Helena Paulin Email Address

Principal

The Sierra Club is America's largest and most influential grassroots environmental organization, with more than 2.4 million members and supporters. In addition to helping people from all backgrounds explore nature and our outdoor heritage, the Sierra Club works to promote clean energy, safeguard the health of our communities, protect wildlife, and preserve our remaining wild places through grassroots activism, public education, lobbying, and legal action.

Performance driven and ROI focused, marketing professional and digital strategist, with over two decades of leadership experience in leading integrated digital/traditional marketing strategies, branding initiatives, marketing analytics, and product development. Profit making and revenue generating background in executing marketing programs and technology investments. • General Management and Leadership: Strategic counsel to C-level executives, management of 20+ person staff as well as multi-disciplinary, matrix project teams and outside agencies/consultants. Broad management experience with Fortune 250 companies Apple, FedEx, Southern California Edison and several private companies. • Strategic Planning & Revenue Results: Drive profits and cost savings through customized products, services and contract negotiation. Deliver marketing and brand initiatives across owned and earned marketing channels. Technology roadmap planning to support investments and business growth. • User Experience, Digital Design & Publishing: Integrate user interface design, journey mapping, information architecture, content strategy to deliver digital user experiences that exceed satisfaction and adoption goals. • Acquisition & Retention Marketing: Manage the media mix of direct mail, collateral, social media, email campaigns, display advertising, search engine marketing, shopping portal listings, affiliate programs to drive audience awareness, conversion and brand engagement. • Business Analytics and CRM Expertise: Drive customer data strategies for global data warehouse programs. Expert scorecard/KPI reporting, customer segmentation, behavior analysis and offer management strategies.