gavin handley resume sep 2016
TRANSCRIPT
GAVIN HANDLEY
[email protected] | 415-517-9946 | LinkedIn | Website | Twitter
DIGITAL MARKETING STRATEGIST
CRM & Lifecycle | Email Marketing | Social Media | Content Marketing | Go-to-Market Strategy & Execution Referral Program Strategies | Segmentation | Brand Messaging | Data Analysis
Award-winning digital marketer with 10+ years experience leading cutting-edge campaigns for Fortune 500 companies
CAREER HIGHLIGHTS
Created and the led strategic vision for Visa’s first ever US consumer-facing marketing program, Visa Checkout
resulting in 3x lift in product usage for subscribers
IAC Best Financial Services Email Message Award for Visa Checkout Super Bowl 2016
Re-envisioned and led HP Newsgram consumer email marketing program which increased message
engagement by an average of 63%
Designed and implemented inspirational email campaigns for Kodak Gallery which drove unprecedented two-way
interactive user engagement
Launched and managed strategy for Kodak Gallery’s social media on Facebook, Twitter & Youtube
Strongmail Email Breakthrough Award, 2010 Best in Class for the tech sector for Kodak Moment of the Month
PROFESSIONAL EXPERIENCE
Yes Lifecycle Marketing, San Francisco, California, 2011 – Present
Senior Marketing Strategist
Provide thought leadership based on my vast experience in client business objectives, online strategies, and the
competitive landscape
Serve as an extension of client’s marketing team, conduct in-depth discoveries, lead internal teams and client
marketing managers, and provide exceptional client service
Deliver integrated program assessments, roadmap, test plans, seasonal planning to execute vision
Analyze consumer behavior to provide detailed analysis and recommendations to continually optimize and
enhance client marketing programs
Employed social media & display strategies to drive acquisition and reengagement
HP Newsgram Program Manager, 2011 – 2014 (Yes Lifecycle Marketing, Senior Marketing Strategist)
Oversaw the US Newsgram consumer email program—responsible for identifying and proposing content,
calendar planning, marketing briefs, stakeholder meetings, budget, and internal collaboration
Created new vision of the Newsgram Newsletter program resulting in a 92% lift in CTO rates
Introduced new branded messaging, HP Pulse, Snapshot and Create with a 34% lift in response over legacy
messaging
Led, developed and presented quarterly program review for up to 20 key HP stakeholders
Coordinated Newsgram calendar and campaign prioritization with the HP Shopping channel
Developed internal HP email PR presentation to promote collaboration and engagement from marketing
channels.
Client portfolio: Visa, See’s Candies, HP, Marriott, eBay, West Marine and Panasonic ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Shutterfly, Redwood City, California, 2010 - 2011
CRM Manager (Contract)
Created and launched the Bright Ideas inspirational engagement series focused on user-generated content
Managed active segment for promotional email communications
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Kodak Gallery, Emeryville, California, 2004 – 2010
CRM Program Manager
Conceptualized, implemented and managed the award-winning Kodak Moment of the Month program. This non-
promotional message consistently had the highest user engagement of all weekly emails and was the top 3rd
revenue earner each month
Developed the Gallery Exposure monthly newsletter, the Gallery’s highest performing communications tool, with a
27% average response rate; it retained over 1 million readers per month
Built complex CRM segmentations for all singular, triggered, surveys and direct mail campaigns
Identified opportunity to partner with Kodak to utilize their sponsorship of Babies the movie, as a major new member
acquisition tool for the Gallery through the site, email and social media. Developed concept for viral slideshow and
baby photo contest and led project with collaboration & partnership of Kodak, NBC and Ogilvy
Collaborated with SEO team to optimize reach of the Exposure Newsletter & Kodak Moment of the Month campaign
Created videos and managed the YouTube Channel to educate users and strengthen brand reputation
Managed strategic sponsorship of the Kodak Gallery / Sierra Nevada Pro Cycling Team
TECHNOLOGY
Microsoft Office Suite, Epiphany 6.5 CME, Epiphany 7.3, Coremetrics, WebObjects, Crystal Reports, Team Track,
Message Tracker, Quickbase, Aprimo, Adobe Photoshop, Adobe Captivate
PUBLICATIONS
Email Best practice white papers, YLM (Yes Lifecycle Marketing)
Email Marketing Lounge, Yesmail Interactive Blog
Picture More, Shutterfly Blog
A Thousand Words, Kodak Blog
EDUCATION
University of San Francisco, Advanced Web Analytics, executive education certificate
Institute of Technology, Tralee, Ireland, Graphic Design
New Zealand Business School, Auckland, Business Management
INTERESTS AND ACHIEVEMENTS
Published photographer
Competed in the New Zealand Touring Car Championship, 1991 – 1992 Handley Motorsport
Finished 3rd in the Auckland Super Production Car Championship, 1991 and 1993
Played High School 1st XV, Club and Sub-Union Rugby
Extensive travel in Western Europe, Scandinavia, Middle East, Oceania, Central & Far East Asia and North America