Irene Lee
About
Irene Lee is from Mountain View, California, United States. Irene is currently Sr. Director and GM, Education at KiwiCo, Inc.. In Irene's previous role as a Director and GM, Schools and Groups at KiwiCo, Inc., Irene worked in until Mar 2023. Prior to joining KiwiCo, Inc., Irene was a Sr. Director of Digital Marketing at Course Hero and held the position of Sr. Director of Digital Marketing. Prior to that, Irene was a Director of Digital Marketing at Course Hero from Jun 2019 to Mar 2021. Irene started working as Head of Growth / VP Marketing at Grove. in Aug 2017. From Aug 2015 to Aug 2017, Irene was VP Marketing at Hatch Baby, based in Menlo Park, CA. Prior to that, Irene was a Sr. Director of Product / Director of Marketing at Refinery29, Inc., based in New York, NY from Feb 2013 to Aug 2015. Irene started working as Director, E-Commerce / Senior CRM Manager at Bluefly in New York, NY in Dec 2011.
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Irene Lee's current jobs
Irene Lee's past jobs
Concepted, built, and led the outbound growth pod, consisting of engineers, data analysts, and CRM operations specialists. Additionally, managed the growth marketing and lifecycle marketing teams. A sample of initiatives: (1) Pioneered user recommendations: Tested and later launched automated email programs based on user activity, resulting in 35% lift in site activity and 184% lift in revenue from the channel. The test led to adoption of algorithm across the site experience. (2) Increased conversions: Expanded and optimized lifecycle programs that yielded a 101% increase in conversion rate. (3) Launched loyalty program: Led team in creating a loyalty program that 6.5x engagement rate, while increasing the bar on quality (18% lift in quality of content).
Joined team of 7 to launch a financial planning service.
Joined as employee #2 and helped bring three products, and their accessories, to market. Oversaw functions including marketing (social, email, paid, PR, events), sales (retail, e-commerce), market research, and operations (inventory planning, fulfillment, support)
Led Growth and Analytics teams, including acquisition marketers, content strategists, data analysts, and the company's first data scientist. (1) Drove data-driven decision-making: Shifted company culture to embrace data - integrated goal setting, A/B testing and realtime monitoring into daily workflows across teams (including editorial, creative, technology and sales) to drive growth (2) Structured and hired team: Established interview guide and feedback structure and coached members to recruit top talent. Negotiated offers and successfully recruited top talent - grew growth marketing team from 2 to >10 high-performing members. (3) Drove audience development and content strategy: Led team managing growth across channels including social, email, SEO, paid, partnerships: (a) Established social media rhythm that resulted in 5x more traffic from Facebook, Pinterest, and Twitter over 2 years without diluting site engagement. Drove testing approach for new channels like Instagram. (b) Developed email lifecycle experience (acquisition, onboarding, retention), decreasing unsubscribe rate by 7% with user flow enhancements. Created segmentation plan optimized for both revenue and content objectives. (c) Managed overall site traffic growth through goal setting and monitoring, working with various teams to optimize efforts including content production, partnerships, ad content. (4) Increased traffic through product initiatives: Example features built in agile environment: (a) Built targeted acquisition modules tripling email capture, (b) redesigned email to drive mobile optimized experiences with responsive CSS awarded Webby for Best Email Newsletter in 2014, (c) created syndication feeds for partnerships, (d) optimized sharing features e.g. lead to 20% increase in Pinterest pins. (5) Built reporting platform: Made case to CFO requesting budget to centralize and automate reporting. Managed roadmap and offshore team to build reporting platform used across the company.
Managed P&L for Bluefly’s new flash sales site, Belle & Clive (launched Dec 2011), reporting directly to CEO. (1) Grew member file: Created marketing strategy that acquired over 180K new members within 6 months of launching the site, and implemented tactics that doubled traffic to the site. (2) Drove first purchase: Designed and implemented dynamic email programs including daily sales, onboarding, abandon cart, and recommendations; optimized creative through iterative testing and analyses that increased click rates by >30%. (3) Drove repeat purchase: Built and led the relationship marketing team; piloted the loyalty program targeted based on analyzing customer data and increased purchases among customers by 20% versus control group. (4) Improved internal processes: (a) Managed internal and agency technical teams to migrate Bluefly’s email platform from e-Dialog to Responsys. (b) Led fulfillment task force to increase operational efficiency of products sold on consignment.
Led Hotmail (now Outlook.com) retention marketing programs worldwide. (1) Retained the user base: Built programs aimed to onboard new users and engage at-risk customers that were adopted around the world. Successfully arrested rising Hotmail churn rates within the first 5 months (trajectory was 18% increase in previous 6 months) (2) Managed creative agencies: Managed multiple creative agencies to build assets for digital marketing, including email, websites, and ads. (3) Built brand guidelines: Developed and applied brand templates and guidelines for Hotmail customer communications. (4) Managed budget: Managed $2M budget for relationship marketing across Windows Live products, including Hotmail, Messenger, and SkyDrive.
Drove product launches and managed execution strategy to grow user base. (1) Led Hotmail go-to-market in US: (a) Drove playbook execution that resulted in reach growth. (b) Piloted email switching campaign in the US that informed future Hotmail acquisition strategy. (2) Launched product/feature releases: (a) Managed, built, and communicated Hotmail marketing bill of materials consumed by >59 markets to prepare for major product release touching over 360M active users around the world. (b) Developed and executed customer communications plan for Windows Live Calendar product launch. (3) Drove analytics and customer research: (a) Analyzed Hotmail business performance, forecasted user growth, and reported scorecard metrics monthly to senior management. (b) Conducted Hotmail research to inform execution strategy, including brand, influencer, and engagement research (4) Championed team-building: (a) Created and implemented plan to promote team health that resulted in +8pts improvement upon previous year, (b) Awarded Windows Bridge Builder Award for cross-group collaboration across marketing, engineering, product management, and the field to realize business requirements for relationship marketing in-product
Developed engine component of IBM’s enterprise database (DB2), used by over 400,000 corporate customers (1) Developed features: Identified opportunity gaps as part of cross-functional teams to improve current product function offerings. Owned temporary tables and RID lists components; also supported large objects. (2) Resolved defects: (a) Improved customer access to information 10x through presenting and pushing algorithmic design to senior management; secured approval to make capabilities available to customers. (b) Supported client issues by being on call to triage and resolve problems. (3) Built culture: (a) Organized site-wide events as a core team member of IBM ClubFun and Asian American Diversity Network, (b) Managed team training and expanded the audience by 50%.