Nicole Henning
Performance Marketing Sr. Director
About
Experienced growth and branding marketing Director with a demonstrated history of working in the DTC ecommerce vertical (Leesa Sleep, Keeps, Daily Harvest, Done, Minded, Urbanstems, SiriusXM, Speedo, Olive and June, Conde Nast, Hello Fresh). Personally managed media budgets of over $200 million over the last seven years. Specialized focused in Paid Social/Search media buying acquisition strategy, attribution modeling, creative implementation and analysis, and conversion optimization rate funnel analysis. In my current role as a Senior Director of Performance Marketing at Thesis Testing, its my responsibility to scale my clients digital growth channels against their internal KPIs. My methodology: Balancing strong performance creative that drives both in platform engagement and on site conversion. Implementing a creative strategy through a variety of different concepts types such as: first person testimonials (UGC) both high fidelity polished videos and scrappy videos, side by side comparisons that highlight product details or core value props, organic comment response videos, and strong product shots that focus on offer testing. Creative testing is now widely considered one the the largest initiatives when driving incremental scale. A creative strategy should speak to the target audience and spark interest to prospect new potential consumers. Audience targeting has widely shifted to a broad implementation strategy with the goal being to optimize traffic to the highest intent users that are the most likely to convert or take action on site. CRO: Driving users to rich content landing pages or PDPs that provides kea features that educate the consumer and provide key product insights.