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Brandie Barden

@brandiebarden

Content strategy leader at Delta Air Lines who developed SkyMiles Welcome to Delta 360, generating $15.7MM in revenue.

At Delta Air Lines, I led strategy and editorial development for SkyMiles communications across onboarding, engagement, retention, and re-engagement. I developed Welcome to Delta 360, which generated $15.7MM in revenue and exceeded its target by 3.4X.

At IHG Hotels & Resorts, I led global IHG Rewards lifecycle communications and used segmentation, personalization, and journey optimization to generate $80MM+ in incremental revenue. Across my work in brand, ecommerce, CRM, and lifecycle marketing, I’ve used customer insights, testing, and AI-assisted workflows to improve content relevance and performance.

Experience

Work history, roles, and key accomplishments

SkyMiles Relationship Marketing Manager

Delta Air Lines

Jul 2024 - Jun 2026 (1 year 11 months)

Led strategy and editorial development for high-value SkyMiles communications across onboarding, recognition, engagement, retention, and re-engagement. Developed Welcome to Delta 360, generating $15.7MM in revenue and exceeding target by 3.4X.

Content Strategy Editorial Development Customer Insights Personalization Cross Functional Collaboration CRM Driven Communications Lifecycle Marketing Revenue Growth

Senior Manager, Marketing - Lifecycle & Growth

Amazon Storefront

Oct 2023 - Jul 2024 (9 months)

Led ecommerce lifecycle and conversion optimization strategy, identifying content and journey friction across acquisition, cart, repeat-purchase, and re-engagement experiences. Used behavioral data, testing, and performance signals to improve message relevance and downstream customer value.

Ecommerce Lifecycle Marketing Conversion Rate Optimization Behavioral Analytics A B Testing Customer Journey Mapping Performance Analysis

Account Director, CRM

Digital Additive

Jan 2021 - Dec 2023 (2 years 11 months)

Advised enterprise clients on CRM strategy, automated lifecycle journeys, segmentation, personalization, testing, and customer communications in a Salesforce Marketing Cloud Premier Partner environment. Led integrated planning across Client, Creative, Analytics, Operations, and Technology teams from strategy through execution and measurement.

CRM Strategy Salesforce Marketing Cloud Segmentation Personalization A B Testing Client Advisory Cross functional Leadership Process Optimization

Senior Manager, Lifecycle Programs

DDM Group

Jul 2023 - Oct 2023 (3 months)

Owned integrated lifecycle strategy across email, social, video, and digital content, with responsibility for audience relevance, editorial quality, KPI performance, and delivery consistency. Managed and mentored a four-person team while overseeing content development and campaign execution.

Lifecycle Marketing Email Marketing Social Media Content Strategy Team Management KPI Tracking Campaign Execution

Global Digital Marketing Program Manager

IHG Hotels & Resorts

Jan 2013 - Dec 2021 (8 years 11 months)

Led global IHG Rewards lifecycle communications across acquisition, onboarding, early engagement, retention, and reactivation. Used segmentation, personalization, journey optimization, and experimentation to improve message relevance and customer response, generating $80MM+ in incremental revenue.

Lifecycle Marketing Segmentation Personalization Customer Journey Optimization Experimentation Stakeholder Management Revenue Growth

Brand Planner

Fitzco / Fitzgerald & Company

Jan 2007 - Dec 2009 (2 years 11 months)

Developed insight-led brand and consumer strategies for major clients including The Coca-Cola Company and Six Flags, translating research into messaging frameworks and creative direction.

Brand Strategy Consumer Insights Research Messaging Frameworks Creative Direction