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Irina Kopp

Marketing Technology ✖ Digital Product Ops

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Summary

  • Marketing tech expert with 10+ yrs experience. Successful in optimization strategies repeatedly demonstrating 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
    • Defined measures for operational capacity leveraging Agile methodology expertise resulting in increased operational efficiency
    • Drove consolidation redundant code between Pay & Autopay journeys, saving 100 hrs/yr
    • 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

    Mamastay

    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

    • Placed top 3 of 100+ in 2 Innovation Challenges (GCS & AET) as product owner - mobile
    • 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-Gen

    Motivated major advertisers to leverage behavioral targeting & data products; drove CTR lifts of over 4000% via A/B testing and optimization

    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