Amber (Cleave) Ricchetti: VR White Paper - 9-Hr. Marketing Makeover: 4 Steps to Successful Marketing Planning

Resume

EDUCATION

Bachelors of Arts degree in English with an emphasis in Journalism, UC Irvine

WORK EXPERIENCE

1. Contributing writer for Suite101.com (Fall 2009-Present)

2. Marketing Coordinator, VerticalResponse (San Francisco, CA; Fall 2009– Present)

• Write and edit retention email marketing copy

• Own the bi-monthly newsletters

• Create and launch all retention email communications

• Manage customer communications
• Map customer experience and communication touch points
• Devise and execute quarterly email test plan
• Report on email performance metrics
• Coordinate user events

3. Email Marketing Specialist, Electronic Arts (Redwood Shores, CA; Summer 2007 – Fall 2009)

• Wrote online marketing copy including RSS feeds and social networking posts

• Editor of the online newsletters Pogo Shtick and Club Pogo Insider

• Delivered over 8mm ad-hoc marketing emails per month for Pogo.com, one of the largest online game communities

• Planned and executed quarterly email strategy and test plans, lifting overall open rates and click throughs 50% from Q4 FY09 to Q1 FY10

• Created and executed quarterly email design and launch schedules

• Analyzed and reported key metrics and learnings to marketing executives

• Tracked and monitored email database and file growth

• Oversaw RFP process and email migration to a new email vendor for EA North America and Europe

• Managed relationships with email vendors, creative agencies and contractors

• Managed a $50k monthly email budget

4. Junior Technical Writer, Cleave & Associates (Half Moon Bay, CA; Winter 2006 – Summer 2007)

• Formatted and edited hardware installation guides for Cisco

• Prepared standards documents for submittal to the Society of Cable Telecommunications Engineers

5. Staff Writer & Reporter, Half Moon Bay Review (Half Moon Bay, CA; Winter 2006 – Summer 2007)

5.• Writer and reporter for the Half Moon Bay Review newspaper and magazine, serving the greater Coastide community

• Developed story ideas for the magazine and newspaper

• Wrote feature articles, departments and editorial advertisements for the magazine

• Wrote the Lifestyle Section and local news for the newspaper

• Contributing writer and fact checker for the Coastside Guide

6. Journalism Intern, Mountain View Voice (Mountain View, CA; Fall 2006 – Winter 2006)

6.• Wrote feature articles and briefs for the sister publication to the Palo Alto Weekly

6.• Researched, wrote and fact checked Neighborhood Guides for the Mountain View Voice and the Palo Alto Weekly

7. Freelance Writer/Journalist, Half Moon Bay Review (Half Moon Bay, CA; Summer 2006 - Fall 2006)

• Wrote news briefs for the newspaper and feature magazine stories

• Developed a working knowledge of AP Format

Wednesday, February 17, 2010

VR White Paper - 9-Hr. Marketing Makeover: 4 Steps to Successful Marketing Planning - Hour 7

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Amber (Cleave) Ricchetti

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