Sammy Thai

• Led CRM and lifecycle strategy for financial services and loyalty products, including Coinbase One, consistently exceeding quarterly ARR goals. • Led go-to-market CRM launches across APAC and AMER to drive product adoption and engagement. • Served as technical program manager for the team, implementing operational improvements that reduced execution errors.

• Managed CRM communications for product launches and lifecycle initiatives, including Staking, new asset listings, and U.S. tax season. • Ran 100+ experiments annually to optimize targeting, messaging, and channel mix, improving campaign performance and ROI.

• Owned the CRM program across email and SMS, leading campaign execution, calendar planning, and performance optimization. • Partnered with E-commerce and Creative teams to shape the promotional calendar and align CRM strategy with key business priorities. • Managed high volume of campaigns via email and SMS channel.

• Built and executed email marketing campaigns supporting promotions, product launches, and seasonal initiatives. • Managed day-to-day email production and cross-functional campaign coordination.

• Executed 10–15 daily email campaigns in Salesforce Marketing Cloud. • Collaborated with Merchandising and E-commerce teams to develop and manage the email marketing calendar. • Analyzed campaign performance in Google Analytics and Looker to identify optimization opportunities and improve ROI.

• Coordinated and scheduled over 400 tweets to drive engagement for a major event. • Engaged audiences across Facebook, Instagram, LinkedIn, and Twitter with Sprout Social, increasing overall engagement by 4%.

• Managed end-to-end email and SMS campaigns, from ideation to execution to reporting, focusing on customer trends. • Analyzed campaign performance using Google Analytics and Salesforce, presenting insights during QBRs.

• Built and maintained a social media content calendar for Facebook and Instagram. • Supported company events and photographed key moments to enhance brand visibility and engagement.

• Acted as a brand ambassador for The Education Abroad Network (TEAN), promoting study abroad opportunities at school fairs. • Mentored students for their upcoming study abroad trips, ensuring they felt confident and informed.

• Assisted in organizing the Fast Company Innovation Festival and SXSW conference, coordinating budgets and VIP guest arrangements. • Tracking sales team progress and updating Salesforce projections.

• Assisted in organizing and executing customer loyalty events, enhancing customer engagement. • Collaborated with vendors and trained 12 employees across two store locations, boosting loyalty list size by 4% and sales by 2%.

Graduated Magna Cum Laude and received the National Engaged Leader Award from the National Society of Leadership & Success. Completed 6 internships and 3 extended research papers & projects.