Desiree Evanshen

About

With a robust background in marketing and customer experience, I have excelled in various roles, from Communications Manager at RESAAS to Director of Customer Experience at SoleSavy. At SoleSavy, I managed three teams, reduced churn, and increased customer engagement through strategic initiatives. As Lifecycle Marketing Manager at Later, I enhanced onboarding strategies, achieving over 90% retention in the first 30 days and significantly boosting feature adoption. Currently, as a freelance Marketing & Customer Experience Consultant, I provide expert advice to improve customer engagement and retention for diverse clients. My expertise spans customer lifecycle management, cross-functional collaboration, and data-driven decision-making.

Experience

• Marketing & Customer Experience Consultant · Freelance01-01-2023

  As a Marketing & Customer Experience Consultant, provided expert advice and strategies to improve customer engagement, retention, and overall experience for various clients.

• Director of Customer Experience · SoleSavy02-01-2021 – 07-01-2022

  SoleSavy started as an online community for sneaker fanatics and has since grown to a full-service platform with technology, resources, and mobile applications that help SoleSavy's customers buy sneakers for retail prices and avoid the expensive secondary markets. Managed the 3 teams within the Customer Experience Department; Retention, Onboarding, and Customer Support. Led 7 direct reports. Managed all customer lifecycle campaigns. Decreased churn from 6% to 5% and increased deflections on the cancel page by 10%. Built a self-service education strategy that over 60% of the total customer base engaged with. Increased week 1 retention from 85% to 90%. Aligned with leadership to turn SoleSavy's business goals and priorities into quarterly roadmaps & KPIs. Worked cross-functionally with the Product, Community, and Marketing teams to improve the overall customer experience & launch new products.

• Lifecycle Marketing Manager · Later06-01-2017 – 01-01-2021

  Later.com is the #1 visual content marketing platform for Instagram. Advanced onboarding strategies as the product and paid plans grew significantly, which led to increasing retention by over 90% in the first 30 days. Managed the post-sign-up tech touch experience by nurturing users through each stage of the customer journey with targeted and personalized messaging strategies. Averaged 60% open rates for emails in the first 30 days. Used experimentation to increase Linkin.bios feature adoption by over 200%. With data tools, identified that users' first 90 days were critical to driving paid retention.

• Lifecycle Marketing Specialist · Later02-01-2016 – 06-01-2017

  Managed onboarding funnels. Product marketing for feature releases. Mapping customer lifecycle & journey. Managed the product feedback cycle from customer channels by consolidating feedback trends in order to help guide product improvements to drive a better customer experience with higher retention. Managing ongoing Instagram marketing webinar. Product education. Hiring for the customer teams. Worked with product leading beta programs.

• Communications Manager · RESAAS10-01-2013 – 02-01-2016

  Managed feedback cycle & reported on UX trends. Worked cross-functionally with stakeholders & the product team to incorporate product improvements. Coordinated firm launches with Sales Team. Managed activation campaigns and onboarding users. Managed customer support team. Implemented Zendesk; created ticketing systems and built out the knowledge base. Hosted weekly demos & webinars. Engagement campaigns.

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