Hannah Burfield

As the CRM Manager at Brightspeed, I bridge strategy and execution to deliver lifecycle marketing campaigns across email, SMS, and direct mail that drive customer retention, ARPU growth, and revenue impact. Leveraging my extensive background in marketing strategy and lifecycle planning, I translate high-level business objectives into actionable project plans, ensuring campaigns are designed with purpose and executed flawlessly. I oversee campaign intake, scoping, production, QA, deployment, and reporting across Salesforce Marketing Cloud (SFMC), ActionIQ, and other MarTech platforms. While my current role focuses on operational excellence, I actively shape campaign strategy by refining audience logic, journey architecture, messaging triggers, and performance goals based on data-driven insights. I work cross-functionally with Strategy, Lifecycle, MarTech, and business teams to ensure alignment, provide strategic feedback, remove blockers, and accelerate speed-to-market.

In my role as ECommerce Director at Lindsay Letters, a small business dedicated to providing meaningful art, I operated at the intersection of operations, marketing, and technology. My philosophy is rooted in a keen understanding of the power of data to drive strategic initiatives and opportunities through an analytical lens. Within this dynamic remote environment, I developed and implemented processes and procedures using Shopify Plus to oversee shop assets, inventory, and site merchandising. I orchestrated a successful initiative, expanding our product offerings and boosting margins by 25%, alongside spearheading the onboarding of vendors for new initiatives and product launches. My expertise in e-commerce marketing roles extends to providing collaborative support for all marketing efforts. I've optimized campaigns through meticulous testing and iteration, resulting in 41% YoY increase in click rates. By simplifying the customer journey through self-service, automation, and product knowledge, I effectively increased conversion rates. Launching comprehensive retention and acquisition strategies, including lead generation campaigns and a successful loyalty program, contributed to retaining 33% more customers. Additionally, the introduction of a new SMS partnership yielded 12% in annual revenue. Simultaneously, I owned the MarTech stack, mapping, strategizing, and managing the execution of integrations, new platform launches, and channel strategies. My role involved managing multiple projects concurrently, ensuring their delivery within scope, on budget, and on time, all while maintaining rigorous quality checks throughout the process.

I joined Second Nature shortly after rebranding from FilterEasy. My responsibilities included enhancing and growing existing marketing campaigns and to develop new methods to grow customer loyalty and lifetime value. I lead all day-to-day management and reporting for these initiatives for the consumer division. This included providing expertise leadership for data analysis and performance optimization while recognizing new opportunities for growth. I developed a strategy to repair and recover domain reputation and email deliverability performance by implementing an appropriate warm up strategy paired with healthy email practices. These efforts successfully restored domain health from ‘bad’ (undeliverable) to ‘high’ in Google Postmaster.  This also included extensive collaboration on the evaluation, onboarding, and implementation for the transition from a legacy ESP (email service provider) to CRM (customer relationship manager). I launched a new channel to gather and collect customer feedback to inform and provide the customer and product teams with meaningful feedback.

My second position with Circle Graphics has enabled me to assume responsibility for designing and managing omni-channel marketing campaigns, while managing and supporting strategic client accounts. I created a new hybrid partnership for a B2C client to transition into B2B service levels to alleviate growing pains and facilitate sustainable growth. This produced a 29% increase in account revenue through identifying and driving key initiatives for client success, while driving new product adoption at the highest level of customer satisfaction. Our initiatives are based on carefully crafted customer segmentation strategies aimed at maximizing customer satisfaction and retention. For example, my team created a Customer Journey Map to improve our online reputation, increase brand loyalty, and emotional resonance by identifying and resolving gaps in both the onsite and post-purchase experience uncovered by our analysis of 24k+ online reviews and feedback from 1.3M+ social media followers.

I was retained by Circle Graphics after they acquired CafePress to lead all organic social media marketing operations including strategy development and execution, content development and curation, and online reputation management. My new role also involved strategic account management and direct supervision of a team of Social Customer Service Agents tasked with responding to client communications across all platforms. My success in this new position was immediate, through the implementation of a proactive process for capturing and responding to reviews utilizing Reseller Ratings, SiteJabber, Google Reviews, and Facebook Reviews, resulted in an average rating boost to 9.5 average rating out of 10 based on 24k+ verified reviews. What were perhaps my most impactful contributions involved leading my team to aggressively pursue its performance targets and cut average response time from over two hours to under 15 minutes seven days a week (our target response time was 30 minutes).

Prior to Circle Graphics’ acquisition of CafePress, I was accountable for designing and launching digital campaigns for five brands with full oversight of content and strategy development for the company’s Social Customer Service channels. My work resulted in the ascension of our Canvas on Demand offering’s Facebook following to the #2 ranking amongst all ecommerce art sellers, surpassing high-profile brand names, such as Sotheby’s, Christie’s, Saatchi, and Getty Images. Furthermore, my efforts directly led to a boost in customer engagement by 67% year-over-year across the Great Big Canvas, Canvas On Demand, and CafePress brands, and a 46.3% increase in unique page views for Canvas On Demand (+323,254).

In this highly-rewarding role, I led communication initiatives to grow and connect with national and international partners. Additionally, I led multiple 20-member teams of volunteers to complete service projects in rural areas rural Mozambique with the primary objective of improving communications with local partners to support community development and membership growth. The enhanced marketing campaigns that I designed and launched helped drive charitable donations, create awareness, and acquire strategic partnerships with like-minded organizations.

My initial foray into the world of digital marketing consisted of spearheading content development efforts for promotional campaigns focused on promoting local business social media presence across Facebook and Twitter. My social media optimization efforts and execution of promotional campaigns grew our followership by 20%.