Allison Baumhefner
Senior Marketing Manager
Allison joined LENSER in July 2008, after a 1 year sabbatical that followed 2 years with Athleta, a women’s sportswear catalog. During her tenure at Athleta, she developed and implemented a modern circulation management system including developing an external marketing database and the marketing aspects of an internal information data warehouse. One of the main innovations of the information warehouse project was the application of the mailed source code (post-match back) to orders so that almost real time analysis of mailing performance was available. This allowed for very rapid response to test results that could be applied much more quickly to future mailings. This was also a period of rapid growth and the 12-month file more than doubled in size in two years, but at the same time almost all prospecting activity as profitable from the first mailing.
Before her work with Athleta, Allison spent eight years at West Marine, the nation's largest boating cataloger and retailer. The first two years were as an inventory analyst and the subsequent six moving from Circulation Analyst to Senior Circulation Manager. As Circulation Manager she was responsible for managing the domestic and international catalog circulation, the retail flyer circulation, as well as any and all ad hoc direct marketing.
Allison is a California native. She graduated from Thunderbird in 1996 with a MBA in International Business and B.A. in Political Science from UC San Diego in 1989.
