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Work Background
UPM RaflatacMarketing Communications
Jul. 2024Asheville, North Carolina, United StatesWithin the Marketing and Branding Communications team at UPM Raflatac, I am responsible for shaping and implementing the company's global communications strategy across the Americas. My role involves creating compelling regional content such as press releases, case studies, and thought leadership articles that enhance our brand visibility. I lead internal and external communications campaigns, engage with industry media, and manage virtual events to strengthen stakeholder relationships. Additionally, my efforts support UPM's employer branding and ensure cohesive communication across our facilities in North and Latin America, aligning with broader strategic objectives. Key Responsibilities: • Creates UPM Raflatac's global communications strategy to the Americas, developing a specific annual communications plan.
• Produces regional communications content, including press releases, case studies, and articles to elevate brand visibility.
• Leads internal and external communications campaigns and activities, collaborating closely with internal stakeholders across the Americas.
• Creates engaging content for social media, utilizes platforms creatively, and optimizes social media automation tools to expand online communities.
• Fosters relationships with regional industry media and stakeholders to increase UPM Raflatac's trade media coverage.
• Strategizes and conducts virtual events like business webinars and quarterly Town hall meetings to engage with internal stakeholders.
• Contributes to executing UPM's employer branding strategy in the Americas, enhancing the company’s attractiveness as an employer.
• Facilitates effective communication through the network of terminals and factories in North and Latin America, including safety and crisis communications.
• Aligns and reports on key performance indicators for communications activities, ensuring alignment with strategic goals.
83barHead of Digital Marketing, Creative / Strategy
Jan. 2022 - Dec. 2024While acting as Head of Digital Marketing Creative, my day-to-day responsibilities was the following:
Directing and motivating cross-functional teams while encompassing strategists, project managers, graphic designers, copywriters, and contract talent to ensure the smooth running of daily operations; facilitating client collaboration and leading productive brainstorming sessions to optimize internal processes for digital and creative teams; analyzing team performance to drive future strategic implementations; developing and implementing digital marketing strategies to drive brand awareness and customer engagement.; managing a team of designers, copywriters, and content creators to produce high-quality digital assets; optimizing website performance and user experience through A/B testing and data analysis. Key Responsibilities: • Enhanced team capabilities, leading to notable improvements in project completion rates.
• Boosted production in the first six months through comprehensive revitalization of the creative and digital marketing division.
• Achieved more efficient operations and quicker campaign development by aligning creative, performance marketing, and digital strategy efforts.
• Increased overall engagement through the implementation of innovative marketing concepts, guidelines, and strategies across various digital marketing channels.
• Exceeded customer expectations and significantly enhanced the quality of digital creative deliverables, contributing to sustainable and scalable growth.
• Maintained impressive revenue growth in FY23 through the adoption of advanced automated processes for developing creative marketing assets, including the introduction of AI-driven solutions.
FGX InternationalMarketing Manager (marketing transition team)
Jan. 2021 - Dec. 2022At FGX International, I played a pivotal role in driving the success of FGX's digital marketing strategies while spearheading the seamless integration of the Luxottica European marketing team following the merger with Essilor/FGX. Oversaw and led various automated digital marketing initiatives, data analysis efforts, and impactful omnichannel campaigns. These endeavors directly contributed to the growth and profitability of the company's global operations. Consistently exceeded target goals and KPIs, significantly contributing to the overall mission of improving lives by enhancing vision. The following are my notable contributions: • Generated an 18% increase in leads and a 15% improvement in lead conversion rates through effective lead generation and nurturing campaigns.
• Successfully managed and optimized digital advertising campaigns across various platforms, resulting in a 25% increase in click-through rates and a 15% decrease in cost per acquisition.
• Implemented customer segmentation and personalization strategies, leading to a 20% improvement in email open rates and a 30% increase in email marketing ROI.
• Led social media initiatives that resulted in a 20% yearly growth in followers and a 22% increase in engagement rates.
BiltmoreMarketing Manager
Jan. 2018 - Dec. 2021Asheville, North Carolina AreaSpearheaded brand management and expansion in three-tier distribution/offsite retail, conducting via research and devising strategic marketing partnerships, executing impactful social media and influencer initiatives, and overseeing the implementation of comprehensive multi-channel video marketing plan; conducting market research and competitor analysis to identify trends and opportunities in digital landscape; planning and delivering digital advertising campaigns across various platforms, including search engines, social media, and display networks, to maximize reach and conversions; utilizing SEO techniques to improve website's search engine rankings and increase organic visibility. Key Responsibilities: • Boosted 3.5M sales during 2020-21 by devising brand positioning and marketing strategies.
• Achieved 213% return on investment (ROI) in Q4 by launching influential influencer and paid search campaigns.
• Enhanced 25% customer engagement by formulating and managing data-driven B2C marketing strategies for both existing and new digital channels.
• Orchestrated a noteworthy 23% surge in seasonal and quarterly revenue, specifically within digital channels, through implementation of targeted campaigns.
• Increased 25% social followers, 143% expansion of overall reach, and notable 95% rise in social engagement by implementing integrated digital and influencer initiatives.
• Led competitive research and analysis for digital and retail channels by providing valuable insights for strategic decision-making and contributing to an 8% enhancement in regional market share.
DEDONMarketing Manager - North America & Latin America
Jan. 2015 - Dec. 2017Greensboro/Winston-Salem, North Carolina AreaMy responsibilities are the following while performing as Marketing Manager, North America & Latin America: Overseeing project management for national and regional events while encompassing through sponsorship research and negotiation; devising comprehensive marketing communication strategies for both B2C and B2B sectors to generate content for diverse digital and print projects; implementing brand management and development initiatives for North American and Latin American markets; directing PR strategies across various marketing media platforms, including a successful selection of new PR agency of record; collaborating with cross-functional teams, including sales, product development, and creative teams, to develop and execute integrated marketing plans. My key highlights in this role include: • Achieved a noteworthy 30% enhancement in media coverage.
• Drove a 35% increase in brand exposure by orchestrating cross-marketing efforts and synergies with EMEA global markets.
• Realized 23% sales growth in North American trade markets and surpassed 15% budget expectations by formulating impactful marketing strategies, outreach plans, and brand tactics.
SteelcaseCreative Director / Marketing Communications Manager
Jan. 2006 - Dec. 2015High Point, NCI served as Marketing Communications, Brand Manager, and Marketing Creative Director and was accountable for: Administering product marketing and branding strategies for sub-brands while overseeing marketing teams on national and international scales; functioning as primary marketing liaison for sales division in the US and EMEA aimed at overseeing marketing communication initiatives and managing global marketing and creative teams to enhance brand recognition and establishment of robust internal communication networks worldwide; training support teams across different countries to facilitate the transfer of projects from external vendors to internal resources; leading creative team in developing compelling and impactful marketing collateral, including print and digital assets, videos, presentations, and sales materials. My key successes during this role were: • Attained $125K in annual cost savings for marketing budget by developing/nurturing valuable partnerships with vendors.
• Recognized twice as recipient of the prestigious "Steelcase Circle of Excellence" award for exceptional performance.
• Generated $175K in annual savings within sales and marketing budgets by delivering training to support teams across different countries.
• Increased 40% brand awareness and successful e-commerce launch by spearheading the marketing launch of Steelcase's Coalesse brand and encompassing comprehensive communication strategies.
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