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Arnaldo Mercado

@arnaldomercado

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I lead data-driven lifecycle marketing programs that grow engagement, retention, and revenue.

United States

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What I'm looking for

I'm looking to lead data-driven lifecycle and customer marketing programs where I can build scalable cross-channel campaigns, strengthen marketing automation and customer data capabilities, and develop high-performing teams.

At Epsilon, I lead direct marketing strategy for AutoNation across email, SMS, and digital channels, managing a team of three and supporting campaigns across five lines of business.

I've helped execute more than 8 million personalized emails and 160,000 SMS messages monthly, while supporting an average of 150 million digital impressions per month. I built AutoNation's SMS channel and grew opt-ins by 500% in four years.

I'm focused on turning customer data into actionable campaigns, from improving email inbox placement to 99% and increasing open rates by 9% through targeted communications and A/B testing. I partner closely with developers, business systems analysts, clients, and agency teams to improve customer data platforms, marketing automation, and cross-channel delivery.

Experience

Work history, roles, and key accomplishments

Current

Account Director- Customer Marketing and Digital

Current

Epsilon

Oct 2023 - Present (2 years 11 months)

Promoted to Director role managing a team of 3, leading direct marketing strategy for AutoNation. Subject matter expert for Email and SMS channels, serving as liaison for cross-channel campaigns across five lines of business.

Email Marketing SMS Marketing Customer Data Platforms Cross Channel Marketing Team Leadership Mentorship Stakeholder Management

Sr. Digital Account Supervisor

Epsilon

Jan 2022 - Sep 2023 (1 year 8 months)

Elevated to Senior Supervisor role working across six digital and direct marketing channels, supporting execution of 150 million impressions monthly. Managed onboarding of Paid Search, Paid Social, and Programmatic Display campaigns for AutoNation.

Digital Marketing Paid Search Paid Social Programmatic Advertising Project Management Training PeopleCloud Messaging

Account Supervisor- Email/SMS

Epsilon

Oct 2016 - Dec 2021 (5 years 2 months)

Promoted to Supervisor role to maintain ROI and lift by executing cross-channel campaigns. Created abandoned cart email campaign that became the client's best performing campaign, and built SMS channel growing opt-ins by 500%.

Email Marketing SMS Marketing Cross Channel Marketing A B Testing Campaign Management Email Sender Reputation Email Platform Migration

Sr. Account Executive- Email

Epsilon

Aug 2014 - Sep 2016 (2 years 1 month)

Worked on-site at client's office as initial point of contact for AutoNation. Achieved 9% open rate increase through targeted communications and A/B testing of creative, content, and audiences.

Email Marketing A B Testing Adobe Campaign Classic Client Management Campaign Management

Account Executive- Email

Epsilon

Feb 2013 - Jul 2014 (1 year 5 months)

Involved in all aspects of email campaign process including setup, testing, segmenting, deployment, and reporting. Led marketing automation projects including requirements gathering and timeline management.

Email Marketing Campaign Management Marketing Automation Project Management Client Communication