Sarah Davis

About Sarah Davis

I build, scale, and optimize the marketing systems that drive pipeline, retention, and revenue — and I\'ve done it across both blank-slate rebuilds and mature organizations ready for their next performance leap.With 13+ years leading CRM, lifecycle, web, and data strategy across global organizations, my work lives at the intersection of growth strategy, marketing operations, and digital experience. I specialize in taking complex, fragmented ecosystems — disconnected tools, siloed teams, murky attribution — and connecting them into scalable, high-performing engines.At my core, I\'m a builder of systems and teams. My biggest impact comes from bringing together segmentation, testing, and data infrastructure to create programs that don\'t just perform — they compound over time.Throughout my career I\'ve:• Reduced CPL by 28% through segmentation, targeting, and cross-channel campaign optimization• Improved conversion rates by 24% through global web strategy and digital experience overhaul• Architected CRM and lifecycle systems from scratch, including post-acquisition Salesforce migrations consolidating complex global environments• Built attribution and reporting frameworks connecting campaign performance directly to pipeline and revenue• Led and developed cross-functional marketing teams aligned to growth, lifecycle, and demand gen goalsI stay close to both strategy and execution — whether that\'s redesigning how systems connect, digging into performance data, or building the operational infrastructure that makes a team scalable. I\'m at my best when there\'s real complexity to untangle and real growth to build toward.

Experience

1. Lead Generation Marketing Manager (Crm, Lifecycle & Demand Gen), Ifb

   PetSafe Brands

   Jul 2025 — Present

   Lead acquisition and revenue marketing strategy across digital, local, and partnership channels for the Invisible Fence® Brand portfolio — owning demand generation planning, lifecycle enablement, performance optimization, and team leadership across all lead-driving functions.· Own full-funnel lead strategy across digital, local, and partnership channels — from audience identification and targeting through qualification, handoff, and nurture· Plan, build, and manage integrated multi-channel campaigns across paid search, paid social, SEO, email, and direct mail to generate awareness, demand, and qualified pipeline· Optimize performance across key platforms including PPC, paid social, SEO/SEM, email, and landing pages to maximize conversion rates and reduce cost-per-lead· Own the annual marketing calendar and budget planning process; manage execution and ensure alignment with business goals and performance targets· Define and execute lifecycle and retention strategies to enhance customer engagement, improve conversion, and increase long-term customer value· Partner with Operations and Sales to align lead handoff workflows, nurture sequencing, and lifecycle strategy across CRM platforms· Build and maintain performance reporting across key acquisition, lifecycle, and pipeline KPIs; conduct A/B testing and deliver actionable insights to drive continuous improvement· Manage creative production workflows for photo and video, collaborating with internal and external teams to ensure brand and campaign alignment· Lead and mentor a team of marketers focused on content, local marketing, and social media to drive lead growth and brand engagement· Manage relationships with marketing vendors, creative agencies, and technology providers to ensure performance accountability and on-time delivery

Education

• University of Tennessee, Knoxville

  Bachelor's Degree, Communication and Media Studies

Skills

• Microsoft Office
• Sales
• Copywriting
• Creative Writing
• Web Design
• Communication
• Cision
• Photoshop
• Subcontracting
• Fundraising
• Marketing Strategy
• Publicity
• Social Networking
• Writing
• Social Media Marketing
• Procurement
• Project Control
• Email Marketing
• Press Releases
• Digital Media
• Microsoft Excel
• Powerpoint
• Broadcast
• Public Speaking
• Leadership
• Event Management
• Quickbooks
• Cost Management
• Photography
• SEO
• Vocus
• Customer Service
• Earned Value Management
• Event Planning
• Radio
• Management
• Construction Management
• Online Advertising
• Digital Marketing
• Market Research