Open to opportunities

Ayla Torchia

@aylatorchia

Message

Experienced CRM and Lifecycle Marketing Lead driving strategic growth.

United States

Message

What I'm looking for

I seek a role that fosters innovation and offers opportunities for strategic leadership and growth.

I am a seasoned CRM and Lifecycle Marketing Lead with a proven track record of driving strategic growth in fast-paced environments. Currently, I am expanding my leadership role at Thimble, where I manage B2B and D2C lifecycle marketing initiatives. My focus is on optimizing customer engagement through data-driven strategies and innovative campaign management. I take pride in my ability to translate complex data into actionable insights, which I present to leadership to inform strategic decisions.

Previously, I have successfully led CRM strategies at Self Financial and Electronic Arts, where I drove significant lifts in subscriptions and player engagement. My experience spans across various industries, including insurtech and gaming, allowing me to develop a versatile skill set in lifecycle marketing. I am passionate about mentoring junior team members and fostering a collaborative environment that encourages growth and innovation.

Experience

Work history, roles, and key accomplishments

Current

Sr. CRM & Lifecycle Lead

Current

Thimble

May 2024 - Present (2 years 1 month)

Sole owner of B2B and D2C lifecycle marketing for an insurtech company, managing email, mobile push, and in-app channels to drive acquisition, engagement, and long-term retention for direct consumers and broker networks. Conducted audit and cross-channel journey mapping to identify gaps and opportunities for optimizing broker onboarding, winback, and quote abandon flows; leveraging UserGuides (in-

Lifecycle Marketing Email Marketing User Guides Iterable Sendgrid Data Analysis Strategic Planning

Sr. Lifecycle Marketing Manager

Self Financial

Feb 2023 - Present (3 years 4 months)

Led CRM strategy of acquisition & retention across email, SMS, in-app, and push notifications in Braze. Drove +119% lift in subscriptions LTD for freemium services through iterative testing of content themes, subject lines, and CTAs.

Email Marketing SMS Marketing Push Notifications Braze A B Testing Stakeholder Management

Sr. Strategist, Lifecycle Marketing

Electronic Arts

Apr 2020 - Present (6 years 2 months)

Developed personalized onboarding strategies for Madden NFL, leveraging testing and iterative learning to drive a +150% increase in new player engagement YoY. Collaborated with consumer insights & product teams using surveys, focus groups, and Reddit analysis to differentiate content needs by audience persona.

Lifecycle Strategy Email Marketing Mobile Marketing Consumer Insights Collaboration Monetization

Email Marketing Manager

Citadel Federal Credit Union

Jun 2019 - Present (7 years)

Managed complete strategy and execution of email marketing channel and lifecycle automation. Leveraged audience insights to refine segmentation, optimize content, and enhance workflow prioritization, resulting in ~ 30% lift in campaign performance LTD.

Email Marketing Market Segmentation Prioritization CRM Evaluation Preference Centers

CRM Lifecycle Strategist (Consultant)

Freelance

Oct 2018 - Present (7 years 8 months)

Led lifecycle messaging strategy and execution for a portfolio of B2B and B2C clients across email, SMS, in-app, and push. Owned end-to-end operations; developed marketing content calendars, brainstormed strategic initiatives, built automated journeys, copywriting, audience segmentation, template creation, a/b testing, and reporting.

Lifecycle Marketing Email Marketing SMS Marketing Push Notifications Email Content Calendars Automated Journeys Copywriting Market Segmentation A B Testing

Email Marketing Specialist

EliteSEM (Tinuiti)

Mar 2018 - Present (8 years 3 months)

Managed high-volume email marketing programs for e-commerce clients. Coded emails using HTML/CSS and editors within various ESPs including Klaviyo, Bronto, Iterable, and Mailchimp.

Email Marketing Campaign Management Copywriting Content Development HTML CSS Klaviyo Bronto Iterable Mailchimp Segmentation Data Analysis

Project Manager

Listrak

May 2015 - Present (11 years 1 month)

Managed end-to-end operations of 50+ concurrent web and email-based projects for enterprise clients of a Saas company. Led client communications, established timelines and milestones, monitored budget and scope, and managed internal resources to ensure on-time delivery of MARTECH solutions.

Project Management Client Communication Budget Management Project Scope Management Resource Management Martech