Barbara Sanchez

  • Staten Island US-NY

Summary

BARBARA SANCHEZ

Marketing Director Acquisition & Retention  ·  Online  & Email Marketing  ·  Social Networking 

Summary of Qualifications

  • Over 12 years of marketing experience both in large corporate and start-up environments.
  • Solid background in ecommerce, membership marketing, email marketing and social networking.
  • MBA with dual concentration in Marketing, and Information & Communication Systems from Fordham University

Resourceful, results-oriented marketer with strong analytic skills and the experience and vision needed to attain aggressive sales goals.  Hands-on worker with exceptional skills in leadership, mentoring and team building.  Known as a “go-to” person that gets the job done.

Work History

Work History
May 2007 - Apr 2009

Director, Member Acquisition

Waterfront Media

Waterfront Media – Brooklyn, NY 

Director, Member AcquisitionDeveloped the strategies and day-to-day efforts to increase subscriptions to company’s diet and health websites.  Portfolio of over 20 online sites included JillianMichaels.com, DeniseAustin.com, and JoyBauer.com.

  • Improved subscription rates on products through optimization of creatives and offers for banners, landing page, and email. Performed ongoing testing across all products to increase acquisition rates while maintaining life-time value.
  • Championed 30+ technical projects to increase member subscription and retention through site enhancements, including implementing PayPal Express Checkout, funnel redesigns, and partnership sites.
  • Increased subscriber base by 11% with launch of official Denise Austin, Jillian Michaels and Joy Bauer stores.  Optimized paid and unpaid search rankings using Google Base, and Adwords and acquired new members at low CPA.
  • Generated 11,000+ fans and acquired 400+ new subs at a low CPA via Facebook page and social ads campaign for JillianMichael.com.
  • Streamlined process for communication to partners, managing inventory and ongoing reporting efforts.  Introduced dashboard reporting and testing and banner matrix.
Mar 2006 - May 2007

Assistant Director, Email Marketing

Doubleday Entertainment

Doubleday Entertainment - (a subsidiary of BookSpan) New York, NY

Assistant Director, Email Marketing   

Led current member marketing efforts for 35 book clubs, averaging 300 email campaigns per month.  Supervised six person email marketing and production team, as well as overall relationship with vendor, eDialog.

  • Streamlined email production and reporting process and increased campaign volume by 33% in 2007.  Improved YOY email revenue by 25% exceeding budget by over $4 million.
  • Introduced targeted email campaigns for members based on buying behavior, site interaction and member lifecycle.
  • Migrated transactional email deployment from internal mail server to email vendor, resulting in improved deliverability and reporting.  Coordinated project with IT as part of a multi-million dollar platform launch.
  • Introduced training for Online Team in testing protocol and reporting to strengthen team knowledge and effectiveness.  Led testing efforts for company’s Q4 offers.
  • Increased email base by 140M members through online registration sweepstakes.
  • Keynote panel speaker at Marketing Sherpa’s Email Marketing Summit 2007. 
Jul 2004 - Nov 2005

Manager, Online Engagement

Columbia House

BMG Columbia House, Inc. - New York, NY

Manager, Online Engagement, DVD Club

Responsible for developing and implementing strategies to increase buying via club website. Targeted 75%of total club revenue via the online channel.

  • Led the “Web 75 Team” a 15-person task force implementing strategies to increase thonline buying base through print, phone and email programs.
  • Developed and executed online-only sweepstakes, Joy of Giving Giveaway (10/04).  Increased daily site traffic by 5%, while maintaining high conversion rates. 
  • Increased emailable member base through enhancements in customer service email collection, automatic site notification of invalid email address, customized invoice messaging, and email append.
  • Maximized overall web presence throughout print and phone channels. Developed the “It’s Better Online” theme used to promote benefits of shopping online.
  • Researched, analyzed, and recommended third-party vendors tools and services, such as targeted banner ads, screensavers, sweepstakes, and CD-ROMs, to achieve aggressive migration and engagement goals. 
Oct 2003 - Jul 2004

Assistant Director, Internet Marketing

BookSpan - (formerly Doubleday Direct, Inc) New York, NY 

Assistant Director, Internet Marketing (10/03-7/04)Manager, Internet Marketing (4/00- 10/03)

Managed online/offline marketing strategies to meet yearly revenue goals for current member sites. Supervised portfolio of twelve book clubs including Doubleday Book Club and Book-of-the-Month Club; Supervised team of three Marketing Managers as direct reports, and four Site Administrators

  • Coordinated enhancements to site performance, platform functionality and content to meet and exceed current market expectations. Increased portfolio’s YOY online sales by 20%.
  • Streamlined workflows with Creative, IT, Catalog Marketing, Editorial, Inventory, Customer Service, Market Research, Database Marketing, and Email Marketing departments and developed relationships with outside vendors. 
  • Introduced Virtual Catalog test program in Doubleday Book Club to determine feasibility of online-only servicing of club members, which would result in the reduction of postage costs.

Additional responsibilities included:  Co-Business Owner of corporate-wide IT project implemented in March 2004.  Charged with completing business requirements and end-user training for new, fully-integrated catalog management system.

Education

Education
Jan 1999 - May 2003

MBA

Fordham University
Sep 1990 - May 1994

Bachelor of Arts