Steven Zavala

About

Lifecycle/CRM marketing leader from the wine and beverage space who has owned high-volume email/SMS programs end-to-end and translated CRM insights into broader revenue strategy. Stands out for combining rigorous process design, cross-channel automation, and personalization testing to drive measurable gains, including a 45% lift in incremental email revenue and $1.6M in incremental on-site upsell/cross-sell revenue.

Key Strengths

• Owned high-volume email and SMS calendar end-to-end across 40+ campaigns per month
• Built standardized campaign briefing and QA process in Airtable and Figma
• Strong multi-channel lifecycle automation across email, SMS, and direct mail
• Deep segmentation and personalization expertise using Shopify data in Klaviyo
• Data-driven CRM optimization using Tableau and A/B testing
• Improved personalized email CTR from 2.5% to 3.7% and conversion from 3% to 4.2%
• Drove ~45% average increase in incremental email revenue through personalization
• Influenced broader digital strategy and launched on-site personalization generating $1.6M incremental revenue
• Built lapsed-customer winback flow with ~15% reactivation rate and 4% conversion
• Designed multivariate send-time test that lifted conversion ~20% and CTR ~19%

Reference Highlights

• owned all facets of the customer journey
• reliable execution under challenging circumstances
• unfazed under pressure
• strong end-to-end campaign ownership
• improves campaigns through testing
• maximizes upsell and cross-sell opportunities
• promoted to Brand Director
• adept at multi-channel lifecycle marketing
• delivers the right message to the right person at the right time
• managed entire lifecycle roadmap
• exceptionally strong analytical and technical skills
• uses Tableau and Excel extensively
• connects customer data to marketing insights
• identifies relevant metrics for campaign and cohort performance
• drives customer lifetime value growth
• drives revenue through upsells
• successful at increasing average order value
• strong team player
• collaborates well cross-functionally
• relentless about testing
• willing to experiment and learn from failure
• quick learner
• strategic thinker
• analytic marketer
• superstar
• asset to any organization
• ideal fit for the role

Experience

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