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Work Background
VerizonSenior Director, Marketing - Analytics, Database Management & Communication
Nov. 2023United StatesData-driven Decision-making • Base Analytics • Marketing Animation & ROI
Responsible for identifying growth opportunities across 16 prepaid wireless brands, managing a customer base exceeding 22 million. Lead a cross-functional team of marketers and data scientists, overseeing data analysis, campaign implementation and optimization, customer segmentation, data quality, performance metrics, and program scaling. Cultivated a culture of innovation and continuous improvement, driving substantial enhancements in campaign performance and marketing ROI.
○ Reducedchurnratein Q1’24 by 5 bpswith an incremental 44 thousand saves
○ Achieved best quarterly churn rate since 2018
○ Accountable 50% churn reduction through personalization and decision-based offers
VerizonDirector, Marketing - Base Engagement & Lifecycle Marketing
Apr. 2019 - Nov. 2023United StatesCRM and CLM Marketing • Personalization • Onboarding • Engage and Retain • Handset Sales
Oversaw base management strategy and implementation for Verizon Prepaid's 4 million customer base, generating $2 billion in annual revenue. Cultivated a culture of innovation and continuous improvement, driving substantial enhancements in campaign performance and marketing ROI. Pioneered data-driven CRM strategies and customer journeys utilizing PEGA systems. Optimized decision architecture through advanced analytics, significantly elevating the effectiveness of both inbound and outbound customer
touchpoints.
○ Reduced churn rate 50% in three years, from 7% to 3.5%
VerizonDirector, Marketing - Fios Home
Apr. 2018 - Apr. 2019Sales Strategy & Enablement • Cross-Collaboration and Influence • Segmentation • Product Management
Responsible for identifying opportunities and developing marketing strategies to achieve revenue growth for Verizon's Broadband and Television business, with a specific focus on driving top-line growth in the underserved customer segment. Spearheaded the introduction of pay-as-you-go pricing models and enhanced customer verification experiences, leading to a substantial increase in sales and improved
customer acquisition.
○ 50% increase indoor-to-door sales of 1GB Prepaid Fios
○ 18% increase to online sales from eliminating hard credit check
○ 7X expansion of person-to-person cash payment network
PayPalDirector of Global Marketing and Implementation
Nov. 2015 - Dec. 2017Localization and Translation • International Marketing & Project Management • Mobile Payments
Directed U.S. operations and global expansion for Xoom, significantly enhancing market reach and brand value. Collaborated with C-suite executives and international stakeholders to shape brand strategy, align global initiatives, and foster multinational teamwork. Chose a new global advertising agency, leading to substantial improvements in brand positioning worldwide. Conducted comprehensive customer discovery in Europe, leveraging insights to expedite international launches and refine market positioning strategies.
○ PayPal Marketing Excellence Award– Best television ad among all of PayPal’s campaigns
internationally
○ ANA's Multicultural Excellence Awards– Grand prize for integrated television and social
media in the Asian-American segment
Xoom Corporation, A PayPal ServiceSenior Marketing Director, Global Management (2013-2015)
Jun. 2006 - Nov. 2015Brand Development • Money Transfers • Digital Marketing Marketing • Startup to IPO
Senior Marketing Director, Global Management (2013-2015)
Marketing Director, Latin America and the Caribbean (2009-2013)
Senior Marketing Manager, Latin America and the Caribbean (2006-2009)
Successfully grew Xoom from zero to a 7% market share, achieving 2 million active customers and $65 million in quarterly revenue within a highly constrained and competitive environment. Spearheaded the strategy and execution of global campaigns for a leading digital payments company, facilitating money transfers to over 50 countries.
Owned growth metrics for customer acquisition, revenue, retention, and lifetime value across the Latin America and Caribbean (LAC) region, encompassing 17 countries and accounting for half of the company's new users. Drove go-to-market strategy, expanding the LAC region from zero to a 7% market share. Attracted new customers with optimal cost per acquisition and lifetime value using a mix of traditional television and digital performance marketing. Innovated international digital marketing by leveraging in-country online newspapers. Created and maintained annual forecasts to guide strategic planning and performance
tracking.
Dieste, Inc.Account Director
Jul. 2003 - May. 2006United StatesAgency-side • Client Facing • Financial Services • Underbanked
Led the Washington Mutual account by servicing the client, creating go-to-market strategies and executing strategies.
California Federal BankB2B Partner Marketing & Business Development
May. 2002 - Mar. 2003United StatesDatabase Marketing • Banking
Responsible for the development and implementation of new business partnerships benefitting multicultural and underbanked consumers through education and financial literacy.
Essex CorporationB2B Product Manager
Nov. 2001 - Apr. 2002United StatesCreated a digital hub of business-to-business marketing and sales materials to support financial advisors with direct to client sales.
Egreetings IncProduct Manager - Latam Site Producer B2B
Jun. 1999 - Jun. 2001United StatesEmerging Technology • Innovation • White-label
Responsible for the business develop and content creation for digital greeting card service to the US Hispanic and Latin America markets.
The Bravo GroupAccount Executive
Mar. 1996 - Jun. 1999United StatesTelevision • Radio • Out-of-home • Traffic Management
Provided client service and day-to-day liaising for global brands, such as Bank of America, Mattel, AT&T, Clorox; as well as for California Department of Health Services.
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