Kim Derkx
Verified Expert in Marketing
Marketing Expert
Maaseik, Belgium
Toptal member since September 18, 2024
Kim is a professional with 10 years of experience in email marketing and development. Her primary expertise is in email marketing strategy and development, and in platforms such as Salesforce Marketing Cloud and Klaviyo. Kim has worked for renowned clients such as KLM, Riverty, and Tommy Hilfiger and contributed to their growing revenue through marketing automation, loyalty programs, and email design systems. She thrives in a remote environment and is a valuable asset to any marketing team.
Project Highlights
Expertise
- Email Development
- Email Marketing
- Email Marketing Strategy
- Email Migration
- HTML
- Klaviyo
- Marketing Automation
- Salesforce Marketing Cloud
Work Experience
Email Marketing Manager
Kimmail
- Increased open rates by >20% and click-through rates by >5% by implementing regular A/B testing, personalization, and data analysis in email service provider platforms (ESP) and Google Analytics and working closely with data expert team members.
- Boosted efficiency and consistency across the board by implementing design systems using Salesforce Marketing Cloud and Adobe Indesign.
- Improved customer engagement by setting up personalized email marketing campaigns, including onboarding flows, birthday campaigns, and winback/retention flows.
- Led migrations into new platforms and trained employees in the use of these platforms.
- Designed and coded new responsive emails that work in dark mode in all mailbox clients, using rigorous testing protocols in Email on Acid.
Email Marketer
Riverty
- Improved efficiency and productivity by setting up basic email marketing best practices and planning the migration to different platforms.
- Sent ad hoc campaigns from Mailchimp (B2C) and Microsoft Dynamics (B2B).
- Conceptualized a successful IP warmup plan for the migration to Microsoft Dynamics.
- Collaborated with several teams to streamline the name change from Afterpay to Riverty across all channels and platforms.
- Analyzed and exported data in Mailchimp to find patterns and create new campaigns.
CRM Marketer
Vitaminstore
- Increased conversion and engagement by over 4% by setting up a successful A/B test plan for better accessibility in all email designs.
- Improved click-through rates by over 5% by redesigning and recoding all emails to responsive email design.
- Streamlined online marketing efforts by stepping outside the silo and collaborating with all channels.
- Facilitated an easier workflow by setting up templates and content blocks to be used by non-technical team members.
- Worked with several stakeholders to set up a basic email marketing plan.
- Used Email on Acid to test and troubleshoot email HTML/CSS inconsistencies.
Email Developer
PostNL Holding
- Improved accessibility and designs by implementing dark mode HTML for emails and ensured proper rendering in all email clients.
- Coded all newly designed emails in HTML from scratch.
- Worked with several stakeholders to set up an implementation plan.
- Tested all email code, including HTML, CSS, dark mode, and other hacks in Litmus.
- Dug out all resources from Figma and made them ready to use in emails.
- Imported all HTML in content blocks in Salesforce Marketing Cloud.
CRM Coordinator
Tommy Hilfiger
- Increased conversions by setting up engaging automations and journeys in Salesforce Marketing Cloud.
- Boosted revenue by sending daily emails to over a million subscribers in nine European countries.
- Enhanced engagement and conversions by creating hyper-personalized emails in a custom-made platform.
- Simplified workflows and email campaign set up by collaborating with several stakeholders, external bureaus, and other teams.
- Streamlined the use of email HTML in Salesforce Marketing Cloud.
Email Marketing Specialist
Zeeman
- Increased revenue by a simple change of approach and by optimizing processes and efficiency. Even in a challenging period during 2020, when stock was low, I reached the highest revenue ever on a Saturday.
- Led the request for proposal (RFP) to choose a new email service provider, Deployteq.
- Led the successful migration from the old to the new email service provider.
- Improved conversion by over 3% by redesigning and recoding all emails in HTML and CSS.
- Improved customer engagement by guiding the operational email strategy, collecting content for every campaign and collaborating with all stakeholders to ensure products were in stock.
- Implemented all HTML emails into the new platform and created templates and blocks, easy to use for non-technical team members.
- Handled the implementation of an onboarding campaign, where I designed the flow and led the design team to create a subscription form and landing pages.
Project History
Best Revenue for Zeeman
Achieved the best revenue on a Saturday in a weekly email campaign.
While the world was in turmoil and stocks were very low because of the pandemic, I had to improvise and get creative to send out our regular weekly campaign. Instead of using that week’s campaign products and material, I collaborated closely with merchandisers to add products in stock. Hard work pays off! After a long day that turned into night, we had the best revenue ever on a Saturday.
Migration to Salesforce Marketing Cloud
Migrated a big client successfully into Salesforce Marketing Cloud.
Collaborated with a team to migrate a big client into the Salesforce Marketing Cloud. I set up a design system, created templates and content blocks, and trained the client’s employees on how to use the Marketing Cloud.
Migrating Car Brands into Salesforce
Migrated five car brands from Tripolis to Salesforce marketing cloud.
In an agile team between clients, including VW, Skoda, SEAT, Porsche, and agency co-workers, we collaborated to migrate all car brands into Salesforce Marketing Cloud, redesigning and recoding all emails, creating templates and content blocks in Marketing Cloud and ensuring the client was up to speed on how to use the platform.
Education
Bachelor's Degree in Web Engineering
College of Multimedia - Amsterdam, Netherlands
Certifications
Salesforce Marketing Cloud Email Specialist
Salesforce
Skills
Core
Marketing, Email Marketing, Responsive Email Templates, Marketing Automation, A/B Testing, B2C Marketing, Agile
Technical
HTML, CSS
Platforms & Tools
Salesforce Marketing Cloud, Klaviyo, Voyado, Deployteq, Mailchimp, Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Iterable, ActiveCampaign, HubSpot
Other
Email, Email Template Design, Email Development, Dark Mode, Email Marketing Strategy, Clang, Email Design, Email Migration, Design Systems, Figma, Email Deliverability, Microsoft Dynamics, Collaboration, Tripolis, Creative Problem Solving, Revenue Growth, Retail Merchandising, Web Development, Web Design, Customer.io
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