United Way of Greater Houston

• Lead the development of strategic content and creative for United Way of Greater Houston marketing and communications materials to share and amplify the United Way story to all our audiences.

AVP, Marketing & Communications

CEMEX USA

Led the award-winning marketing team at global building materials manufacturer CEMEX USA, supporting nearly 10,000 employees across 400 locations. Drove the company’s marketing strategy, while coaching and mentoring team members to sharpen their skills. 

• Supervised team responsible for all online and offline marketing communication touchpoints, including website, digital, paid media, SEO, social media, email, and marketing analytics, for CEMEX USA and its subsidiaries, as well as product brands

• Managed relationships with agencies and vendors in a fast-paced, highly efficient environment

• Led a high-performing marketing team, resulting in positive business results and seven marketing awards and 15 nominations in less than two years

• Led award-winning product launches, market penetration and demand generation campaigns that resulted in positive ROI for the business

Head Of Marketing

CEMEX is a leading building materials company, with product lines that include cement, concrete and aggregates. As the marketing lead, I oversee our U.S. marketing team, channels and projects, helping align marketing objectives with business priorities. 

• Manage marketing activities for CEMEX USA, sub-brands and product brands, including websites, marketing campaigns, print materials, email marketing, PPC and content marketing. Maintain an effective, cohesive, and engaging brand presence.

• Collaborate with vendors, internal teams and stakeholders to create landing pages and optimize user experience. 

• Evaluate end-to-end customer experience across multiple channels and touchpoints to improver user funnels.

• Evaluate emerging technologies and implement new and creative growth strategies. Provide thought leadership and perspective for marketing adoption.

Manager, Digital Marketing

Global Mentorship Initiative

Mentored GMI students and recent graduates to prepare them for their first career job. I provided guidance in the following business areas:

- Professional networking and LinkedIn
- Career planning and SMART goals
- Global business communication skills
- Job search and interview best practices
- How to excel in the workplace environment

Mentor

Equipment Depot

I led the award-winning digital transformation project at Equipment Depot—the largest independent material handling business in America. I ran a data-driven program in a strategic marketing and sales support environment. 

• Led Equipment Depot’s digital transformation, including blog launch, social media optimization, digital advertising launch, SEO refresh, landing page development, CRM development and relaunch, and several digitized internal processes.

• Led an integrated marketing program that increased qualified website leads by 264% (YOY), resulting in a significant increase in revenue potential and industry recognition.

• Integrated the website and CRM, thereby automating the lead distribution process to improve efficiency and responsiveness.

• Developed a streamlined lead generation and lead distribution process for sales enablement.

• Established a firm foundation for SEO success by implementing a local SEO strategy and developing a keyword-optimized content strategy and editorial calendar. 

• Improved social media presence using content strategy and schedule optimization, becoming the landscape leader among direct competitors on LInkedIn.

• Launched and managed an email marketing program that enhanced brand awareness, increased traffic and email-generated leads.

• Digitized the company’s credit process, helping improve user experience; Developed a financial workflow process for the Credit unit.

• Crafted brand case studies and led the award submission process that resulted in 12 marketing awards in a year, plus an AMA Marketer of the Year nomination.

Digital Marketing Manager

Apple

Curated music playlists for Apple music, introducing music audiences to new artists with the goal of increasing platform retention.

Created content for iTunes.

Curator

Signet Interactive

At Signet, I led the content marketing department and supervised over 40 client accounts. I steered long-term content strategy and day-to-day execution of content marketing efforts for agency and clients across all content platforms, including social media, website, and email. 

• Managed the development and implementation of content marketing programs across various industries and sectors, including health, legal, oil and gas, retail, and more. 

• Responsible for quality review of content focused on increasing awareness, promoting positive customer behavior, and generating leads.

• Developed and supervised a team of best-in-class content marketing talent, including content specialists, social media strategists, copywriters, and community managers.

• Developed and presented content marketing strategies to clients.

Director of Content Marketing Strategy

DMN3

At DMN3, I used a mix of data, direct and digital marketing to create award-winning lead generation campaigns. I was promoted to Content Marketing Manager after 6 months, and I primarily steered content marketing and social media marketing projects for agency and clients. 

My responsibilities and results were:

• Led a content marketing program that increased site traffic by 718% YOY.

• Developed and executed an award-winning demand generation campaign that increased CTR by 378% and exceeded new business goals by 50%.

• Analyzed data and adjusted strategies and tactics to improve campaign results.

• Created and managed monthly and quarterly content marketing calendars.

• Managed content library. Facilitated the strategy, development and implementation of new content assets, including white papers, eBooks, landing pages, emails and blog posts.

Content Marketing Manager

Rocawear

Rocawear is a leading lifestyle apparel brand co-founded by Shawn "JAY Z" Carter. Rocawear expanded to include the lifestyle site Roc4Life. I began as a Social Media Manager and ended up managing content and social media. 

Highlights include lifelong friendships and great opportunities. In my role as Editor and Social Media Manager, I learned how to manage a team of copywriters, build and expand a brand's social media presence. I became a better content strategist. In 2009, I won a Texas Social Media Award for my social media work. 

• In my role as editor, I expanded readership using content strategy. 

• Created a monthly editorial content calendar and managed a team of freelance writers. Improved website visits by writing, editing and promoting blog posts.

• Managed various social media accounts for Rocawear, Roc4Life and JAY Z, including Twitter, Facebook and YouTube.

Content & Social Media Manager

Fueled by coffee and music, Henry Adaso is a seasoned marketing and communications leader. He is passionate about combining data with storytelling to create meaningful impact. He has deep experience leading high-performing teams, helping brands clarify their message, and steering award-winning campaigns. 

He loves storytelling, strategic marketing and communications, digital transformation, go-to-market strategies, lead generation, demand generation, content strategy, sales enablement, and account-based marketing.

He is active in the marketing community and currently serves on the board of AMA Houston.

Henry is the author of three books: Content Mapping, The Gap, and The Art of Messaging.

In his spare time, Henry is a soccer fanatic, music lover, and writer of fiction and non-fiction.

Taplio

Henry Adaso's Linkedin Analytics

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Henry Adaso's Linkedin Analytics

Want to drive more opportunities from LinkedIn?

Henry Adaso's Linkedin Analytics