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Work Background
Sierra MadreHead of Growth Marketing & Strategic Operations
Jul. 2024San Juan, Puerto RicoAs Growth Marketing Lead at Sierra Madre, I oversee digital growth initiatives across performance marketing, influencer partnerships, and content operations—driving top-line revenue and increasing marketing efficiency for a fast-growing outdoor gear brand. Key Achievements: • TikTok Product Launches: Launched two products via TikTok Shop, managing everything from operational setup to creative strategy. Built a TikTok affiliate program that generated $30K in gross sales within the first 90 days. Maintained a 4.7/5 shop score—placing us in the top 5% of all brands on the platform. • YouTube Affiliate Program: Initiated and executed a cold outreach campaign to recruit content creators, signing over 10 YouTube affiliates. These partnerships drove $112K in revenue within the first three months through integrated content and trackable links. • Creator Workflow Optimization: Designed and implemented a centralized project management system to streamline content creation, editing, media buying, and billing. This system improved visibility, reduced delays, and scaled weekly content output by aligning internal and external teams. • Cross-Functional Leadership: Collaborate closely with media buyers, video editors, and UGC creators to ensure performance-driven content is delivered on time, within budget, and optimized for conversions across Meta, TikTok, and YouTube.
PianoAssociate Director, Audience Engagement Strategy, Americas
Aug. 2023 - Jul. 2024New York City Metropolitan AreaDevelop and execute audience development, customer acquisition, and retention strategies for a porfolio of media clients. Utilize UX best practices to develop end-to-end user flow journeys. Perform audits of on-site user experience and leveraged Piano's AI and machine-learning propensity models to drive client revenue and growth goals.
Cultura Bread CoFounder
Jun. 2019 - Mar. 2023San Juan, Puerto RicoLed and implemented the growth strategy for a DTC Foodservice startup. Built and maintained reporting dashboards to guide forecasting and strategic business decisions. Designed future state organization roadmaps that aligned with short-term and long-term business goals.
The Coca-Cola CompanySr. Manager, Media Planning & Strategy
Aug. 2015 - Jan. 2018New York, New York, United StatesDeveloped innovative media strategies for Powerade, Vitaminwater and Smartwater brands, collaborating with cross-functional team leads to fully assimilate each brand’s core creative idea across Paid/Owned/Shared media channels. Managed external agency relationships, anticipating potential issues and minimizing their impact on the team by proactively identifying upcoming needs and risks.
Starcom MediaVest GroupGlobal Associate Director, Media Strategy
May. 2011 - Aug. 2015New York, New York, United StatesLed digital media strategy and activation for UBS Financial Services across the US, Mexico and Brazil markets, communicating global campaign strategies to regional teams and providing guidance on implementation of campaigns at the local level. Assisted with digital activation for Bristol-Myers Squibb and Blackberry accounts.
Starcom MediaVest GroupDigital Media Manager
Aug. 2010 - May. 2011New York, New York, United StatesDeveloped and managed multicultural media/marketing communication initiatives to build business across seven Procter & Gamble brands including: Crest, Vicks, Dawn, Gain, Duracell, Febreze, Mr Clean
Starcom MediaVest GroupDigital Media Supervisor, LATAM
Aug. 2006 - Aug. 2010Miami, Florida, United StatesWorked on Procter & Gamble Hair Care brands. Developed pan-regional digital communication plans based on global team direction, adjusting strategies to account for local market nuances.
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