Natalie Bonacasa is a seasoned eCommerce and digital marketing leader with 12+ years of diverse marketing experience with experience in digital strategy, customer retention and acquisition, A/B testing and business development. She has a great understanding of end to end campaign planning and execution across multiple channels, analyzing and interpreting results, and fostering business relationships for growth.
Always having a passion for marketing, she started her career at PetCareRx, an eCommerce retailer for pets. She quickly moved up the ladder due to her prowess for understanding customer problems, and coming up with out of the box solutions to improve customer experience and retention. Realizing that CRM was the cornerstone and the most profitable channel for any eCommerce P&L, she pivoted her career in this direction. She managed and grew an email program from $6 million to over $10 million, effectively managing over 160M sends/year while also being responsible for ESP implementations and developing a personalized triggered email strategy, along with channel analysis to consistently improve performance.
After gaining considerable experience, she decided to take on a new opportunity at Mediabistro serving as the Senior Marketing Manager where she oversaw all things marketing, including a team of two and third party agencies. She was accountable for marketing efforts for all our properties, including a job board, online courses, research subscription, and international events. She gained considerable integrated marketing experience at Mediabistro, including conceptualizing and growing the PPC, email, social media, and on-site marketing channels. She also led all efforts to pitch and win over 20 sponsors, resulting in over 1,000% growth in paid registrants for our industry events.
From there, Natalie served as the Direct Marketing Manager at Barnes & Noble, where she managed the email channel of over 12M subscribers and direct mail channel of 3M members. She managed all segmentation activities, test plans, execution and measurement for both channels. More specifically, in the email channel, Natalie oversaw full file blast sends, all triggered campaigns (reactivation/loyalty/behavioral) and led the effort to implement new automated campaigns.
After missing the thrill and passion she found from working at a startup company she joined Skift as the only marketer to build their team from the ground up. She served as the VP of Marketing and grew marketing to a team of 11 marketers, including digital, social, growth marketers, event marketers and planners, and designers. At Skift she oversaw marketing budgets, forecasts, P&L’s and growth plans for Skift’s subscriptions business, Events business, and was responsible for site traffic growth per brand and subscriber growth for over 11 newsletters. She was responsible for product development as well as all marketing initiatives across all channels.
Natalie was recruited by Baked by Melissa and joined as the Head of Marketing, where she built and managed a team of digital marketers. She managed a $2MM marketing budget and oversaw all marketing channels including paid search, social, display, affiliate, SMS, email and SEO, driving 26% website revenue growth YOY. She launched and established the first-ever affiliate program for Baked by Melissa where revenue share quickly grew to 11% of total website revenue. She also developed and carried out the marketing strategy around the first-ever SMS program for Baked by Melissa. The program goal was to provide customers a new direct communication channel and provide the company an additional touch point to create a revenue driving channel.
Natalie understands why it’s important to maintain a positive brand image, provide the best customer experience and also how to acquire and retain customers. Her forte has been creating innovative multi-channel campaigns, launching creative, testing and finally analyzing and optimizing for long term results.