Open to opportunities

BERYL Ness

@berylness

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Experienced director specializing in lifecycle and engagement marketing.

United States

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What I'm looking for

I seek a dynamic role where I can leverage my expertise in lifecycle marketing to drive customer engagement and growth in a forward-thinking company.

As a seasoned marketing professional with a focus on lifecycle and engagement strategies, I have a proven track record of driving growth and enhancing customer experiences in the health and wellness sector. My current role as Sr. Director of Lifecycle Marketing at AlterMe allows me to leverage biometric data and personalization to create high-converting customer journeys.

Throughout my career, I have successfully launched innovative products like the AlterMe Ring and developed automated email and SMS flows that significantly increased conversion rates. My experience at companies like Tempo and StubHub has honed my skills in CRM and retention strategies, where I implemented data-driven approaches that resulted in substantial increases in customer lifetime value and engagement.

Experience

Work history, roles, and key accomplishments

Current

Sr. Director, Lifecycle Marketing

Current

AlterMe

Oct 2023 - Present (1 year 9 months)

Spearheaded lifecycle marketing for AlterMe, a smart home fitness system powered by biometric and DNA-based personalization. Launched the AlterMe Ring, a biometric wearable tracking heart rate, HRV, SpO2, sleep, and activity to deliver real-time personalization.

Lifecycle Marketing Email Marketing SMS Marketing Product Launch Cross Functional Collaboration Data Analysis

Director, CRM & Engagement

Tempo

Dec 2020 - Aug 2023 (2 years 8 months)

Led lifecycle and retention strategy for Tempo's connected home fitness product (D2C subscription model with app + hardware). Increased subscriber LTV by 22% by developing personalized content tracks based on workout history and engagement signals.

CRM Lifecycle Marketing Retention Email Automation LTV Cross Functional Collaboration Wearable Integration

Global Growth Marketing Lead, CRM

StubHub

Feb 2019 - Jun 2020 (1 year 4 months)

Led global CRM programs for a $5B marketplace business, focused on driving repeat purchase, engagement, and extending customer LTV. Increased repeat purchase rate by 18% via predictive modeling and affinity-based targeting.

Growth Marketing Loyalty Programs Segmentation Email Marketing Push Notifications A B Testing

Growth Lead

eBay

Jul 2016 - Dec 2018 (2 years 5 months)

Oversaw eBay’s AI chatbot, ShopBot, and ran paid social campaigns through Meta and Instagram, and Messenger. Exceeded growth targets by acquiring 6,000+ new users through performance marketing and bot optimization.

Chatbot Paid Social Marketing Performance Marketing AI Chatbot Optimization Push Notifications A B Testing Meta Ads Instagram Ads

Education

Degrees, certifications, and relevant coursework

Tulane University

Bachelor of Arts, Sociology & Political Science

Completed a Bachelor of Arts degree with a focus on Sociology and Political Science. Gained a comprehensive understanding of societal structures, political systems, and their interconnections.

Cambridge University's Girton College

Semester Abroad, General Studies

Participated in a semester abroad program at Girton College, Cambridge University. Engaged in an immersive academic and cultural experience in Cambridge, England.