Macarena García - Sr. Brand Communications Manager, adidas

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adidasSr. Brand Comms Manager

Sep. 2023Chile · Hybrid

NotCoBrand Manager

Mar. 2022 - Sep. 2023Santiago, Santiago Metropolitan Region, ChileAs a Brand Manager at NotCo Chile, I lead the development and execution of brand strategies, resulting in one of the most recognized plant-based brands in the country with 60% brand awareness. I have also been instrumental in expanding the brand's reach by nurturing its presence to attract new audiences for trial. Our social media presence has grown exponentially with over 250K Instagram followers and 50K TikTok followers, making it the largest community among all NotCo accounts worldwide. My team's "It's NotMilk, period" campaign received two awards from the Chilean Advertising Association for its creative strategy (Silver) and public relations (Bronze) efforts in response to a lawsuit filed by the southern Chilean dairy farmers' association for unfair competition. Collaborating with cross-functional teams, including portfolio, sales, design, trade, social, innovation, sponsorship, customer care, R&D, A.I., chefs, and HR, I seek innovative and creative approaches to promote and grow the NotCo brand to B2B and B2C clients. My responsibilities include implementing and managing the overall brand strategy and identifying key brand moments to prioritize to increase awareness and consideration. Notably, we achieved the highest brand awareness in the category's history with 77% with our NotMilk brand. I work closely with internal and external stakeholders to ensure consistent brand values, identity, and voice in campaigns that align with product goals.

LATAM AirlinesGlobal Content Marketing Manager

Aug. 2019 - Feb. 2022Santiago de ChileLed the Social Media team in the delivery of the Global Content Creation Strategy, resulting in increasing in our KPIs in terms of Brand Health, Image, Awareness, Closeness First Choice, and Reputation. Maintaining LATAM's social media profiles as the biggest online communities in the Airlines Industry of the region. Influencers and employee advocacy strategies management, Vamos magazine digital branded content & P&L management. Worked closely with Sustainability, External and Internal Communications, Contact Center, Customer Experience, Digital & FFP to maintain optimum levels of communication to effectively and efficiently complete projects. Proved successful working with tight deadlines and a fast-paced atmosphere. Expanded cross-functional organizational capacity by collaborating across departments on priorities, functions, and common goals. Responsible for the design and implementation of LATAM's new communication strategy, based on a worldwide unknown COVID context and the necessity of bringing the information closer and faster to our passengers. Managed new launching strategies: TikTok (which became the first corporate social media channel without language barriers) LATAM's CEO Linkedin Profile (First Latin-American Airline CEO named as a Linkedin Influencer. Weekly direct reporting) & the newest Safety Video (Guaranteeing full localization across POS and local identification. Made 100% with LATAMers from all over the world filmed in 20 days in 5 countries).

SprinklrSenior Success Manager LATAM

Oct. 2018 - Aug. 2019São Paulo Area, Brazil

SprinklrSuccess Manager

Jun. 2016 - Aug. 2019São Paulo y alrededores, BrasilI worked with Sprinklr's LATAM clients from industries like retail, agencies, and IT. Helping to map their process and goals from onboarding to become a fully Sprinklr ninja user. Also building trust, on-going support, strategic planning, keeping customers up to date on the latest features, and monitoring their platform health. Working closely and supporting Sales, Enablement, and Services teams spotting opportunities to ensure renewal.

Deutsche Forschungsgemeinschaft (DFG) - German Research FoundationFreelance Translator

Jul. 2016 - Jan. 2018I helped Deutsche Forschungsgemeinschaft (DFG) in Brazil to translate their press releases from Portuguese to Spanish as a service provider.

WundermanContent and Planning Manager

Oct. 2015 - Jun. 2016Manager and team leader of all social and planning strategies for Microsoft, Metlife, EAD (Seja:Digital), Azul, Embraer, Boehringer Ingelheim (Buscopan and Anador) and Shell oils & lubricants. Other brands also worked with: Microsoft Mobile (Devices and Services Division, former as Lumia, ex Nokia), Dell and Freddo (Chile and Brazil).

WundermanPlanning Coordinator and Account Manager

Jul. 2014 - Oct. 2015São Paulo e Região, BrasilManager of Lumia Colombia and North Latin America Social Media team and client services. Coordination of digital communication brand strategies in Spanish, English and Portuguese for all the social media channels of Microsoft for LATAM. Responsible for the content factory based in SP to support all the regional social media communications. Mixing efforts with all the others CMs and Wunderman offices through the region reporting directly to Seattle HQ.

