Lauren was hired by the Vonage CMO to turn around the declining performance of the direct marketing channel as well as to manage the overall marketing operations function across direct mail, e-mail, and outbound telemarketing. She led the assessment of the current marketing technology infrastructure, developed the new strategy, and managed the RFP process for a completely revamped multi-channel campaign management system consisting of a new marketing database and marketing automation tool. She consolidated the number of vendors from 4 to 1 and reduced overall operating costs by $1 million. She also improved marketing program performance significantly including increasing the close rate of cart abandoners by 260% and decreasing the Cost Per Acquisition by as much as 45% by eliminating likely non-responders.
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