I'm problem-solving marketer oriented to digital media with a passion for the way we communicate, brand strategy, planning, analytics/insights, social responsibility, numbers and football. I operate with a one-team mentality and am comfortable mixing strategy with hands-on execution while working cross-functionally to drive results.
With a background in Fast-Moving Consumer Goods, Digital Marketing and Politics. I'd be delighted to discuss how I would be an asset for your team.
Projects
- #YoEstoyDispuestoWorking at VotoJoven always challenged us to find a new way to motivate the Venezuelans to participate in an electoral process, this time we developed #YoEstoyDispuesto, a 360 campaign that went viral, being TT on Twitter for 3 days straight and it even had a parody created on the main comedy program of the country. Allowing us to take the campaign offline creating murals of photos of people using the Hashtag.
- Parra DrumsWorking with Pampero was all about setting trends and being edgy, on this constant quest I was presented to the luthier Ricardo Parra who wanted to create a drum out of a rum cask, I worked on designing the project, partnership and PR plan that would enable the brand to reach niche communities that were of interest for us.
Work history
Senior Associate Brand ManagerDiageo
- VenezuelaFull Time
Held accountability for increasing market share and profits, conceptualised and implemented strategic plans to maximise brand potential, presented product plans. Built robust relationships with stakeholders. Communicated product announcements through multiple channels. Defined and delivered promotional plans and forecasts. Tracked and evaluated account and brand performance, utilised analytics, learned lessons, and recommended future improvements. Conceptualised and introduced BTL activities. Accountable for budget and financial controls.
• Championed multi-channel implementations, most notably Cacique’s ‘’Somos Tribu’’ and Pampero’s “Toma Las Riendas”.
• Developed and implemented a seasonal Easter On Trade platform, across 14 POS; secured 86 activations reaching 24,000 consumers, returned 120% against planned real cases.
• Succesfully implemented a nationwide on trade plan in the 23 main clients, having brand presence in more than 200 activations returning 145% against planned real cases
• Implemented three Off Trade platforms, impacting more than 800 POS nationwide, returned 136% against planned real cases
• Formed partnership with Ricardo Parra to develop a special edition of a drum crafted from an exceptional barrel; drum presented in campaign launch, also promoted through PR and exposed in specific On Trade clients
• Project managed the generation of Cacique Brand Gifs specifically for Giphy’s Instagram stories application
• Led Pampero’s participation in 9 brand sponsored events, impacting more than 15,000 people (110 % vs target)
• Spearheaded the creation and delivery of the brand’s media plan; surpassed expectations of Key Performance Indicators, led to an increase in brand awareness.
• Led social media plan management; generated growth, became the largest account in the category, for followers and interactions.
• Successfully led and aligned Supply, Logistics, Financial and Commercial teams to develop disruptive VAPs, packagings and Special Editions.
Digital & Media ExecutiveDiageo
- VenezuelaFull Time
Developed and implemented online campaigns, promoted products through the advanced use of digital trends and technology. Created and analysed data to evaluate results, made use of analytics to measure and report the performance of digital marketing campaigns. Executed market analysis to determine market conditions, competitor data, and customer behaviour.
• Originated an "Insights from the behaviour of consumers’ interactions with the Rums Category" study; analysed data to identify future improvements.
• Set goals, including Digital and Influencers KPIs for use by the Marketing team; improved the availability and transparency of information to enable effective business decision making.
• Established strong and mutually beneficial relationships with clients; successfully delivered a "Mannequin Challenge Trend Party" in one of the On Trades.
• Formulated plans to maximise online reach, aligned and delivered Digital Brand Activations; increased awareness.
• Initiated and managed own brand and paid media activities, integrated with growth strategy; attained targets and objectives.
• Successfully collaborated with Marketing and Commercial teams, shared ideas and best practice; improved media and digital expertise, triggered an increase in brand growth.
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Skills
- Digital Marketing
- Marketing Strategy
- Campagin Management
- Brand Strategy
- Market Analysis
- Team Leadership
- Public Speaking
- Budget Planning
- Data Analysis
- Project Management
- Marketing
- Strategy
Education
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Production EngineerUniversidad Metropolitana
- Venezuela
• Delegate at UNIMET Harvard National Model of United Nations (2016)
• Elected Social Responsibility coordinator at UNIMET's student council (2015-2016) with 1600 votes
• Campaign Manager at Student's Council election, lead a 113 people team, won the elections with record participation and 83,44% of the votes
• Member of VOX leadership group
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Electronics EngineeringUniversidad Simón Bolivar
- Venezuela
Attended to Universidad Simón Bolivar from September 2010 to April 2014 where I started my studies in the field of electronic engineering, before realizing that my abilities were better suited for Production Engineering and that summed to national circumstances (Such as professors and workers strikes) forced me to transfer from a public university to a private one (Universidad Metropolitana).