14 years, one throughline: retention
The work, in order.
From email production to full lifecycle strategy, in-house and freelance, DTC and retail.
Lead retention strategy for DTC brands across email and SMS: lifecycle programs, campaign strategy, and optimization roadmaps tied to LTV and revenue. Partner with clients and internal teams to translate data into strategy and high-performing execution.
Owned end-to-end retention marketing projects: briefs, tasking, and execution. Led client strategy calls, delivered retention audits and strategic roadmaps, and drove marketing calendars through email and SMS.
Primary point of contact and marketing manager for the Threadless marketplace and Artist Shops. Owned email + SMS account strategy, segmentation, A/B testing, and reporting across the full production process. Spoke at eTail Palm Springs 2020.
Full-service email and SMS execution across a variety of ESPs. Implemented a net-new loyalty program and a net-new SMS program that helped increase revenue 50% YoY, alongside list health, segmentation, and weekly KPI reporting. Led the Corelle brands migration to Yotpo just before BFCM, building a list-warming plan that protected deliverability and grew email revenue 53% YoY as email’s share of revenue rose from 13% to 20%; launched the brand’s first SMS channel alongside it, reaching a 9.25% click rate and 0.48% conversion rate.
Designed and executed email automations (abandoned cart, welcome series, re-engagement) across ESPs including Klaviyo, Braze, Iterable, Emarsys, and Yotpo. Ran full-service email execution from concept through implementation and testing.
- Email Marketing Specialist · Attic SaltOct 2020 – Jan 2021
- Digital Designer / Email Production Specialist · NetSuiteDec 2016 – Nov 2020
- Email Marketing Specialist · Fresh Produce ClothesMar 2020 – Sep 2020
- Creative Design Associate · Whip It MediaOct 2016 – Jan 2017
- Creative Designer · inCommand TechnologiesSep 2012 – May 2015
About
I spent years designing the emails before I started strategizing them, which means I still care how a flow looks, but I care more about whether it earns a second order.
These days the work is less “build me a template” and more “tell me why this customer didn’t come back.” Strategy, segmentation, and the lifecycle plan underneath the send.
What clients & colleagues say
“Ashley is talented, hard working, very professional, and a great communicator. She ensured we always met deadlines on time, mostly ahead of it. Ashley was a pleasure to work with, and I definitely recommend her.”
“Ashley is the best designer I’ve ever had the pleasure of working with, a consummate pro at graphic design, coding, and execution on every level. She’s professional, effective, and an expert in her field. Always on time, and produces stellar results.”
“Ashley is amazing. She does a fantastic job, is flexible, hard working, and delivers results. Ashley has great ideas and is always up to date on technology. She is fun to work with, and I would highly recommend her.”
