My Virtual resume
Allow me to introduce myself.
Hi!
I’m an email wizard (no, not self-proclaimed, but actually, awarded), with 9+ years of experience in marketing. Based out of Vancouver, BC, I’ve been (mostly) fully remote since 2015.
I have shaped Lifecycle Marketing strategy across email, push, SMS, and mobile and web in-app messages, and have experience in over 25+ ESPs/MAPs. I am an Email Marketing Instructor at Jelly Academy, and serve as a volunteer admin of the Email Markup Consortium.
I believe all marketing strategies can be mirrored from industry to industry, so although I specialize in SaaS, I work with E-commerce, B2B, D2C, you name it!
Resume
2022-Present
Consultant - Parcel
Parcel is an email coding platform, designed to lower the barrier to entry to coding emails. Due to the lack of standardization across email clients, coding emails can be cumbersome, and frustrating. Parcel aims to solve that with a builder packed full of powerful transformers (minify, prettify, CSS cleanup), accessibility fixes, MSO conditional highlighting, and inbox previews, we allow both technical and non-technical marketers to export their HTML to a variety of different ESP’s.
I joined parcel.io as a Consultant in January 2022 after meeting the founder on Twitter. I aimed to help bring the product out of beta alongside Avi Goldman. Little did I know that eight months later, Parcel would be acquired by Customer.io, and I’d be given a chance to join full-time!
Product Marketing Manager at Parcel (acquired by Customer.io)- August 2022 - Present
Now officially working as a Product Marketing Manager at Customer.io, I manage all marketing activities for Parcel. For two consecutive years, I have managed the full end-to-end Lifecycle Marketing program, weekly newsletter program with a 14% conversion rate to account signup, GTM motions, and community engagement across all social channels. In terms of community building, I have organized:
Parcel Unpacked 1.0 — a virtual conference on email development garnishing 700 signups in it’s first year, with 16 speakers.
Parcel Unpacked 2.0 - a virtual conference on email development with 950 signups in it’s second year, with 16 speakers.
Summer sessions — a four-week virtual community meetup on Zoom with a weekly session to discuss a relevant and timely email topic in the industry.
2021-2022
Email Marketing Manager at Invoice2go - February 2021-November 2021
Invoice2go is an all-in-one business tool kit, famous for it’s name, it is self-explanatory in nature in that it provides business owners a tool to invoice, track payments, and manage business operations all from inside of it. At Invoice2go I work on the go-to-market team to convert freemium subscribers to a paid plan, nurture active users, and launch in-app messages, push notifications, and SMS campaigns that will continue to build the relationship with subscribers.
Lifecycle Marketing Manager at Invoice2go (acquired by Bill.com) - November 2021-present
My responsibilities and achievements include leading the CRM strategies to maximize product activation, monetization, and retention via multichannel strategy across email, in-app messaging, push notifications, and SMS. Optimizing the customer journey from start to finish via A/B and multi-variant testing. Building retention campaigns with a 7% conversion rate to paid, and win-back campaigns with an 11% conversion rate to reactivation. Working cross-functionally across departments including Product, Product Marketing, Engineering, Data Analytics, and more to drive behavioral driven communication
2019-2021
Email Marketing Specialist at Later
Instagram’s first to marketing scheduling tool Later, was where I refound my love of being the driver in charge of all things marketing campaign-related, and I joined them in late 2019 as their first Email Marketing Specialist. I worked with the content, and product team to shape their lifecycle strategy for their over 3,000,000 email subscribers globally, and increase conversion by 75% in the first 30-days through select campaigns. I worked to build out the email department and worked to consolidate the use of 3 ESP’s simultaneously into one.
2019
Customer Onboarding Manager at Braze
As a Customer Onboarding Manager at Braze, I worked with clients in their first 90-180 days after contract signature to set up key marketing campaigns they needed to launch. Braze being an incredibly powerful marketing automation tool, I worked with industry-leading brands to set up push notifications, in-app messages, SMS, and most importantly… email! During our onboarding time together, I was their main point of contact for IP warming, SSL certificate setup, deliverability best practices.
2016-2019
Co-founder &Community Operations Manager of taskiapp.com
Taski was created to bridge the gap between high turnover, and the hospitality industry. By creating a platform that allowed for staff to sign up to restaurant shifts, hotel gigs, and catering events on a one-off basis, the hospitality workforce could craft their own schedule.
In this role, I wore many hats, from crafting nurture campaigns to the hospitality staff in Hubspot, Autopilot, and Customer.io, I nurtured the user from lead to signup, to product activation in picking up their first shift. Additionally I crafted a referral program for “taskers” to refer their friends and receive an incentive bonus. This role also owned the business onboarding, and nurturing businesses through the same lifecycle-focused key moments - conversion to creating an account, to posting their first shift, to paying “taskers out”. Taski served top hotels in BC including Fairmont, Four Seasons, Delta, and Sheraton in its tenure.
Check out my work!
Freelance
I often take on freelance projects part-time depending on if my values align with the brand, if they are locally based in Vancouver, BC (#supportlocal), or if its a good learning opportunity for both the client and myself. Types of freelance projects I take on are:
Q&A sessions
Audits
Conferences
Tools I’ve used
Customer.io
Braze
Klaviyo
Mailchimp
Intercom
Autopilot
Drip
ActiveCampaign
Campaign Monitor
Constant Contact
Marketo
Iterable
Cordial
I am currently open to hearing about opportunities where I can grow a team, be an internal evangelist of a marketing program with a focus on customer empathy, or provide YOU with the resources you need to excel at email marketing. Feel free to shoot me a message to have a discussion.
