Kayla Shawley

Summary

I don't just build emails; I architect scalable systems. At Airbnb, I shipped 20+ campaigns weekly across Iterable and SFMC, managing the technical overhead for global deployments. At Penn National Gaming, I owned a 20M+ subscriber list, maintaining a 30% open rate despite the friction of gaming regulations. I replaced manual drudgery with custom Airtable workflows that boosted velocity by 30%, turning a decade of CRM operations into a repeatable, automated engine for high-stakes environments.

Expertise

Experience

• Campaign Developer & Lifecycle Marketing Manager

  Aug 2021 – Present

  Airbnb · Remote

  Lead end-to-end campaign execution across email, SMS, push, and in-app channels for a global travel leader.

  • Built and deployed 20+ campaigns per week in Iterable with complex personalization and dynamic content.
  • Created an Airtable-based operations system that improved launch velocity by 30%.
  • Managed campaign journeys and A/B testing for continuous optimization.
  • Ensured 100% compliance with global regulatory standards in partnership with legal teams.

• Director of Digital Marketing

  Jun 2020 – Present

  Keys to the Castle Travel · Remote

  Oversee digital strategy and independent execution for a travel-focused subscriber base.

  • Maintain a 50% open rate for a 7,000-subscriber list through targeted segmentation.
  • Manage all template maintenance and UTM configuration independently.

• Founder & Campaign Execution Consultant

  May 2020 – Aug 2021

  Shawley Marketing · Remote

  Provided technical marketing automation and CRM consulting for diverse B2B and B2C clients.

  • Led Marketo onboarding and platform configuration for B2B clients.
  • Developed 50+ reusable templates, accelerating client execution speed by 30%.

• Email Marketing Administrator

  Apr 2019 – Apr 2020

  Penn National Gaming · Las Vegas, NV

  Managed high-volume email operations for a multi-location gaming enterprise.

  • Deployed 150–200 campaigns monthly to a 20M+ subscriber list via SFMC.
  • Built an automated reporting system that saved 8 hours of manual work per week.
  • Maintained a 30% average open rate across high-frequency sends.

Education

• The Art Institute of Pittsburgh · Bachelor of Science, Fashion and Retail Management · 2016