CHRISTINA MARIE MARTIN MBA, CSM

630.222.7755

Open to Relocation 

Weekend Entrepreneur 

15 Years of Marketing Experience (Amazon, Sears Holdings) 

NATIVE OF CHICAGO 

CURRENT LOCATION SEATTLE

PASSIONATE MARKETER

  • Repeated success in developing custom market strategies to drive business performance & increased market penetration

 

  • Effectively utilizing data, analyzing trends, and creating business models to increase visibility

 

  • Ability to lead cross-functional projects and forge solid relationships with partners and vendors

HIGHLIGHTS

15+ YEARS OF MARKETING

EXPERIENCE ACROSS: 
(DIGITAL, SOCIAL, MOBILE, OOH, & BROADCAST)  

LED 40+ HIGH PROFILE* SPONSORSHIPS WHICH OUTPERFORMED COMPANY BENCHMARK 

SPEARHEADED MARKETING STRATEGIES FOR UNDER- PERFORMING PROGRAMS ACROSS 15+ CATEGORIES 

ON-BOARDED 100+

PARTNERS & TRANSFORMED THE CRM PROCESS AS A

CERTIFIED SCRUM MASTER

EFFECTIVELY MANAGED A TEAM OF (6) EMPLOYEES &

60+ VOLUNTEERS 

TRANSFORMED A TRIGGERED EMAIL CAMPAIGN POWERED BY DATA, INSIGHTS & MACHINE LEARNING 

*Media spend of $1,000,000+ and/or impression reach 5,000,000+  across  major networks such as : ABC Disney, Discovery/Scripps, ViacomCBS, NBC Universal, Univison, Telemundo, Hallmark, & ION

CAREER TIMELINE 

PREFERRED MEALS
2004-2006
SEARS HOLDINGS
2007-2019
M.A.W.
Est. 2015
DISPARK
2019
AMAZON 
2019-CURRENT
Conducted focus groups which provided additional customer insights to marketing teams
Optimized company website in HTML/JAVA
Managed creative direction for both print/eNewsletter  
Pioneered the 1st UGC casting call featured in Ad Age (CBS Survivor) 
Lead Kenmore's Food/Cooking Network activations to increase brand trust 
Project managed the 1st Kmart online /mobile video series en Espanol 
Designed multi-channel Wheel of Fortune campaign which drove one of the biggest spikes on Sears.com 
Lead the way on unique Sears/Craftsman sponsorship marketing across: ESPN, NBA, NFL, MLB multi-
On-boarded new eMail vendor: Ogilvy Mather
Founder, M.A.W. Charity Events 
Technical   Consultant 
Pioneered Warner Bros. sponsorship, media budget of: $20,000,000+ (MAN OF STEEL) 
Responsible for the P&L Sears Moving Assistant
On-boarded 100+ business partners for Shop Your Way 
Spearheaded the 1st triggered eMail campaign powered by dynamic creative, data & insights  
Transformed B2B CRM Process, as a Certified Scrum Master 
Reversed unprofitable quarter for Kmart  in the baby category using data/insights 
        Marketing lead for the for the  
Consumer Electronics
(Office Category) 
Marketing Specialist
Marketing Analyst 
Marketing Manager
Sr, Marketing Manager
Director of Marketing 
Sr, Marketing Mgr
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YEAR

Amazon, Seattle WA 

June 2019 -  Current  

Senior Marketing Manager - L6 

Consumer Electronics - Brand Planning Lead 

Office Category 

EXPERIENCE

Strategically design & execute annual marketing opportunities on Amazon.com which excite/delight Amazon customers  as well as meet the business goals/objectives of the Amazon office category and the largest external office vendors in the US. 

