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Kristen Goertz

@kristengoertz

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Senior Marketing Strategy Leader

United States

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What I'm looking for

I’m looking for a growth-focused marketing role where I can lead marketing and lifecycle strategy, use analytics for segmentation and personalization, and deliver measurable ROI through experimentation and omnichannel execution with cross-functional partners.

I’m a data-driven marketing strategy leader focused on turning customer insights into measurable business growth. With 12+ years of experience across hospitality, education, and multi-brand enterprises, I specialize in building and optimizing CRM and lifecycle marketing strategies across channels.

I lead integrated growth and demand generation efforts aligned to revenue, acquisition, and customer engagement goals—translating performance data into actionable insights and ROI-driven decisions. In my most recent role, I partner with Finance, Analytics, Product, Sales, and Creative teams to drive campaign performance using forecasting models, KPI frameworks, and experimentation across messaging, audience targeting, and lifecycle campaigns.

My results speak to measurable impact: improved campaign effectiveness by 50% through data-driven optimization, reduced cost per lead by 25% via targeting and conversion-focused messaging, and increased customer retention by 200% through targeted lifecycle and re-engagement strategies. I’m passionate about using data to solve complex marketing challenges, improve customer experiences, and drive sustainable growth.

Experience

Work history, roles, and key accomplishments

Current

Senior Marketing Strategy Manager

Current

Holiday Inn Club Vacations

Mar 2025 - Present (1 year 3 months)

Lead integrated growth marketing and demand generation strategies aligned to revenue, acquisition, and customer engagement goals. Partner with Finance, Analytics, Product, Sales, and Creative to improve marketing investment performance and drive data-backed forecasting and KPI frameworks.

Growth Marketing Demand Generation Sales Forecasting KPIs Experimentation Marketing Analytics Funnel Optimization Cross functional Leadership Lifecycle Marketing

Current

Project Manager

Current

Grounded With Data

Sep 2022 - Present (3 years 9 months)

Lead cross-functional project planning and operational execution for marketing and business initiatives. Manage workflows and resource allocation while improving efficiency, scalability, and reporting visibility through structured frameworks and performance-informed decision-making.

Project Management Process Improvement Reporting Data Analysis performance reporting Operational Excellence Lifecycle Marketing Cross functional Leadership

Marketing Channel Strategy Manager

Holiday Inn Club Vacations

Mar 2024 - Feb 2025 (11 months)

Owned lifecycle marketing and digital acquisition strategy across email, SMS, and paid digital channels. Improved campaign performance by 50% through segmentation/personalization and A/B testing while measuring ROI and downstream revenue impact.

Lifecycle Marketing Segmentation Personalization Email Marketing SMS Marketing Digital Paid Campaigns A B Testing Marketing Automation ROI Analysis Marketing Analytics

Marketing Strategy Manager

Holiday Inn Club Vacations

Mar 2022 - Mar 2024 (2 years)

Led multi-channel growth marketing initiatives supporting acquisition, retention, and loyalty objectives across digital ecosystems. Used analytics and customer insights to optimize audience targeting, test-and-learn programs, and performance reporting tied to measurable revenue growth.

Growth Marketing Multi channel Marketing Marketing Analytics Funnel Optimization Paid Media Experimentation A B Testing Customer Segmentation Conversion Rate Optimization

Marketing Manager

Pearson

Sep 2021 - Mar 2022 (6 months)

Developed and executed integrated demand generation campaigns across PPC, SEO, email, SMS, and display advertising channels. Reduced cost per lead by 25% through optimization of targeting, paid media strategy, and conversion-focused messaging.

Demand Generation PPC SEO Email Marketing SMS Marketing Paid Media Lead Generation Marketing Analytics Conversion Rate Optimization KPI Reporting

Senior Digital Marketing Analyst

Darden Restaurants

Aug 2020 - Sep 2021 (1 year 1 month)

Built and optimized automated customer journeys across email, push, SMS, and in-app channels to improve engagement and retention. Led quarterly digital marketing strategy and used A/B testing and performance analysis to optimize ROI, conversion rates, and lifecycle outcomes across multiple brands.

Lifecycle Marketing Customer Journey A B Testing Marketing Analytics Conversion Optimization Digital Advertising Strategy ROI Analysis

Digital Marketing Analyst

Darden Restaurants

Jun 2018 - Aug 2020 (2 years 2 months)

Increased customer retention by 200% through targeted lifecycle marketing and re-engagement strategies. Executed retention, reactivation, and loyalty campaigns using segmentation and behavioral targeting, and analyzed funnel and attribution performance to drive incremental revenue growth.

Lifecycle Marketing Retention Marketing Segmentation Behavioral Targeting Marketing Automation Funnel Analytics Attribution Re Engagement Strategies ROI Analysis Conversion Rate Optimization

Marketing Project Manager

NPE Fitness

Oct 2017 - Jun 2018 (8 months)

Led execution of integrated marketing campaigns across paid search, social, digital advertising, print, and events. Optimized paid media strategy and improved marketing-qualified lead generation through audience targeting and performance-based conversion optimization.

Project Management Paid Search Social Media Marketing Paid Media Optimization Campaign Execution Lead Generation Audience Targeting Conversion Optimization Marketing Analytics Performance Tracking

Global Business Development Coordinator

NPE Fitness

Mar 2015 - Oct 2017 (2 years 7 months)

Managed partnership marketing, sponsorships, affiliate initiatives, and international marketing programs. Tracked ROI and performance metrics to optimize marketing investment and supported lead generation and event strategy execution.