by incorporating enrichment data and additional user fields.• Worked closely with analytics & data science to implement a more scalable solution for LTV modeling & predictive analytics (Akkio). • Partnered with legal & engineering to procure and implement a CMP (Osano) ensuring marketing tagging & data collection processes are compliant with GDPR/CCPA.• Enhanced team operations/culture by designing new coordination workflows and leading engagement activities; this contributed to team engagement scores rising above the company average for the first time.

Brigham Young University Marriott School of Business

Bachelor’s Degree, BS in Marketing