Kevin Masten
Senior Online Marketing Manager · Enlyte
Morrison, CO
In My Own Words
Data-driven growth marketer with 10+ years of experience leading multi-channel acquisition and retention programs for consumer brands and technology startups. Proven ability to partner with product, engineering, and analytics teams to optimize paid media across search, social, and programmatic channels, and build scalable marketing technology stacks. Known for launching high-impact campaigns that lower CPA, increase lifetime value, and accelerate revenue growth.
CORE COMPETENCIES
Growth & Performance Marketing: Paid search & social (Google, Meta, YouTube), programmatic display, affiliate, email & SMS lifecycle campaigns, A/B & multivariate testing, funnel optimization, conversion rate growth strategies, and hypothesis-driven rapid experimentation.
Analytics & Data: Google Analytics 4 (event tracking, cohort & funnel analysis), Tag Manager, Looker Studio dashboarding, attribution modeling, customer segmentation, forecasting, KPI reporting & performance analysis, Excel for advanced modeling & visualization, AI-driven insights for faster trend detection and optimization.
Marketing Technology & Tools: HubSpot CRM & automation, Klaviyo, Postscript, Shopify, Framer, Webflow, WordPress, Yext, Yotpo. Generative AI & Automation (AssistLoop, ChatGPT, Claude, Gemini, Perplexity, AI agents, prompt engineering) for market research, persona development, customer journey mapping, and campaign optimization.
Leadership & Collaboration: Cross-functional project management, vendor & agency management, empathetic team leadership, mentorship, and stakeholder communication.
Work Experience
Senior Online Marketing Manager
Enlyte2024 – Present
Led a comprehensive audit of web analytics tracking and measurement systems, implementing improvements that enhanced data accuracy and reporting reliability across marketing channels. Worked closely with internal teams and external partners to implement and track website updates while reducing errors and ensuring proper measurement standards. Leveraged Google Tag Manager, Google Analytics 4, and Looker Studio to build automated dashboards that reduced manual reporting time and improved visibility into campaign and website performance data for the marketing team and stakeholders. Additionally, streamlined website tracking processes and created detailed documentation of the marketing technology stack, making complex systems more accessible to team members and stakeholders.
Paid Media Marketing Consultant
Beckley Retreats2024 – 2024
Built Meta advertising program through pixel implementation, HubSpot CRM integration, and development of custom audiences based on customer demographics and behavior patterns. Created and optimized ad content for acquisition and retargeting campaigns on Facebook and Instagram.
Marketing Technologist
Procter & Gamble2023 – 2024
Worked as an e-commerce marketing acquisition specialist on the P&G GrowthWorks team, responsible for the end-to-end planning, testing, and execution of go-to-market (GTM) strategies across various personal care and hygiene product teams. Specialized in digital consumer acquisition via PPC search, social, and multichannel media planning, all guided by data-driven performance analysis in an agile environment.
Digital Marketing Manager
Modern Elder Academy2022 – 2023
Managed the organization's marketing technology stack, focusing on maximizing the value from HubSpot as our central CRM and marketing automation platform. Collaborated with external partners to manage and optimize paid media campaigns across multiple platforms, leveraging my understanding of marketing automation tools for effective audience targeting and campaign measurement. Partnered with the web development team to optimize landing pages and the customer journey, utilizing A/B testing methodologies for improved lead generation. Leveraged ChatGPT's AI capabilities to analyze customer data, uncovering insights incorporated into our marketing communications to enhance customer engagement and improve conversion rates.
Lifecycle Marketing Manager
Noopl2021 – 2022
Responsible for lifecycle marketing strategy for e-commerce business serving consumer audiences with mild to moderate hearing loss. Created and refined content and messaging across the entire customer journey to educate and inform buyers about product features and benefits, leading to increased conversions and rapid revenue growth.
Marketing & Communications Manager
Vitrazza2019 – 2021
Oversaw marketing efforts for direct response e-commerce business serving consumer and SMB audiences. Supported radio and television advertising campaigns with digital marketing strategies to build brand awareness, increase conversions, and grow marketing lists. Created and managed email marketing and SMS programs and launched a new Shopify website. Managed outside agency relationships for paid search, paid social, SEO, and affiliate marketing. Worked with social media influencers, copywriters, photographers, and video production companies to create content for marketing campaigns.
Director of Franchise Marketing
Craters & Freighters National2016 – 2019
Lead all marketing activities related to supporting a 65 location national franchise network, and an in-house sales team. Duties included developing and implementing a marketing plan, creating sales and marketing materials, maintaining and enhancing 65 websites, landing page optimization, managing national and local paid search campaigns, location information data management, email marketing, direct mail, establishing the marketing budget, and managing the marketing staff.
Vice President & Operations Manager
A Culture of Speed - Fast Gear for Mountain Athletes2013 – 2015
Maintained an e-commerce website with over 3,000 SKUs. Created and managed eBay and Amazon storefronts. Oversaw customer service and global order fulfillment. Created and executed inbound and outbound marketing strategies to increase retail and Internet sales. Managed social media channels, wrote content for blog posts and email marketing. Oversaw inventory management process, including purchasing, receiving, merchandising and accounts payable.
