Responsible for defining B2C marketing strategy and driving member engagement for clinical and intervention programs for the consumer experience group. • Develop marketing plans and business cases grounded in analytics and research that optimize the consumer's journey within Optum services. • Lead content strategy across channels (email, website, and direct mail). • Manage and execute strategic plans and marketing campaigns. Act as a liaison between product, creative and vendor partners to ensure effective development and implementation. • Implemented data driven consumer focused campaigns, created project plans, gather required inputs, obtained approvals, provided creative direction, managed internal and external resource, and measured and analyzed results. • Increased digital engagement by 15% by developing and implementing go-green campaign for clinical messaging.
Developed, managed and executed integrated marketing initiatives at a multi-channel level to support market-specific efforts, Hispanic-targeted efforts, and new store openings. Project managed and implemented key marketing campaigns, marketing vehicles and monthly promotional plan to ensure that business and brand objectives were achieved. • Managed media & creative agencies in the creation and execution of local marketing, content and media plans. • Managed editorial calendar/content plan for cross-channel retail messages. • Partnered with ecommerce team to engage customers through social, mobile and digital properties. • Increased sales by 35% as compared to control stores by developing and aligning cross-functional marketing teams for a successful multicultural partnership in San Antonio. • Provided strategic direction for content strategy/creative and ensured timely delivery of materials for over 165 projects a month. • Developed processes to ensure project costs were reasonable, accurate, and tracked back to appropriate project. Closed a gap of 2M on the marketing signage budget.
Lead business plan for designated high volume/visibility accounts, including the development and execution of marketing campaigns and achievement of sales/business objectives. Supervised and developed direct reports. • Championed strong relationships with Target, Best Buy and Kmart accounts (physical and digital). Partnered with clients’ marketing, merchandising, PR, events and media departments. • Drove content strategy across social media, print, digital, in-store, circular, radio and TV ads/specials. Ensured messaging was on-brand, and culturally appropriate for Latino audiences. Efforts resulted in an 18% increase of voice share. • Transformed processes to support strategic goals, time frames, funding and procedures reducing turnaround from 3 weeks to 1 week. • Conceived and developed exclusive product – Latin Billboard Nominees to improve accounts multicultural strategy. Album debuted as #11 – Top 100 Billboard Latin and continued charting for 22 consecutive weeks.
Lead the creation and execution of sales and marketing plans for high volume/visibility accounts. • Managed Target, Best Buy, Costco and Musicland Latin music sales with a portfolio of more than $100 million annually. • Identified insights and trends from partners’ KPIs to grow sales and market share gain. • Decreased YOY expenditure by more than 60% on co-op funds by creating innovative pricing program.
Managed sales and day-to-day business for national and international retail accounts. Served as a liaison between assigned accounts and all Llewellyn departments. • Developed channel marketing plans and promotions to support national accounts based on research and industry trends. • Administered sales strategies for international vendors, distributors and retail clients. • Coordinated digital initiatives, content strategy and development for web, e-mails, catalogs and channel communications. • Negotiated the return of $2M in merchandise from a client in Mexico and resold the merchandise to a client in Argentina.
Responsible for the acquisition and development of new products (both original Spanish and translations from English to Spanish). • Lead contract negotiations with authors/agents, licensing rights for international and U.S. Hispanic markets. • Performed content evaluation and developed marketing and promotional plans. • Managed translation governance model and in-language support for products to support multicultural/multilingual strategy. • Determined appropriate multicultural marketing approach for products considering risk, compliance, and customer experience. • Spearheaded the development of the Latin category as a business line with 60% growth in 2 years.
Designed, formatted and edited manuscripts for over 50 published books. • Assisted with the translation governance model and culturally relevant messaging for multicultural segments. Integrated materials into creative processes, ensuring compliance with business processes. Oversaw execution of Spanish bilingual initiatives that are translated accurately and properly acculturated, including development of content, promotional materials, and communications to support targeted cultural populations.
Bachelor of Science
Concentration: Graphic Design and Marketing
Competitive Market Analysis, Shopper Marketing, Strategic Planning Skills, Relationship Building, Business Development, Account Management, Sales, Multicultural Marketing: Hispanic & African American Markets, Direct and Channel Marketing, Retail Merchandising, Promotional Programs, New Product Launches, Product Assortments, Sales Incentives, Planograms, Media Plan, Digital Marketing Strategy, Advertising & Promotions, Ecommerce Strategy, Project Management, Merchandising, Buying & Negotiation, Retail Marketing, New Store Openings, Forecasting, Negotiation, Buying, International Business, Automotive Industry, Publishing Industry, Entertainment & Music Industry, Bilingual Spanish/English, Conversational Japanese, Portuguese and Italian
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