2014 - 2015

Email Marketing and Marketing Automation Manager

MSCI Inc.

2 team members

Business Case

• Accelerate the digital transformation of MSCI's marketing function and its growth into a business driver role.

• Enhance client engagement and experience through the most efficient marketing channel at the firm.

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​Activities

• Built a business case for a single marketing automation platform.

• Defined the requirements and use cases for four different business units.

• Designed and executed the onboarding process.

• Collaborated with technical teams to integrate it with the tech ecosystem, especially Salesforce CRMS.

• Trained the marketing, sales and product organizations globally.

• Introduced responsive template designs tailored for Outlook (majority of our audience).

• Optimized the segmentation strategy.

• Developed a comprehensive KPI framework.

• Partnered with the legal department to comply with global data and privacy regulations.

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Success​

• Established the foundations of marketing operations by optimizing processes and workflows for increased efficiency.

• Significantly improved the campaign efficiency, client experience and engagement numbers thanks to automation programs, responsive email design and A/B testing.

• Informed strategic marketing decisions with data insights from Pardot.

• Achieved 190% email audience growth within 4 years.

• Maximized email deliverability (95+ % delivery rate).

• Streamlined the marketing onboarding journey.

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Key takeaway

Marketing's impact can only be as significant as your organization is ready for it.