Caroline Alessi

About

With a BA from Boston College, this professional has a strong background in English and Business. They have held various marketing roles, including Director of Marketing at Mercari US and VP/Head of Marketing, Brand & Growth at Cocofloss. Their experience also includes roles at KiwiCo, Inc., Stella & Dot Family of Brands, and Hearts On Fire, where they honed their skills in digital strategy, brand management, and acquisition. They have also worked as a Client Associate at Merrill Lynch, gaining experience in analyzing market trends and advising clients on wealth management strategies. Currently, they serve as the Principal at High Plains Consulting LLC., where they bring their expertise to the forefront. Their career trajectory showcases a strong foundation in marketing and business strategy, making them a valuable asset in any professional setting.

Experience

• Principal, GTM and Marketing Strategy · High Plains Consulting LLC.10-01-2023

  1. Develop marketing strategies and actionable go-to-market (GTM) deliverables. 2. Grew CVR (Conversion Rate) by 143%, Retention by 76%, and Market Penetration by 11% for diverse clients. 3. Facilitate workshops to coach businesses on digital marketing, GTM, and omnichannel expansion. 4. Building an accelerator for early stage scale-ups in the SaaS, Brand, Retail, and Enterprise AI spaces.

• Director of Marketing · Mercari US05-01-2019 – 05-01-2023

  1. Hit 180% YoY (year-over-year) marketing sales growth by aligning data, segmentation and creative storytelling. 2. Co-owned 7-figure monthly P&L with positive ROI for five straight quarters. 3. Drove 225% lead conversion increase; 48% retention growth; 20% buyer frequency improvement; and LTV (lifetime value) growth by rebuilding CRM, content and audience mapping strategies. 4. Beat category expansion forecasts by 50% for specific verticals and products with omnichannel programs. 5. Achieved 50% increase in email open rate by implementing A/B testing with Machine Learning (ML). 6. Surpassed 15% quarterly user activation through AI (LLMs) application to targeted and triggered campaigns. 7. Proprietary MerChat AI product launch led to a 20% increase in lead nurturing efficiency. 8. Increased click-through-rate (CTR) by 60% by reshaping brand positioning with engaging, multi-channel tactics. 9. Achieved 8.5% sales increase and 184% return on ad spend (ROAS) with a personalized promotion engine. 10. Executed high-profile partnerships, including Super Bowl Ad, Shaq, Disney/Pixar and Jojo Fletcher.

• VP/Head of Marketing, Brand & Growth · Cocofloss04-01-2018 – 05-01-2019

  1. Scaled B2C business 220% and B2B business 80% YoY (year over year) as first marketing executive. 2. Captured 24% increased market share in 6 months by building brand awareness and omnichannel campaigns. 3. Achieved 143% CVR growth; 125% increased AOV; 42% lower CAC; 22% new visitor on-site acquisition; and 50% churn reduction. Attained through personalized, multi-channel campaigns aligned with buyer personas. 5. Expanded product portfolio through R&D, entering the global market with proprietary toothbrush and toothpaste. 6. Strategized new channels with creative agencies, launching Cocofloss’s first Amazon Store. 7. Improved awareness 35% through partnerships with Frankie’s Bikinis, Backpack Kid and iHeartRadio. 8. Drove 15% increase in content and asset quality through the development of campaign briefs.

• Marketing Manager · KiwiCo, Inc.10-01-2017 – 03-01-2018

  1. Achieved 30% increase in brand recognition across existing and new channels. 2. Tested new channels, including Affiliate, Snapchat, Nextdoor, Outbrain, Reddit, Direct Mail and TV. Drove double-digit lift in targeted networks and dayparts through DRTV test. Oversaw the creative process. 3. Drove 210% SEM conversion increase with positive ROI. Rebuilt the funnel using keywords in customer journey. 4. Created unbranded keyword sets with product adoption intent; optimized 3 upper funnel campaigns. 5. Led product line adoption strategy through enhanced user touchpoints and cross-sell opportunities. 6. Increased landing page conversion by 10% through diversification of acquisition sources, using search engine ads (AdWords and Bing), Display, and PPC to leverage high-converting keywords. 7. Grew ad-to-site acquisition 15% by implementing first-of-its-kind multivariate testing engine. 8. Aligned creative for all channels, including ad copy, visual ads, and mobile-friendly video assets. 9. Accomplished a 25% CVR increase across the buyer’s journey through campaign theming and architecture.

• Associate Marketing Manager · Stella & Dot Family of Brands10-01-2015 – 10-01-2017

  Promoted twice in two years. 1. Achieved 427% increase in Paid Meta ROI, 73% new users YoY (year over year), and 113% revenue growth through audience segmentation and creative testing strategy. 2. Successfully managed $1.5M annual budget across channels: Paid Social, SEM, SEO, Affiliate, Retargeting. 3. Contributed 10% to the core business by leading GTM marketing strategy for Stella & Dot's luxury brand launch (Covet), increasing new user acquisition, cross-brand purchases, and brand positioning. 4. Drove 41% YoY growth by restructuring promotions strategy with North America and EU partners. 5. Increased organic traffic by 50% within 3 months through targeted keyword optimization and content restructuring. 6. Saw a 30% increase in CTR by A/B testing on-site and ad-to-site creative content. 7. Grew engagement by 25% through campaign management and content planning with global partners. 8. Reduced campaign time-to-market by 20% through streamlined collaboration processes.

• Merchandise Planning & Marketing Coordinator · Hearts On Fire12-01-2014 – 09-01-2015

  1. Achieved a 10% improvement in campaign ROI through ongoing optimization efforts. 2. Drove a 15% increase in campaign engagement rate by refining targeting criteria based on data analysis. 3. Established key metrics to track long-term profit through analyses of sales, margin and inventory. 4. Ensured 100% alignment of cross-functional teams on campaign objectives and strategies. 5. Pioneered a new concept of in-person diamond kiosks to optimize revenue.

• Client Associate · Merrill Lynch11-01-2013 – 11-01-2014

  1. Generated new business through analysis of market trends and deal activity. 2. Advised clients on portfolio growth and wealth management solutions, preparing financial statements. 3. Used Bloomberg Terminal to pull relative strength index and fund performance.

Education

• Boston CollegeBA, Honors Program, English & Business

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