Fractional Email Marketing to Systems Strategy Revamp

Snapshot

Transformed Email Marketing Strategy From Fractional to Systems Approach: Driving Growth Loops, Retention & Customer Experience through Cross-Company Integration, Lifecycle Strategy & Martech Overhaul

My Role & Leadership

I led the end-to-end transformation of 1871’s digital engagement strategy, unifying branding, automation, and segmentation into a scalable, high-performing newsletter system. My leadership included:

• Strategic Vision & Ownership: Defined and executed the roadmap to scale subscriber growth, automate engagement, and optimize content strategy.

• Cross-Functional Leadership: Aligned marketing, product, experience, events, and C-Suite leadership (CPO, CXO, CEO, COO) to ensure execution.

• Project Management & Execution: Developed the Newsletter Building Guide, Upcoming Offerings Log, and standardized branding templates to ensure operational consistency.

• Marketing, Automation & Content Strategy: Implemented segmentation, lifecycle automation, and lead generation tracking to drive engagement and retention.

• Enablement & Long-Term Impact: Trained teams on automation, reporting, and execution, ensuring long-term adoption and quarterly optimization cycles.

Key Results & Impact

📈 Grew total subscribers from 60K to 185K (+208%)

📈 Achieved 22-30% open rates for members/customers, 20% for subscribers (above industry benchmarks)

📈 Increased event participation by integrating newsletters as a demand-generation tool

📈 Eliminated outdated CSV-based tracking and fully automated lifecycle management

📈 Created a structured, scalable engagement funnel that nurtured prospects into members

Challenge

❌ Inconsistent branding & engagement – Emails lacked a unified look, feel, and strategy.

❌ Manual subscriber tracking – CSV-based member lists resulted in outdated records and inefficiencies.

❌ Lack of automation – No structured nurture flow for converting leads into active members.

❌ Siloed internal communication – Teams lacked visibility into upcoming events and initiatives.

❌ Limited website integration – No clear CTAs for new subscribers and low conversion rates from site visitors.

Approach & Execution

✅ Segmented and restructured newsletters into targeted audience engagement tools.

✅ Integrated HubSpot automation to eliminate manual tracking and improve lifecycle management.

✅ Redesigned email templates, visuals, and UX to optimize content and conversion rates.

✅ Developed a structured engagement funnel to nurture prospects into active customers.

✅ Created cross-functional alignment between marketing, product, tech, and leadership.

Growth & Iteration

Phase 1: Unified branding & segmentation → Eliminated fragmented email strategy.

Phase 2: Introduced automation & lifecycle tracking → Improved efficiency and engagement.

Phase 3: Optimized content funnels & performance tracking → Drove long-term scalability.

Visuals

From Fragmented Communications & Newsletters (2021) To Building Strategy for Newsletter Ecosystem (2022)

Content Mapping & Wireframes

Universal team asset “Upcoming Offerings Log”

Newsletter Structure (Design & Digital Marketing Inputs), Templates, and Team Resources