Eric Schreiber
Customer journey strategist + Sales Manager
I design the pipeline that converts awareness to sales, teach staff to engage leads, and analyze each stage of the customer journey to maximize results.
Work
MARKETING & RECRUITMENT MANAGER
Operation Groundswell • 2017-2019
Operation Groundswell is a social enterprise offering ethical volunteer travel programs. Led OG’s entire lead acquisition lifecycle, from strategy to execution. Delivered qualified leads with a customer journey spanning touchpoints across multiple channels, technologies, and functional teams. As one of six members of the leadership team, collaborated closely with marketing, finance, and product groups to forecast performance, assess budget, and set multi-year strategy at an organizational level.
Created delightful customer experiences, contributing to excellent net promoter score (>55) and high customer satisfaction scores (>8.7/10). Developed strategies to engage and educate leads across a variety of media – landing pages, social ads, email nurture campaigns, video calls, and more.
Increased capacity to engage potential customers by over 10x by automating CRM functions and integrating additional tools to support our customers and staff. Adapted to shifting competitive landscape by continuously auditing, improving, and testing our marketing and sales pipeline to increase goal completions by 25-30%.
Supervised, trained, and motivated a team of 30+ sales professionals in Canada, the US, and beyond. Cultivated fresh talent and developed skills in our existing staff, increasing their conversion rates by 50%.
Delivered insights to shape strategy. Designed data reports to visualize real-time performance and long-term trends. Recognized problems as they happened, translated data into action, and projected outcomes.
MARKETING COORDINATOR
Operation Groundswell • 2013-2017
Created copy and visual assets for digital and print communications, including email campaigns, posters, flyers, presentations, social media, and website content. Piloted grassroots marketing campaigns to leverage alumni on dozens of university campuses.
Built a network of engaged OG alumni, installed a leadership team, facilitated their ideation meetings, and supported their projects to connect, inspire, and inform their community.
Established the first point of contact between Operation Groundswell and potential customers. Guided leads through Operation Groundswell’s application and onboarding process, and coordinated handoff to the sales team, achieving consistently high customer satisfaction scores (>8.5/10).
MARKETING CONSULTANT
LeaseTerm solutions • 2014-present
Supported marketing and sales efforts for a growing start-up. Shifted communications goals to emphasize customer benefits over product features. Overhauled sales presentations and proposals with a strategic and visual redesign. Wove brand identity into new digital and print material, from buttons to trade show booth design.
FOUNDER & CO-EDITOR-IN-CHIEF
Leacocks’s Online Magazine • 2009-2012
Leacock’s Magazine was a lifestyle website with a volunteer staff of 40 McGill students. Led all marketing, promotion, design, and social media activity. Comprehensive 2011 redesign led to 250% increase in page views, 300% increase in time on site, and 50,000 unique visitors in one year.
Skills
LEAD ACQUISITION Capturing, engaging, educating, and re-activating leads from Facebook, Instagram, Google Ads, inbound marketing, email campaigns, etc. based on their unique traits, needs, and expectations.
CRM & CUSTOMER JOURNEY Designing unique customer experiences. Integrating services to implement them.
Tools: Zoho CRM and Invoice. Acuity Scheduling. Mailchimp. Google Optimize. Flip.to. Instapage. Bee Pro.
DATA ANALYSIS Leveraging database assets to provide timely metrics. Translating data into actionable insights.
Tools: Google Analytics. Zoho Reports. Microsoft Excel.
COMMUNICATION Adept writer, speaker, and editor in English. Writing, designing, and directing assets for use across mediums & stakeholders. Tools: Adobe InDesign, Photoshop, & Lightroom. Intermediate HTML and CSS.
COLLABORATION Uniting dozens of remote and contract team members. Training and sustaining employees at their experience and skill levels. Securing buy-in across functional departments. Facilitating group efforts.
Education
McGILL UNIVERSITY
B.A. PSYCHOLOGY • 2012
Minors: Management, Behavioural Science
THESIS PROJECT
Researched, designed, implemented, and analyzed results of a novel experiment related to language learning in adults, which culminated in a 40+ page report. Presented findings at the 2013 International Congress on Acoustics.
Relevant Coursework
Marketing I & II, including case studies from Harvard Business School. Information Systems. Theories of Human Motivation. Financial Accounting. International Business. Multivariate Statistics.