It’s Nice to E-Meet You

I’m Becca, the brains behind Rebecca Babin Consulting. In the early stages of my career, a mentor told me to treat my career like a jungle gym instead of a ladder. I took that advice to heart, exploring opportunities in retail, beauty, creative services, and non-profit marketing that would help me learn, grow, and develop new skills while helping brands reach their full potential.

Now, with 15 years' under my belt, I've become the strategic equivalent of a Swiss army knife and I’m putting my skills and experience to work for brands like yours. Driven by a fiery passion for developing robust brands that don’t just speak to audiences but sing to them, crafting connections that turn into long-term loyalty. Here, big, hairy problems are our kind of fun! We thrive on transforming these daunting challenges into dazzling business opportunities.

My Experience

  • Director of Integrated Marketing - Aug 2022 - Feb 2024

    Reported directly to CMO and then CEO during planning and implementation of ambitious transformation plan to achieve accelerated growth, encompassing a complete rebranding, introducing an innovative new store format, reimagined category and assortment strategy, and investments in marketing, technology, and talent.

    • Strategic Marketing Leadership: Developed aggressive 5-year growth strategy, resulting in 7.8% ($20M) increase in year-one revenue.

    • Market Research & Brand Strategy: Repositioned brand, developing brand, retail, and category strategies (Skincare, Color, Fragrance, Gifting, Spa, and Emerging Brands), delivering 14 consecutive quarters of revenue growth.

    • Brand Identity & New Store Format: Reinvented the brand identity, store format, and brand marketing platform to accelerate growth and engagement, achieving a 4% gain in brand awareness during the soft launch alone.

    • Product Marketing: Led product marketing for 3 proprietary brands (M-61: Skincare, Lune+Aster: Cosmetics, Cerulean 6°: Body & Home Fragrance), driving 10% revenue increase by reimagining cross-channel execution across e-commerce, in-store, Amazon, digital, social, and influencer activations.

    • Integrated Marketing & Campaign Development: Owned enterprise-wide marketing calendar, directing all omni-channel marketing activities (brand, category, growth, digital, loyalty, promo), content planning, creative development, and production, leading to a 15% increase in conversion rate across acquisition funnels.

    • Paid Media Strategy: Led paid channel strategy and planning for $10M+ budget across channels (Meta, TikTok, Google, programmatic, audio, affiliate, and influencer) optimizing campaigns to reduce CAC and drive efficient member growth that generated 11% increase in customer acquisition and 8% retention improvement.

    • Organic Media Strategy: Developed and scaled organic growth and engagement strategies, transforming social, email, SEO and loyalty programs, increasing organic traffic 25% while lowering paid acquisition dependence.

    • Local Brick & Mortar Marketing: Executed successful launch strategies for 20 brick-and-mortar locations, integrating field marketing, local SEO, and partnerships to drive awareness and customer growth in target markets.

    • Marketing Analytics & Budget Management: Optimized and managed a $13M P&L, responsible for driving over $300M in annual revenue, improving ROI by over 25%.

    • MarTech Implementation: Led the rollout of a new marketing tech stack to improve data collection and analysis, increasing real-time reporting efficiency and driving better decision-making across performance channels.

    • Team Leadership & Development: Oversaw team of 6 direct and 25 indirect reports, achieved 100% retention rate and highest manager rating in annual employee survey.

    • Cross-Functional Leadership: Handpicked by CEO to chair Holiday 2024 season. Developed innovative cross-functional seasonal strategy, including new e-commerce experience, while advising and representing the C-Suite, resulting in 2% increase in sales, 4% growth in AOV, and 6% improvement in new client acquisition YoY.

  • Director of Marketing - Apr 2020 - Jun 2022

    • Strategic Marketing Leadership: Led a team of 5 setting strategic vision, roadmap, and budget to achieve brand, fundraising, and advocacy goals, delivering 300% ($1M) annual revenue growth.

    • Integrated Marketing Campaigns & Creative Leadership: Directed planning and development for all brand, fundraising, event promotion, and advocacy campaigns. Spearheaded inaugural brand awareness campaign, increasing awareness in key markets by +200%.

    • Growth & Lifecycle Marketing: Implemented program that 3x donor acquisition, conversion, and retention rates.

    • Content Strategy & Production: Oversaw content creation that boosted donor engagement by 27% within one year. Leveraged targeted paid social campaigns and data-driven personalization to enhance visibility and loyalty.

    • Email Marketing: Revamped program introducing new templates, comprehensive tracking, and testing strategy, leading to 35% increase in annual fundraising revenue.

    • Strategic Relationships & Budget Optimization: Improved efficiency and performance, increasing ROI by 20%.

  • Director of Marketing (Apr 2017 - Feb 2020)

    • Business Development & Relationship Management: Generated +$10M in annual revenue acquiring new business: Samsung, Urban Decay, TRESemmé, Love Beauty and Planet, and HBO.

    • Team Leadership: Mentored and supported a team of 7 direct reports, driving their professional development and resulting in three promotions.

    • Cross-functional Leadership: Coordinated teams across creative, strategy, media, and production consistently exceeding business goals, generating 75% client retention rate.

  • Sr. Brand Marketing Manager - Nov 2015 - Mar 2017

    • Integrated Marketing: Orchestrated national Holiday 2015 campaign, achieving the highest-performing campaign results in Target history.

    • Media Partnerships: Developed "The Wondershop" in-store experience and proprietary seasonal brand and created the 8 minute Holiday 2016 'Toycracker' featuring Christy Teigen and John Legend on ABC.

    Additional Positions: Brand Marketing Manager, Creative Producer, Project Manager, Business Analyst

Let’s Light Your Marketing Fire