Catherine Joy

About

I’m a results-driven Senior Marketing Professional with 7+ years of experience crafting and executing lifecycle and growth marketing strategies that drive measurable business impact. Specializing in multi-channel campaigns (email, push, in-app, SMS), I’ve helped fintech, e-commerce, and tech leaders achieve $7M+ in recurring revenue, improve retention by 16%, and increase subscriber acquisition by 35%. Leveraging expertise in tools like Braze, Iterable, and Salesforce, I optimize customer journeys, personalize touchpoints, and scale marketing operations for sustainable growth. Whether it’s enhancing onboarding experiences, launching targeted ABM campaigns, or migrating CRM platforms, I thrive on solving complex marketing challenges to deliver exceptional results. Let’s collaborate to unlock your business’s next stage of growth.

Experience

• Director of Growth Marketing · Authorium2023 – 07-01-2024

  - Strategized and launched 1:1 and 1:many ABM and demand generation campaigns personalized by vertical, persona, and market, driving a 200% YoY increase in MQLs and generating 40 SQLs in Q1 2024. - Revamped a B2B lifecycle marketing program, integrating HubSpot and Metabase to trigger targeted lifecycle email campaigns for onboarding, upsell, and cross-sell journeys, resulting in a 20% YoY increase in net dollar retention rate. - Refined lead scoring models and automated lead routing between HubSpot and Salesforce, improving MQL-to-SQL conversion rates to 85% and ensuring discovery calls were scheduled within a 48-hour SLA. - Spearheaded the migration from ActiveCampaign to HubSpot, enhancing 3rd-party integrations with ZoomInfo and GovSpend to enrich contact-level data and developing Salesforce dashboards to measure marketing’s impact on sales and renewal pipeline performance.

• Product Marketing Manager, ExtraCash · Dave07-01-2021 – 08-01-2022

  - Boosted customer retention by 12% by integrating Dave Rewards messaging into lifecycle campaigns across email, push, in-app, and SMS, engaging existing and lapsed paid subscribers. - Increased new paid subscribers by 35% by targeting prospective, active, and lapsed subscribers with ExtraCash product messaging and personalized touchpoints across email, push, in-app, and SMS. - Developed promotions program and executed Braze campaigns that generated $7M in recurring revenue, increased platform usage by 40%, and improved subscriber retention by 16% within three months post-launch. - Revamped the referral program by combining test/holdout e experimentation with multi-channel campaigns, leading to a 20% increase in new subscribers and 76% of existing subscribers participating. - Expanded Braze platform capabilities by integrating Amplitude, AppsFlyer, and Figg, and increasing mobile deeplinking. - Increased new subscriber acquisition by 28% by partnering with Product to launch a multi-channel transactional campaign targeting high-intent prospects and triggered by Amplitude.

• CRM Manager, Portal from Facebook · Facebook04-01-2020 – 08-01-2021

  - Built and launched the inaugural onboarding journey with customer-centric messaging, leveraging new and existing landing pages to generate a 1% lift in monthly active users and 13,000+ new opt-ins for marketing communications. - Owned the manual launch and Salesforce deployment of transactional "Notify Me/Back in Stock" campaigns, achieving a 13% conversion rate and driving an average of 100 unit sales per activation. - Enhanced user engagement journeys through targeted incrementality testing, achieving an 8% increase in weekly active users and a 2% rise in monthly retention. Collaborated with Product and Engineering to embed CRM forms within product flows, boosting lifecycle opt-ins by 30%. - Optimized retail campaigns for major sales events like Prime Day and Black Friday through A/B testing, urgency-driven messaging, and matchback analysis, contributing ~$200K in direct-to-consumer sales. o 2%, resulting in more accurate campaign targeting and improved ROI. - Demonstrated creativity and partnership skills by strategizing co-marketing CRM campaigns with major brands like Disney, National Geographic, and Warner Bros., resulting in increased platform usage and brand awareness.

• Email Marketing Manager · Metromile12-01-2019 – 04-01-2020

  -Generated 1,000+ insurance sales in Q1 2020 through transactional multi-channel campaigns inclusive of email, SMS, and retargeting efforts, marking a 40% YoY increase in conversions. - Seamlessly transitioned from Salesforce Marketing Cloud to Iterable, enabling enhanced audience segmentation and API-triggered campaigns.

• CRM Marketing Manager, Driver Relationship · Uber03-01-2019 – 12-01-2019

  - Accelerated the Uber Comfort CRM program launch, driving a 2% improvement in driver mobile app adoption through targeted communications and incentives, demonstrating my ability to influence user behavior and drive product adoption. - Spearheaded the go-to-market launch of Uber Driver Insurance, resulting in a 10% increase in monthly active drivers in Q2 2019, showcasing my expertise in launching new products and features to a large audience. - Partnered with Product and Operations teams on beta campaigns for innovative products like Dashcam Pilot and Uber Pet, demonstrating my willingness to experiment and test new ideas to gauge market readiness before full-scale launches. - Launched a monthly 'Safety' newsletter, resulting in increased engagement on the Driver app and improved quarterly NPS scores, proving my ability to create compelling content that resonates with a specific audience and drives positive outcomes.

• Marketing Manager, Global Ads Product Marketing · Google02-01-2017 – 02-01-2019

  - Increased "Google Best Practices" subscribers by 111% to 500K across 245+ countries by implementing dynamic subscription forms with progressive profiling, ensuring seamless user experiences and more robust data collection. - Generated 31K+ monthly product adoptions over six months through lifecycle campaigns for onboarding, upsell, and re-engagement. - Partnered with a 3rd-party vendor to optimize campaign workflows in Marketo, improving efficiency and execution for global lifecycle marketing efforts.

Education

• University of California, Berkeley, Haas School of BusinessBachelor's of Science, Business Administration

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