Carol Spenillo

Product Management | Product Operations | Marketing Operations | Director

Shipt

Present

Lead product management for Data Privacy by ensuring compliance with state and federal regulations. Collaborate with legal teams to articulate requirements and guide engineering teams to implement compliant solutions. Enhanced project execution efficiency by implementing and refining agile methodologies, including daily standups, backlog refinement, sprint planning, demos, and retrospectives for the Engineering team. Established and directed the Project Management Office (PMO), assembling and cultivating a high-performing team that successfully oversaw nearly 1500 projects annually. Managed the full lifecycle of enterprise software implementations, including a call center platform and a project management system. Oversaw discovery, requirements gathering, build, testing, training, and change management, resulting in seamless integration, improved process efficiency, and enhanced organizational alignment.

Director of Marketing and Business Development

Nura Pain Clinics · Edina, MN

Led marketing and business development efforts for a network of pain clinics, focusing on new patient acquisition, engagement, and retention. Developed and executed a comprehensive marketing strategy, optimizing processes and implementing KPI tracking mechanisms to measure performance and drive results. Achieved a 212% increase in organic search traffic and a 490% rise in overall website traffic by implementing strategic SEO tactics and multi-channel marketing campaigns. Drove a 96% increase in new patient volume through targeted messaging and channel expansion. Directed the complete overhaul of nuraclinics.com, elevating user experience and engagement to bolster brand visibility and conversion rates. Launched the rebranding of the clinic system, defining the brand identity, positioning, imagery, and color palette to create a cohesive and impactful brand presence.

Customer Engagement Manager | Integrated Customer Strategy | Digital Solutions

BASF · Shakopee, MN

Developed and executed a customer-centric strategy for SaaS, sales enablement, and business intelligence, driving growth and alignment. Defined customer personas to enhance marketing impact and oversaw quarterly CRM releases, prioritizing features and boosting user adoption. Spearheaded a business intelligence strategy, leveraging data to optimize the sales pipeline for profitable locations and identify “white space” market opportunities, leading to enhanced strategic focus and increased profitability. Managed an inside sales team, generating $30M in annualized sales opportunities by streamlining lead generation and optimizing engagement with key influencers in the value chain.

Product Marketing Manager | Marketing Director | Direct and Digital Marketing Strategy

MakeMusic · Eden Prairie, MN

Directed global marketing strategies and analytics, propelling direct sales for software products via integrated eCommerce and retail campaigns. Orchestrated global launches for 7 software products, collaborating with Product Management, Engineering, and Resellers to execute flawless integrated campaigns. Initiated marketing ROI tracking and reporting processes, resulting in a 40% increase in response rates and substantially improved campaign ROI across assigned product lines. Led a cross-functional team in a comprehensive rebranding initiative for the corporate entity and four product brands, enhancing brand alignment through improved website UX, design, copywriting, and template development.

Marketing Manager, Emarketing | Ecommerce Sales | Email Marketing

Thomson Reuters · Eagan, MN

Spearheaded $6M in email marketing, lead generation, and online store sales, managing the email “Center of Excellence” and driving a 25% and 18% increase in email sales in 2010 and 2011, respectively. Managed the marketing automation platform system/data integration, enabling 1:1 marketing capabilities and business rules to enhance personalization and efficiency. Led a cross-functional team to develop new sales channels, generating $600K+ in incremental revenue within the first year by successfully launching Amazon, shopping feed, and affiliate network programs, expanding the company’s digital reach

Manager, Response Marketing | Direct Marketing | Customer Segmentation | Sales Support

Thomson Reuters · Eagan, MN

Orchestrated inbound, outbound, and field marketing campaigns for subscription-based products targeting corporate, government, and academic sectors. Enhanced sales through targeted training, academic purchasing influence strategies, and customer-focused messaging.

Assistant Vp Product Management / Sr Marketing Manager | Acquisition & Retention

US Bank · Minneapolis, MN

Led B2B and B2C credit card marketing, supporting 100+ Agent Bank portfolios and implementing strategies that drove acquisition, card activation, balance transfers, and portfolio performance. Launched co-branded business credit card across multiple channels, including digital promotions, email campaigns, in-store marketing, and employee incentives, driving a significant increase in application rates. Drove the rollout of backend performance reporting systems to analyze the P&L of acquisition campaigns, resulting in more data-driven decision-making and improved campaign outcomes.

Strategic Planning & Analysis Manager | Loyalty Marketing

The Lacek Group · Minneapolis, MN

Senior Circulation Manager | Continuity Marketing | Direct Mail

Creative Publishing international · Minnetonka, MN

Manager of Media Operations / Media Analyst

NordicTrack · Chaska, MN

Sales & Marketing Coordinator

Minnesota Monthly Publications · Minneapolis, MN