Cynthia Pena

• Optimized Sephora inside JCPenney partnership via retention marketing channels, including email, mobile and omnichannel experiences (such as BOPIS, partnerships, events) via data sourcing/tracking, personalization/target segmentation, process/organizational efficiencies, creative and content revamps.
• Drove strong partnerships with loyalty and merchandising to design, test and drive acquisition/retention strategies, and content opportunities.
• Planned, executed, and pivoted for overall business growth during critical timeframes, including COVID-19, Holiday 2019, 2020 Holiday strategy, and key brand launches such as Fenty Beauty by Rihanna, Selena Gomez’ Rare Beauty, andSephora Collection.
• Interpreted, synthesized, and identified insights from various data sources to drive sales growth and client retention.
• Managed email marketing agency (Responsys) and dedicated creative designers/copywriters.

• Acted as head of site marketing, responsible for planning and seamlessly executing marketing campaigns across desktop, mobile web, and apps including strategy, creative design and analytics, innovation lab creative design (Sephora virtual artist), and omnichannel experiences (happening at Sephora, in-store only mobile experience).
• Partnered with merchandising, strategic partners, and all marketing levers to execute on acquisition, onboarding and retention strategies.
• Helped drive company’s topline growth mobile strategies and execution.
• Guided client insights research and led 1-5 year mobile app strategy and tactics.
• Developed unique, daily app content and mobile events for acquisition, frequency and client retention; driving over 5x a month higher frequency and double-digit acquisition growth.
• Identified business opportunities, budgeted for and prioritized app features. 

Hotwire is a travel website that offers airline tickets, hotel rooms, rental cars, and vacation packages. It operates by selling off unsold travel inventory at discounted prices. 

• Drove over 45% YoY growth (above industry averages) to increase company’s topline growth (33% of total transactions via mobile platforms).
• Defined and executed customer re-engagement strategies through site, re-marketing, email, social media, in-app messaging, and push notifications.
• Designed and executed go-to-market strategies for new product launches of Apple Watch, Rich Inbox, Trip Watcher/Scratchpad, retail in-app, mobile exclusive rates, vertical launches, and referral program.
• Defined mobile KPIs and metrics, created reporting infrastructure and technical requirements for data dashboard across all marketing channels, platforms, markets, and target segments.
• Partnered with brand, social media, SEO, SEM, email, affiliate channels to drive web and app marketing tactics.
• Partnered with product, data science, marketing/product analytics, engineering, UX, merchandising teams to identify and drive opportunities to strengthen app value proposition and customer engagement.
• Identified and drove opportunities with strategic partners to drive app awareness and drive new and existing customer app adoption (Pandora, Eventbrite.com, Kahuna). 

• Improved customer retention and revenue by over 25% in fragmented competitive music streaming environment by identifying key insights, marketing, and product engagement opportunities.
• Managed all push notification, in-app ads, and email marketing communications, strategies, and tactics.

• Reported to the vice president of brand, responsible for driving new content strategies, partnering with business development, engineering, creative, UX, merchandising, and marketing teams to develop Get Inspired, Meet the Artists, Holiday Gift Guides, Art.com Kids, Craftsmanship, and Shop by Room in US and UK markets.
• Led internal business operational improvements to align diverse channel objectives and cohesively integrate marketing plans and defined best practices.
• Identified key seasonal business opportunities and created, managed execution of content development and yearly calendars; rooted on customer research and sales data analyses.
• Managed integrated marketing implementation, including onsite, email, social media, affiliates, strategic partnerships, SEO, SEM, and display advertising.
• Defined strategic brand partnership guidelines (Refinery29, Art Production Fund) that drove strong ROI and customer lifetime value.
• Partnered with product and engineering teams to evolve tools to optimize user experience (You+Art).
• Developed and executed philanthropic programs via The Power of Art.

• Managed integrated communications for onsite, email, affiliate, social media, and promotional, as well as creative agencies (Yesmail, Responsys, Tenthwave) for daily content programs like Daily Deals and Mystery Deals.
• Optimized user experience by aligning with cross-functional teams, including creative design, operations, PayPal, loyalty, and BUs.
• Leveraged and conducted quantitative and qualitative business risk and opportunity analyses, including gross merchandising value, business prioritization/trade-offs, and psychographic target segmentation.