Joanna Hernandez

FUNCTION GROWTH                                                                                                     
NEW YORK, NY (Remote)

Lifecycle Marketing Lead                                                                                                                       Feb 2022 – Present 

• Lead all lifecycle marketing, driving $50M+ revenue growth for a DTC retail startup brand through strategic initiatives.
• Boost e-commerce revenue 100X with email & SMS marketing, enhancing engagement and conversions.
• Form strategic partnerships with major media outlets and celebrity figures, resulting in expanded market presence.
• Implement customer retention programs and personalized marketing strategies, enhancing customer experience and driving measurable growth for D2C initiatives.
• Analyze customer behavior data, optimizing lifecycle campaigns for increased engagement and conversion rates.
• Lead cross-functional teams to integrate marketing solutions, improving operational efficiency and market penetration.
• Pioneer digital transformation projects, aligning marketing efforts with emerging trends for strategic advantage.
• Streamlined customer segmentation, enhancing targeted marketing efforts and resulting in notable improvements in engagement and sales metrics.

RAZZO MARKETING GROUP                                                                                                           CHICAGO, IL

Business & Marketing Strategy Lead                                                                                                  Dec 2017 – Feb 2022

• Orchestrated targeted email marketing efforts, achieving significant subscriber growth and elevated conversion rates.
• Directed a team of 10, enhancing performance and achieving cohesive marketing goals.
• Developed omnichannel marketing strategies for diverse clients including hotels, spas, technology firms, educational institutions, and DTC brands, leveraging online surveys and data analytics.
• Partnered with product teams to align marketing and product strategies, ensuring cohesive messaging and improved user experiences. 

BAIRD & WARNER REAL ESTATE                                                                                            SCHAUMBURG, IL

Client Communications Manager – Title Services Division (Contract)                                                 Mar 2017 – Nov 2017

• Spearheaded research and implementation of SEO trends, keywords, and advanced on-page optimization strategies, resulting in a notable 67% increase in web traffic and a 68% boost in on-site visit duration over a four-month period.
• Generated actionable insights by producing monthly reports using Google Analytics and Google Data Studio, guiding adjustments to keyword strategies for bwtitle.com and landnat.com, thereby enhancing website traffic trends.
• Developed data-driven email marketing campaigns, improving client engagement and conversion rates through targeted content strategies.

BRELLA PRODUCTIONS                                                                                                          EVANSTON, IL

Head of Marketing                                                                                               Jan 2016 – Feb 2017

• Led a team of 5 writers in executing weekly blogs, monthly email campaigns, and bi-monthly social media ads, boosting inbound web traffic by 30% and improving online engagement.
• Implemented campaign conversion tracking systems to ensure timely delivery and validate ROI across marketing initiatives.
• Developed omnichannel strategies and marketing collateral to enhance client understanding of Brella’s services.

UNITED AIRLINES                                                                                                                            CHICAGO, IL

Email Marketing Manager  – MileagePlus Division                                       Jun 2014 – Dec 2015

• Orchestrated marketing programs for 15 MileagePlus partner companies, overseeing project scope, communication strategy, creative development, and approval processes for email, social media, digital advertising, and retargeting initiatives.
• Analyzed weekly campaign performance and delivered comprehensive presentations to internal account managers, providing actionable insights for campaign optimization in creative, marketing channels, and segmentation.
• Drove over $40M in revenue for internal stakeholders and MileagePlus partners by implementing personalized marketing strategies and conducting A/B testing on email subject lines, calls-to-action, images, and headlines.
• Managed marketing initiatives for key MileagePlus partner clients including Bose, SPG, Marriott, RewardsPlus, IHG, Hilton, Waldorf Astoria Hotels, and Conrad Hotel, ensuring alignment with brand guidelines and strategic objectives.
• Optimized customer engagement and retention through continuous improvement of marketing campaigns, resulting in enhanced customer satisfaction and loyalty.
• Collaborated cross-functionally with internal teams to integrate marketing efforts and leverage data-driven insights for campaign effectiveness and ROI optimization.

CVM SOLUTIONS                                                                                                         
OAKBROOK TERRACE, IL

Marketing Coordinator                                                                                       Jan 2013 – May 2014

• Drove email marketing campaigns and automated workflows, resulting in $900,000 in new business and revenue growth.
• Aligned objectives across Sales, Product, and Client Services teams, identifying new opportunities and implementing cohesive strategies that contributed to strong business outcomes.
• Managed SEO, developed customer target lists, created advertising content, established new database standards, and executed inbound and outbound marketing initiatives to enhance brand visibility and market presence.

WHARTON SCHOOL OF BUSINESS                                                                                                          In Progress

Certificate, Omnichannel Retail Strategy                                                                                                            

NATIONAL UNIVERSITY OF SINGAPORE                                                                                                    2016

Certificate, Public Relations

ILLINOIS STATE UNIVERSITY                                                                                                                        2009

Bachelor of Arts in English Communication Studies & French Studies