Anna Cullen

Hi, I’m Anna

My background is a blend of strategy and operations, with over 10 years combined Agency and Client-side experience. From tech stack optimization to customer journey mapping, I excel at planning and creating end to end customer engagement solutions.

Brands I’ve worked with …

Proficiency with top CDP and ESPs …

Feedback received…

Anna was on my team for nearly two years and made such an impact on the business. She came into a strategic CRM role, and despite it being her first purely strategic (not operational) role she hit the ground running, and her operational background and expertise gave her a leg up in understanding the nuances of executing CRM campaigns technically. Her strengths are her organizational skills, ability to take feedback, and her thoughtful, measured approach to planning her work. She excelled in partnering cross-functionally with marketing operations, creative, and analytics. I’d love the opportunity to work together again.

Jenna klebanoff, vp marketing @ realtor.com

I’ve been fortunate to work with Anna during my time at Epsilon! Anna is an expert when it comes to translating clients’ wishes into data-driven solutions that produce meaningful results. She always holds herself to the highest standard of quality, professionalism and thoughtfulness, and this way gains trust with clients and colleagues. When Anna makes a commitment, she always follows through and brings clients along to ensure that project deliverables meet their expectations every step of the way. Examples of projects where Anna demonstrated her excellence while at Epsilon include: development of automated campaign flows, migration of MarTech solutions across platforms, solution design and implementation for new clients, platform demos and client trainings, campaign strategy and solution consulting. In addition to being an expert in her field, Anna is an inspiring leader who always stays calm under pressure and keeps her team motivated and focused on delivering best results. Most importantly, Anna is kind, patient and empathetic. She is the person you’d be happy to see in a meeting or on a zoom call, no matter how stressful your work day is. Knowing that Anna is on your team makes all the difference!


Anna was an instrumental part of our campaign management team from 2015 through 2021. During that time, she consistently demonstrated exceptional communication skills and technical expertise. Her dedication to fostering cross functional relationships and proactive approach to mastering product features, helped ensure her clients were able to achieve their marketing objectives.


My professional CV…


Realtor.com (Online real estate tech within News Corp)
  • Developed a customer-first lifecycle strategy across acquisition, conversion and retention (churn prevention, winback) phases, optimizing user journey workflows to drive business outcomes via email, modal, app + web push
  • Drove quarterly and fiscal year planning to establish OKRs and above-the-cut priorities, managing time with Product, Engineering (Jira), and Integrated Marketing teams to align on cross-functional initiatives and dependencies
  • Led end to end campaign management and testing, including segmentation, automation and optimization
  • Utilized holdout groups to measure $3MM in incremental revenue by launching 30+ new CRM touch points
  • Contributed to growing non-core real estate revenues by 10% by leading the launch of first-party capture intent modal
  • Identified opportunities for incremental revenue, including Lead Confirmation workflow overhaul and Rent-to-Buy modal testing resulting in prioritization of monetizable listings data and 28.4% growth in agent connection rate
  • Managed teams and projects through the Agile methodology (Airtable) across all phases of campaign development, including ideation, enablement, creative design and copywriting(HighGear, Figma), technical development (Movable Ink, Litmus, Braze, Responsys) and measurement (Tableau, AA)
  • Leveraged analytics and data science models to understand consumer behavior and profile data to ensure communications are timely, relevant and highly personalized
  • Provided recurring updates on campaign progress, risks, milestones and other key metrics to key stakeholders and leadership including CEO, CGO and CMO


Razor Group (D2C Ecommerce brand aggregator)
  • Audited existing Email & SMS setup in Klaviyo, ActiveCampaign and Omnisend, reviewing segmentation, flows and campaigns. Established benchmarks and identified opportunities to improve CRM strategy and attributable revenue
  • Provided CRM support for international launches and cross-brand promotions to help facilitate list growth and customer acquisition
  • Advised on global CRM strategy and operations for UK, US and EU, working closely with brand managers, external agency and creative teams to navigate regulations and create impactful marketing materials and campaigns


Epsilon (Marketing agency within Publicis Groupe)
  • Enabled and launched highly-complex, multi-channel strategic marketing campaigns (email, app + web push, SMS) across customer lifecycle stages for 11+ mid-market and large enterprise Client engagements
  • Led 5+ Client migrations from previous ESPs and tech stack vendors to Epsilon PeopleCloud solution 
  • Provided regular Agency and Client leadership updates on campaign performance and industry trends
  • Advised on CAN-SPAM, GDPR and data protection rules in additional to CRM technical and industry-specific best practices
  • Translated and further defined Client strategic marketing vision and business objectives to create functional solutions, process and specifications documentation, contributed to creative design and HTML development (Basecamp)
  • Defined audience segmentation, QA / QC processes (Litmus), A/B and multivariate test plans, executed UAT and deployment of campaigns
  • Developed advanced JSON transaction table scripting solutions and leveraged REST API protocol (Postman) to capture and display real-time data and content including order history, survey results and booking confirmations 
  • Automated workflows and scaled repeatable tasks, established query and other tracking parameters to create efficient, sophisticated and hyper-personalized customer journeys and robust measurement reports
  • Managed people and projects by Client engagement, trained and mentored colleagues from new hire to further career development


Next Street (Mission-driven small business and entrepreneur advisor) | 2015
  • Advised small business partners on strategy and implementation for new B2C and B2B marketing initiatives, managed in-house email marketing strategy (MailChimp)
  • Migrated prospect and customer database to Salesforce, built and maintained dashboards to track against KPIs, developed inbound marketing pipeline (Salesforce) for channel partner development
  • Contributed written responses to external RFP and RFRs, advised on project scope, staffing requirements and pricing


Joule Energy (Solar energy equipment supplier) | 2015
  • Implemented CRM system (Daylite) for lead management and KPI reporting
  • Leveraged inbound marketing analytics and best practices to drive recommendations to increase lead conversion rates


Gulf Restoration Network (Environmental advocacy non-profit) | 2013 – 2015
  • Led marketing strategy and content development across social media and email (Trello, Hootsuite, MailChimp), regularly contributed to published editorial content (Wix, Joomla), written policy assessments and recommendations 
  • Trained and managed a membership development team of 20+, achieved $110k in fundraised dollars over four months


TSG Brands (Licensing acquisition and business management consultant)
  • Advised Clients on domestic licensing strategy, identified key trends and growth opportunities in consumer product categories, created supporting marketing content in partnership with external branding Agencies
  • Brokered domestic license agreements and managed corporate accounts and royalties totaling $5M (QuickBooks)

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