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Melissa Floyd
Senior Lifecycle & CRM Marketer specializing in email/SMS automation and retention
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Lifecycle/CRM marketer from 5.11 Tactical who uses CDP-driven segmentation and rigorous testing to unlock incremental revenue and retention. Built post-purchase triggers that generated ~6,000 incremental repeat buyers and ~$1M in incremental revenue in a month, and proved the value of an underserved women’s segment (higher AOV/CTR) to secure increased investment and enable dynamic personalized email content.
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Key Strengths
- Drove ~6,000 incremental repeat purchasers and ~$1M incremental revenue in one month via post-purchase journeys
- Data-driven segmentation using lifecycle + behavioral + CDP attributes (CLV, channel, promo responsiveness, purchase frequency)
- Structured experimentation to quantify underserved segment value (women’s audience) and influence resourcing decisions
- Improved women’s segment performance: +$40 AOV vs baseline and ~3x higher click rates
- Generated 8.2% more revenue and 25% higher CTR during major sale from women’s audience despite 40% smaller size
- Improved data quality by moving gender preference capture to signup and leveraging preference center inputs
- Cross-functional collaboration translating insights into product investment, retail events, and new dynamic email templates
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