Care.com is an online marketplace for childcare, senior care, special needs care, tutoring, pet care, and housekeeping through membership in a two-sided marketplace (for care seekers and care providers).
Ellen is an engagement marketing and operations leader with experience in technology, retail, and dual-sided marketplace companies. She started in email marketing over ten years ago and gained hands-on experience in coding emails, building audiences, and launching experiments. She now leads a team of marketing operations developers and specializes in building scalable processes, partnering with marketers to translate ideas into measurable experiments, and fostering collaboration between marketing, creative, and engineering teams.
I’ve found Iterable to be best-in-class when it comes to documentation as well as customer support.
What brings you joy in your role?
I love the problem-solving aspect of marketing operations, from reading through a campaign brief and deciding on how to build and test to accomplish the campaign goal, to troubleshooting a complex workflow and having the lightbulb moment of what needs to be fixed to solve the problem.
What are some of your career highlights or campaigns that you’re especially proud of?
Testing into and integrating a translation pipeline into our CRM tool, ultimately leading to thousands of templates being translated into 4 languages.
Growing from an individual contributor with barely any HTML knowledge to a team lead and manager of an engagement marketing operations team.
What tips, tricks, or pieces of advice would give a new Iterable user?
I’ve found Iterable to be best-in-class when it comes to documentation as well as customer support. Whenever I’m stumped while building a campaign, chances are if I read through the Iterable documentation, I’ll find exactly the answer I’m looking for. And if I can’t, reaching out to our dedicated support team never fails – oftentimes they can not only provide me with the answer to my specific question, but can also suggest 3 other better, simpler ways to accomplish what I need to do.
What are some Iterable features that have made your job easier? Or have been game-changers for yourself and your team?
I love the robust user profile and event history view combined with the powerful segmentation features within Iterable. Within minutes, I can identify a user within the exact, specific cohort I’m looking for (without having to find resources from our data team) and look through their event history to see their recent actions (and help troubleshoot if I’m seeing unusual behavior from a campaign).
Besides Iterable, what are the other tools in your marketing toolkit that you can’t live without?
I love the Alfred productivity app, which allows you to create snippets of frequently-used text (e.g. the answer to a question you get asked all the time from cross-functional partners) and access via keyboard shortcuts, and saves your clipboard history (so you can quickly find a snippet of code you used two days ago), and lets you create workflows for your frequently-used processes (e.g. automatically opens all the windows you need to complete your weekly reporting)
What do you think will be the next big thing in the marketing industry (AI, automation, new channels?)
AI is obviously top-of-mind for everyone right now. It will be interesting to see how it evolves in marketing beyond the obvious, like writing subject lines and copy, to things like serving up entirely different emails or onboarding journeys based on user data.
What’s the best advice you’ve ever been given?
Don’t let yesterday take up too much of today. No one is paying as much attention to you as you think – if you make a mistake or feel like you fumbled a presentation, chances are that you’re the only one remembering it after the fact, so give yourself grace.
If you weren’t a marketer, what would you be?
In another life, I would love to be a travel agent, because I find planning vacations to be at least half the fun of taking vacations.