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Kelly Merrick
About
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Head of Lifecycle Marketing
San Francisco, California, United States
Résumé
Jobs
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Head of Lifecycle MarketingBetterHelpJul 2026 - Current (3 months)- Senior Director, Lifecycle MarketingthredUPJul 2024 - Jan 2026 (1 year 7 months)
- Director, Retention MarketingAthletaAug 2020 - Jul 2024 (4 years)
- Head of Email MarketingAthletaJan 2018 - Aug 2020 (2 years 8 months)
- Marketing DirectorBounty Hunter Rare Wine SpiritsJan 2017 - Jan 2018 (1 year 1 month)Developed and executed integrated marketing strategy across all channels generating demand, building brand awareness, and delivering revenue growth. Planned and communicated all marketing campaigns from strategy to execution with robust reporting and analytics delivering key insights.
- Led and developed lead generation and customer acquisition efforts including paid and organic website traffic, social media campaigns, email marketing, direct mail, and retail programs.
- Hired and managed digital marketing agency redesigning website, creating a significantly improved customer experience and delivering increased revenue growth year over year.
- Partnered with digital marketing agency developing social publishing stra - Marketing Director, Banana Republic CRMGap IncJan 2014 - Jan 2017 (3 years 1 month)Drove multi-channel Banana Republic Card acquisition and activation. Owned creation of compelling online, in-store, and digital marketing as well as customer and associate incentives. Oversaw Specialty, Factory Store and online new cardmember acquisition aimed at streamlining customer experience across all Banana Republic channels. Led broader Customer Relationship Marketing (CRM) team covering 12-month vacancy of Senior Director.
- Acquired 750K new Banana Republic cardmembers annually across channels, contributing 1/3+ of $700M annual program charge volume by developing strategic customer and associate incentives.
- Owned and managed $2M budget driving annual and seasonal acquisition plans leveraging funds accordingly, max - Senior Marketing Manager, Banana Republic CRMGap IncJan 2012 - Jan 2014 (2 years 1 month)Maintained ownership of Banana Republic Card acquisition and increased responsibilities including new cardmember activation and development of retail gift card strategy. Managed acquisition and activation budget.
Developed and tested new cardmember acquisition strategies including 1st purchase discount offer combinability, tiered acquisition drives, and access to cardmember-only promotions, driving highest cardmember conversion rate in program history.
- Designed and implemented new cardmember activation program, quickly engaging new cardmembers, reducing ‘hit and run’ rate 10 percentage points (ppt) driving increased lifetime value.
- Devised new cardmember acquisition forecasting model, indicating emerging areas of ri - Marketing Manager, Banana Republic CRMGap IncJan 2009 - Jan 2012 (3 years 1 month)Owned creative execution and development of all marketing programs for Banana Republic Card acquisition. Assessed effectiveness of programs and adjusted as necessary. Built strong partnerships with field operations, finance, merchandising, brand strategy, and marketing.
- Created annual acquisition marketing plans including new cardmember offers and field engagement strategies, driving improved program performance.
- Partnered with Field organization creating store, district, and regional-level cardmember ‘Champion’ program, driving increased associate and leadership focus on cardmember acquisition and improved feedback loop between Field and HQ.
- Created new associate incentive program, driving 20ppt increase in assoc - Program Manager, Direct MarketingWilliamsSonoma IncJan 2001 - Jan 2009 (8 years 1 month)Responsible for the development and implementation of strategic marketing programs to drive revenue growth through an industry leading customer experience. Directed the business case creation, prioritization, development, training and rollout of key initiatives across the organization. Successfully built and managed multiple strong cross-functional project teams including key stakeholders from 8-10 different internal departments, external consultants and vendors. Applied customer insights and market research learnings to develop new marketing initiatives.
- Manager, Marketing CommunicationsZipRealtyJan 2000 - Jan 2001 (1 year 1 month)Led creation of corporate marketing strategy including value proposition and master positioning statement for all marketing materials and website content.
- Consultant, Change ManagementAccentureJan 1997 - Jan 2000 (3 years 1 month)Assessed impact of technology solutions and eCommerce initiatives on client organizations. Partnered with clients to develop and implement strategies to effectively manage change.
Education
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- B.A, PsychologyUNIVERSITY OF CALIFORNIA BERKELEY