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.

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Experience

Work history, roles, and key accomplishments

Current

Head of CRM

Current

Creoate

Jan 2024 - Present (1 year 10 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

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

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

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