Nathan Welch

About Nathan Welch

Senior digital marketing and eCommerce leader with 10+ years of experience driving customer acquisition, retention, and revenue across owned and paid channels. I specialize in lifecycle strategy, omnichannel campaign execution, and site performance optimization through segmentation, personalization, and analytics. I’ve led integrated campaigns across email, SMS, display, affiliate, and SEO—improving conversion rates, boosting retention, and scaling automation. I also bring hands-on experience implementing AI-powered tools to accelerate marketing workflows and insights. RETENTION MARKETING Drove a 17% YoY revenue increase by launching and scaling SMS programs for Hoover, Oreck, and Dirt Devil, using behavioral triggers and lifecycle automation to drive repeat purchases. PERFORMANCE CAMPAIGNS Generated $13B in new 401(k) enrollments by managing digital ad campaigns across Fidelity, Vanguard, and Voya. Used segmentation, testing, and data-led insights to improve engagement and enrollment rates. AFFILIATE & GROWTH Built a high-performing affiliate channel at Rack Room Shoes and Off Broadway Shoe Warehouse, growing it to 18% of total eCommerce revenue through partner enablement, SEO content, and conversion-focused strategy. WHAT I’M LOOKING FOR Seeking a senior-level marketing or eCommerce role focused on scaling lifecycle programs, improving customer experience, and driving sustainable growth. I thrive in fast-paced, collaborative teams where data, testing, and innovation drive decisions. Let’s connect: n••••••••@gmail.com

Experience

1. Senior Digital Marketing Manager

   Edelman Financial Engines

   Jun 2022 — Present

   Led digital marketing initiatives focused on workplace retirement campaigns, using segmentation, performance insights, and conversion optimization to drive 401(k) engagement and conversion for the nation’s largest independent financial advisory firm, which manages over $300B in assets for 1.3 million clients.• Directed performance-focused marketing initiatives across paid media, display, and web, supporting education and enrollment across enterprise retirement channels.• Managed targeting, segmentation, and messaging strategy for workplace 401(k) campaigns, ensuring consistency and optimization across recordkeeper platforms like Fidelity, Vanguard, and Voya.• Optimized campaign effectiveness through creative and placement testing, refining strategies based on cross-channel analytics and performance insights.• Partnered with BI and analytics teams to build dashboards in Amazon QuickSight, enabling real-time performance tracking and reporting.• Refined conversion paths and landing experiences in collaboration with UX, creative, and compliance teams to improve campaign efficiency and lead quality.

Education

• Appalachian State University

  BS in Communication