⏤ Naomi
Certifications & Awards
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MailChimp
MailChimp certified
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MailChimp
Email automations certified.
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MailChimp
Email Marketing Certified
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Moz
SEO fundamentals
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Braze
Certified marketer
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Amplitude
Marketing Insight award - Pinoneer Finalist Awards
Keynote speaker
EMAS by DDMA
During this session, Naomi will introduce a robust framework designed to streamline your A/B testing process, ensuring it can easily adapt and grow with your needs. She will walk you through practical steps to set up, execute, and analyze A/B tests in a way that maximizes the utility of your results. Learn how to interpret data not just to enhance your email marketing efforts, but also to gain valuable insights that can inform your overall marketing strategy, product development, customer experience improvements, and more.
Key takeaways from Naomi’s talk will include:
Essential components of a scalable A/B testing framework.
Best practices for designing and running effective email A/B tests.
Techniques for analyzing A/B test results and extracting actionable insights.
Strategies for applying email A/B test learnings to other areas of your business.
Real-world examples and case studies demonstrating extended benefits.
Award
Awarded 2021’s Email Wiz Award at eiq 2021
Presented by 2019's winner Brooke McDaniel, The Email Whiz is defined as:
"Whether strategic planning or in the trenches, this person is already achieving awesome things in the world of email marketing. They’ll shine even brighter as they get more involved in the industry."
Speaker
Canadian Email Summit 2022
Topic: Developing a scalable A/B testing strategy
Developing a scalable A/B testing strategy. A/B testing is one of the joys of marketing. It allows you to create a hypothesis, action out a plan, and give yourself a pat on the back when your personal favourite wins. But beyond just testing emoji’s in a subject line, marketers have an opportunity to create a strategy that will allow them to test, action from result, and scale their email program based on findings when using the correct approach. Through this talk, Naomi will guide through three examples of how she scaled one-off campaign strategy using A/B testing, increased email acquisition conversion by testing various email popup form copy, and A/B tests automations to find the right approach to nurturing her subscribers.
Speaker
Speaker
Mailmodo - Email automation masterclass
Topic: How does messaging and design impact an email automation flow?
Join Naomi West, Jen Capstraw, and Natalie Jackson in this panel to discuss how messaging and design impact various email automations and the audiences that receive them!
Speaker
Mobile Growth Online: Women in Mobile
Mobile Growth Online is connecting experts in the field to discuss the most relevant issues and strategies in mobile. We ask leaders and innovators from brands you love about their mobile growth strategies and success stories.
In this live 45-minute panel discussion you'll have the chance to hear about:
- Rules of engagement in an ever-changing mobile landscape
- Strategies for acquisition & the best channels to acquire users
After the discussion, we'll open the floor to some live Q&A from the audience.
Speaker
Ep. 3 Splat chat
Here’s yet another challenge for the modern email marketer. We’re tasked with boosting email engagement, and the best way to do that is by providing more personalized email experiences. But can email personalization go too far?
Speaker
Adworld 2021
Topic: Discover the Only Engagement Metrics To Focus On With Email Marketing
Link to recording coming soon…
Speaker
Movable Ink’s “Rethink” 2020
Topic: Empathy in Email: How Using Data Fuels Better Customer Experiences
How many times have you heard "we should be sending more email!" After all, high frequency is the best way to keep your customers engaged, right? Maybe not. In this session, Naomi will share how decreasing the volume of emails actually increased customer happiness at Later. You'll learn how to demonstrate true empathy for your readers, and how to find that sweet spot between inbox space and providing value to get higher engagement rates in the long run.
Speaker
EIQ 2021
Topic: Empathy Vs. Data: How to Marry Two Divergent Forces & Drive Your Email Forward
Data-driven programs are the gold standard of email. But now more than ever, empathy is a pivotal force for companies when it comes to their email programs, clients and other stakeholders. Dive deep with experts from various backgrounds on how to leverage data while creating authentic inbox experiences in a post-COVID environment.
Mandy Huang (Goldman Sachs), Naomi West (Invoice2Go) & Melissa Pringle (Ansira)
Speaker
Digital Summit Dec 2021
Topic: How Invoice2go uses email to build long-term relationships
Email marketing can be used to drive buyer retention or the opposite of scaring your contacts straight into unsubscribing. Striking a balance between remaining top of mind, and top of the inbox, and the point of no turning back can be difficult to pinpoint. Developing a lifecycle-focused marketing program that touches users beyond the initial conversion point will ensure you aren’t over-communicating at times, and under-communicating at others. This session will outline a B2B case study from Invoice2go on retention-focused email marketing in the SaaS industry.
After this session, you’ll be able to:
Understand key user lifecycle moments where email can drive engagement
Frame your email marketing with best practices for deliverability
Create valuable A/B tests with scalable results
Link TBD.
Speaker
Nightmare at email camp
Topic: How to Not Spook Your Contacts: Retaining Your SaaS Subscriber for the Long Haul
