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Louise is a customer-centric lifecycle marketer with over ten years of experience driving activation, engagement, and retention initiatives for different staged B2B and B2C companies. As a Senior Lifecycle Marketer at Hotjar, she focuses on building programmatic experiences to increase habitual usage, unlock value, and build long-lasting relationships.
Previously, Louise managed lifecycle and customer marketing programs for Verse (CashApp), RangeMe, ToutApp (Marketo), and Yammer (Microsoft).
Iterable facilitates key interactions between the customer and the business. It allows teams to be personable, consistent, and proactive in a scalable way.
When and how did you get your start in marketing?
My background is in customer success. I spent the first part of my career focused on building 1:many programs and scaled customer experiences. It wasn’t until I moved to Spain that I started working on marketing teams. The time spent working directly for customers set me up to lead with a customer-first mentality in all my work.
What brings you joy in your role?
Lifecycle marketing allows me to work cross-functionally with different disciplines, including product, UX, research, support, and sales. I learn so much from my peers and value the opportunity to collaborate on improving the customer experience.
What does customer experience mean to you and how does Iterable play a role?
Customer experience is the overall interaction and perception a customer has with a company or brand throughout their journey, and it encompasses all the interactions and touchpoints between the two. Iterable facilitates key interactions between the customer and the business. It allows teams to be personable, consistent, and proactive in a scalable way.
What are some Iterable features that have made your job easier? Or have been game-changers for yourself and your team?
QA-ing and testing in Iterable is a breeze. Before, I sent myself many test emails. Now, I use the preview features first to weed out any major design or rendering issues before I move on to a final review.
As a consumer, what brings you joy from a brand’s outreach/communication?
I love seeing brands nail personalization and sending me exactly what I’m interested in (topic, product, recommendation, etc.) and sending the email when I’m most likely browsing through my inbox.
Besides Iterable, what are the other tools in your marketing toolkit that you can’t live without?
My go-to’s for an organized, productive week are Mixpanel for campaign analysis, Trello for coordinating send schedules, Stripo/Iterable for easy email design, Miro for brainstorming and retrospectives, Loom for async updates, and Slack for quick chats and the occasional GIF.
If you weren’t a marketer, what would you be?
I’d be a restaurant critic.
What is one goal you’d like to achieve in your lifetime?
I’ve always wanted to be fluent in at least two languages. Living in Barcelona has allowed me to learn Catalan and Spanish, so maybe soon enough, I’ll be able to speak three languages fluently.