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Irina Kopp

Marketing Technology ✖ Digital Product Ops



  • Marketing tech expert with 10+ yrs experience. Successful in optimization strategies that have repeatedly demonstrated lift in efficiency and revenue while meeting customer needs
  • Highly-effective leadership, communication, motivational, and inspirational skills. Able to flex leadeship style to fit personalities/skillsets to coach and develop talent for growth
  • Strong communication and technical skills with the ability to quickly grasp technical issues/concepts
  • Experience

    American Express

    01/2016 - 'present'

    Sr. Manager, Global Personalization Solutions

    Enable global remit of 20 markets to effectively utilize Personalization capabilities; power engaging content on amex.com MYCA, working with key business partners in product, analytics, and tech to prioritize objective driven outcomes

    • Responsible for 4 directs, and 10+ indirect staff over time in role. Mentored, coached and motivated 5 FTEs and 3 contractors
    • Conceptualized and redesigned campaign launch process, enabling self-servicing for marketers reducing time-to-market from 5 days to 3 days while saving ~60+ hrs./month
    • Integrated brand new capabilities and processes over a short period of time in support of new products, complex dynamic placements, content feeds, & enhanced risk checks
    • Re-engineered monthly reporting: introduced and on-boarded Tableau, enabling team to combine metrics from multiple sources and provide improved readout to partners


    09/2017 - 'present'

    Founder & Chief Product Officer

    Mamastay is built on a core belief: When moms feel good, the world becomes better. Conceptualized and curated a kit of luxury wellness products for new moms; went from concept to market with e-commerce in 6 months

    American Express

    07/2012 - 12/2015

    Manager, Personalization, Engagement & Operations

    Empowered internal marketing teams to effectively leverage and maximize content capabilities and enable personalized Card Member experience

    • Led x-functional teams to deploy 140+ content in support of amex.com Q3 '14 redesign
    • Implemented segmentation for TLS driving a 90% increase in bookings year-over-year
    • Drove 100% CVR lift for marketing content on amex.com via content optimization

    Account Executive, Digital Operations Supervisor, Demand-Generation

    Motivated major advertisers to leverage behavioral targeting & data products (BlueKai, Datalogix); onboarded DSP (AppNexus); drove CTR lifts of 4000%+ via Test & Learn

    STARCOM mediavest group

    07/2007 - 01/2010

    Digital Associate

    Led launches, optimization, and QA of campaigns ensuring delivery to key performance indicators

    Education / Certifications

    City University of New York – Hunter College

    BA Studio Art/Italian

    General Assembly / Coursera / Scrum Alliance

    • UX/UXd Bootcamp
    • User Research (UXr) Methods
    • Data Science Toolbox; quantitive analytics
    • Marketing in a Digital World
    • Certified Scrum Product Owner