Samantha McGrady

About Samantha McGrady

An omnichannel marketing strategist specializing in Email, SMS, Paid Search, in-app, and push notifications. I leverage A/B testing, dynamic content, segmentation, and automation to deliver data-driven strategies that elevate eCommerce and retail brands. By tracking KPIs and conducting competitive market analysis, I craft actionable recommendations that drive ROI and enhance customer engagement across channels. My approach integrates insights from Email, SMS, and Paid Search to build a cohesive customer journey, aligned with each client’s unique goals. Known for leading client accounts and internal teams, I am committed to adapting strategies to meet changing market demands and delivering measurable business impact.Have worked within the following ESPs: Klaviyo, Iterable, Braze, Hubspot, Salesforce, Marketo, Mailchimp, Campaign Monitor, Emarsys, Dotdigital, and Acoustic/Silverpop/IBM Watson. Other relevant platform experience: Attentive, JustUno, Zembula, Bazaarvoice, Digioh, Push Planet, Moveable Ink, Shopify, Magento, BigCommerce, Asana, Wrike, Trustpilot, LoyaltyLion, Eventbrite, Sendtric, Zapier, GA4, Looker Studio, Yotpo, Typeform.

Experience

1. Senior Strategist, Email Sms and Paid Search

   Tinuiti

   Apr 2025 — Present

   Lead lifecycle and owned channel strategy for digitally native and omnichannel brands, aligning programs with broader acquisition, retention, and LTV objectives.Develop and evolve multi-touch customer journeys across email and SMS, using behavioral, demographic, and purchase data to create personalized, performance-driven experiences.Translate business goals into actionable lifecycle plans across segmentation, testing, content strategy, and automation enhancements.Spearhead testing initiatives to optimize creative, send time, frequency, and audience health—driving continuous performance growth across KPIs.Collaborate cross-functionally with creative, paid media, and analytics teams to ensure lifecycle efforts integrate seamlessly into the broader customer experience.Provide strategic support on Paid Search efforts across Google and Bing Search, contributing to keyword strategy, performance reviews, and planning aligned with overall growth goals.Mentor and support junior team members across owned and paid channels, elevating team expertise and client confidence.Contribute to internal initiatives including AI tool development, lifecycle frameworks, and knowledge-sharing that advance team and client innovation.Identify whitespace opportunities to launch new programs that improve list growth, engagement, and customer retention across the owned channel ecosystem.

Education

• University of Michigan-Flint

  Master’s Degree, Public Administration

  2014 — 2016

• University of Michigan-Flint

  Bachelor of Arts (BA), Communication and Media Studies, Biology

  2009 — 2013

Skills

• Teaching
• Time Management
• Public Speaking
• Social Media Marketing
• Student Development
• Event Planning
• Program Coordination
• Program Development
• Interviews
• Leadership Development
• Team Leadership
• Facebook
• Animal Behavior
• Program Evaluation
• Social Networking
• Customer Service
• Program Facilitation
• Student Affairs
• Critical Thinking
• Microsoft Office
• Student Leadership
• Social Media
• Academic Advising
• Higher Education
• Career Counseling
• Leadership
• Animal Welfare
• Recruiting
• Research
• Animal Work