Lauren White

Owned retention and behavioral intervention strategy across pre- and post-cancel audiences, driving end-to-end omnichannel lifecycle campaigns and new feature launches, generating incremental subscription revenue. Led lifecycle campaigns across email, push, SMS, and in-app messaging, achieving +123% CTOR and +102% CTR, contributing to significant recurring revenue growth. Designed and deployed a data-driven retention journey for recurring billing members, reducing churn by 2.45% and driving 100 renewals ($12,000 incremental revenue) within 14 days. Spearheaded the omnichannel “October Save” retention initiative for high churn-risk members during peak season, delivering a 1.5% churn benefit and measurable revenue retention.

Owned omnichannel lifecycle journeys (email, SMS, direct mail) for lapsed audiences, creating empathetic, direct-response content and optimizing campaigns through segmentation, testing, and data-driven strategy. Spearheaded a personalized reactivation initiative using member behavior, achieving +62% CVR, contributing to incremental subscription revenue. Developed targeted campaigns based on member cancellation reasons, driving +11% lift in CVR and measurable revenue recovery. Designed and implemented comprehensive A/B testing strategies, resulting in +30% CVR improvement for enhanced email communications. Partnered with designers and product teams to create high-performing templates that consistently increased engagement. Leveraged Braze, Looker, and Google Analytics to analyze user behavior, extract actionable insights, and inform lifecycle strategy shared with cross-functional teams to align communications with business goals.

Managed day-to-day email production, targeted campaigns, triggered updates, and QA. Worked hands-on with CRM/automation platforms to build journeys, evaluate audiences, and manage deliverability. Monitored triggered email programs, including optimizing existing programs and developing of new programs. Performed quality tests ensuring email rendering across variety of email clients and devices. Liaised with global WW Marketing Technology team and kept up-to-date with platform and data changes, enhancements and updates. Challenged the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them. Experienced setting up customer target groups and segments, AB testing and reporting. Shared technical knowledge with others and kept up to speed on latest Email Marketing trends. Worked in a collaborative and constructive manner with the marketing team and other cross functional teams. Managed time effectively, prioritized requests, understood directions and worked independently in a fast-paced environment with tight deadlines.

Managed the implementation of email marketing calendar; including a unique national calendar, member calendar and testing calendar. Assisted with database management, creating and understanding customized segments based on personalised knowledge and clear KPIs. Flawlessly executed all eCRM efforts; QA and specific process checks. Built unique member eCRM journeys based on data and specific KPIs. Assisted in reporting outputs and provided information to inform recommendations. Worked closely with the global eCRM and analytics teams to develop best in class executions and represent Canada on a global scale. Supported the marketing team on acquisition and retention of members using a priority marketing channel.

Managing the implementation of the email and social media marketing calendar Managing and implementing the complete redesign of company brand guidelines, print, website and promotional materials Launching internal employee engagement email campaign Creating blog and website content, landing pages, email campaigns, white papers, and promotional print materials Developing effective marketing materials utilizing Adobe editing suite Organically boosted social media reach by over 50%

Successfully managed the redesign of ComTech Energy’s brand and website (comtechenergy.ca) Developed public relations campaigns including press releases, social media engagement and media outreach through industry partners Created blog and website content, landing pages, email campaigns, white papers, and promotional print materials Successfully launched and managed several social media platforms and social media content calendars across multiple brands through Hootsuite whilst ensuring consistent integration of message, branding, creative and content across all brands Successfully managed social analytics and web analytics (including Google analytics), ensuring data is leveraged through content development and marketing strategy Developed effective marketing materials utilizing Adobe editing suite

Successfully managed the redesign of Envoy Energy’s website (envoyenergy.ca) including content creation, image selection, blog development and HTML programming Developed public relations campaigns including press releases, social media engagement and media outreach through industry partners Created blog and website content, landing pages, email campaigns, white papers, and promotional print materials Successfully launched and managed several social media platforms and social media content calendars across multiple brands through Hootsuite whilst ensuring consistent integration of message, branding, creative and content across all brands Successfully managed social analytics and web analytics (including Google analytics), ensuring data is leveraged through content development and marketing strategy Managed, designed and coordinated trade show booth design, layout, content creation, lead engagement and customer service; successfully collecting over 400 new qualified leads in a single day Developed effective marketing materials utilizing Adobe editing suite

Designed marketing materials across multiple business units and product lines with strict attention to detail while meeting strict branding and communication guidelines Managed internal and external product communications including content creation, events and marketing materials across multiple platforms including SharePoint, website landing pages, and social media Liaised with various stakeholders and vendors across several business units to address specific business objectives including literature fulfillment and content creation Managed key event logistics including creating promotional materials, landing pages, and organizing venues and event space Created new communication processes to significantly increase distribution of key content within distribution channels Managed multiple projects and tasks concurrently while working effectively in a high pressure and deadline-driven environment, both in a team and individually