CONSUMER ELECTRONICS: MARKETING LEAD FOR THE LARGEST INTERNATIONAL OFFICE VENDORS 
 

Providing Strategic Marketing opportunities for Large Office Vendors 

  • ​​Spearhead new digital marketing initiatives across cross functional teams 

  • Optimizing the marketing process to improve: speed, quality, and accuracy of execution

  • Establish new category benchmarks based on customer data, trends, & insights 

  • Manage vendor budgets and provide recommendations for the best ROI 

  • Design fresh vendor marketing opportunities available  Amazon's B2C | B2B customers 

  • Lead quarterly business reviews for vendors'  external senior leadership team

  • Improve in-flight campaigns to meet Amazon's benchmark with heavy optimization during COVID-19 

*Based on online product sales for 2019 - 2020 | Actual Amazon KPIs are confidential 

EXPERIENCE

Diaspark, Edison NJ

February 2019 -  June 2019 

Marketing Consultant | Certified Scrum Master 

Contract 

Delivered project management, analytics, IT, BI and predictive modeling, using SCRUM and AGILE methodologies. 

CERTIFIED SCRUM MASTER, MANAGING BUSINESS INTELLIGENCE

Technical Consultant for Clients with Heavy Data Security Requirements 

  • Defined business goals, road-map requirements, release plans & assigned tasks using Agile methodologies   

  • Led daily SCRUMs across clients' Marketing, Engineering, Business Intelligence and Analytics teams 

  • Oversaw the construction of a revised CRM tool reporting directly to the VP/CEO

  • Results ​​ 

    • Collaborated with the Business Analyst to document/automate the process 

    • Integrated a new CRM tool powered by SAAS (Microsoft/Teams) 

    • Executed 500+ BI projects which met/exceeded Six Sigma standards which enabled: 

      • A large health insurance firm* to market to Americans 65+ in real time for 2020/2021 Medicare benefits 

      • A national bank* to transform unstructured data to structured information to reach potential mortgage customers 

      • A popular rental company* to apply denormalized data for a clean list to use for future marketing efforts   

*Actual company names can be shared upon request 

EXPERIENCE

Sears Holdings, Chicago IL

February 2007 - February 2019 

Marketing Analyst - Director of Marketing 

Analytics| Multi-Channel Marketing 

Sears | Kmart | Kenmore | Craftsman | Shop Your Way

A 12 year marketing veteran who lead multiple high profile campaigns designed to drive immediate sales and engagement to under performing categories. 

KMART: DATA-DRIVEN INSIGHTS APPLIED TO GARNER SALES IN BABY CATEGORY 

Reversed an Unprofitable Quarter by Targeting (Baby Boomers) 

  • Collected, analyzed and interpreted raw data from the Customer Data Warehouse (CDW) to pinpoint root cause 

  • Integrated CDW key findings with the Data Science/Analytics team to develop a regression analysis with industry trends 

  • Collaborated hypothesis with  Creative Teams, Softlines Business Unit Mangers and Kmart's CMO to develop a creative segmentation test

  • Test|Hypothesis: Women 55-74 (Baby Boomers) will purchase at a higher rate than women 27-43 (Millennials) 

  • Results 

    • Online sales generated by Baby Boomers exceeded predicted performance by over 4% 

    • New style guides, offers and channel selection were revised to engage the Sandwich Generation  (to increase retention conversion) 

    • Earned recognition and was selected to lead additional analysis across  (beauty, toys, pharmacy, & candy) 

SEARS: LED HIGH PROFILE* MULTI-CHANNEL CAMPAIGN SPONSORSHIPS  

Sears Moving Assistant 

  • Responsible for the business P&L | $4,000,000

  • Managed a team of (6) 

  • Leveraged existing resources to reduce costs

  • Weekly reports shared with Eddie Lampert (Owner) 

  • Results:

    • Utilized existing partnerships/data saved $1.2M 

    • Identified 8.2M customers in the moving journey 

    • Sales Lift 4% WoW (through program duration) 

Sears Moving Assistant  Paid Facebook  Video Ads 

OOH | PR Sears Moving Trucks 

Paid Display  (Responsive Ads) across social, .com, & App

Sears High Profile* Sponsorships  

  • Spearheaded 40+ media sponsorships with a meager team of (3) 

