Profile

Gretchen Scheiman
Associate Director, E-mail Marketing
OgilvyOne Worldwide

Gretchen has been evangelizing about digital and multichannel marketing for 10 years. In her role with OgilvyOne, she leads multiple strategic planning and implementation initiatives for the E-mail Marketing Practice. She has a background in traditional direct marketing channels, such as telemarketing, teleservice, and direct mail, as well as experience with digital marketing tools from search engine marketing to online servicing to blogging to e-mail.

Gretchen came to OgilvyOne from the client side. Prior to Ogilvy, she built out e-mail marketing and servicing capabilities and processes for TIAA-CREF, a latecomer to the digital marketing environment. While there, she educated business and marketing colleagues on the value that digital marketing could bring to their brands and products. She also created their first guidelines for e-mail and landing page design, and ran some of their first forays into blogging and search engine marketing.

Prior to TIAA-CREF, Gretchen developed e-mail marketing and CRM capabilities for Advance Internet, a private, mid-size online publishing firm owned by the Newhouse family. Gretchen revived the editorial e-mail program by selecting and implementing a new e-mail service provider. She then designed and developed e-mail products for the largest affiliates to sell to key advertisers. Revenues from the marketing products were enough to support the entire e-mail program across 10 affiliates and over 150 editorial newsletters.

Prior to Advance Internet, Gretchen helped American Express's OPEN division incorporate e-mail marketing into their acquisition and retention efforts. She developed an early model for controlling and monitoring the cadence of e-mails to cardmembers, and was instrumental in creating some of the e-mail capture channels still in use today across all US products.

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