Open to opportunities

Caitlin Baldry

@caitlinbaldry

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Experienced CRM leader specializing in customer engagement and retention.

Zimbabwe

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What I'm looking for

I am looking for a role that values innovation and collaboration, where I can leverage my CRM expertise to drive customer engagement and retention.

With over 14 years of experience in customer retention and engagement, I have successfully led CRM functions at companies like Creoate, GoHenry, and Depop. My expertise lies in creating data-driven teams and implementing personalized strategies that drive commercial success. I thrive in collaborative environments, ensuring that my teams are aligned with ambitious growth objectives.

At Creoate, I developed a comprehensive CRM strategy that resulted in a 55% increase in unique customers completing purchases each month. My leadership at GoHenry saw a significant 27% year-over-year increase in gift orders during the holiday season, showcasing my ability to drive impactful multi-channel campaigns. I am passionate about leveraging data to optimize customer journeys and enhance engagement.

Throughout my career, I have focused on fostering a culture of continuous improvement and innovation. By coaching teams to adopt a 'test and learn' methodology, I have consistently improved ROI and conversion rates across various marketing channels. I am excited to bring my expertise in CRM and customer engagement to new challenges.

Experience

Work history, roles, and key accomplishments

Current

Head of CRM

Current

Creoate

Jan 2024 - Present (1 year 7 months)

Analyzed CRM opportunities across financial services and B2B marketplace, developing a strategy to engage and retain customers that supported growth targets. Led a cross-functional squad, delivering a 55% increase in unique customers completing a purchase monthly.

Braze Salesforce Marketing Cloud Tableau Looker Team Leadership User Segmentation ROI Optimization

Global Engagement Director

GoHenry

Sep 2022 - Aug 2023 (11 months)

Acted as decision maker for all at-scale communications to users, collaborating closely with Product, Martech, Insights, Brand Marketing and Paid Marketing. Improved month 1 conversion rates by 18% through discount and value proposition testing.

Martech Brand Marketing Paid Marketing Conversion Rate Optimization Team Building Referral Programs In App Merchandising

Global Head of Engagement

GoHenry

Apr 2021 - Sep 2022 (1 year 5 months)

Led multi-channel campaigns across CRM, social and web, driving results including a 27% YoY increase in gift orders during the holiday season. Hired a team of 5, establishing ways of working, CRM principles, and a professional development framework.

Professional Development Social Media Marketing Web Marketing Hiring Team Management Cross Functional Collaboration Discount Testing

Global Head of CRM

Depop

Oct 2019 - Apr 2021 (1 year 6 months)

Responsible for the success of 360 commercial campaigns including Cyber Week and Free Shipping promotions, achieving buy-in from various teams. Developed a single customer view for the entire business and led cross-functional strategy sessions on retention and engagement.

Budget Management Retention Strategy Cross Functional Collaboration

Senior CRM Manager

Depop

Jun 2018 - Oct 2019 (1 year 4 months)

Built Depop’s automated CRM programs from scratch across email, push notifications and in-app messages, including a dynamic abandon cart journey with a 5% conversion rate. Drove a 70% YoY uplift in revenue during Cyber Monday through improved user segmentation and targeted messaging.

Email Marketing Push Notifications User Segmentation Team Leadership

Growth Marketing Manager

Depop

May 2017 - Jun 2018 (1 year 1 month)

Owned Depop’s marketing calendar, briefing, scheduling, and reporting on seasonal communications and marketing campaigns. Ran paid marketing campaigns across various platforms, reporting weekly on CPA and projected LTV/ROI to inform future investment.

Marketing Calendar Seasonal Communications Paid Marketing Facebook Ads Instagram Ads Apple Search Ads CPA

Education

Degrees, certifications, and relevant coursework

University of Leeds

Bachelor of Arts with Honours, English Literature and Language

Grade: 2:1

Achieved a 2:1 classification in English Literature and Language. This program provided a strong foundation in analytical thinking and communication skills.

Unknown

A-Levels, Humanities and Mathematics

Grade: A in English, History, Psychology; A in AS-level Mathematics

Completed A-levels in English (A), History (A), and Psychology (A), along with an AS-level in Mathematics (A). These studies developed strong analytical and critical thinking abilities.