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Irina Kopp

Digital Content Manager



  • Marketing technology professional with 10+ years experience. Successful in developing optimization strategies for processes and capabilities, 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 in order to coach and develop talent for professional growth.

  • Experience

    American Express

    01/2016 - 12/2018

    Sr. Manager, Digital Content & Operations

    Support global remit of 18 markets in effectively utilizing Personalization capabilities, targeting logic, and marketing segments; facilitate launches of large volume, complex, high-priority, personalized content on amex.com

    • Responsible for 2 direct reports, 1 contactor, and up to 10 indirect staff over time in role. Onboarded, coached and motivated 5 FTEs and 2 contractors.
    • Overhauled operational capacity measurement leveraging Agile methodology expertise resulting in increased operational efficiency
    • Led diverse, cross-functional teams in delivery of content preview capability resulting in 25+ monthly Operational hours saved
    • 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 for Ops team
    • Improved efficiency to drive operational excellence: led cross functional teams in consolidating redundant code between Pay & Autopay journeys, saving up to 100 hrs./year for Ops team

    American Express

    07/2012 - 12/2015

    Manager, Personalization, Engagement & Operations

    Empowered internal marketing teams to effectively leverage and maximize content capabilities geared toward providing a personalized Card Member experience

    • Placed 2nd out of 100+ submissions in CPS Consumer Innovation Challenge 2014: as Product Owner, developed a Card Member facing mobile product focused on gamification of spend and driving app usage
    • Placed in Top 3 in AET Tech Innovation Challenge 2014: as Product Owner, developed a Card Member mobile product featuring personalized Membership Rewards & Cash Back redemption options
    • Led cross-functional ops/engineering teams to facilitate deployment of new experiences and 140+ personalized content in support of amex.com Q3 2014 redesign launch
    • Implemented audience segmentation for TLS driving a 90% increase in bookings year-over-year
    • Developed strategy to improve relevancy of personalized content in amex.com channel contributing to 100% lift in conversion rates

    Account Executive, Digital Ad Ops Supervisor

    Motivated major advertisers and agency clients to purchase online behavioral targeting & data products

    • Curated behavioral targeting segments for clients in retail & eCommerce
    • Optimized direct response campaigns on stringent Cost Per Acquisition goals

    Flying Point Media

    01/2010 - 04/2011

    Digital Media Operations Supervisor

    Led campaign execution for clients in Retail, Real Estate, Insurance, Entertainment and B2B verticals

    • Drove CTR lifts of over 4000% via A/B testing and optimization
    • Negotiated vendor proposals, procuring optimal pricing to maximize ROI


    01/2009 - 06/2012

    Freelance Digital Brand Manager

    Advised on branding & product development strategy for NYC area small business focused fitness

    • Established social media strategy for client acquisition and retention
    • Designed brand assets including website, logos, brochures and business cards

    Starcom Mediavest Group

    07/2007 - 01/2010

    Jr. Digital Associate

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

    • Awarded “Mediavest Jr. Associate Superstar” for outstanding performance
    • Implemented brand effectiveness studies to understand marketing impact


    Digital Marketing Consultant

    Worked with cross-functional team to create a donor retention strategy and increase donations. Resulting in a $25K grant to MSF from AmEx to fund the strategy


    City University of New York – Hunter College

    BA Studio Art/Italian

    General Assembly / Coursera

    • User Experience Design Bootcamp
    • User Research Methods
    • The Data Scientist's Toolbox
    • Marketing in a Digital World

    Scrum Alliance

    • Certified Scrum Product Owner