Open to opportunities

Kelly Collins

@kellycollins

Message

I build data-driven lifecycle programs that grow retention, engagement, and subscription revenue.

United States

Message

What I'm looking for

I'm looking to lead data-driven lifecycle, CRM, retention, and engagement programs that improve customer journeys, subscription growth, and long-term customer value.

At DIRECTV, I own lifecycle strategy for the Genre Pack streaming portfolio, using segmented email, push, SMS, and in-app campaigns to improve engagement, reduce churn, and grow customer value. Previously at Box, I increased B2B nurture engagement by 25% and BoxWorks conference registrations by 26% through personalized lifecycle programs.

I've driven a 17% Disney Bundle upsell conversion increase and $43K in incremental churn-winback revenue at Disney Streaming, built global CRM operations that saved Google $1.7M annually, and supported lifecycle marketing across Intuit, eHealth, Meta Oculus, and Adobe. I bring B2C and B2B experience across SaaS, subscriptions, streaming, ecommerce, health, sports, and enterprise technology.

Experience

Work history, roles, and key accomplishments

Current

Lifecycle Marketing Manager

Current

DIRECTV

Jan 2025 - Present (1 year 8 months)

Owns customer lifecycle strategy across DIRECTV's Genre Pack streaming portfolio, using personalized, segmented email, push, SMS and in-app campaigns to increase subscriber engagement, reduce churn and grow long-term customer value. Optimizes automated engagement journeys through A/B testing, behavioral triggers, propensity models and churn-risk bands.

Email Marketing Push In SMS A B Testing Segmentation Customer Journey Mapping