Marina Herbst
Global Head of Email Consumer Marketing (Lifecycle & CRM) @ TikTok
- Role
- Global Head of Email Consumer Marketing (Lifecycle & Crm) at TikTok
- Location
- New York, NY, US
- LinkedIn followers
- 500 followers
About Marina Herbst
Director-level lifecycle marketing leader with 9+ years of experience building global CRM ecosystems across consumer and e-commerce platforms. Proven track record of driving retention, conversion, and LTV growth across 75M+ users globally, owning $1.5M+ budgets, and leading high-performing international teams. Expert in AI-driven segmentation, experimentation, and omni-channel orchestration that delivers measurable business impact.For a more in-depth look at my experience, see below.
Experience
Global Head of Email Consumer Marketing (Lifecycle & Crm)
May 2024 — Present · NY, US
Architected and scaled TikTok’s global lifecycle engagement infrastructure and strategy across EMEA, APAC, NA, and LATAM, driving +6% lift in user retention through segmentation frameworks, trigger-based journeys, and experimentation roadmaps- Partnered with Product, Data Science, and Engineering to deploy AI-powered personalization models, improving CTR by +250% across targeted priority cohorts through AI-driven segmentation- Led omnichannel orchestration across Email, Push, SMS, and In-App, reaching 75M+ users monthly and improving cross-channel conversion performance across key lifecycle touchpoints- Owned $1.5M+ global engagement marketing budget, improving ROI through disciplined forecasting, performance tracking, and executive reporting- Continue to lead global team of 7+ senior marketers across 4 regions, increasing campaign velocity and reducing deployment timelines by -75% through automation and workflow optimization.
Education
Universidad de Palermo
Bachelor of Applied Science (BASc), Communications with a Minor in Fashion Marketing
Fashion Institute of Technology
Professional Development, Brand Management Strategies
Fashion Institute of Technology
Associate of Arts and Sciences (AAS), Advertising and Marketing Communications
Skills
- Journalism
- Digital Marketing
- Spanish
- Customer Service
- Html
- Adobe Illustrator
- Research
- Photoshop
- Mailchimp
- Indesign
- Microsoft Excel
- Public Relations
- Data Analysis
- Photography
- Influencer Marketing
- English
- Fashion Journalism
- Market Research
- Blogging
- Editing
- Fashion
- Online Journalism
- Social Media Marketing
- Microsoft Office
- Lightroom
- Public Speaking
- Social Media
Find verified contacts for anyone on LinkedIn
Unifers gives sales teams verified emails and direct dials, enriched profiles, and outreach that lands in the inbox.
Free plan included · No credit card required
This profile is compiled from publicly available professional sources. Unifers is not affiliated with or endorsed by LinkedIn. Request removal of this profile.