Erica Donaldson-Dipyatic, MBA's Linkedin Analytics

Developing and executing marketing automation strategies, plans, and systems to drive revenue growth, shape optimal customer experiences, and support business goals is what I have proven to do best. Throughout my career, I have repeatedly built digital-first cultures, evangelized continuous process and performance improvement, and nurtured the relationships vital to success. ★ ★ ★ Spending a formative decade with Deloitte, I progressed through roles focused on driving value through sales, marketing, and business development. Stepping into the marketing optimization arena as a content owner, I gained early experience shaping user experiences and managing a digital content ecosystem. As a digital marketing manager, I next developed omnichannel strategies to protect brand eminence; ensure consistency; and optimize digital initiatives, analytics, and insights. ★ ★ ★ Moving to BNY Mellon, I continued my journey in marketing automation, mobilizing a global team to deliver unprecedented personalization and segmentation of our digital marketing efforts. By defining optimal data routing, roles and responsibilities, and content and segment analysis programs, my team and I amplified the brand and deepened customer engagement. ★ ★ ★ My last role with BNY took me into Analytics and Insights as an Associate Director, where I held a notable position in building a Center of Expertise for Digital, instilled the importance of analytics and reporting, and fueled lead generation initiatives. Delivering the domain governance to mitigate brand, noncompliance, and reputational risks, I worked diligently with cross-functional stakeholders to put digital and data as the focus of our growth strategy. ★ ★ ★ In the past few years, I worked with Direct Online Marketing and Alight in the digital marketing, automation, and operations arenas. With the latter, I improved the martech stack, fueled demand generation, and aligned sales and marketing to foster collaboration. Offering expertise spanning leading-edge tools and processes, I optimized the digital marketing ecosystem, introduced vendors, and built campaigns that catalyzed results. ★ ★ ★ Currently a Manager of Marketing Automation for Smartsheet, I am the Marketo SME as we define, map, and document key processes to optimize marketing automation. Here I am cultivating cross-team relationships to improve data and documentation, reengineer marketing automation processes, improve our technical and data infrastructure, and fuel revenue growth.