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Work Background
babou studioFounder | Strategic Marketing
Apr. 2025Los Angeles, California, United States
SIS International Research & Strategy ConsultingMarketing and Brand Strategist
Apr. 2022 - Sep. 2024Los Angeles, California, United StatesLed 25+ marketing and brand strategy projects, providing direction on brand identity, digital engagement, and go-to-market planning. Transformed research into personas, journey maps, and segmentation strategies to shape messaging and campaign execution. Developed tailored marketing and brand positioning frameworks for diverse audiences and markets across mature and emerging industries: • Led six brand and rebranding projects: delivered strategy for new and established brands, including launching a luxury financial services brand, resulting in a successful rollout and audience alignment. • Led digital experience strategy for global clients: integrated UX research, journey mapping, message testing, and channel optimization. Oversaw testing for the Paris 2024 Olympics Committee, delivering improvements in user experience and message clarity, which strengthened brand interaction and audience connection across digital touchpoints. • Developed and localized brand strategy and messaging: contributed to a WHO-backed healthcare initiative by producing strategic frameworks and recommendations that identified key barriers and guided brand strategy in underserved markets.
HPGlobal Business Analyst and Planning
Jul. 2019 - Aug. 2021Barcelona, Catalonia, SpainLed market analysis, forecasting, and strategic planning for five product segments generating $95M in annual revenue across EMEA. Built advanced models to optimize pricing and revenue planning, enhancing decision-making and aligning leadership with market trends and performance goals: • Developed pricing strategies across five product segments: applied cost-margin modeling, elasticity analysis, and scenario planning to shape commercial recommendations. Operated within a transversal team that supported all business units. • Enabled accurate commercial planning: aligned sales, finance, and supply chain functions, improving cross-functional coordination and achieving 95–98% forecast accuracy to support strategy execution. • Recovered $1.5M in revenue: implemented tracking system in JIRA and Excel, reducing undelivered services by 80% and increasing operational transparency and accountability.
Volkswagen GroupInternational Marketing Country Coordination Assistant
Aug. 2018 - Jul. 2019Barcelona y alrededores, EspañaContributed to marketing strategy across six countries, ensuring brand consistency and maximizing audience engagement. Drove cross-functional collaboration to localize campaigns, align brand and event strategy, and optimize media investments and performance tracking: • Co-led the development of a high-impact adaptation campaign: drove a 19% sales increase and was scaled globally as a best practice. • Supported the international launch of the SEAT Tarraco: adapted creative assets, messaging, and media channels to local consumer behavior and media habits. • Oversaw media strategy and performance across 14 countries: optimized investment and budget allocation through competitive analysis and ROI benchmarking, improving marketing efficiency and strategic impact.
AmChamSpainMarketing, Communication and Events Intern
Jan. 2017 - Aug. 2017Barcelona Area, SpainContributed to digital marketing, sponsorship development, and event coordination for flagship and executive events, including AmCham’s centennial celebration and networking functions attended by leaders from Google, Facebook, and other top-tier companies. Supported content strategy and partnership outreach, strengthening digital engagement and enhancing brand visibility.
TAIS EventsInternational Congress Host – Public Relations & Operations
Apr. 2016 - Mar. 2017Barcelona Area, Spain• Managed public relations posts at International Congresses like Mobile World Congress, adapting to diverse cultures for exceptional guest treatment. • Coordinated with team members to ensure smooth operations and guest satisfaction. • Implemented innovative strategies to enhance guest experience and increase brand visibility.
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