STEPHANIE MAASSEN-DEASON

Kansas City, Missouri | smconsultingmaven@gmail.com | 314/749.9371 https://www.linkedin.com/in/smaassen/

Marketing Director

Brand Strategy | Digital Marketing | Loyalty Marketer

Accomplished marketing professional with 15+ years of global B2C e-commerce experience. An analytical leader who successfully enhances the customer experience to grow profitability. Skillful in storytelling and organization to increase customer acquisition, loyalty, and retention.

Core Strengths

Visionary Leadership | Strategic Marketing Plans | P&L Oversight | Liability Management Omni-Channel Communications | Customer Segmentation | Loyalty Strategy | CRM | CX Testing | PR | Evergreen Funnels | Personalization | Key Metric Optimization | Social Media Management | Digital Marketing

Professional Experience

Propel + Flourish | Remote

FRACTIONAL CMO + MARKETING CONSULTANT

TogetherWell               Jan 2020-Present

  • Developed a structured monthly communication and outreach process based on distinct target markets.

  • Created marketing funnels to nurture, build loyalty, and increase donations and therapist subscriptions.

Start Small Think Big Inc.            

  • Developed and presented an Online Advertising Bootcamp to small business owners.

  • Hosted an Email/SMS Preparedness workshop.

Alignable           

  • Developed and presented an Email / SMS Marketing 101 workshop.

Balsam Brands | Redwood City, CA

A global D2C e-commerce retailer who designs and sells home decor and consumer products.

SENIOR ENGAGEMENT MARKETING MANAGER           JUL 2020-MAY 2022

Oversaw the strategic vision, hiring, training, and performance of 30+ global marketing team members. Managed a $10M budget and ROI of over 10 across catalog, email, direct mail, content, SEO, social media, influencers, and reputation management to drive brand awareness and lead generation. 

  • Grew Balsam Hill’s repeat rate from 21% to 23% in 2021 after using qual/quant research to develop lifecycle marketing campaigns to enhance the post-purchase experience.

  • Restructured three cross-geographical, marketing channel-specific teams to form the Engagement team, with a brand-first role and reporting structure.

  • Developed 5-year expansion strategies for existing and new-to-market European properties by creating a crawl/walk/run plan to grow brand awareness, market share, and profitable revenue growth.

  • Guided the Email/SMS team through a robust RFP process for finding a new email service provider.

  • Devised marketing plans to drive omnichannel customers to Nordstrom Tree Lots and drive B2B revenue.

  • Scaled influencer and ambassador programs to drive community-powered growth. 

SENIOR CRM MANAGER           FEB 2018 - JUL 2020

Gleamed insights and analysis from data to provide a deeper understanding of customer journeys, LTV, and repeat rate to differentiate our core customer segments to deliver strategic, cross-functional recommendations across our global portfolio of brands.

  • Drove double-digit increases in revenue yearly through audience expansion, hypothesis testing, increased personalization, and automation to create great marketing experiences online, offline, and at retail locations. 

  • Conduct market and ROI assessments for European countries' digital and print marketing initiatives. 

  • Developed robust relationships with vendors and cross-functional partners to exceed revenue targets.

  • Spearheaded the launch of Balsam Hill's inaugural integrated planning meetings with e-commerce, social media marketing, CX, and creative channels.

EMAIL MARKETING MANAGER           SEP 2015 - FEB 2018

Partnered with e-commerce and creative to develop best-in-class marketing experiences through brand and lifecycle marketing campaigns. Ran test-and-learn activities to build content calendars which drove profitable revenue growth.

  • Grew email’s overall revenue share from 3% to 10% in three years.

  • Revamped post-purchase series, causing a 67% increase in revenue per customer and a 33% decrease in customer service calls.

  • Recognized as a thought leader in the email industry by being chosen to present at breakout sessions at Bronto Summit and SuiteWorld in 2017 and 2019.

EMAIL MARKETING STRATEGIST           APR 2014 - SEP 2015

Created 300+ yearly email campaigns, managed email calendars, wrote campaign briefs, approved creative, analyzed and delivered results cross-functionally, and recommended next steps for growth across a global portfolio of brands.

  • Grew Balsam Hill US's email program by double digits.

  • Collaborated with creative, e-commerce, and customer service to develop campaigns to drive profitable revenue growth and drive product sales.

Home Depot (Home Decorators Collection) | Atlanta, GA

The world's largest home improvement specialty retailer for one-stop shopping for the do-it-yourselfer.

INTEGRATED PROJECT MANAGER           JAN 2010 - APR 2014

Developed and executed integrated omnichannel marketing plans, which included catalog, email, direct mail, website, content, SEO, affiliate, PPC, retail, offline, and retargeting channels.

  • Promoted and chosen to relocate to Home Depot's corporate headquarters in Atlanta, GA.

  • Skillful in cross-functional collaboration, which lead to building loyalty, increasing engagement, and year-over-year revenue growth.

Home Decorators Collection | St. Louis, MO

B2C catalog / e-commerce retailer specializing in home furniture and décor.

AFFILIATE PROJECT MANAGER           AUG 2007 - JAN 2010

  • Generated over $14 million in sales revenue and oversaw a 46% increase over plan in 2008.

  • Implemented a multi-channel communication strategy to manage three hundred vendors.

  • Project managed the launch of Certona recommendations from concept to completion.

Education

Master of Business Administration (M.B.A.) International Business

Webster University | St. Louis, MO | May 2010

Bachelors in Journalism, Strategic Communication, Minor in Psychology

University of Missouri | Columbia, MO | May 2000