Cynthia Caridad

About

Lifecycle and CRM marketing consultant, specializing in driving growth for fast paced startups and consumer brands. Proven track record of scaling marketing functions and consistently achieving goals for product adoption, engagement, and retention. Extensive experience leveraging multiple marketing channels, with an emphasis on email, mobile push, and SMS campaigns.

Experience

• Lifecycle Marketing and Content Leader · The Zebra12-01-2021 – 11-01-2024

  • Built a comprehensive CRM and lifecycle marketing program from scratch, delivering a 2x increase in annual revenue and exceeding engagement benchmarks • Designed cohesive user journeys using rigorous segmentation and conducted strategic A/B testing, resulting in a 27% increase in engagement metrics YoY • Identified opportunities to integrate AI/ML tools into CRM and marketing automation strategies, driving continuous optimization and enhancing experimentation capabilities • Built strong partnerships with cross-functional teams (Product, Growth, Sales) to align lifecycle marketing strategies with organizational goals, resulting in a 54% increase in a key business metric • Established key performance indicators (KPIs) to assess campaign effectiveness, leveraging insights to optimize performance and identify broader growth opportunities

• Senior Marketing Manager, Engagement and Retention · RVshare07-01-2019 – 12-01-2021

  • Built and optimized high-impact lifecycle marketing programs such as automated win-back and loyalty campaigns driving over $360K in additional annual revenue • Developed strategies that increased retention by 14% and led a cross-functional team of six people to help execute retention initiatives • Designed and launched a strategic referral program that achieved ROI-positive status within 60 days, accelerating customer acquisition and driving sustainable growth • Leveraged A/B testing experiments which drove a 15% revenue lift year over year

• Sr. Marketing Manager, CRM · RetailMeNot, Inc.04-01-2014 – 07-01-2019

  •Developed multi-channel lifecycle marketing campaigns across email, mobile push, SMS, and in-app messaging, generating over $10MM in incremental revenue •Implemented advanced personalization strategies using marketing automation technologies, improving conversion rates by 15% •Managed marketing tech stack integration, optimizing tools for enhanced consumer journey mapping and campaign management •Collaborated on technical roadmap prioritization to automate personalized app messages, reducing manual campaign effort by 30% and increasing relevance at scale across a multi-million global subscriber base •Managed and implemented marketing strategies in compliance with CAN-SPAM, CASL, TCPA, and HIPAA for all engagement initiatives

Education

• University of North Carolina at Chapel Hill

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