When I stepped into this role, email marketing was limited to a single biweekly send to one general list. I quickly transformed this into a dynamic, data-driven program by increasing frequency to 2 - 3 emails per week and segmenting sends based on audience engagement and behavior. This shift led to a significant increase in both revenue and website sessions from the email channel between YoY, while also reshaping the organization’s perception of email as a powerful performance driver.