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Work Background
AmazonHead of Insights & New Initiatives | Payments Acceptance & Experience
Aug. 2022United States• Spearheaded a global insights and product marketing team, setting the vision for new initiatives in undefined spaces and influencing product roadmap strategies, with a focus on Natural Language Processing solutions that enhance customer data integrity and marketing efficiency.
• Pioneered generative AI solutions using Natural Language Processing to increase contact coverage by over 7400 basis points.
• Develop and execute global strategies for Voice of the Customer, foundational and ad hoc research, competitive benchmarking, and segmentation initiatives across 12+ countries in North America, Europe, and Latin America, translating insights into actionable business outcomes.
• Recruited and nurtured a high-performing team of senior insights managers, product marketing managers, and channel marketers, driving product roadmaps, go-to-market strategies, and marketing plans for new payment launches.
• Launched Amazon Payments Advisory Panel, providing on-demand access to customers in US, UK, and Canada for quantitative and qualitative insights, while managing consumer research roadmap and budget to balance short and long-term objectives.
• Deliver marketing experimentation and A/B testing to measure incrementality and optimize content across customer lifecycle.
AmazonHead of Acquisition Marketing | Payments Acceptance & Experience
Nov. 2020 - Sep. 2022Greater Seattle Area• Promoted to lead a global marketing team across North America and Latin America, defining the vision and strategy for payments product marketing initiatives and customer acquisition.
• Achieved a notable 25.45% year-over-year increase in new customer growth in 2021, spearheading global payments acquisition marketing efforts.
• Recruited and cultivated a high-performing team of product marketing managers, channel marketers, creatives, and analysts, orchestrating end-to-end go-to-market strategies and marketing campaigns.
• Championed the launch of alternative payment methods, expanding access to underpenetrated audiences and market segments.
• Effectively managed a global marketing budget, adhering to efficiency guardrails through a continuous test-and-learn approach to refine marketing strategies across various channels, including Mass Media, Digital, Onsite, and Promotions.
AmazonHead of Digital & Emerging Payments Marketing | Payments Acceptance & Experience
Aug. 2019 - Oct. 2020Greater Seattle Area• Successfully promoted to develop and implement a long-term payments marketing strategy in collaboration with in-country teams and local leadership, establishing globally consistent KPIs.
• Built a team from the ground up, focusing on country-specific inclusive payment experiences in LATAM, such as Cash Acceptance, Installments, and Digital Wallets, growing the team to 8 members from zero and effectively overcoming multilingual challenges.
• Spearheaded customer mitigation go-to-market strategies for payments in APAC countries, achieving a significant reduction in customer impact by 1100 basis points in Singapore and 273 basis points in Australia.
• Directed go-to-market teams for significant product launches, including Pix in Brazil and Pay in Cash in Mexico, meticulously crafting the value proposition, branding, target audience, channel activation, and launch timelines.
The Coca-Cola CompanySales & Marketing Leader | On-Premise
Jun. 2012 - Nov. 2015St Louis, Missouri, United States• Collaborated with key accounts, managers, the product supply team, and marketing to successfully launch seasonal marketing programs across the St. Louis market.
• Led district of 5 Market Development Managers, achieving $2.6M in gross profit through strategic guidance and effective leadership.
• Exceeded new business growth targets by 101%, demonstrating exceptional skill in business development and market expansion.
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