Marita
Serrano
Digital Marketing Expert in Personalization, A/B Testing, Web Content, SEO, Email, Social & Design.
Let's Create Experiences That Inspire! ✨
Let's Create Experiences That Inspire! ✨
Hey, hi, hello! 👋 Thanks for stopping by! I am an award‑winning digital marketing leader with 10+ years of experience, driving revenue growth through data‑informed personalization and A/B testing, lifecycle engagement strategies, omnichannel content, and web optimization. 👩💻
I have proven expertise in scaling enterprise personalization programs– achieving a +6.89% RPU lift growth over 5.5 years for Avery.com. 📈 I have expertise across channels, including SEO, Email, SMS, and Social Media Marketing, along with a deep understanding of web UX and Dev principles and technologies. I am highly skilled in campaign analytics, creative strategy, cross-functional collaboration, and stakeholder alignment. 🤝
A preview of what I’ve done and what I do!
Scaling enterprise personalization program with a +6.89% RPU lift over 5.5 years for Avery.com
In collaboration with Marketing, Dev, and UX teams, I conceptualized, developed, launched and analyzed over 500+ personalization campaigns and A/B tests via Dynamic Yield in just over 5 years’ time— from testing various content swaps on the homepage to adding personalized recommendation widgets in-cart with recommendation strategies such as users’ individual browsing or purchase history. This resulted in a Revenue per User increase of +6.89%.
To get an idea of my approach and strategies, check out my full personalization portfolio, with in-depth examples of concepts I’ve tested with results and learnings!
Oversaw Merchandising of Sale Content on Avery.com, generating millions in incremental revenue from organic channel
To increase conversions during sales campaigns, we A/B tested various portions of Avery.com in which to place promotional banners to advertise sale campaigns on Avery.com, using Dynamic Yield. These included embedded banners, scrolling bars, and countdown clocks.
Each asset is has their own unique promo code for each digital marketing channel for optimal attribution tracking and is targeted separately to each channel.
Since 2020, these banners have generated millions in incremental revenue from organic traffic banner conversions alone, while supporting conversions for email, SMS, and social.
Generated a wide range of shoppable and educational content to garner impressions, improve SEO, and increase conversion on Avery.com
At Avery, I collaborated closely with our Creative, UX, Dev and Product Management Teams to develop and launch multiple campaign landing pages, with a mobile-first, SEO-driven, consumer-inspired mindset.
Each experience is shoppable, educational, and supplemented with personalized content using Dynamic Yield— all to meet the needs of users at any point in their journey, upper-, mid- or lower-funnel.
Built CRM-integrated onboarding email journeys using Intuvo, spanning 40+ lifecycle-based touchpoints for Financial Partners Credit Union
At FPCU, I created and developed all email content, from personalized pre-approval emails, to notifications about home loan rate drops.
To bolster our new member welcome process and increase engagement and conversion to additional products, I designed and launched the Credit Union’s first-ever, core-integrated onboarding email series, comprised of over 40 touch points, using the Intuvo platform. The series generated an average open rate of 47.55% and average CTR of 5.96% in first five weeks, with an OR of 84.75% on the first welcome email and a CTR of 19.05% on our Refer-a-Friend email.
The Intuvo team was so impressed with the campaign map I created that they asked to use it as a guideline for other clients!
Led Award-Winning #IMadetheSwitch Campaign
At FPCU, I ideated the original concept of, and designed and managed digital content for FPCU’s award-winning #IMadetheSwitch campaign.
Our focus was to encourage UGC, increase brand loyalty and convert consumers to FPCU products and services over its competitors. The messaging strongly resonated with consumers and became the credit union’s rallying cry.
Launched post-purchase review email series, generating 48.6K+ reviews to-date; 90% of total review volume for Avery
Using the Bazaarvoice platform, I led the Avery.com Development team in projects to activate ratings and reviews for all D2C products via Bazaarvoice.
I then created an ongoing post-purchase email campaign in 2020 using Bazaarvoice to generate more ratings and reviews, resulting in 48.K+ new reviews as of July 2025.
Spearheaded launch of AI shopping assistant on Avery.com
I recently launched and merchandized an AI shopping assistant for Avery.com, working closely with the Dynamic Yield Team to craft it around the unique complexities of Avery’s dual catalog of both physical products and free, customizable templates. In close collaboration with my awesome Digital Marketing Specialist and Dev Teammates, we updated our DY product feed with data to uniquely parse out the subtle differences between product vs template, and our three label catalogs of CPG, Blank Label, and Custom Printed products, as well as our full line of office products.
