Overview

Hi, I'm Alexa!

I'm a Marketing Operations Specialist with over seven years of experience helping ecommerce businesses grow through marketing automation, customer engagement strategies, and scalable business systems. Throughout my career, I've worn many hats, from startup employee and marketing leader to systems builder and ecommerce strategist, which gives me a unique perspective on how marketing, technology, and operations work together to drive business success. I enjoy finding opportunities to streamline processes, improve customer experiences, and create solutions that support both business goals and long-term growth.

My expertise includes lifecycle marketing, marketing automation, customer segmentation, workflow optimization, ecommerce operations, and Shopify ecosystem management. I've built and launched ecommerce storefronts, developed automated email and SMS campaigns, managed complex app integrations, and created systems that improve efficiency while increasing engagement and revenue. Over time, my role has expanded beyond traditional marketing into building the operational systems, automations, and customer experiences that help businesses scale, allowing me to combine strategic marketing, technology, and data-driven decision-making to deliver meaningful results.

Education

Business Administration B.S.

Marketing Concentration

Studio Art Minor

California Polytechnic State University

San Luis Obispo, CA

Sep. 2015 - Jun. 2019

Experience

Marketing Operations Specialist

My Diamond Girl • January 2025 - Present

Built and launched a Shopify storefront with integrated marketing systems to support customer acquisition, lifecycle engagement, and revenue growth.
Implemented automated flows that led to a 50% month-over-month increase in revenue, improving conversion and reducing manual work.
Developed customer-facing marketing and sales enablement assets across email, web, and social media to improve engagement and conversion.
Partnered with leadership to align marketing execution, automation systems, and operations with business objectives and performance goals.

Marketing Operations Specialist

Bombshell Beads • February 2021 - Present

Implemented automated lifecycle marketing workflows (abandoned checkout, price drop, back-in-stock), achieving a 9.52% email conversion rate and 4.4% SMS conversion rate, improving engagement and revenue.
Managed marketing automation and campaign segmentation, reducing manual workload and improving operational efficiency.
Maintained Shopify storefront operations including app integrations, content management, and customer experience optimization.
Developed cross-channel marketing and sales support materials across email, web, social media, and print to support acquisition and engagement.
Collaborated cross-functionally with internal teams to ensure alignment between marketing and operations.

Marketing Operations Specialist

Spark*l • June 2018 - September 2024

Previous Roles: Marketing Director, Marketing & Operations Director

Progressed through multiple leadership and systems-focused roles as the first employee at a rapidly scaling ecommerce startup.
Supported growth from startup stage to a multi-million-dollar ecommerce business within 3 years, contributing to lifecycle marketing, automation systems, and operational execution.
Built and executed lifecycle marketing programs across email and SMS, supporting acquisition, engagement, retention, and revenue.
Grew and managed an audience of 30,000+ email subscribers and 5,000+ SMS subscribers, enabling large-scale segmented campaign execution.
Developed segmentation strategies and customer journey frameworks using behavioral and purchase data to improve targeting, engagement, and conversion performance.
Analyzed campaign performance and engagement metrics to improve reporting visibility, optimize marketing effectiveness, and support data-driven decision-making.
Partnered cross-functionally with leadership, operations, and customer service teams to align marketing execution with business objectives and customer experience goals.
Improved operational efficiency through budget management and process optimization, contributing to ongoing monthly cost savings of $1000+.
Led a social impact initiative by partnering with 50+ charitable organizations and raised $100,000+ in donations through coordinated campaigns.