Cheyne Mosher

We used Mailchimp and Iterable during this long-term contract at Troon. My main responsibilities included:

• Sending an ongoing promotional calendar and supplementary customer retention sends such as newsletters and other informational pieces such as reactivation campaigns.
• Deploying automated sends such as product and subscription lifecycle journeys, along with notification emails such as abandoned carts.
• Holistically maintaining the back-end email environment, creating and modifying user segmentation, implementing data structures and verifying its ongoing accuracy, data hygiene, and managing and implementing automated integrated applications such as Stripe.
• Providing strategic analysis including ESP reputation management, guidance and technical support, and refining email content based on best practices.

Troon is a fantastic, established golf brand and I'm proud to have worked with them for nearly two years.

I managed the email channel at the STEM Summer Camp iD Tech for over six years. Our primary email platforms during my tenure were Iterable, Mailchimp, and HubSpot.

iD Tech was at a crucial time in its business cycle, seeing great success as a Silicon-Valley based STEM camp for many years, but its marketing arm was relatively outdated.

I was brought on board to overhaul the email channel and leverage our existing trove of customer data for complex personalization. We also needed to drive enrollment for a new suite of gaming-related courses, which involved massive partnerships with major players like Minecraft, Roblox, and Fortnite.

We started by creating a suite of custom templates, automated journeys for new users and established customers, and built a full promotional calendar.

iD Tech maintained a massive, proprietary internal database system called Pulse. At the time, Pulse data wasn't being fed dynamically into marketing; therefore, a large part of our initial work involved mapping that data, determining what was important for us in Marketing, and automating its flow.

To that end, we migrated from Mailchimp to the multi-channel Iterable platform. We automated and greatly improved the vast majority of typical customer communications (particularly transactional exchanges and triggered lifecycle journeys) and focused on using the data inflows from Pulse to personalize email communications. HubSpot was leveraged to manage landing pages and associated lead acquisition in partnership with the Web team.

Over time, we also established other crucial initiatives like a web-forward Course Recommendation Quiz that quickly established what parents were interested in, and that data was immediately fed into Iterable through custom events (for more details on this course quiz, see the Projects section).

The result was a rich flow of data into Iterable from both Pulse and web. That data was used to customize lifecycle journeys, create a highly personalized and targeted promotional blast calendar, and automate the countless transactional emails that a summer camp needs to send to parents such as safety information, form disbursal, and other notifications which were previously handled primarily by customer service.

The multi-channel capabilities of Iterable were utilized to create an auto-respond SMS framework that users could leverage to quickly find what they needed on the website, and we sent ongoing promotional and notification texts as well.

During my tenure at iD Tech, email became the #1 promotional channel. Strong personalization and a tight promotional pipeline, in combination with PPC lead generation, led to 50+% email channel growth within the first year. In each subsequent year, we grew the channel by at least 20%.

When iD Tech was purchased in 2021, strong yearly email performance was a crucial element of the sale. After iD Tech was sold, I was one of a handful of employees who were retained on the marketing side to manage the email channel until late 2023.

When I joined HeartMath, they had a Marketo instance approaching 750,000 email addresses. I trained under the senior email marketing manager and became a Marketo Certified Expert, which solidified my love for email marketing.

During my time at HeartMath, I leveraged my access to senior-level knowledge and my Marketo certification to deploy a full transactional backbone, promotional calendar, and automated lifecycle journeys.

Additionally, I regularly ran the technical back-end of a webinar system, staging and managing each webinar using GoToWebinar. After each webinar was recorded, I integrated the video into ongoing promotional emails to our database which became one of our strongest revenue drivers.

About a year into my employment, we migrated our Marketo instance to Salesforce Marketing Cloud, the abilities of which more closely matched organizational goals. After this transition, I took over management of the email channel while my manager assumed ownership of our web platform. I ran the email marketing channel for roughly two years before accepting a position at iD Tech Camps.

Before my first "real" development role, I built small business websites for a few years and used that experience to find work as a Junior-level web designer at a Silicon Valley real estate startup called Top Ten Home Communities (really more of an advanced internship) before moving to my first full development role.

I leveraged this accumulated experience to start work as a Front-End Developer at Bay Photo maintaining a website accessed by thousands of users per day. I stayed in this role for roughly 2 and a half years.

At Bay Photo, I worked under a senior developer to maintain the front-end website. We created and managed product pages, constantly iterated on the UX experience and Facebook presence, and created landing pages for new products and promotional initiatives. We used the Asana project management system and versioning through Git to keep our production work organized and protected. During this time, I primarily used HTML, CSS, and JavaScript.

As a two-person team performing 100% of the web-centric work across the company, we wore many hats. I learned so much about front-end development and learned how to ship production-tier products at a large scale. Beyond that, and arguably even more importantly, I learned how to work seamlessly within a well-established professional organization to quickly accomplish the goals of various departments and stakeholders, often on quick turnaround.

My work at Bay Photo, and the years of website work and my Junior role before that, established many skills that I still use to this day. Web Development and Email Channel Management are powerful complementary skills which also synergize well with my Marketing degree.