The goal is to deliver real-time, personalized recommendations, ideas, and support, with an emphasis on serving small businesses with the packaging products they need.
Want to see more of my work? 👩💻
Kind words from my managers and colleagues
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“Marita is a digital marketing unicorn. She has the innate ability to communicate and work with individuals from every department. She can speak tech to the development team, branding to the marketing team and data to the analytics team. Her professional demeanor makes her a valuable asset to the team. She is truly passionate about digital marketing and is constantly looking for ways to learn and improve.”
Kristie Ismay | Fmr. Manager @ Avery | now Digital Marketing Director @ Ajinomoto Foods
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“It is an honor working with Marita at Financial Partners Credit Union. She is an exemplary employee with excellent communication skills and a positive attitude. On a personal level, she is charismatic and a hard-worker, both qualities that have served her well in her role as Digital Marketing Coordinator. We worked together on multiple marketing projects, and she is a person that takes ownership of a project, and assures it completion from the beginning to the end. She is proactive in her tasks and address everything from the big picture to the details. Marita is a creative, energetic, and highly motivated teammate, and is a true asset to department, and the entire company as a whole. Marita has proven herself to be an strong team player, and is always ready to lend a helping hand when needed. During meeting and brainstorming sessions, she is engaged and always contributes to the discussions. And when pushed to meet deadlines, she handles pressure with ease and grace. In conclusion, with her combination of strong work ethic and effective communication skills, Marita has a bright future in any career that she sets her mind to. She has my highest recommendation, and I expect her to accomplish big things.”
Ryan Jesena | Fmr. Manager @ Financial Partners Credit Union | now Director of Marketing & Communications @ Superior Loan Servicing
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“... I was impressed by Marita’s drive to do whatever she could to help her member improve financially. Not only did she remain consistent in offering a product or service to anyone who came across her window, but she also made sure to continually hone and improve her offers by sourcing from her co-workers. Her strong work ethic, coupled with her desire for continual improvement served her well when she transitioned to the Marketing Department..."
J. Brandon Thomas | Fmr. Manager @ Financial Partners Credit Union | Director, System Optimization & Personal Teller Center @ Financial Partners Credit Union
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“... Marita Villarreal was an excellent leader, teammate, and friend, and if you are lucky enough to work with her then you can be sure that you will receive nothing less than excellence. I personally endorse her leadership and marketing abilities and would highly recommend her to any organization seeking a diligent professional for any financial, marketing, or leadership position."
Joshua Tari | Fmr. Classmate @ CSUF | now Brand Manager, Cheez-It @ Kellanova
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"...Marita pays great attention to detail and is extremely dependable. As a team leader, she acknowledges the responsibility to support and encourage other members of the team. Marita actively promotes a productive working environment, always making sure it is a priority to recognize the achievements of other classmates. Marita makes good use of her time, while maintaining a high standard. She sets her priorities and is always reliable. Marita is conscience of different backgrounds, perspectives and opinions of all her fellow classmates..."
Jennifer Perez | Fmr. Classmate @ CSUF | now Realtor @ Berkshire Hathaway HomeServices
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![A man in a black suit and blue shirt with tie, wearing glasses, standing outdoors with a brick building and greenery in background.]()
"... she was always prepared to go beyond and unrequitedly helping any of our team members when they are in need. With her professionalism and commitment, Marita is an outstanding professional that will motivate and successfully achieve any results that any organization requires. Marita excels at communicating effectively with her teammate by reaching out to each member individually. She challenged us to work productively..."
Dwayne Bui | Fmr. Classmate @ CSUF | now Customer Service Representative @ County of Orange
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"Marita has a strong knowledge on the formulation and implementation of marketing strategies. At Cal State University of Fullerton we completed multiple reports on business performance case studies that proposed marketing resolutions to company’s facing financing, marketplace and efficiency challenges. Additionally, we applied our collective research and knowledge to complete a comprehensive analysis on the Virtual Reality industry. This analysis incorporated data about history, competitors, market size, target customers and products/services. We applied marketing concepts to gain understanding of the industry and propose potential solutions based on the qualitative and quantitative analytics collected during our research. Working with Marita was a fulfilling experience that resulted in high-ranking academic regards."
Steven Cornejo | Fmr. Classmate @ CSUF | now Recording Arts Teacher @ Fusion Academy
