Melissa Ithagu
Summary
Multidisciplinary creative & lifecycle marketer with 4+ years designing revenue-driving email programmes and full-funnel creative for e-commerce and lead-gen brands. Proven record of unlocking 30-40% incremental channel revenue through advanced segmentation, automation and high-performing multimedia creative.
Overview
6
6
years of professional experience
1
1
Certification
Work History
Creative Strategist & Email Marketing Lead
DTC Lab
01.2023 - Current
- Own lifecycle channel contributing 38% of monthly revenue across 12 DTC accounts (beauty, health, apparel).
- Scaled Klaviyo flows from 4 basic automations to 18-step journeys, recovering US$220 k+/yr in abandoned revenue.
- Led creative ideation & production of 60+ static, UGC & motion assets per quarter; best-performing ad delivered 5.1× MER on US$480 k spend.
- Implemented GA4 + server-side tracking; reduced attribution lag by 24 hrs and improved budget allocation accuracy.
- Mentored and SOP-driven a 3-person creative pod; cut asset turnaround from 72 hrs to
Email Marketing Associate
DTC Lab
01.2021 - 12.2022
- Designed and executed weekly campaign calendars achieving average 28% OR / 3.6% CTR.
- Built brand narrative guidelines adopted across paid social, SMS and site banners.
- Awarded “Rising Star” 2022 for driving US$1.4 M incremental revenue YoY via email.
Email Marketing Coordinator → Creative Strategist
GrowthWave Media
01.2019 - 12.2020
- Devised welcome, nurture & win-back flows generating US$1.1 M incremental revenue in first year for flagship apparel client.
- Increased average CTO from 8.7% to 14.9% in 90 days through segmentation & multimedia content blocks.
- Produced product-launch emails & animated stories driving 21% lift in AOV and 60% above-benchmark engagement.
- Supported media buyers with copy & creative variants for US$200 k/mo paid-social budget, achieving 3.4 ROAS.
Education
B.A. - Communication & Media Technology
Multimedia University of Kenya
01.2018
Skills
- Email & CRM Strategy: Lifecycle flows, deliverability, segmentation, retention
- Creative Direction & Copywriting: A/B testing, storytelling, brand voice
- Data-Driven Media Buying: Meta, Google & TikTok Ads, audience scaling
- Video Editing & Motion Graphics: Premiere Pro, After Effects, Final Cut Pro
- Graphic & Visual Design: Photoshop, Illustrator, Figma, Canva
- CRO & Analytics: GA4, Northbeam, Triple Whale, heat-mapping, experimentation
- Automation & Integrations: Zapier, Shopify Flow, HTML/CSS, Liquid
- Project Leadership: Agile sprints, Asana, Trello, Slack, Loom documentation
Certification
- Meta Certified Media Buying Professional (2024)
- Klaviyo Product Certification (2023)
- HubSpot Email Marketing (2023)
- Google Analytics Individual Qualification (2022)
Timeline
Creative Strategist & Email Marketing Lead
DTC Lab
01.2023 - Current
Email Marketing Associate
DTC Lab
01.2021 - 12.2022
Email Marketing Coordinator → Creative Strategist
GrowthWave Media
01.2019 - 12.2020
B.A. - Communication & Media Technology
Multimedia University of Kenya
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