Sarah Sheppard: Digital Marketing Lead and Webinar Host
Sarah Sheppard
Digital Marketing Lead and Webinar Host
United States
Skills
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Interests
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Industries
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Work experience
MIGRAINE WORLD SUMMIT
Digital Marketing Lead and Webinar Host | 12/2019 - Current
• Guide a team of 5 to deliver all strategies and content, providing thought leadership
• Doubled Instagram following in 3 months, while increasing engagement rate by 50%. Grew total social media follower base to +90% over prior year
• Designed and implemented processes, such as content calendar, SOP, workflow process, and insight reporting
MIGRAINE AT WORK
Executive Director | 05/2020 - Current
• Manage overall project coordination for data-driven campaign at startup nonprofit
• Accountable for all digital marketing, content creation, site content & experience, digital advocacy, networking, budget building, and patient reported outcomes
• Building relationships with potential sponsors and partnerships
Hudson's Bay Company - Saks Off 5th
Divisional Vice President of Digital Outlet | 05/2013 - 08/2019
Under the Saks Off5th brand, I led a team of 10 and capitalized on the newly launched website to improve Women's performance by 15%. Leadership sought my proven digital know-how to transform the e-commerce business, as Sr. Director of Saksoff5th.com. I later added Gilt.com (divested in 2018) to my responsibilities, owning 50% ($0.5B) of total HBC outlet revenue.
• Drove MVP Off 5th site to $350M business, increasing revenue by 800% in 6 years. Achieved +35% YoY growth in 2019, an enterprise-wide record
• Managed $60M annual digital marketing budget, right sizing marketing mix spend by channel and by day, to drive sales and positive iROAS
• Grew traffic +40% through marketing spend efficiencies identified by transitioning analysis from last click attribution (LTA) to marketing mix modeling (MMM)
• Built and maintained content calendar, ensuring creative design is on-brand
• Developed and grew a quality client base +25% YoY by managing acquisition, retention, and loyalty marketing
• Applied test and learn phased approach to implement and scale opportunities to improve marketing spend efficiency and effectiveness, driving traffic +30% to LY
• Enhanced CX and raised net promoter score (NPS) by 3 pts, by combining complex data and customer research into valuable insights
• Forecasted digital KPIs against targets to identify any gaps and actions to resolve
L BRANDS- VICTORIA'S SECRET
Manager of Merchandise Planning | 03/2011 - 05/2013
• Directed team of 3 to manage full life cycle of products (from ideation to exit), representing 33% of total brand revenue
• Drove sales +20% to LY on $350M business through pro-active management
• Forecasted current season and long term plans for business KPIs, adjusting strategies to course correct
• Leveraged customer focus groups and A/B tests to align on pricing, promotions, and in-store marketing plans for several new product launches
• Programmed key customer events, ensuring revenue incrementality and ROI positive
THE TJX COMPANIES
Planning Manager | 05/2005 - 02/2011
• Developed inventory, allocation, and buy plans for various $150M businesses
• Increased footwear sales by +30% by developing store ranking system to right size inventory levels; later applied process to other divisions
• Analyzed market research, demographics, and sales trends and leveraged insights to improve women’s business
• Coached and developed teams of 4-5, resulting in several promotions