F.bizContent and Social Media Manager

Jan. 2014 - Jul. 2014São PauloPlanning, development and execution of digital communication brand strategies in spanish, english and portuguese for all the social media platforms of some Unilever hair brands (Sedal LATAM and TRESemmé Argentina). Responsible for the strengthening of brand's digital presence, looking forward to enhance strategic planning and social media communications. Mixing efforts with all offline and PR agencies to increase expertise to build relevance on digital ecosystem. Identification of social media opportunities and improve day-to-day content and social channels. Production, execution and diffusion of corporate (mostly tutorials) videos.

Campus PartyCommunities Communications Manager

Sep. 2013 - Jun. 2014São Paulo, BrazilCampus Party is an annual week-long, 24 hour a day technology festival. Thousands of hackers, developers, gamers and geeks equipped with laptops camp out in tents on-site for the conference and hackathons. Founded in 1997 as a gaming and demoscene event, the festival was first held in Málaga, Spain, and has since spurred editions in Brazil, Colombia, El Salvador, Mexico, Ecuador, London and Chile. The event has evolved connecting online communities, gamers, programmers, bloggers, governments, universities and students and has a broad focus, covering technology innovation and electronic entertainment, with an emphasis on free software, programming, astronomy, social media, gaming, green technology, robotics, security networks and computer modeling. In charge of the "Content by communities" space of the CPBR7 2014.

Capital Pessoal!Sr. Project Planning and PR Manager

Sep. 2012 - Jan. 2014São Paulo, BrazilCreation of marketing action plans, planning and research of online and offline consumer insights for Google Argentina, Brazil and Mexico and other local accounts from Brazil. Video production and edition. Presentations delivered in 3 languages (Spanish, English and Portuguese), creation of strategies based primarily on consumer insights obtained in personal interviews and mini-labs, desk, quanti and qualitative research, shadowing and other techniques.

TEDxLagunaSetúbalOrganizer

Jun. 2012 - Sep. 2013Santa Fe, ArgentinaOrganization of the first TEDx event in Santa Fe, Argentina. A global event with 18 speakers in an 8 hour journey with the objective to bring the TED phenomenon to even more people. Responsible for public and private sponsorship for the event. Key coordinator of Public Relations. Drawing of projects to sponsor and covenant agreements. Main interlocutor between sponsors and other parts of the organization team. Follow-up of sponsorship and key suppliers.Coordinator of Sponsors Final Report and Results. Follow-up of content activities applied to partner events. Speakers coaching. To expand my knowledge about TEDx events I've attended to the first TEDxSummit in Doha, Qatar from 15 to 21 April 2012.

IBMSr. PR Account Executive In House

Mar. 2011 - Aug. 2012Catalinas TowersWork in developing and strengthening a network of contacts with different groups of influencers. Strategic advice on management and corporate communications. Speakers Coaching. Help and support in crisis management. Development and coordination of multimedia content. Measurement of results.

Personally S.ASr. PR Account Executive | Account Assistant

Mar. 2010 - Aug. 2012Capital Federal, ArgentinaDeveloping and strengthening a contacts network with different groups of influencers and stakeholders. Strategic advice on management and corporate communications on and offline. Working in-house and reporting to regional and global teams. Crisis management. Creation and coordination of multimedia content strategies. Creation of press materials, corporate videos, organization of press briefings, media sessions, events, and manage executive spokespeople. Direct contact with journalists. Events organization. Strategic advice and corporate communications management. Principal clients: IBM, Iron Mountain, GE, Procter & Gamble, Arcor and Itaú.

Identia|prAccount Assistant

Aug. 2007 - Jul. 2008Capital Federal, ArgentinaRSVP for a Solvay Indupa event, held in March 2008 at the Renault Museum. Coordination of the Annual Conference of Microfinance in Argentina 2007 held in September 2007 at La Rural. Collaboration in the 1st Exhibition of Castile and Leon in Argentina done from 16 to 26/11/07 at the National Museum of Immigration, organized by the Federation of Societies Castilian-Leonesas of Argentina. Assistance to the accounts of the Argentina Chamber of Medical Emergencies (CEMCA), Linde, IERIC, Merisant, Argentinian Association of PVC and AAETA CELADI. Making Management Reports. Clipping. Strategic pieces of communication such as newsletters, houseorgans, briefs, statements and press releases. Help and support in crisis management, conflict arising from the agro 2008 in Argentina. Direct contact with journalists.

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