Smart & Final - The Next Episode

Spearheaded Smart & Final's digital marketing transformation in 2019 as Senior Marketing Manager, Digital, Email, & Social Media.

Led a dynamic team of creative, digital, and media agencies alongside a direct associate to orchestrate a seamless end-to-end digital experience. Responsible for driving results across all marketing channels, including brand ambassador and influencer campaigns, segmented email design and execution, paid, owned, and earned media strategies, and in-store/online integration. Successfully launched digital coupons and a loyalty program, further bolstering customer engagement and brand loyalty.

Giving Our Customers Agency

From the fast-paced world of agencies to the essential role of a brand steward at Smart & Final. The transition was unexpected but exciting. It presented a unique opportunity to apply my diverse brand expertise to a singular focus, driving Smart & Final's success towards clearly defined objectives.

Tailored Messaging

Crafted multicultural B2C/B2B user acquisition and retention strategies fueled by data and innovation. Led a team to design, test, and optimize these strategies, consistently exceeding key performance indicators (KPIs) like app downloads, e-commerce orders, order size, and cart abandonment reduction.

Adopted Guided Selling

Worked tirelessly with leadership to implement and drive growth through data-driven insights. Analyzed the performance of various acquisition channels, communication pathways, and engagement initiatives. Identified key opportunities to optimize performance, leading to increased brand awareness and conversion rates.