Cathy Siciliano

About Me

I'm a strategic marketing professional with 10+ years of experience launching customer acquisition programs and increasing customer lifetime value for online B2C and B2B businesses. I love data and analytics, and approach marketing from an analytics perspective. My hands-on and strategic experience is in the following functional areas:

Marketing

  • Online customer acquisition: Create and execute marketing programs, including SEO, SEM, PPC on Facebook, display advertising
  • Customer retention marketing: Create customer lifecycle email marketing and onsite marketing programs to drive repeat visits, activity and retention
  • Product marketing: Create and host live customer educational webinars, live chats, videos on new features, website tours and other customer communications
  • Building awareness: Work with public relations firms, serve as company spokesperson, manage and write for website blog

Analytics

  • Web analytics: Define and create key metrics reporting, including traffic analysis, conversion tracking, and customer lifetime value
  • Strategic customer analytics: Customer lifetime value analysis, cohort/class analysis, top customer analysis
  • Web optimization and A/B Testing: Implement and manage Google Web Optimizer, Optimost, and email A/B testing
  • Customer insights: Manage Net Promoter Score (NPS) program and conduct analyses, draft and analyze customer surveys, host and manage customer focus groups and one-on-one interviews

Finance

  • Financial planning & analysis:
    Create financial models to understand and track key business levers
  • Accounts payable/book keeping:
    Implement and manage Quickbooks and accounts payable

Education

  • Stanford University, BA Urban Studies, with honors
  • Harvard Business School, MBA