Fayre Marketing

We provide customer lifecycle marketing strategies and campaigns to drive awareness, repeat purchase, and loyalty. We start with customer research to build your segmentation and persona foundations in order to build personalized marketing experiences for your brand.

Kathleen Hackney is skilled in customer lifecycle management including upsell and retention, direct marketing, digital marketing, and e-mail communications. An experienced marketer, she brings more than 15 years’ experience in a broad range of marketing and communications functions across both B2B and B2C. She has successfully led high-functioning lifecycle marketing teams across major Fortune 500 brands.

We have worked with large and small companies and non-profits. Some of the brands we have served include Cox Communications, Whole Foods Market, Alamo Drafthouse, and GoDaddy.

Founder

GoDaddy

•	Lead a team of four lifecycle marketers to define existing customer success, engagement, and growth for an international SaaS company
•	Develop and utilize analytical insights to identify new marketing opportunities using customer analysis, segmentation, financial analysis and campaign and test results in partnership with business analytics and advanced analytics.
•	Leverage those insights in defining consistent conversations/treatments across channels that personalize messaging, enhance the shopper experience, align to the customer contact strategy and drive value for customers and the business.
•	Provide the execution teams with the input needed to launch customer conversations and marketing strategies across multiple channels (email, outbound sales, paid advertising, SMS, website experience, etc.).
•	Partner with go-to-market, channel marketing, product marketing, and creative teams to design messaging strategies and build new marketing content which align to go-to-market and channel strategies.

Director, Customer Marketing

CoreLogic

Responsible for enterprise-wide multi-channel marketing campaigns that support B2B demand generation, brand initiatives, and the entire customer journey
- Develop customer personas and conduct industry research to craft compelling messaging
- Analyze results of the full marketing communications mix, including online and offline elements, and optimize campaigns based on A/B testing and ongoing performance
- Lead campaigns related to new contact acquisition, upsell/cross-sell and Account Based Marketing (ABM)
- Partner closely with cross-functional teams and key stakeholders to build themes, messages and supporting proof points and demonstrate those across various marketing activities including content creation, social media, email, events, webinars, online sponsorships, digital content, case studies and white papers in a cohesive manner
-Support strategic initiatives including product launches, events, customer marketing, and insights content

Sr. Marketing Manager, Enterprise Campaigns

Realtor.com

•	Responsible for developing, planning, and optimizing marketing campaigns across all communication channels, including email marketing, SMS, chat, push notifications, and in-app messaging for the B2B market.
•	Managed lifecycle marketing programs from end-to-end—including building business requirements, designing campaign strategy, key objectives, A/B testing, and measuring campaign results.
•	Coordinated with sales team to design appropriate onboarding materials and cadenced communications
•	Developed metrics dashboard to identify opportunities for sales and account managers to reduce churn.

Sr. Marketing Manager, Customer Lifecycle

Alamo Drafthouse Cinema

Responsible for growing engagement and subscribers for the Alamo Drafthouse email and loyalty program as well as its monthly Season Pass subscription program. Managed an email marketing associate and guest support specialist. Accountable for the following initiatives:
•	New lifecycle email series including nurture, trigger, onboarding, winback, and conversion strategies (achieving 50% lift over control in admission conversion)
•	Offer testing and reward enhancements that improved ROI and average visit spend
•	Email testing and targeting optimization to positively impact engagement 
•	Guest support initiatives which led to NPS improvement
•	Content and copywriting

Marketing Manager, Email and Loyalty Programs

Whole Foods Market

Responsible for Customer Lifecycle strategy and building integrated marketing campaign recommendations for seasonal campaigns and key customer touchpoints including Loyalty and Onboarding programs.  Tactics included app push notifications, email, digital media, SEM and direct mail.  Partnered with Product Marketing, Customer Insights and Segmentation to build programs.

Sr. Marketing Manager, Customer Lifecycle and CRM

Cox Communications

Led consumer marketing and CRM initiatives to increase revenue, promote demand generation and retain customers.  Managed yearly budget of $1.3M and co-op funding budgets of $1.5M. Responsible for offer strategy analysis and Test and Learn strategy for promotional tactics across digital media, mass media and direct marketing tactics.  

Base Management: 
•	Accountable for customer ancillary and uptier strategy and associated revenue to exceed yearly customer revenue goals of $4M.  
•	Developed strategy plans and briefs to activate key customer programs based on consumer insights and advanced analytics.  Managed execution and enabled programs for front-line employees to ensure success. Monitored performance to optimize and recommend additional Test and Learn scenarios.  
•	Developed omni-channel offer and program strategies to meet revenue and product goals.  Managed co-op relationships and associated budgets.  
•	Partnered on Ecommerce initiatives including offer buyflow, My Account redesign and site launches
•	Led cross-functional teams to deliver cohesive customer campaigns supporting key product roll-outs.

Lifecycle Manager: 
•	Accountable for award-winning customer onboarding program which has successfully achieved an ROMI of over $5 to $1 per customer treated.  Reduced customer churn through a dedicated focus on: on-boarding and education, proactive retention, loyalty and reactive retention.
•	Managed lifecycle management triggers and drip-nurture programs using advanced analytics and customer behavior to drive dynamic communications for customers.  
•	Developed Loyalty program recommendation to guide Test and Learn trials.
•	Managed regional intern and contract project manager.

Marketing Manager, Customer Lifecycle

Retention Marketing Coordinator

Senior Internal Communications Specialist

Kitsap Community Resources

Responsible for managing Kitsap Community Resources’ (KCR’s) community relations efforts, which include developing and nurturing strategic relationships on behalf of KCR with major funders and other key community partners, educating the community as to what KCR is and does, and enhancing community awareness and appreciation for its mission.  
•	Prepare KCR publications and marketing materials, including brochures, web sites, e-newsletters, and printed newsletters
•	Develop and maintain positive relationships with the news media
•	Prepare grant applications
•	Organize agency events, such as luncheons, receptions, and community presentations
•	Coordinate agency direct mail solicitations
•	Strengthen long-term donor cultivation and create new revenue streams for designated needs and projects

www.kcr.org

Community Relations and Development Manager

Liaison Resources at 3M

Employed through the advertising agency, Liaison Resources.  Supported the Internet, Extranet and Intranet initiatives of the Austin divisions of 3M, 
•	Supported web and print direct marketing initiatives of several divisions within 3M, including internal and external websites creation, training, interactive presentations, e-mail marketing campaigns, brochures, and print pieces.  
•	Coordinated with e-business, marketing, and sales to execute integrated marketing strategies for print and online projects.  Developed content for web sites and marketing collateral.  Worked with 3rd party vendors to execute direct marketing campaigns and manage lead lists within database management tools.
•		Researched industry and marketing trends, and advised clients of appropriate strategies.  Activities included search engine optimization, web metrics, and online advertising placements. 
•	Supervised team of six employees.  Managed annual performance reviews and quarterly goal setting.

Web Services Supervisor

Skilled in customer lifecycle management including upsell and retention, direct marketing, digital marketing, and e-mail communications. Experienced Marketer with more than 15 years’ experience in a broad range of marketing and communications functions across both B2B and B2C. Has successfully led high-functioning lifecycle marketing teams. She holds a Master of Business Administration (MBA) focused in Marketing Specialization from Texas A&M University - Mays Business School.

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