Deep expertise in Klaviyo - she’s even part of the Klaviyo Research Program wherein she gets early access to features before public rollout / She doesn’t rely on "vanity metrics". Her success is measured by click-through rate, conversion rate and revenue impact.
 
Henessy Bacalso
+639219221514
henessybacalso@gmail.com

• Currently with The Reject Shop (retail company based in Australia that operates physical stores across the country—approximately 3,000 locations) as an Email Marketing Coordinator / planning to leave soon as it was acquired by Dollarama - has fears of getting laid off soon due to redundancy

  • She was in charge of email strategy, including:

  • Customer acquisition through signup forms and landing pages

  • Future email content planning

  • Email operations are handled through Klaviyo

  • Only person handling email marketing for them directly

• Was with Emazing Group (very niche brands > iHeartRaves, which is into rave and festival clothing and Into The AM, a casual everyday apparel) as an Email and SMS Marketing Strategist

  • Handled content creation, campaign strategy planning, and scheduling for both email and SMS channels

  • Ensured the team hit quarterly and yearly marketing targets

  • Left Emazing Group due to micromanagement by direct supervisors. She sought an environment with more trust and autonomy

• Worked for Lava Art Cosmetics for a year as an Email Marketing Manager - handled a team of Graphic Designers, Copywriters - End-to-end Email Marketing role as well

• Motive: Actively exploring, acquisition of current company led to her decision to look for a stable work / fear of getting laid off / open to CST overlap shifts

• Current: 1400 USD

• Expected: 1700 USD negotiable

• Availability: 2 weeks
  Other Queries:
  What email marketing platforms have you worked with, and which do you prefer?

• Platforms used: Klaviyo (primary), Mailchimp, Sendlane, Attentive, Kajabi

• Preferred platform: Klaviyo

  • Reason: It’s robust, built-in features for tracking revenue, click rates, conversions, and landing page engagement.

  • She is also part of the Klaviyo research testing program, giving her early access to new features.
    How do you use A/B testing to improve campaign performance?
    She regularly uses A/B testing in Klaviyo to:

• Test open rates across subject lines

• Compare content layouts and designs

• Optimize campaigns for the highest conversion rate

• This ensures each send is improved by data-backed decisions.
  How do you measure and evaluate the success of email campaigns?

• Previously: Open rate, click rate, and conversion rate

• Now: Focus is on click rate and conversion rate

  • Open rates are often inflated by AI/bot scanning (e.g., from phones or mail clients)

  • Success = People clicking through and interacting/buying
    Describe a time when you used data to adjust a campaign strategy. What was the outcome?
    Campaign for iHeartRaves:

• Targeted past festival shoppers who hadn’t purchased recently

• Used a survey funnel to segment them by past festivals

• Sent personalized emails with deep discounts

• Outcome:

  • 38% higher click rate

  • 25% more conversions than forecasted
    Culture Fit Q’s:
    Q1: What are your top "work values" (e.g., being hard-working, being on-time, being proactive) ?
    Work-life balance is #1

• Values quality time with family (she’s married)

• Wants boundaries (e.g., no weekend emails unless urgent)

• Seeks mutual respect for time and roles
  Q2: What are the most important learnings you've had in your career?
  Learning to set boundaries and say no

• She’s a fast worker and often got overloaded

• Initially said yes to everything, which led to burnout

• Now knows when a task is outside her scope and how to push back respectfully
  Q3: Who were your top mentors, and what did you learn from them?

• Erin (Emazing Group): Director who mentored her in:

  • Strategic forecasting for big brands

  • Inspired her to pursue a Marketing Management degree

  • Praised for her organization and leadership