  • Led Warner Brothers (MAN OF STEEL) sponsorship | media spend $20,000,000+  

  • Campaign(s) successes featured in Ad Age 

  • Designed eccentric multi-channel sponsorships across major broadcast networks 

  • Results:

    • Largest UGC video upload on CBS' Survivor | Video Casting Call  

    • 1st  (non-celebrity) to present trophy live on TNT during the NBA All Star Game 

    • Largest traffic spike on Sears.com from a Wheel of Fortune/Sears Sweeps

Ad-Age Article - CBS Survivor 

Warner Brothers|Sears sponsorship MAN OF STEEL movie 

Sears Shooting Stars: NBA All Star Game Activation (Cross Platform)

*Media spend of $1,000,000+ and/or impression reach 5,000,000+ 

CROSS FORMAT: THE DRIVING FORCE BEHIND A RE-DESIGNED EMAIL PROGRAM POWERED BY DATA & MACHINE LEARNING 

Tasked to re-work an existing under performing  hardlines triggered eMail Program 

  • Determined the strategic direction to build a new triggered eMail program designed to covert customers in real time 

  • Led long-range planning with the triggered/transaction, creative, buyers, analytics and data science teams 

  • Calculated the profit impact, timing, resources & go to market execution and presented to senior leadership

  • Deployment counts exceeded 40M across Sears, Kenmore, and Craftsman.com  

  • Results 

    • Revised overall creative with data driven, responsive creative across .com, Android and iOS  

    • Integrated accurate integration of machine learning models for each unique UX across each category 

    • Increased open rate by 3% , click rate by 1.2%, conversion rate by 2% & online sales by 1% which exceeded the company's  benchmarks 

KENMORE: SHEPHERDED THE KENMORE BRAND TO RE-BUILD CUSTOMER TRUST 

Designed programs to solve for YoY loss in visits, engagement and sales for Kenmore 

  • Identified the root cause "customer trust"  via focus group results, 3rd party brand studies, social media, & customer service reports

  • Designed a myriad of "consideration" campaigns to drive trust focusing on: prioritizing customer service, warranty clarity, & product quality 

  • Led the partnership strategy with "trusted" talent and brands (i.e Adam Richmond Man vs. Food | Bobby Flay Food Network) 

  • Conducted local co-branded events in major DMA's with a live streaming social component 

  • Repurposed content to "food" influencer community for additional impressions across digital, social and print channels 

  • Results 

    • Visits +220% on Kenmore's social channels (during campaign duration) 

    • 90 day post campaign Qualtrics brand study showed a 15% increase in brand consideration, favorability and purchase intent  

    • Online/In-Store sales grew 2.3% YoY (through campaign duration)   

Adam Richmond (TOP)

Bobby Flay (BOTTOM) 

Kenmore Live Studio 

Kenmore Chicago Event - Featuring Adam Richmond Kerry 

SHOP YOUR WAY: ON-BOARDED B2B LOYALTY EFFORTS + TRANSFORMED THE CRM PROCESS 

Championed Shop Your Way Loyalty B2B Acquisition Efforts 

  • Built solid relationships with 100+ corporate partners including: General Motors, Volvo of America and Nissan Motor Corporation 

  • Established the initial CRM construct in Excel to quantify progress 

  • Designed/Presented best practices, project plan and RACI strategy to senior leadership to garner project funding 

  • Results 

    • Obtained 450%+ budget  (compared to the previous quarter) for CRM software build and additional  manpower 

    • Trained 100+ Business Development |Customer Service Teams  across the US, Puerto Rico and Guam 

    • Led 5 software engineers through the Agile process to transform an Excel file of CRM attributes to a robust internal Oracle CRM tool

