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Irina Kopp

Digital Content Manager



Marketing technology professional with 10+ years experience focused on optimizing marketing to drive business goals. Successful in developing strategies that have repeatedly demonstrated lift in business efficiency and revenue. Instrumental in developing and optimizing processes and capabilities that drive operational efficiency while meeting customer needs.


American Express

01/2016 - 07/2012

Sr. Manager, Digital Content & Operations

Enabled Core Business Growth: facilitated launches of large volume, complex, high-priority, personalized content on amex.com focused on increasing Acquisition, Spend, and Share of Lending

  • Spearheaded operationalization of dynamic interstitial: supported 50+ Organic Growth offers in 2016 driving: ~7K New Accounts, ~24K Enrolls in Lending products, & ~70K+ Enrolls in Shop Small
  • Successfully orchestrated content launch efforts for Lincoln (2015-2016): guided partners on utilization of capabilities while navigating tight timelines resulting in ~300K New Accounts Acquired
  • Redesigned content launch process for Organic Growth campaigns, enabling self-service and reducing time-to-market from 5 days to 3 days while saving ~60+ hrs. for Ops team
  • Reconciled duplication of code & effort: commissioned efforts to combine PZN code between Pay & Autopay journeys, saving up to 100 hrs./year for Ops team
  • Integrated brand new capabilities and processes over a short period of time in support of new products, complex dynamic placements, dynamic content feeds, & enhanced risk checks
  • Transformed reporting & analytics: introduced and on-boarded Tableau capability enhancing the team’s capacity to combine and drill down on metrics while providing improved metrics output to partners

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

Volunteered for Médecins Sans Frontières as a Digital Marketing Consultant as part of American Express' Serve2Gether Consulting program with the goal to create a donor retention strategy and increase donations

  • Resulted in a $25K grant to MSF from American Express 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