Volvo of America| Partnership

NBA | TNT Partnership

Nissan Motor Corporation | Partnership

NOVICE 

QUALIFICATIONS 

COMPETENT 

PROFICIENT 

EXPERT 

ADVANCED BEGINNER

Business Planning | Forecasting

Paid, Owned, Earned Media Strategy

Cross Functional Team Collboration

Advertising Strategy | Management

CRM | Web and Digital Analytics 

Project Management (PMI | CSM)

Entrepreneurial Insights 

B2B (Vendor/Partner) Relationships 

UX | Graphic Design & Dynamic Segmentation 

Staff Development/Leadership 

NOVICE 

TOOLS | TECH 

COMPETENT 

PROFICIENT 

EXPERT 

ADVANCED BEGINNER

HTML | HTML 5 | JAVA

Adobe Illustrator  | Photoshop 

Tableau | Looker 

Google Ads

SQL | Python 

SAAS (Adobe Marketing Cloud, Basecamp, Quip)

Microsoft Teams | Skype | Chime | Zoom

Microsoft Office Suite 

Asana | Trello | Microsoft Project

FOUNDER 

M.A.W. 
CHARITY EVENTS

Established in 2015

In loving memory of Manu Ajamu Williams 

M.A.W. is a Christian organization which provides education about the dangers of blood clots through events. All proceeds benefit official

501 (3) C charities focusing on blood clotting disorders.

STOP THE CLOT 5K VOLUNTEER MANAGEMENT 
 

In 2015, M.A.W. hosted the Stop the Clot 5K run/walk at Montrose Beach in Chicago.

 

Volunteers were critical to the success of the operations.  As the founder of M.A.W. I was fully responsible to: 

  • Register for Volunteers (County, Colleges, Local Networks) 

  • Screen | Background Checks 

  • Draft Legal Agreements | Release Forms 

  • Assign Tasks 

  • Volunteer Training   

 

Volunteer Roster: Physicians, Students,  Retail Associates, Community Residents, 5K Enthusiasts, Family /Friends Impacted by Blood Clots  & Blood Clot Survivors

The Stop the Clot 5K had 60+ volunteers from the Chicagoland area. 

Stop the Clot 5K (Montrose Beach) - 300 racers 

Teaser Video Stop the Clot 5K 

GAMER ENGAGEMENT - STREET FIGHTER V EVENT
 

According to the Center for Disease Control (CDC), every (6) minutes an American passes away from a blood clot. More so, men aged 18-44 have a propensity to ignore symptoms and are at a higher risk.

 

The Street Fighter V video game tournament was designed to engage men 18-44 by:

  • Partnering with ComicCon|Twitch influencers for credibility  

  • Drafting an agreement with Capcom for licensing rights 

  • Optimizing a meager multi-channel media budget of $1,500

  • Results 

    • 3,200,000 Impressions (Chicago-land) area ​

    • 140 Event Participants (SOLD OUT EVENT

    • 1,500 Online Participants (Twitch) 

    • 500 Twitter Followers 

    • 15+ Sponsors (Funding, Marketing and Content) 

Street Fighter V Video Game - Event (SOLD OUT) 

Street Fighter V Tournament - Twitch 

EDUCATION 

Colorado Tech University, Colorado Springs, CO MBA 

Marketing, Executive Management

University of Illinois, Chicago, IL 

BS 

Marketing, Management 

College of DuPage, Glen Ellyn, IL

AA

Multi-Media, Graphic Design 

CERTIFICATIONS

Coursera/University of Michigan 2020 

Successful Negotiation

Udemy, 2020 

Critical Thinking 

Coursea, 2020 

Data Driven Decision Making  

Scrum Alliance, 2017

Certified Scrum Master 

Project Management Institute, 2006

Change| Business Management 

Quality International, 2006 

Six Sigma | White Belt 

Proceeds of M.A.W. Charity Events benefit official 501(C)3 Charities 

 

PHONE:  641-715-3900 X 593533

EMAIL: MAWCharityEvents@outlook.com

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